Perception of taxi online service users towards women drivers based on Kano models

Abstract

Many online taxi providers are similar with a variety of quality services, so that business competition is getting tougher. But there are still many consumers who complain about operator online transportation, especially related to female drivers. So, from that researchers want to conduct a study entitled perception of female driver online services with the Kano method. The purpose of this study was to determine the user perceptions of the quality of online taxi services for female drivers based on performance and interests, knowing the attributes that must be improved, maintained or reduced by priority based on passenger perceptions of female drivers. The sample of this study was 133 passengers who had used the online taxi application. This study produces 3 dimensions, namely appearance, soft skills and hard skills which are divided into 9 service attributes. Based on data processing obtained there are 5 performance attributes, 2 indifferent attributes and 2 attractive attributes, there are the driver's appearance is neat, clean fragrant, and the driver knows the location of the destination address. From Kano evaluation table is obtained average coefficient satisfaction 5.785 and average coefficient dissatisfaction -4.402. The average functional and dysfunctional value is 2.906 and 2.355.