Antecedents of e-trust in cab services market

Abstract

Travel e-commerce is one of the growing sectors among online markets, which keeps reinventing its own business. It redesigns service scape constantly in order to create favorable experience for the customers. Consumers decide to go for online cab booking among available physical resources, presumably, because of efficiency and comfort. In this study the authors were able to find out the primary antecedents such as Perceived Usefulness, Information Quality and Security which are parlaying key drivers for the customer trust of online cab services markets namely, Ola, Uber, Red Taxi, etc. This phenomena has been leading to the new developments in ever expanding travel industry. The research utilized non probability sampling technique called convenience sampling to identify the potential customers of online cab aggregators and the research was conducted in Coimbatore City, Tamil Nadu, India among young travelers availing cab services and study results reveal startling facts about as to how to attract and retain customers in this industry.