Customer Satisfaction on Marketing Strategies of Metered Taxis in the National Capital Region

Abstract

In our society where traffic is the major cause of delay in going to school, churches, offices or business meetings, people really need a transportation which will provide convenience and accessibility. Effortless is what people need in times of rush hour, when getting taxi or cabs. Metered taxi was introduced to ease the dilemma byGerman Friedrich Wilhelm Gustav Bruhn on 1981 (Wikipedia). Metered taxi is easy for some people, but not for all. It is a means of transportation that one can see on the road when passengers hail at them. Taxi cabs may only be found in the city. Taxis can be found waiting at airports, sea ports and bus terminals. They can also be called in any spot in town by simply waving your hand. There are drivers that give passengers information about the city, but there are some that are dishonest and corrupt. This study seeks to answer the level of customer satisfaction on the marketing strategies of metered taxis in the National Capital Region. The researcher used descriptive type of research since the objective was to assess the level of customer satisfaction on the marketing strategies of metered taxis in the National Capital Region. According to Cooper and Schindler (2003), descriptive study tries to discover answers to the questions who, what, when, where, and sometimes how. Respondents are within the age range of 18-25, mostly are singles and are College Undergraduate. They ride taxi once a month and prefer riding during afternoon from 12 noon – 5:59 PM. They are patrons of taxi from 1 to 5 years and mostly are students. Dominantly, there were no significant differences in terms of the level of customer satisfaction on the marketing strategies of metered taxis when grouped by profile in terms of civil status, gender, educational attainment in terms of service quality and price, frequency of riding, time preference, number of years as passenger in terms of service quality, physical/product attributes, price, people, and process. However, there are significant differences in the level of customer satisfaction on marketing strategies of metered taxis when grouped by profile in terms of age, educational attainment specifically on physical / product attributes, promotion, place of distribution, people and process. There was also a significant difference on the number of years, specifically on promotion and place of distribution and to their employment status.