Customer Awareness and Satisfaction Analysis on the Use of Motorcycle Taxi Applications in the Philippines

Technological advancements provided convenience to people availing different kinds of services, prompting mobile commerce growth through mobile applications. Motorcycle taxi applications (MTA) are alternatives used by commuters at present to avoid experiencing traffic congestion and breakdowns in public transportation. The growing demand of customers using MTAs in the Philippines and the limited studies available for use in the local setting were the motivation of this study which addressed three (3) objectives: examine the awareness of motorcycle taxi commuters, identify the significant factors that affect the customer's satisfaction in using the MTAs, and determine the level of satisfaction that customers experience in using the various MTAs. Data gathering was done using purposive sampling and survey questionnaires while cross-tabulation, Chi-Square analysis, and one-way ANOVA were used to statistically test the data gathered. The Customer Satisfaction Index (CSI) model was used to measure the customers' satisfaction. Results indicated that the most common users of MTAs were students and young professionals while age, occupation, and gender showed significance in MTA usage. Users in the income range of Php 40,000 and above considered the factor mindfulness of the territory to be significant while users with an income range of Php 12,000 and below considered the factor rider's helpfulness and attitude. A CSI value of 76.86% was also computed, signifying that customers in the Philippines were satisfied in using the various MT applications but suggests that the features and services in the applications can still be further improved to continue providing adequate service and increase customer satisfaction.