Comfort Taxi: Managing Service Supply Chain in Transportation Industry

The aim of this article is to illustrate a gap in our current thinking about how to solve the inventory problems in taxi service industry. Information asymmetry problems between taxi drivers and passenger make the supply chain inefficient. This case study examines the largest taxi fleet in the world, Comfort Taxi in Singapore, which adopted the GPS (Global Positioning Systems) dispatch system to overcome information asymmetry by changing the push-pull boundary of transportation service for achieving speed-to market purpose. We use supply chain management to show four types of work practice about technology use and then provide their implications for practice.