RESEARCH PROJECT REPORT

ON

“A Study on Customer Satisfaction towards OLA

Cab Services in Lucknow”

Towards partial fulfilment of

Master of Business Administration (MBA)
School of Management, Babu Banarasi Das University, Lucknow

Presented By:
ASHISH CHATURVEDI
Roll No. 1220672097
MBA IVth Semester
 INTRODUCTION
Customer satisfaction is the key to success for any business, and the transportation industry
is no exception. With the rise of ride-hailing companies such as OLA, customer satisfaction
has become a crucial factor in the success and sustainability of their services. OLA, the
largest ride-hailing company in India, is known for its affordable rates, convenience, and
efficient services. This paper aims to understand the factors that contribute to customer
satisfaction towards OLA cab services and how the company has been able to maintain high
levels of customer satisfaction.

One of the main reasons for OLA's popularity is its affordable rates. The company offers
multiple options, including micro, mini, and prime cabs, catering to the needs and budgets of
various customers. This has made OLA a preferred choice for budget-conscious customers
who are looking for affordable yet comfortable transportation services. The competitive
pricing of OLA cabs has been a major factor in attracting and retaining customers.
COMPANY PROFILE
• Introduction
Ola Cabs, also known as Ola, is an Indian ride-sharing company that was founded in
December 2010 by Bhavish Aggarwal and Ankit Bhati. It is one of India’s largest ride-
hailing companies with operations in over 250 cities, serving more than 150 million
users. The company has grown rapidly over the years and has successfully acquired
its competitors, making it the leading ride-sharing company in India. In this paper, we
will provide an in-depth profile of Ola Cabs, including its history, operations, business
model, and future prospects.
• History
Ola Cabs was founded in 2010 by two IIT Bombay graduates, Bhavish Aggarwal and
Ankit Bhati. The idea for the company came to Bhavish when he faced a harrowing
experience during a taxi ride while on a job interview. The lack of transparency and
safety concerns during his ride led him to think of a solution. The company started as
an online car rental service, offering chauffeur-driven cars for outstation travel. It later
ventured into the ride-hailing business in 2011, with a fleet of 200 cars in Bengaluru.
In its initial days, Ola faced tough competition from its rival, Uber, but persistence and
innovation helped it to establish itself as one of the leading ride-sharing companies in
India.
 OBJECTIVE OF STUDY

To study the level of customer satisfaction towards OLA cab services in Lucknow.

To analyse the preferences of customers regarding services of Ola Cab as a

consequence of their promotional strategies.

To analyse the opinion of public in relation to time consumption.

 RESEARCH METHODOLOGY

RESEARCH DESIGN
A framework or blueprint for conducting the research project . It specifies the details of the procedures necessary for
obtaining the information needed to structure and/or solve research problems. A good research design lays the
foundation for conducting the project. A good research design will ensure that the research project is conducted
effectively and efficiently. Typically, a research design involves the following components, or tasks:

SAMPLE DESIGN
A sample design is a definite plan for obtaining a sample from a given population. It refers to the technique or the
procedure and the researcher would adopt in selecting items of sample. Sample design may as well lay down the
number of items to be included in the sample i.e. the size of the sample. Sample design is determined before data are
collected. Before going trough sampling design, let us learn some terms.
Sample Design-
Universe - Lucknow
Sample Area - Lucknow
Sample Unit - Customers of OLA (Lucknow)
Sample Size - 100
Sampling Technique – Simple Random Sampling Technique
Simple random sampling is the basic sampling technique where we select a group of subjects (a sample) for study
from a larger group (a population). Each individual is chosen entirely by chance and each member of the population
has an equal chance of being included in the sample.

Data Collection Tools –

Primary Data Source – Questionnaire
Secondary Data Source - Newspaper & magazines
 LIMITATION

•• Some of the persons were not so responsive.

•• Possibility of error in data collection because many of
• investors may have not given actual answers of my
• questionnaire.
•• Some respondents were reluctant to divulge personal
• information which can affect the validity of all responses.
•• The research is confined to a certain part of Lucknow.
 DATA INTERPRETATION AND ANALYSIS

Additional features to be included in ola cab

No. of respondents
80
70
60
50
No. of respondents
40
30
20
10
0
Yes No

Interpretation
From the table no.14 it is important that out of 100 percentage respondents, 69 percentage are
expecting the inclusion of additional features and 31 percentage respondent are not expecting
any additional features.
Opinion on ola cab pricing

No. Of respondents
60

50

40
No. Of respondents
30

20

10

0
Expensive Competitive Economic

Interpretation
Of the 100 respondents surveyed 51percentage feel ola cab pricing competitive, 28
percentage feel expensive and 21 percentage respondent feel ola cab pricing
economic.
FІNDІNGS
• Most of the respondents are students, next highest respondent are others, some are of business
occupation and are employee. Out of 100 percentage respondents majority of the respondents
are female when compared to male. Majority of respondents use ola cab every month and very
less respondents use ola cab every day. Maximum number of respondents are having ola app in
phone and minimum number of respondents don‘t have. From the total respondent around half
of respondent average ola cab journey time is 30-44 minutes. Majority of respondents using ola
cab for personal travel. Most of the respondent feel safe in ola cab during day time. Greater
number of respondent feel that ola cab traveling is safe at night time and less number of
respondents feel unsafe. Respondents mostly dont like to have conversation with ola cab driver.
Maximum rating of the quality of booking services of ola app is good. The majority of the
respondents are choosing ola cab because of cost effectiveness and faster. The respondents are
moderately satisfied with ola cab services. More than half of the respondents feel ola cab pricing
is competitive. The maximum number of respondents doesn‘t need any additional features to be
added in ola cab. The respondents are giving more preference to ola go and second most
preference is ola pool. Many of the users of ola cab have rated ola cab drivers. Very less number
of respondents or users of ola cab have got ratings from ola cab driver. The respondents are
desirous to pay ola ride through cash. Satisfaction level of respondents with upfront pricing of ola
ride is high. There is much similiarity of upfront pricing after actual ride of ola cab. Maximum
number of respondents feel easy to use ola app and some of the respondents can‘t say. Ola cab
services are recommended to family, friend and colleagues.
 SUGGESTION AND RECOMMENDATION

1) The young crowd is the major source of market for the call taxi service provider. They are
attracted towards the offers and cash discounts.
2) The drivers and the call center executives are to be trained in well in communication and multi-
linguistic proficiency to attract new markets.
3) The service providers shall provide more facilities and for their privileged customers. They drivers
are to be properly trained on various routes and driving efficiency, so that they maintain promptness
in reaching the place and guiding the customers.
4) The tariff rates are bit higher as felt by the customers, especially during the peak hours, they can
follow competitive pricing strategy, and it should be made clear to the passengers.
5) The customers are also to be educated with advance booking facility and privileges of booking in
advance, instead of opting Ride now, as it leads to dis-pleasure at times. The infrastructure facilities
are to be increased to give the passengers to pleasant travel.
6) Some of the common suggestions provided by the customers from the survey are like, to maintain
cleanliness of the vehicle, the vehicle has to be properly painted, proper grooming of the drivers,
vehicle sticker (Brand), Well versed in route, Card payments, Discounts, etc.
 CONCLUSION
Modern consumers are innovative; prefer convenient, comfortable, faster, safer, and cost-effective travellers. The
innovative and tech-savvy behavior of consumer now a day helps to download the mobile application of online Ola
cab services. It helps to book a car/cab/auto-rickshaw online for easy comfortable traveling in cities. The present
study tried to examine the factors of customer experience and uses of online Ola cab services. The findings
indicated that, Ola services are more convenient and faster, provides good cab service at a very effective cost. The
availability of offers & discounts, behavior of drivers, quick booking of the cab were the most influential factors of Ola
services. As the study focused on demographics of Ola cab users, it has been concluded thatfemales customers
have good experience of services in terms of well qualified and well behavior of drivers during their traveling hours
whereas males customers have good experience in the on-time pickup and drop and overall good services. Similarly,
‘safety during night time journey’ in this attribute female’s customer feels safe as compared to male’s customers. The
study identified, major reasons for traveling with Ola cab services was traffic problems, avoid car parking, and get
access from office to home or home to the office easily. The study identified the importance of customer experience
in Ola cab services in Lucknow city. It is therefore recommended that, marketers of app based online mobile taxi
services can tap the need for segmentation of online customers by providing online offers, discount coupons,
monthly passes, easy options of making payments etc. Promotion offer for customers can decide based on the
frequency of Ola rides and the amount of money spent for a particular period like (Monthly Pass). Marketers can
implement their marketing strategies and relationship strategies based on the experience of customers.
BIBLIOGRAPHY

• www.google.com
• www.wiki.project.com