Service Attributes Affecting PickMe Customer Satisfaction Analysis

This report investigates the service attributes influencing customer satisfaction and repeat purchases within the context of PickMe, a transportation service in Sri Lanka. The research explores the impact of factors such as safety, pricing, convenience, and the role of Information and Communication Technology (ICT) on customer perceptions and behaviors. The study employs a quantitative research approach, collecting data through questionnaires distributed to PickMe users in the Kandy and Colombo districts. The findings reveal a significant influence of the identified service attributes on customer satisfaction and the likelihood of repeat purchases, emphasizing the importance of service improvements to meet consumer demands. The report also highlights the role of ICT in the transportation and tourism industries, underscoring its impact on sustainable development. The analysis includes descriptive statistics, a literature review, and a discussion of implications and conclusions, providing valuable insights for PickMe operators and the broader transportation sector.

Service Attribute factors affecting
Customer Satisfaction and Repeat
Purchases
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Table of Contents
ABSTRACT....................................................................................................................................2
CHAPTER 1....................................................................................................................................3
INTRODUCTION...........................................................................................................................3
1.1 Role of the Transport Industry...............................................................................................3
1.2 Role of PickMe in the Transport industry of Sri Lanka.........................................................3
CHAPTER 2....................................................................................................................................4
2.0 LITREATURE REVIEW..........................................................................................................4
2.1 Customer Satisfaction............................................................................................................4
2.2 Information Communications Technology (ICT)..................................................................5
2.3 Repeat purchases...................................................................................................................6
2.4 Safety.....................................................................................................................................6
2.5 Price.......................................................................................................................................6
2.6 Convenience..........................................................................................................................7
2.7 CHAPTER SUMMERY........................................................................................................7
CHAPTER 3....................................................................................................................................8
3.0 CHAPTER INTRODUCTION..................................................................................................8
3.1 Conceptual Framework..........................................................................................................8
3.2 Dependent Variable...............................................................................................................8
3.3 Independent Variable.............................................................................................................8
3.4 Hypothesis.............................................................................................................................8
3.5 Methodology.........................................................................................................................9
3.52 Sampling Method................................................................................................................9
3.53 Data Collection....................................................................................................................9
3.55 Limitations.......................................................................................................................10
CHAPTER 4.....................................................................................................................................11
DATA INTERPRETATION AND ANALYSIS...........................................................................11
4.1 Descriptive Statistics...........................................................................................................12
4.1.0 Safety............................................................................................................................12
4.1.1 Price..............................................................................................................................12
4.1.2 Convenience.................................................................................................................13
4.1.3 Customer Satisfaction...................................................................................................13
4.1.4 Repeat Purchases..........................................................................................................14
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CHAPTER 5..................................................................................................................................15
5.0 IMPLICATIONS AND CONCLUSION.................................................................................15
5.1 Implication and Conclusion.................................................................................................15
5.2 Drawbacks...........................................................................................................................16
CHAPTER 6..................................................................................................................................17
6.0 CONCLUSION AND RECOMMENEDATIONS..................................................................17
REFERENCES..............................................................................................................................18
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ABSTRACT
The Transportation industry is one of the largest sectors in the global economy; it changes
in-tandem rapidly with the innovations of technology. Pickme is one of the latest
technology advancement developed in the transportation industry of Sri Lanka. The
primary purpose of this research is to measure customer satisfaction level on the service
attributes of Pickme. This research will outline the issues of service attributes of Pickme
with customer satisfaction and the repeat purchases.
The quantitative research approach was chosen to obtain relevant data for this
study and the participants of the study were users who experienced PickMe services in the
Kandy and Colombo District of Sri Lanka. A total of 400 questionnaires were distributed
by some of the participants filling the questionnaire via online methods.
The results of this study revealed that service attributes of PickMe including;
Safety, Price, Convenience and Information and Communication Technology (ICT) has
an influence on customer satisfaction and repeat purchases. This study found that it is
imperative for PickMe operators to improve their services and provide better services that
fit the current consumer demands on public transportation. In addition, ICT is crucial in
transportation and tourism industry because it has a great impact on ensuring sustainable
global and tourism development.
Keywords: Service Attribute Factors, Customer Satisfaction and Repeat purchases
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CHAPTER 1
Chapter Introduction
In this chapter it will be giving a picture on the background of the company and the
background of its operating industry. The research problem is identified and has detailed
out the influences and its background. Also the researcher has developed the Research
Questions in respective to the Research objectives.
INTRODUCTION
1.1 Role of the Transport Industry
Transportation is a fundamental driver of the tourism industry as it is a precondition
for travel since it facilitates mobility and the movement of tourists from their place of
origin (i.e., their home area) to their destination and vice versa. Concerning this
statement, it can be seen that transportation has a symbiotic relationship with tourism
in which one cannot occur without the other, and the two are co-dependent. Taxis, in
various forms and with various names, have been around for at least several centuries.
Modern taxis are generally considered to have evolved from the horse-drawn
carriages for hire in Paris and London in the mid-1600s. Ridesharing companies like
PickMe and Uber, are activated by using a Smartphone app to match consumers
requesting rides with drivers that will take them there. Since its inception in 2015,
PickMe has gained significant market share in Sri Lanka. (PickMe)
The advancement in technologies has delivered new trends in almost anything,
transportation included, in this modern era. Nowadays, people start to look into the latest
and latest trend to go about their daily life. Transportation wise, the growth in technology
has transformed the customer's preferences to use PickMe services over any other mode
of transportations.
1.2 Role of PickMe in the Transport industry of Sri Lanka.
The PickMe software platform facilitates and enables a real time connection between the
taxi passenger and the taxi driver, creating a mutual engagement for the receipt and
delivery of a seamless service. PickMe has now opened up its operations by linking with
other organisations to deliver the products ordered by its respective customers.
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CHAPTER 2
CHAPTER INTRODUCTION
This chapter is giving the maximum understanding on the problem and the insight of new factors
conducted in relation to the research problem. And also theories are identified to develop the
conceptual frame work of the operation. In this chapter, the literature review is done on the basis
of the independent variables.
2.0 LITREATURE REVIEW
2.1 Customer Satisfaction
It is essential to any business entity to satisfy every customer who uses the products or
services offered by them. According to Oliver (1999), customer satisfaction is a vital
indicator of a company’s past, current, and future performance and, hence, marketing
experts and scholars has been critically focusing on this since long ago. There are two
general conceptualizations of satisfaction that exist in the literature which are
transaction-specific satisfaction and cumulative satisfaction in modeling satisfaction
(Anderson & Fornell, 1993; Boulding, Kalra, Staelin, & Zeithhaml, 1993). In the
transaction-specific perspective, satisfaction is transient (Cronin & Taylor, 1992).
Conversely, Cumulative satisfaction is a customer’s evaluation of the total utilization
involvement with a product or service to date, which directly affects post-purchase
phenomena such as attitude change, repeat purchase and brand loyalty (Johnson &
Fornell, 1991). It is common to associate satisfaction with emotional affluence
among individual who is experiencing a situation that leads to behavioral intentions.
As an example, Oliver (1993) argued that positive and negative affective
responses were partial by consumer attributions about overall customer satisfaction.
The contradiction between prior expectation and actual performance is a function of
disconfirmation that results in customer dissatisfaction (Bolton & Drew, 1991). For
instance, it has been shown that dissatisfied customers generally tend to complain to
the establishment or are trying to find redress from them more regularly to relieve
cognitive dissonance and failed consumption experiences (Oliver, 1987; Nyer,
1999). Dissatisfaction can prompt customers spreading out negative outcomes also
known as negative word of mouth. If the management does not review back their
business, this situation can become worst and affect their performance. Unsatisfied
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customers will become a saboteur, and at the same time, they will discourage
potential customers from entering the business. The customers’ evaluation of service
quality, purchase intentions and behavior will influence customer satisfaction.
According to Lacobucci et al. (1994), empirical studies had shown that the key
difference between service quality and customer satisfaction is that quality relates to
managerial delivery of the service while satisfaction reflects customers’ experiences
with that service. Sivadas and Baker-Prewitt (2000), suggested that if improvements
of product quality are not based on customer needs, it will not lead to an
improvement in customer satisfaction. Increased customer satisfaction leads to
decreased customer complaints and increased customer loyalty (Fornel &
Wernerfelt, 1998).
According to Anderson and Fornell (2000), to create satisfied customers is the
reason behind the existence of business and competition. Those companies that
excel at satisfying their customers will attract investors. Gilbert et al. (2004) said
that the number of services and goods the company produced would not lead it to
success as much as their satisfied customers because these customers will return and
keep the business growing. Customer satisfaction is essential in marketing. Thus, the
satisfying customer is very important for a varied reason.
2.2 Information Communications Technology (ICT)
The word “Information and Communications Technology (ICT)” is frequently
utilized as a part of a wide sense to depict an arrangement of heterogeneous media
transmission and data advancements that take into account electronic
communication, data collection and processing in distribution networks (Black
&Geenhuizen, 2006; Giannopoulos, 2004; Wang et al., 2015). ICT has presented the
chances to establish new or more efficient markets, especially for transport services.
One example, for instance, is operative shared rides and access to cars or bikes
vehicles (Resnick, 2004). Chan and Shaheen (2012) stated that the key to these new
services of achievement is the new markets across the local geographies which could
be set up by utilizing ICT.
According to Cohen (2002), ICT at present has been categorized by the
dynamic mechanical changes with fast reception and infiltration rates; diminishing
expenses for new equipment and features and quickly expanding the scope of
utilization and entrance in numerous domains of expert and individual life. The
production and facilities package which depend on the range of human resources,
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skill qualities and additionally an intertwined institutional market region as the
private sector appearing in decreasingly regulated surroundings also has been
characterized in ICT (Cohen et al., 2002).
2.3 Repeat purchases
Repeat purchases is similarly referred to as repurchase intention in which it can
be described as having the intention to buy or use an organization’s product/service
more frequently in the future (Garbarino & Johnson, 1999; Zhang & Bloemer,
2008). According to Lacey and Morgan (2009), it is a person’s judgments on buying
again a delegated product or service from the identical company, taking into account
his or her current situation and likely circumstances. The repurchase is described as
a purchaser’s real behavior resulting in the acquisition of the identical service or
product on multiple occasions.
2.4 Safety
Safety is one essential aspect that is considered by customers when riding a taxi. An
essential factor that can attract customers to take PickMe service is safety inspection.
Rules and regulation are all prepared to make sure the protection proof PickMe’s
customers. Before the drivers were given the license, they have to obtain the
authorization to sit for the driver examination first. The most important aspect is
there is no criminal record, and the driver must prove certificate liability insurance.
According to Ngo (2015) “the types, model, and vehicle condition, the actual point-
to-point route that the car follows, the minimum fuel efficiency standard and data
reporting, the car should not be more than 5 years and the requirements for
monitoring and evaluation were few of the many conditions that the car registered
for PickMe have to comply with. Furthermore, Brazil and Kirk (2016) had
mentioned that PickMe service decreases drunken driving accident.”
Customers have to choose the mode of payments in advance for their request in
PickMe Service, i.e. whether to pay by cash or bank card (Azmi et al., 2016). Also,
using the credit card as a mode of payment is far safer than using cash. The benefit for
travelers is to avoid getting an extra charge from the driver. According to Azmi et al.
(2016), the driver and passengers will be connected via Smartphone when using
PickMe; hence the passenger can engage and examine their driver before agreeing to
apply their service for extra safety.
2.5 Price
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Rates charged may vary from city to city. Regularly, taxi admission is costly
contrasted with PickMe (Rempel, 2016). Gabel (2016) additionally expressed that
the rates for an PickMe ride are less expensive than the taxi admission
notwithstanding when the charge is higher amid appeal periods. “Surge pricing” is
the point at which the clients charged for an upper fare. Before asking for the
pickups, the greater cost will be uncovered in the PickMe's application; this will help
the client decide whether to take the ride or use something else (Rempel, 2016).
“Surge pricing” is normally exceptional. Rempel (2016) likewise said a repercussion
that happened in March 2014 struck by PickMe benefit because of its surge
evaluating practice, "Surge Drop" notification has been actualized, the function is to
alarm travelers at whatever point there is a reduction in rates in their regions or area.
2.6 Convenience
The presence of PickMe or also known as an urban taxi in the city has prompted
a great concern over the increase in traffic congestion. Even though numerous
studies have deeply explored this issue, yet the discoveries are still unclear.
According to Li, Hong, and Zhang (2016) who researched this subject, one of the
findings was the usage of PickMe in urban territories prompts a considerable
diminishment in carbon dioxide discharges and traffic jam. Based on the same
research, PickMe can be a resolution to reduce the problem regarding traffic
congestion in the city areas, and it also provides further proof.
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2.7 CHAPTER SUMMERY
In this chapter, the literature is based on each independent variable to conduct the research
effectively and efficiently. And also the ideal theoretical frame work was found to be used
in developing the conceptual frame work of the research. The literature review is
identified according to the concept of the Service attribute factors that are likely to
influence the level of customer satisfaction and repeat purchases.
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CHAPTER 3
3.0 CHAPTER INTRODUCTION
This chapter includes the identification of the variables of the problem and how they have
an impact to the problem causing an effect. The ways and the means of converting those
variables in to the observable entities and finally designing the ways and the means of
data collection and analysis.
3.1 Conceptual Framework
Figure 2: Conceptual Framework for PickMe
3.2 Dependent Variable
The Dependent Variable is the variable being tested and measured in an experiment. In
this Research, the Dependent Variable is the Satisfaction of the Customer. It can change
accordingly in respect to the three selected Independent Variables. It can have a positive
or a negative impact.
3.3 Independent Variable
An Independent Variable is a variable that is being manipulated in the research. In this
Research there are three Independent variables which can positively or negatively affect
the satisfaction levels of the customer. These three Independent Variables include; Safety,
Price and Convenience.
3.4 Hypothesis
H1: There is a significant relationship between the safety of PickMe Service and
Customer Satisfaction
Safety
Price
Convenience
Customer Satisfaction
INDEPENDENT VARIABLE
DEPENDENT VARIABLE
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H2: There is a significant relationship between the Price charged of PickMe and
Customer Satisfaction.
H3: There is a significant relationship between the Convenience of PickMe Services and
return usage.
3.5 Methodology
3.51 Population
The descriptive cross-sectional design was used to investigate the relationship
between the service attributes of PickMe with customer satisfaction and return usage.
The respondents for this study were chosen among individuals who experienced the
services of PickMe at least once in the Colombo and Kandy Districts of Sri Lanka.
3.52 Sampling Method
A self-administrated survey was conducted for data collection. A total of 400
respondents who experienced the services of PickMe were chosen as the respondent
for this study participated in the survey comprising of 156 women and 244 men
through an online survey using Google docs. The convenience sampling technique
was used to select respondents by using an online survey questionnaire. As
suggested by Roscoe (1975), a sample of more than 30 and less than 500 is
sufficient for most research.
3.53 Data Collection
Ordinal and interval scale was used to collect data from the respondents.
Demographic variables were measured using an ordinal scale and marathon impact
using an interval scale. The questionnaire consisted of 3 sections and designed to
examine the relationship between service attributes of PickMe and customer
satisfaction. Section A was composed of demographic items, while items in Section
B explored the service attributes of PickMe and Section C relates to Customer
satisfaction and return usage of participants. All items in Section B and C was rated
using a five-point Likert Scale ranging from 1 (Strongly Disagree) to 5 (Strongly
Agree).
3.54 Data Analysis
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Data analysis was done by using the SPSS software (Statistical Package for Social
Sciences). Both descriptive and differential statics was used in performing the data
analysis. Descriptive analysis was used to compute the mean score and standard
deviation. Inferential statistics method of Multiple Regression was employed to
establish the relationship between all the variables in the study. Other suitable
statistical techniques were used as appropriate in answering the research objectives,
research questions, and hypotheses of this study.
3.55 Limitations
The current limitation of my research is that collection of sufficient data is doubtful. Due
to the concerns rising of the pandemic, more safety guidelines should be followed. Some
of the people may not want to respond to the survey and ignore.
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CHAPTER SUMMERY
In this chapter, the conceptual frame work is identified derived from the literature review
and the theory that can be use to understand the problem. Each independent variable is
used for testing the relation to the dependent variable of the research.
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CHAPTER 4
DATA INTERPRETATION AND ANALYSIS
This section provides an overview of the subject who participated in this study. A total
of 400 questionnaires were distributed during the data collection process. The
respondent's profile includes gender, race, age ranges, education level, working status,
monthly income for any source, PickMe available in their area, sharing economy and
usage of PickMe service. Frequency tables were generated from IBM SPSS Statistics.
The demographic data were demonstrated by tabular presentations.
Demographics
Variables
Categories Frequency
(n = 400)
Percentage
(%)
Gender Male
Female
244
156
61.9
39
Race Sinhalese
Christians
Muslims
Tamils
188
79
93
40
47
19.8
23.3
10
Age Group 18– 25 years’ old
26 – 30 years’ old
31 – 40 years’ old
41 and above
152
144
89
15
38
36
22.3
3.8
Educational Level SPM
Certificates
Diploma
Degree
PhD
35
25
87
47
4
8.8
6.3
21.8
11.8
1.0
Are you working? Yes
No
337
63
84.3
15.8
Availability of
PickMe
Yes
No
376
24
94
6
Do you know what
Sharing economy
is?
Yes
No
336
64
84
16
Are you using
PickMe
Services?
Yes
No
355
45
88.8
11.3
Table 1: Demographic Profile
The 400 respondents consisted of 244 males and 156 females. The male respondents
represented 61.9% of the responses, and the female respondents represented 39.0% of
the total responses. The percentage shows that male respondents are much higher than
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the female respondents. There are four ethnic groups which are Sinhalese, Tamils,
Christians and Muslims.
4.1 Descriptive Statistics
This section provides an analysis of mean, standard deviation and percentage for
Safety, Price and Convenience service attribute factors. Descriptive statistics were
generated from IBM SPSS Statistic. The data were demonstrated by tabular
presentations.
4.1.0 Safety
Percentage (%) Mean SD
Items 1 2 3 4 5
1. The details of drivers are
provided in application
0.8 1.8 13.0 44.0 40.5 4.21 .791
2. The security policy is available 0.5 0.8 10.8 50.0 38.0 4.24 .710
3. The details of passenger is
secured (Privacy Policy)
1.0 0.8 14.5 47.3 36.5 4.17 .775
4. Drivers can be trusted (truth
worthy)
0.5 2.8 18.3 43.0 35.5 4.10 .826
5. The vehicle is in a good
condition
0.5 0.3 12.8 45.8 40.8 4.26 .723
Table 2: Mean, standard deviation and percentage of safety
Table 2 shows the mean, median and standard deviation (SD) and the level of safety
customer satisfaction level on service attributes of PickMe. Overall, the findings show
that the customer satisfaction level on service attributes of safety in PickMe is at a
high level represented by a total mean score of 4.19, the standard deviation of .76 and
percentage 83.9. It can be seen that safety when using PickMe service is given great
priority and PickMe is believed to implement the safety policies, rules and
regulations.
4.1.1 Price
Table 3 presents the descriptive analyses of mean, standard deviation and
percentage of the price. Overall, the findings show that the customer satisfaction
level on service attributes of price in PickMe is at a high level represented by a total
mean score of 4.19, the standard deviation of .85 and percentage 83.8. It shows that
the customer satisfaction about price when using PickMe service is high as it is
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affordable. PickMe is cheaper than a taxi in our market.
Percentage
(%)
Mean SD
Items 1 2 3 4 5
1. The navigation of route
arrangement is reasonable
and affordable
0.5 2.5 11.5 42.3 43.3 4.25 .793
2. The small change and receipt is
available via e-mail
2.3 2.8 13.3 47.5 35.3 4.11 .863
3. Sharing economy service offers
promotions and discounts
4.0 1.0 11.8 34.0 49.3 4.23 .978
4. Sharing economy service
offers Lower prices than
traditional businesses with the
same offer.
1.0 1.3 13.3 44.8 39.8 4.21 .792
5. There is no or very little charge
for using sharing
economy service
platform
0.8 2.3 16.0 42.3 38.8 4.16 .825
Table 3: Mean, standard deviation and percentage of price
4.1.2 Convenience
Table 4 presents the descriptive analyses of mean, standard deviation and
percentage of convenience. Customer satisfaction level on service attributes of
safety in PickMe is at a high level represented overall; the findings show that the
customer satisfaction level on service attributes of convenience in PickMe is at a
high level represented by a total mean score of 4.28, the standard deviation of .82
and percentage
85.7. It shows that the customer is satisfied with the convenience factor when using
PickMe service because it's easy to use and to pay with credit card. Moreover, the
customer can even split the fare with other passengers.
Percentage (%) Mea
n
SD
Items 1 2 3 4 5
1. PickMe service is available in my
area
3.0 0.5 8.0 38.3 50.2 4.32 .877
2. PickMe is easy to book 1.5 1.5 8.5 41.0 47.5 4.31 .810
3. PickMe payment transaction is
convenient (e.g.Cash ,Debit
card, Credit card)
1.5 1.5 8.5 42.5 46.0 4.30 .807
4. I am able to get the car fast 1.3 2.0 12.
8
41.0 43.0 4.22 .837
5. PickMe apps navigation is easy 1.3 0.5 11. 43.3 44.0 4.28 .777
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0
Table 4: Mean, standard deviation and percentage of convenience
4.1.3 Customer Satisfaction
Table 5 presents the descriptive analyses of mean, standard deviation and
percentage of customer satisfaction. Overall, the findings also show that the
Customer Satisfaction on service attributes of PickMe is at a high level represented
by a total mean score of 4.27, the standard deviation of .78 and percentage 85.4.
Items Percentage (%) Me
an
SD
1 2 3 4 5
1. I am satisfied with the service
availability and readiness
0.5 2.3 11.3 30.0 56.0 4.38 .811
2. I am satisfied with the drivers
behaviour while driving
0.5 1.5 12.3 49.8 36.0 4.19 .742
3. I am satisfied with the price
offered by PickMe apps
1.0 2.3 11.3 42.0 43.5 4.24 .817
4. I am satisfied with the
convenience of the apps
(user- friendly)
0.3 1.5 11.0 47.
3
40.
0
4.2
5
.72
8
5. I am satisfied with the service
punctuality and reliability
1.0 0.8 13.5 37.
5
47.
3
4.2
9
.80
2
Table 5: Mean, standard deviation and percentage of customer satisfaction
4.1.4 Repeat Purchases
Table 6 presents the overall findings showing that the return usage of repeat
purchases on service attributes of PickMe is at the high level represented by a total
mean score of 4.34, the standard deviation of .78 and percentage is 86.9.
Percentage (%) Mea
n
SD
Items 1 2 3 4 5
1. I believe that PickMe service
knows about the needs of their
customers and I consider
becoming a regular customer
of PickMe.
0.8 1.8 10.8 38.0 48.8 4.32 .793
2. My satisfaction of the service
highly influence my repurchase
intention
0.5 0.8 10.0 45.3 43.5 4.30 .719
3. I am likely to choose PickMe
service
instead of a regular taxi or a
similar sharing option the next
time.
0.8 1.5 8.3 36.8 52.8 4.39 .764
4. If I need public transportation, I
Would prefer an PickMe service.
0.8 4.0 9.8 39.8 45.8 4.25 .847
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5. In the future, I am likely to
choose an PickMe service instead of
other public transportation.
1.0 3.3 10.5 36.0 49.3 4.29 .856
6. Overall, I will be using an PickMe
service again in the future
0.8 1.3 6.5 28.0 63.5 4.52 .738
Table 6: Mean, standard deviation and percentage Repeat Purchases
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CHAPTER 5
5.0 IMPLICATIONS AND CONCLUSION
Testing the Hypothesis
Hypothesis Results
H1: There is a significant relationship between the safety of
PickMe Service and Customer Satisfaction
Supported
H2: There is a significant relationship between the Price
charged of PickMe and Customer Satisfaction.
Supported
H3: There is a significant relationship between the Convenience of
PickMe Services and return usage.
Supported
Table 7: Testing the Hypothesis
Table 7 shows the hypothesis that has been highlighted in this study. The researchers
have identified one construct of independent variable which is represented by the three
independent variables, and one each of mediating and dependent variable. There were
three hypotheses, the result from the statistical analysis shows that all of the hypotheses
were supported.
5.1 Implication and Conclusion
The results of this study will hopefully improve transportation services in the tourism
industry that initiates and create a diversity of transport modes. The proper classification
is important in developing policies and requirements for the legality of this new mode.
Further, findings of this study may be used in identifying aspects of the service which
have low rankings to be improved on, as well as give clarifications to the most common
problems of the service attributes of PickMe. To add, the relevant data obtained from this
study will significantly contribute to the knowledge on which service attributes appears
to have significant positive explanatory power on customer satisfaction towards
PickMe services. Suggesting that improvements to service such as safety, price and
convenience from the findings will likely increase perceived satisfaction amongst existing
users. At a more general level, this study demonstrates the level of customer satisfaction
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on PickMe services.
From the practical perspectives, this study reveals the characteristics of PickMe
services that significantly influence consumer satisfaction. This will be beneficial to the
operators of PickMe to improve their services and provide better services that fit the
current consumer demands on public transportation. The significance of addressing this
matter is that an increase in customers’ satisfaction on the service would trigger a higher
number of return usages of sharing economy services especially PickMe. Therefore,
service providers can determine the attributes that are considered noteworthy to be
improved on to ensure customers’ satisfaction towards the PickMe service are fulfilled
and subsequently encourage them to reuse the service again.
5.2 Drawbacks
The current study has a few methodological limitations. First, the study focused on
PickMe only and no other public transportation as a comparison toward customer
satisfaction and repeat purchases. This can be seen on the participants’ profile whereby
almost 88.8% of the respondents using PickMe services and the rest are not using an
PickMe service. This limits the participants that possibly take part in this survey. As for
this study, the entire participants were PickMe users who live in Kandy and Colombo
districts only. Secondly, the other limitation of this study is related to a potential of
sampling bias. This is because the questionnaires were distributed via Google docs to
those who used PickMe services at least once. There are many PickMe users who live
outside Kandy and Colombo districts.
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CHAPTER 6
6.0 CONCLUSION AND RECOMMENEDATIONS
This study focuses on service attributes of PickMe on customer satisfaction and
repeat purchases within the entire Sri Lankan context which is not fully understood due
to the scarcity of such research. A further and deeper integration of service attributes of
PickMe, customers’ satisfaction theory as well as customers’ repurchase intention-
behavior study will offer various resources for further theoretical development and
formulation of new research questions.
In the end, this study has successfully achieved all the three objectives set at the
onset of the research process. Three service attributes of PickMe namely safety, price
and convenience were found to significantly predicts customer satisfaction (p value=
0.790). The strongest correlation found was the effects of services attributes of PickMe
on the likelihood of return usage, based on the elements of service attributes of PickMe
on the likelihood of return usage, all the dimensions indicated that users of PickMe are
satisfied on PickMe services. All the dimensions on customer satisfaction effects were
found to correlate with return usage of sharing option (p value= 0.831). Lastly, the
investigation on whether customer satisfaction mediates the relationship between
services attributes of PickMe and leading for repeat purchases.
This study also recommended suggestions to improve customer satisfaction and
return usage of PickMe users. Based on the findings of this study, it could be concluded
that it is very vital for PickMe operator to pay attention to their service attributes of
PickMe as this will result in highly satisfied customers and subsequently increase the
number of return usage of their service. The outcome of this study is very beneficial to
the operators of PickMe in improving their services and better services that fit the
current consumer demands on public transportation. The findings of this study also
point to the fact that ICT is vital in the hospitality and tourism industry as it has a great
impact on ensuring sustainable global and tourism development.
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REFERENCES
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