WOMEN CUSTOMER SATISFACTION AND SAFETY TOWARD PINK TAXI WITH

SPECIAL REFERENCE IN COIMBATORE CITY

Dr. T. Shenbhagavadivu1
Abinaya .K2, Kanimozhi. S3, Devapriya . M4, Pravin Ram . B 5

1
Assistant Professor, Sri Krishna Arts and Science College, Coimbatore. Mail ID:
[email protected]
2, 3, 4 & 5
I M. Com IB, Sri Krishna Arts and Science College, Coimbatore.

ABSTRACT
A taxicab, also known as a taxi or a cab, is a type of vehicle for hire with a driver, used by
a single passenger or small group of passengers, often for a non-shared ride. This differs
from other modes of public transport where the pick-up and drop-off locations are decided
by the service provider, not by the passenger, although demand responsive transport and
share taxis provide a hybrid bus/taxi mode. Taxicabs face stiff competition from auto
rickshaws, but in some cities, for example Mumbai, auto-rickshaws are banned in the main
city district, thus giving taxicabs a monopoly. Disputes over whether smartphone-based
ride hailing services should be regulated as taxicabs has resulted in some jurisdictions
creating a new classification called transportation network company (TNC.) This study
focuses on women customer satisfaction and safety , sample of 130 respondents has been
collected and analyses is done on the future scope to retain effective services of Pinktaxi.

Keywords: Women, Customer Satisfaction, Safety, Taxicabs.

 INTRODUCTION
This is a special segment driven by women • To ascertain the women view towards the
chauffeurs exclusively for women women behaviour courtesy.
customers. Male passengers are not allowed • To study the motivational factor which
to travel in “Pink”. Pink Taxi is the first drive women to use pink taxi service.
transportation services in Egypt that is by • To find out the sacrificial of women
girls and for girls. The mutual trust between towards the pink taxi service.
Pink Taxi and the clients, because we aim to STATEMENT OF THE PROBLEM
provide safety and comfort for both sides. This study is needed to find out the
This is an initiative taken by Red Taxi, first customer satisfaction towards the Pink Taxi
time in Tamil Nadu. Now the “Pink” is and its importance to customer as well as to
operated only in Coimbatore. Pink Taxi. The study of this topic will help
“We are initially starting with eight taxis,” to get the knowledge of Pink Taxi and also
he said. The recruited women drivers were measure the satisfaction level of customer
trained for three days on handling the from that taxi services. Hence the study will
mobile application and facing different lead to new way to tackle the problems of
situations with the customers. Pink Taxi is a pink taxi services.
part of the Coimbatore-based cab RESEARCH METHODOLOGY
aggregator Red Taxi. This all-women cab Sampling techniques: Convenience
services will be available between 6 a.m. to sampling techniques
10 p.m., said Mr. V. Anand Managing Sampling design: Non probability sampling
Director, Data collection method: Primary data and
Simplified your booking from pink taxi Secondary data
mobile app such as Mobile application, Area of study: Coimbatore city
Telephone Booking, GPS Tracking System, Target population: Age group between 18-
Bill on SMS, Custom Packages, All Air 54
conditioned Cabs, Professional Chauffeurs Sampling size : 130 respondents
Customer Supports REVIEW OF LITERATURE
OBJECTIVES Rexi A. (2016) states that “Call taxi have
• To find the convenience and comfort with a greater value in the community, in the
pink taxi service of women. taxi industry is regulated in various ways by
• To know the tariff system and promptness the state Governments through their
of service for women. respective Departments of Transport.
Through this regulation the Government is Hanif and Sagar (2016) suggested that cab
able to exert some control over the services has a huge potential for growth in
activities of the industry, with the ultimate Mumbai targeting middle and affluent class.
objective of providing a higher level of Consumer not only use cab service for
service (a complex construct in itself) to the commutation but also for visiting a
public. In the current scenario the best and shopping mall, attending late night party or
convenient way to travel to and from bus going out on special occasion. Study also
stands, railway stations, airports and to showed that customer satisfaction level is
other places of interest in Coimbatore is by very high, showing positive sign for future
call taxi. There are as many as 40 to 50 call growth and expansion of business.
taxi service providers available in the Kavita and Rajeswari (2016) Taxi
Coimbatore city and its suburbs call taxi companies tied up with the mobile wallets
service is mostly available 4 hours within companies like Free Charge,
the day. And people regard it as the most Paytm ,Mobikiwiki which helped in
convenient way to travel. this study is providing hazel free ride to customers by
mainly used to identify the awareness providing customers easy payment options
towards call taxi services, factors with offers and discounts for rides.
influencing the choice of call taxi services, Ruchi et al (2017) studied various factors
satisfaction towards the call taxi services, of dynamics of Indian taxi markets such as
and the problem faced by people while pricing, their revenue models, market share
using call taxi services. etc. Consumer’s preference for online
Ruchika shulka (2015) identified that transaction push Pink taxi to create taxi
retaining drivers by initiatives like service portal as well as Pink taxi is
monetary awards of influence customer also started spending on various marketing
decision. Pink taxi is using reward systems strategies and information technology.
to motivate their drivers thus motivating Utsav Pandya et al (2017) identified
them as well as involving them in resolving technology trends, safety, and price, ease of
the customer grievances to build a loyal availability, comfort and payment options
base of drivers. On other side Pink taxi affecting public taxi market. identified
offers rewards and discounts under their convenience, quality services, transparency
Pink taxi CLUB program. and safety as most important parameters for
selecting pre booked taxis.
 ANALYSIS & INTREPRETATION: TABLE No – 1 – Demographic Variables

No. of
Category Group Respo %
ndent
No formal 7 5
educational
Educational
School level 28 22
Qualificatio
Graduate 65 50
n
Post graduate 23 18
Professional 7 5
Student 50 38
Self-Employed 23 18
Pvt / Govt 23 18
Occupation
Employee
Homemaker 25 19
Professional 9 7
Less than 40 31
1,20,000
Annual 1,20,000 to 62 48
Income (Rs) 2,00,000
More than 28 21
2,00,000
Less than 3 49 38
members
Women in 3 to 4 members 57 43
the Family 4 to 5 members 19 15
More than 5 5 4
members
 70
65
62
60 57

50 50 49
50 48
43
40
40 38 38

31
30 28 28
25
22 23 23 23
21
20 18 18 18 19 19
15

10 9
7 7 7
5 5 54

0
al ve
l te te na
l nt ed ee er na
l 0 0 0
er
s
er
s
er
s
er
s
on le ua ua is o de l oy l oy ak i o , 00 , 00 , 00 b b b b
ti ol d d u s 0 0 0
a a ra es St p p em es 1,
2
2,
0
2,
0 em em em em
du
c
ch
o Gr tg rof - Em Em om rof n o n m m m m
e S s P l f vt H P a t a 3 4 5 5
al Po Se Go th 00 th n to to n
m / ss ,0 re t ha 3 4 tha
f or t Le 20 o ss e
Pv 1, M
Le or
No M

No. of Respondent %
Table 2 – Rank Analysis - Factor are witnessing in a Pink Taxi

S.NO FACTOR 1 2 3 4 5 TOTAL RANK

44(5) 27(4) 16(3) 19(2) 24(1)
1 Safety 438 2
220 108 48 38 24
14(5) 30(4) 27(3) 31(2) 19(1)
2 352 5
Comfort 70 120 81 62 19
23(5) 41(3) 17(2) 22(1)
36(144 438 2
3 Price 115 123 34 22
26(5) 41(4) 21(3) 41(2) 22(1)
502 1
4 Time 130 205 63 82 22
23(5) 17(4) 26(3) 21(2) 43(1)
363 4
5 service 115 85 78 42 43

Table 3 - Weighted Average - Factor are witnessing in a Pink Taxi

Highly Highly
FACTOR Satisfied Neutral Dissatisfied MEAN RANK
Satisfied Dissatisfied
69(5) 39(4) 8(3) 7(2) 7(1)
Comfort 36.4 1
345 156 24 14 7
48(5) 58(4) 24(3)
Safety 0 0 36.2 2
240 232 72
32(5) 42(4) 45(3) 11(2)
Cost 0 32.33 3
160 168 135 22
 26(5) 58(4) 32(3) 12(2) 2(1)
Duration 32.26 4
130 232 96 24 2

FINDING OF THE STUDY

SUGGESSION
 Most (47%) of the respondents are in the age group of
18 to 24 years.  The availability of the move taxis can improve th
 Majority (50%) are qualified with graduation. customer satisfaction
 Most (38%) of the respondents are student.  The launching of move taxis may lead to more safet
 Majority (43%) of the respondents are 3 to 4 measure for women
members.
 Pink taxi may bring more awareness about their service
 Majority (48%) of respondents are 1,20,000 to
2,00,000  The pink taxi is available only from 6am to 10pm, th
 Majority (71.54%) of respondents are prefer to use of 24/7 service may help lot of women’s in nights shift
traditional billing method in pink taxi. and night duties and hence satisfy more wome
 Majority (77.69%) of respondents are prefer to customer.
compare all cab availability and transparency fares.  Female crowd is the major source of market for the cal
 Most (42.30%) of respondents are booking taxi taxi service provider. They are attracted towards th
company website
safety and security
 Majority (42.31%) of respondents are travel by pink  The drivers and the call centre executives are to b
taxi in every week.
trained in well in communication and multi-linguisti
 Most (46.15%) of respondent are 15-29 min are
proficiency to attract new markets.
higher then when compare to other options.
 The service providers shall provide more facilities an
 Majority (82.31%) of respondents are feel safe
for their privileged customers. They drivers are to b
travelling at night in pink taxi.
properly trained on various routes and drivin
 Most (37.69%)of the respondents are using person
usage. efficiency, so that they maintain promptness in reachin

 Majority (45.38%) of the respondents are experience the place and guiding the customers.

using pink taxi are satisfied.  The tariff rates are bit higher as felt by the customers

 Majority (43.23%) of the respondents saying that especially during the peak hours, they can follow

pickup time after booking taxi within 6-10 min competitive pricing strategy, and it should be made clea

 Majority (92.30) of respondents are saying yes to to the passengers.

useful of online tacking facility in pink taxi.  The customers are also to be educated with advanc
 Majority (85.38%) of respondents are saying yes to booking facility and privileges of booking in advance
rating and review of customers before booking a instead of opting Ride now, as it leads to dis-pleasure a
taxi. times.
 The infrastructure facilities are to be increased to give Innovative Research, Volume-1, Issue.
the passengers to pleasant travel.  Dipesh Bhawnani, et. al., (2017), Big Data Analytics
on Cab Company’s Customer Dataset Using Hive
CONCLUSION
and Tableau, International Journal of Scientific
The opinion of the customer differ from persons to persons. Engineering and Applied Science (IJSEAS) -
Identified all merits and demerits of pink taxi service Volume-1, Issue-2, ISSN: 2395-3470
Coimbatore. This bring many change in women’s life. This  Kumar, Kishore & Namavaram, Ramesh. (2016). A
helps the women’s to move frequently from one place to Study on Factors Influencing the Consumers in
another with safety measures. It lets to the improvement of Selection of Cab Services. International Journal of
many working women’s. Creating awareness of pink taxi Social Science and Humanities Research. Vol-4,
may help lot of women’s in the society. Issue-3, ISSN 2348-3164, Pp:557-561.
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