This report investigates the effects and influence of Uber’s market entry in the greater Lisbon area. More specifically, the study evaluates the resulting impact on “Generation Y”’s perception of traditional taxi services. Based on the findings of the research, the report suggests concrete managerial implications to the traditional taxi industry.
The overall research was designed to derive insights based on both, qualitative and quantitative approaches. The qualitative research was performed with two focus groups and created the foundation for the quantitative research, which was executed using an extensive online questionnaire with 94 participants. Both approaches targeted respondents classified as “Generation Y”.
Core findings include the most significant attributes to evaluate traditional taxi services. Most importantly, the price, the friendliness of the driver and security were highlighted. Moreover, the overall satisfaction of customers is further determined by attributes such as availability, comfort and payment process. It must be considered however, that taxi services are rated significantly different among Uber users and non Uber users. As the former have ranked taxi services significantly worse than non Uber users, it can be concluded that the recent market entry of Uber influences and changes “Generation Y”’s perception of traditional taxis. The complementing finding that Uber services have been evaluated significantly more positive among the all respondents impressively emphasizes the thread for traditional taxis in the greater Lisbon area. The emerging competitor Uber is perceived as superior, even among the non Uber users.
Both, the qualitative and quantitative analysis revealed that the traditional taxi industry currently faces major problems related to the lack of trust, transparency and security of the services, as well as the limited options of payment methods. For the time being, this leaves the services’ availability as the only competitive advantage of the traditional taxi industry. In order to secure its competitiveness in any market scenario, it can be concluded that the industry needs to adapt its core services with regards to multiple service features. With a focus on “Generation Y”, the taxi industry must introduce tools and mechanisms to enhance and control transparency, foster the acceptance of credit cards as a payment method and ultimately drop prices to a perceived fair and competitive level.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- Introduction & Research Purpose
- Qualitative Research
- Target Group
- Methodology
- Summary of Responses
- First Insights into the Research Questions
- Intermediate Statement
- Quantitative Research
- Target Group
- Methodology
- Statistical Analysis of Responses
- General habits (regarding use of Taxi / Uber services)
- Performance ratings (Taxi and Uber services)
- Profile of respondents
- Summary of Responses
- Conclusions
- Managerial Implications
- Limitations and Further Research
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study investigates the impact of Uber's market entry in Lisbon on Generation Y's perception of traditional taxi services. The main objective is to identify concrete improvements for the traditional taxi industry based on customer satisfaction and needs. The research uses both qualitative and quantitative methods to analyze customer perceptions and preferences.
- Impact of Uber's market entry on traditional taxi services.
- Generation Y's perception and preferences regarding taxi and Uber services.
- Key attributes influencing customer satisfaction with taxi services.
- Comparison of customer perception between Uber and traditional taxi users.
- Managerial implications for the traditional taxi industry to enhance competitiveness.
Zusammenfassung der Kapitel (Chapter Summaries)
Introduction & Research Purpose: This chapter introduces the study's context, highlighting the competitive pressure faced by the traditional taxi industry due to Uber's emergence. It outlines the study's objective: to suggest improvements to traditional taxi services based on customer needs in Lisbon. The chapter establishes hypotheses focusing on whether adapting to a younger, tech-savvy market would increase Generation Y's use of traditional taxis and how Uber and non-Uber users perceive taxi services differently. The research methodology, involving qualitative and quantitative approaches, is also briefly explained.
Qualitative Research: This section details the qualitative research methodology used to understand the key attributes influencing the evaluation of taxi services and the differing perceptions between Uber and non-Uber users. The target group, defined as Generation Y (18-30 years old), is described, highlighting their tech-savviness and needs for quick, individual transportation and consistently good user experiences. Two focus groups – one with only traditional taxi users and another with users of both Uber and taxis – were conducted using a structured interview guide to gather insights.
Quantitative Research: This chapter focuses on the quantitative research undertaken to evaluate specific attributes impacting customer satisfaction with taxi services and to compare customer perceptions between Uber and traditional taxis. The methodology involves an online survey, and the chapter briefly explains the analysis of responses focusing on general habits, service performance ratings, and respondent profiles. This quantitative research complements the qualitative findings to provide a comprehensive picture of customer perceptions and needs.
Schlüsselwörter (Keywords)
Uber, taxi services, Generation Y, customer satisfaction, Lisbon, market entry, competitive advantage, qualitative research, quantitative research, service attributes, customer perception, managerial implications.
Frequently Asked Questions: Analysis of Uber's Impact on Lisbon's Taxi Industry
What is the main topic of this research?
This research investigates the impact of Uber's market entry in Lisbon on Generation Y's perception of traditional taxi services. The primary objective is to identify concrete improvements for the traditional taxi industry based on customer satisfaction and needs.
What research methods were used?
The study employs both qualitative and quantitative research methods. Qualitative research involved focus groups with Generation Y individuals (aged 18-30) to understand their perceptions and experiences. Quantitative research utilized an online survey to gather data on customer satisfaction, service performance ratings, and user habits.
Who was the target group for this research?
The target group was Generation Y (individuals aged 18-30) in Lisbon, chosen for their familiarity with technology and their significance as a key demographic in the transportation market.
What were the key findings from the qualitative research?
Qualitative research focused on understanding the key attributes influencing the evaluation of taxi services and the differences in perception between Uber and non-Uber users. Focus groups were used to gather in-depth insights.
What were the key findings from the quantitative research?
Quantitative research analyzed data from an online survey, focusing on general user habits, performance ratings of taxi and Uber services, and the profiles of respondents. This analysis complemented the qualitative findings.
What are the key themes explored in this research?
Key themes include the impact of Uber's market entry, Generation Y's preferences, attributes influencing customer satisfaction, comparison of Uber and traditional taxi users' perceptions, and managerial implications for the traditional taxi industry.
What are the managerial implications of this research?
The research aims to provide actionable insights for the traditional taxi industry to improve competitiveness by identifying areas needing improvement based on customer needs and preferences. Specific recommendations are derived from both qualitative and quantitative findings.
What are the limitations of this research?
The limitations of the research and suggestions for further research are discussed in a dedicated chapter. This section acknowledges potential biases or gaps in the data collection or analysis. (Specific limitations are not detailed in this preview).
What are the key words associated with this research?
Key words include: Uber, taxi services, Generation Y, customer satisfaction, Lisbon, market entry, competitive advantage, qualitative research, quantitative research, service attributes, customer perception, and managerial implications.
What is included in the Table of Contents?
The table of contents includes an executive summary, introduction, qualitative research (with subsections on target group, methodology, summary of responses, initial insights, and an intermediate statement), quantitative research (with subsections on target group, methodology, statistical analysis, and summary of responses), conclusions, managerial implications, and limitations and further research.
- Quote paper
- Benyi Heider (Author), Carla Sofia Simões (Author), Ivana Cizmar (Author), Marvin Burmester (Author), 2016, Uber versus taxi. Generation Y´s perception of taxi and Uber services in Lisbon, Munich, GRIN Verlag, https://www.grin.com/document/320886
