The Advent of the E-Hailing Taxi System and Its Implication to Pricing, Security, and Accessibility: the Case of Dar Es Salaam

THE ADVENT OF THE E-HAILING TAXI SYSTEM AND ITS IMPLICATION TO PRICING, SECURITY, AND ACCESSIBILITY: THE CASE OF DAR ES SALAAM

JUMA OMARI MDAKI

Master of Information Technology in Project Management September 2020

THE ADVENT OF THE E-HAILING TAXI SYSTEM AND ITS IMPLICATION TO PRICING, SECURITY, AND ACCESSIBILITY: THE CASE OF DAR ES SALAAM

By JUMA OMARI MDAKI

A Dissertation Submitted in Partial Fulfilment of the Requirements for the Award of Master of Information Technology in Project Management of the College of Business Education

Dar es Salaam 2020

DECLARATION

AND

I, JUMA OMARI MDAKI, declare that this dissertation/thesis is my original work and that it has not been presented and will not be presented to any other higher learning Institution for a similar or any other academic award.

Signature ______Date ______

This dissertation/thesis is copyright material protected under the Berne Convention, the Copyright and Neighbouring Rights Act of 1999 and other international and national enactments, in that behalf, on intellectual property. It may not be reproduced by any means, in full or in part, except for short extracts in fair dealing, for research or private study, critical scholarly review or discourse with an acknowledgement, without the written permission of the College of Business Education.

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CERTIFICATION

The undersigned certifies that he has read and hereby recommend for acceptance by the College of Business Education a Dissertation “The Advent of the E-Hailing Taxi System and its Implication to Pricing, Security, and Accessibility: The Case of Dar Es Salaam” in partial fulfilment/fulfilment of the requirements for the award of a degree of Masters of Information Technology in Project Management of the College of Business Education.

______

(Supervisor`s Name)

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(Supervisor`s Signature)

Date: ______

ACKNOWLEDGEMENT

This paper would not have been accomplished without the support of other parties from different areas, particularly in the Dar es Salaam Region

The case study was done in Dar es Salaam who are using e-hailing taxi service (Uber, Bolt e.tc), my gratitude is extended to the users of the e-hailing taxi system from Dar es Salaam for their acceptance and taking part in this study as respondents. Their time was very limited due to the different responsibilities they had during this study but they dedicated their time and managed to provide responses that enriched the accomplishment of this dissertation

Furthermore, my gratitude goes to the management of the College of Business Education for the approval that allowed me to proceed with this research.

My special gratitude goes to my supervisor Dr Joseph Lukumay for his valuable supervision and guidance from the start until the completion of this dissertation. His positive criticism helped me to shape the research topic and the research questions that were very crucial in the preliminary stage of this study.

More so, I thank the management of Tanzania Revenue Authority (TRA), my former employer, for permitting me to attend my MSc IT-PM course

Last but not least I thank my family who has always been there to support me for the advancement of my academic career successfully.

Thank you.

Abstract

The taxi industry has been an alternative to public transportation for many years. The industry’s growth was spurred by the increasing population and the inability of the public transport system to meet the growing demand for transportation services especially in towns and large cities. Before 2016, the traditional taxi was the only taxi transport service available in Dar Es Salaam.

This study aims at assessing the extent to which the e-hailing system has changed the taxi transport services in Tanzania especially Dar es Salaam City in terms of pricing, security, and accessibility. The problems were prominent during the traditional taxi era. Three specific objectives are addressed by this study, first is to determine the extent to which the pricing mechanism has changed since the introduction of the e-hailing system. The second is to find out how the e-hailing system has addressed the security problem on Taxi transportation and the third is to assess the extent to which the e-hailing system reformed the accessibility of the Taxi services.

Features like the ability to find the forgotten/lost item which had a total of 100 per cent scored for the features provided by e-hailing taxi system, or ability to safely use to send a parcel or family members this finding scored 74 per cent, confirms how secure and trustworthy e-hailing is compared to a traditional taxi.

Pricing of the e-hailing service was found out to be attractive by customers, as they would be able to see an initial price before calling the e-hailing taxi. The motivation of the initial price for users scored 98 per cent. For the users, this was an essential factor as it allows them to know if they would afford to pay for the trip or not.

The issue of accessibility of taxi service, Dar es Salaam city people have confirmed in this study that, e-hailing service was more accessible during an emergency (night) or rain. Findings to these categories scored seventy-six per cent (76 per cent,) which confirms, e-hailing taxi service is more conveniently accessible in cases of emergency compared to a traditional taxi.

This study recommended e-hailing taxi service providers to expand their services countrywide and not only to base on some major cities. To improve customer support and enhance more features for security and pricing

List of Abbreviations

CBE College of Business Education.

ICT Information Communication Technology

MITPM Masters of Information Technology in Project Management

SPSS Statistical Package for Social Sciences

TAM Technological Adoption Model

TRA Tanzania Revenue Authority

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Table of Contents DECLARATION ...... iii

CERTIFICATION ...... iv

ACKNOWLEDGEMENT ...... v

Abstract ...... vi

List of Abbreviations ...... vii

Table of Contents ...... viii

List of figures ...... xi

CHAPTER ONE ...... 1

INTRODUCTION AND BACKGROUND INFORMATION ...... 1

1.0 Introduction ...... 1

1.1 Background ...... 1

1.2 Statement of the problem ...... 2

1.3 Research objective ...... 3

1.4 Research questions ...... 3

1.5 Significance of the study ...... 4

1.6 Study Limitations ...... 4

1.7 Organization of the Study ...... 4

CHAPTER TWO ...... 6

LITERATURE REVIEW ...... 6

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2.1 Introduction ...... 6

2.2 Definition of Key concepts ...... 6

2.2.1 Taxi Transport ...... 6

2.3 Theoretical Perspectives ...... 7

2.4 Empirical literature review ...... 10

2.5 Research Gap ...... 12

2.6 Conceptual framework ...... 12

CHAPTER THREE ...... 14

RESEARCH METHODOLOGY...... 14

3.0 Introduction ...... 14

3.1 Research design ...... 14

3.2 Description of the study area ...... 14

3.3 Sampling ...... 14

3.4 Data collection ...... 15

3.5 Pilot study ...... 16

CHAPTER FOUR ...... 17

FINDINGS AND DISCUSSIONS ...... 17

4.0 Introduction ...... 17

4.1 Demographic data of respondents ...... 17

4.2 The usefulness of E-hailing taxi service ...... 21

4.3 Objective 1: Pricing of the E-hailing systems...... 30

4.4 Objective 2: Security of the e-hailing taxi system ...... 47

4.5 Objective3: Accessibility of E-hailing services ...... 60

CHAPTER FIVE ...... 73

SUMMARY, CONCLUSION AND RECOMMENDATION ...... 73

5.0 Introduction ...... 73

5.1 Summary and Conclusion ...... 73

5.2 Recommendation ...... 75

5.3 Gap for future studies...... 75

References ...... 77

QUESTIONNAIRE ...... 82

SECTION A: DEMOGRAPHIC ...... 82

SECTION B: HOW E-HAILING TAXI USEFUL ...... 82

OBJECTIVE 1: PRICING OF E-HAILING SYSTEM ...... 83

OBJECTIVE 2: SECURITY OF E-HAILING TAXI SYSTEM ...... 85

OBJECTIVE 3: ACCESSIBILITY OF E-HAILING SERVICES ...... 87

List of figures Figure 1 Organization of Chapters ...... 5

Figure 3 Conceptual framework...... 12

Figure 4 Gender of the respondents ...... 17

Figure 5 Age of the respondents...... 18

Figure 6 Education of the respondents ...... 19

Figure 7 Occupation of the respondents ...... 20

Figure 8 time on using e-hailing taxi system by respondents ...... 21

Figure 9 How often do you use the e-hailing application on your phone ...... 22

Figure 10 e-hailing Tax systems used by respondents ...... 23

Figure 11 Type of e-hailing Tax systems used by respondents ...... 24

Figure 12 How often do you use the e-hailing taxi system ...... 25

Figure 13 How often do you use the traditional taxi service ...... 26

Figure 14 Average journey distance you covered while using the e-hailing taxi system ..... 27

Figure 15 Average journey time do you take per trip while using the e-hailing taxi system

...... 28

Figure 16 Satisfaction levels in using e-hailing Taxi services ...... 29

Figure 17 Amount paid on the last time of using the e-hailing taxi ...... 30

Figure 18 Suppose you were to travel by a traditional Taxi would you pay more or less for the same trip ...... 31

Figure 19 How do you reach a consensus on the amount of money to pay ...... 32

Figure 20 the extent to which the initial price motivated users to call the taxi ...... 33

Figure 21 Variation of the price comparing actual with initial estimated price per trip .... 34

Figure 22 How do you resolve when the actual price per trip exceeded the estimated price by a large amount...... 35

Figure 23 Does E-hailing Taxi app show the actual price at any given time ...... 36

Figure 24 Is it important to know the actual price at any given time ...... 37

Figure 25 How do you ensure the price charged is genuine ...... 38

Figure 26 Which one between traditional and e-hailing Taxi do you think its price is fair 39

Figure 27 Payment method that e-hailing taxi accept ...... 40

Figure 28 Payment method that e-hailing taxi users prefer ...... 41

Figure 29 Payment method that e-hailing taxi users prefer ...... 42

Figure 30 how do you compare the waiting charges of traditional taxi and e-hailing taxi . 43

Figure 31 To what extent do road condition influence the e-hailing Taxi price compared to traditional Taxi...... 44

Figure 32 Which one do you think will charge a higher price for the trip from Posta to

Tegeta (approx. 25Km)? ...... 45

Figure 33 Which one do you think will charge a higher price for the trip from Posta to

Magomeni (approx. 5Km) ...... 46

Figure 34 Comparing the two e-hailing and traditional Taxi which one do you think is more secured...... 47

Figure 35 If you call an e-hailing Taxi, how do you assure yourself the security while riding with someone you don’t know? ...... 48

Figure 36 How do you control the behaviour of the e-hailing Taxi driver? ...... 49

Figure 37 How do you assess/check/control the quality of the car you are calling ...... 50

Figure 38 How do you assure that the car you ordered is the one ...... 51

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Figure 39 Is there a mechanism for tracing back at a Taxi you ride in case you lost an item? ...... 52

Figure 40 Can e-hailing office trace back the driver of a certain trip at a particular time? 53

Figure 41 Have you lost any item in e-hailing Taxi? ...... 54

Figure 42 Does the e-hailing office give support in finding a lost item ...... 55

Figure 43 How did you receive the lost item from the e-hailing Taxi ...... 56

Figure 44 Have you lost any item in traditional Taxi ...... 57

Figure 45 How did you trace the lost item from the traditional Taxi? ...... 58

Figure 46 What features/service gives confidence in the security of e-hailing Taxi service 59

Figure 47 Preferred taxi model ride by respondents ...... 60

Figure 48 Comparing the two, which do you think is more accessible ...... 61

Figure 49 When it is raining or night time, which one do you think is easily accessible..... 62

Figure 50 Suppose you don’t have a smartphone, how can you access the e-hailing Taxi . 63

Figure 51 When did you last take e-hailing Taxi ...... 64

Figure 52 When did you last take Traditional Taxi...... 65

Figure 53 If you can’t access the e-hailing Taxi system what do you do ...... 66

Figure 54 In your last trip with the e-hailing Taxi how long did it take to arrive at you ... 67

Figure 55 Do you think, e-hailing Taxi is equally accessible by all persons ...... 68

Figure 56 Is the e-hailing Taxi equally accessible to all areas of the city ...... 69

Figure 57 What is the main cause of inequality in accessing e-hailing ...... 70

Figure 58 If you want to send the taxi to pick up a parcel/family member, which taxi mode is more convenience ...... 71

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CHAPTER ONE

INTRODUCTION AND BACKGROUND INFORMATION

1.0 Introduction This chapter introduces and builds background information regarding the topic of e-hailing and its implication towards Dar-es-salaam residents. Later, the researcher is specifying the stamen problem along with objectives and research questions which are used to develop a framework that is used in data collection, analysis, and presentation. Also, in this chapter significance of this study is shown as well as anticipated limitations in the field for this study.

1.1 Background The taxi industry has been an alternative to public transportation for many years. The industry’s growth was spurred by the increasing population and the inability of the public transport system to meet the growing demand for transportation services, especially in the towns and large cities. Compared with other public models of public transport, taxi provides high flexibility and convenience for low transport volume and it can provide door to door services, available 24 hours on 7 days per week. Also, taxis are not bound to fixed routes or predefined access points, therefore they operate flexibly and can instantly meet new demand Urban & Technical, (2016). There were no formal taxi companies, taxi drivers ran their own business but they were regulated by the government. They always parked at specific stands called “Taxi stands”, to get services one had to go to those taxi stands and pick one or contact the driver by personal mobile phones if he previously got the number. Recent technological developments in information technology have penetrated many markets, among others is the online transport business Traum (2016). The internet has made it easier for people to connect and the internet-based services provided a drastic reduction in transaction costs between users and providers Henten & Windekilde (2016). The growth of the internet, the globalisation of trade, the advanced communication systems, challenges the internet technology in supplying of new business model, new business process and new ways of marketing and distributing products, services and knowledge Damaini et al (2018). Just like e-commerce grew rapidly, the development of mobile devices has grown rapidly too, in the last decade, many emerging smartphone devices influenced the increase in mobile usage Al-Ani (2009), as a result, internet user increased in the whole world, Tanzania in particular and hence increase of e- 1

commerce market. Billions of dollars have gone into the development of the online-based taxi business leading to impressive market penetration in less than ten years Conway (2018). The online transport business was firstly popularised in the U.S. and UK in the past twenty years, and then have a booming development in the rest of the world, Tanzania in particular. Problems in the traditional taxi industry coupled with technological development led to the evolution of the e-hailing system which allowed consumers to use their phones to complete a trip requirement Uber (2020). E-hailing system uses a mobile application to match riders with drivers through the application of an internet platform. Unlike ordinary taxi companies, the e-hailing company such as Uber, Bolt, Little ride and Exicab does not own its vehicles but only works with existing privately licensed drivers, which makes the e-hailing system a platform matchmaker rather than a transport provider.

Uber is a transport service offered through a mobile phone application, Uber’s background can be traced back to 2008 after having trouble hailing a cab on a snowy evening in 2008, Travis Kalanick and Garrett Camp came up with the idea of an app which orders a ride with nothing more than a tap on a button Uber Technologies (2020a). The idea led to the founding of Uber Technologies Inc. in 2009, Kalanick developed an iPhone app and noticed an opportunity in San Francisco, a city notorious for a highly regulated taxi industry with high prices and insufficient services Dong, G., & Potenza, (2014) Uber positions itself as a tech company with the mission: “Whether it is a ride, a sandwich, or a package, we use technology to give people what they want, when they want it.” Uber Technologies (2020a). Uber’s idea of bringing supply and demand for ride and delivery services together on an ICT-platform has now, in 2016, spread to 503 cities in 73 countries across the globe. Uber was launched in Dar es Salaam in June 2016, being 475th city to use Uber as an alternative form of transport The Citizen (2017).

1.2 Statement of the problem The taxi industry has been an alternative to public transportation for many years. The industry’s growth was spurred by the increasing population and the inability of the public transport system to meet the growing demand for transportation services especially in towns and large cities.

Before June 2016, the traditional taxi was the only taxi transport service available in Dar es Salaam. This taxi transport service posed many challenges Nhudu (2013), pricing mechanism was not standardised, there could be different charges for the same route and the 2

passengers had to negotiate before boarding into the taxi. Another problem was security issues such as hijacking that can be involved in taxi transport service made stakeholders to sometimes doubt whether it was safe to take/provide the service. Also, with traditional taxi services, it seemed difficult to verify the identity of the driver as well as the car in case of any incident that may need to be traced and identified. Moreover, the accessibility of these traditional taxis was challenging as these taxis were only available at specific taxi stands, to get services one had to go to those taxi stands and pick one or contact the driver by personal mobile phones if he/she previously got the number, and that had the probability depending on whether the driver was available or not. Also, most of the taxi were centred at a high population of the town centre, these made the rider from off town centre have to go a distance to pick up a taxi, as this limits the accessibility of the taxi service. This research proceeds to assess the extent to which the e-hailing taxi system has addressed these challenges in terms of pricing, security and accessibility

1.3 Research objective 1.3.1 Main Objective

This study aims at assessing the extent to which the e-hailing system has changed the taxi transport services in Tanzania especially in Dar es Salaam City in terms of pricing, security and accessibility. The problems which were prominent during the traditional taxi era

1.3.2 Specific objectives 1 To determine the extent to which pricing mechanism has changed since the introduction of the e-hailing taxi system; 2 To find out how the e-hailing taxi system has addressed the security problem on taxi transportation; and, 3 To assess the extent to which the e-hailing taxi system reformed the accessibility of the taxi services.

1.4 Research questions 1. How the e-hailing taxi system changed the taxi service’s price mechanism? 2. How do people perceive security on the e-hailing taxi system compared to traditional taxi service? 3. How the e-hailing taxi system transformed the taxi service’s accessibility? 3

1.5 Significance of the study This study is adding value to the management and operations of the taxi industry in Tanzania as it outlines results that are useful to operators and stakeholders in improving processes and procedures aiming at achieving quality standards in terms of pricing, security and accessibility. To researchers, the study is enriching the existing database of studies on the e-hailing taxi system in Tanzania as it is used as a basis for further research.

1.6 Study Limitations No study is without limitation Creswell (2013), this study was limited by the availability of funds to accomplish the study, time as well as the ability of respondents to provide required and adequate information. Also, the study has interfered with COVID-19 crisis which hindered the data collection as well as visiting of e-hailing service providers as their offices are closed until the report is prepared. It was difficult to follow the respondents individually instead of the online survey tool (www.surveyplanet.com) was used. Though several questionnaires were sent the response was very low. Also, the online survey questionnaire may reach a certain class of respondent leaving other class unreached

1.7 Organization of the Study This research is divided into five chapters. Chapter one provides the reader with an understanding of the background of the study, statement of the research problem, objectives of the study, research questions significance of the study, justification of the study and organization of the study.

Chapter two consists of conceptual definitions, a theoretical framework of the study, empirical analysis, research gap and conceptual framework of the study. Chapter three will discuss the methodology, analysis, sampling and the survey method. It will establish the process of how the questionnaire will be designed, distributed and the data collection.

Chapter four will address the results from the data analysis and discussion. Chapter five will discuss the summary, conclusion and recommendations of this research, it will provide an interpretation of the results, limitations of the study.

Chapter one

background, statement of the

research problem, objectives of

the study, research questions

significance and justification

Chapter Five Chapter two

conceptual definitions, summary, conclusion and theoretical framework, recommendations empirical analysis, research gap and conceptual framework

tudy

Chapter three Chapter four

methodology, analysis, Data analysis and sampling and the survey discussion. method.

Figure 1 Organization of Chapters 5 Source: Researcher, 2020

CHAPTER TWO

LITERATURE REVIEW

2.1 Introduction This chapter discusses the literature relating to the advent of the e-hailing taxi system in Tanzania. It covers the theoretical part, empirical part as well as the conceptual framework. In this chapter, the literature is reviewed both the theoretical and what has already been researched upon by other scholars as well as reviewing and thereafter we arrive at an existing gap between what has been researched and what needs to be researched

2.2 Definition of Key concepts This sub-section contains the list and definitions of terminologies used in various chapters of the study. The aim is to make sure every terminology is clear and defined according to the context of the study. Such terminologies include:

2.2.1 Taxi Transport The word “taxi” refers to “a vehicle with a driver available for hire to the general public” Urban & Technical (2016) this is not the only definition of a taxi, each place has its definition of what a taxi is Cooper, Mundy & Nelson (2010) and varies from country to country and in some cases from city to city. Various definitions have their pros and cons, for example, some definitions exclude the pre-booking market segments as in the UK Urban & Technical (2016). For this study, the word “taxi” are cars used for public transport services providing door to door personal transport services. They can be divided into three broad categories: stand, hire and online Taxi.

Taxi stands (traditional taxi) in this model the taxi is available for hire at the designated places where a taxi can wait for passengers and vice versa. Taxi are forming queues and served with First in First out rules while passengers take the first taxi in the queue. Customers must walk until the nearest taxi stand. which are usually located outside major transport hubs for example at airports, railway stations, hotels, city centres or other transport nodes Urban & Technical (2016). Common traditional Taxi is Taxi with belt and dome at the top of the car, for example in Dar es Salaam in

Ilala municipality Taxi’s has a green belt. The second category is Taxi for Hire in this model the taxi is available for hire in hotels and airport. This Taxi model is accessible for most cases with hotel customers and they are somehow luxuries and families cab also is a bit expensive compared to the taxi stands. The common taxi for hire in Dar es Salaam is Talkims, First Car Rental and Volo. the last category is taxi Online (e-hailing taxi system) these are emerging taxi services where the customers call a taxi through a mobile app and the taxi come to pick up from his/her place, the common e-hailing taxi systems are Uber and Bolt

2.2.2 E-hailing application

The E-hailing application process of ordering a taxi via mobile devices. ‘E’ here refers to ‘electronic’ and ‘hail’ means the traditional process of signalling an approaching taxi cab to stop (Dhawan, 2019). E-hailing application is a software program in a smartphone which performs one or more of the following functions; 1) allows passengers to identify the locations of an available taxi; 2) allows drivers to identify passengers who are ready to travel; 3) allows passengers to hail a taxi via mobile applications; 4) allows drivers to receive hail requests; and 5) E-payment (Ruangkanjanases & Techapoolphol, 2018.). E-hailing companies such as Grab, Uber, Lyft, Didi, Taxify, Moovin and Bolt use a platform-based model by coordinating rides through a digital platform that connects drivers and passengers via mobile applications Nicholl & Armstrong (2016).

2.3 Theoretical Perspectives To review the advent of the e-hailing tax application, we review several theoretical kinds of literature regarding the topic. Three theories connecting to this study are reviewed; Technological Acceptance Model (TAM), Institution Theory and Diffusion of Technology Theory.

2.3.1 Technological Acceptance Model (TAM) The Technological Acceptance Model (TAM) is an information technology model that has been developed to study the individual acceptance of the technology. The individual may consider the fact that this technology has ease of use and utility to itself before accepting the technology (Global, 2015). TAM hypothesised that the acceptance of the information system is determined based on two main variables that are; perceived utility and perceived ease of use Davis (1989). The author explained

that perceived utility and perceived ease of use affect people's attitude towards the use of technology. It means that if people perceived the usefulness and ease of use of any technology, they would have the right attitude towards the use of such technology that could develop behaviour intentions to be used and, ultimately, create a real use of the system Davis (1989). Different types of research have shown that the theory of diffusion of innovation and the model of acceptance of technology could be used to explore the influence towards the acceptance of the technology. Lee's previous study suggested that utility, ease of use and word of mouth are important in the intention of initially adopting mobile technology Lee (2003). Pavlou's previous study also suggested that trust was the direct variable, while perceived utility and ease of use were indirect variables of the intention to conduct e-commerce transactions Pavlou (2003). This theory is assisting us in determining which factors influenced Tanzanians in accepting and using this e- hailing taxi services, is it the price or they feel safe using these platforms or is it that they are easy to use.

2.2.2 Diffusion of Technology Theory The theory of the diffusion of innovations was introduced by Everett M. Rogers in 1962. It is the theory that explains what factors would influence people to adopt innovations. Rogers carried out numerous studies in various fields, such as marketing, public health and communication technologies, and concluded that it should not be assumed that all innovations are equivalent units of analysis Global (2015). Rogers also identified five characteristics of innovations that influence the rate of adoption of innovations. The five characteristics are; relative advantages, compatibility, complexity, traceability and observability. In summary, the dissemination of innovations is the process by which innovations communicate over time through specific channels among members of a social system Global (2015). Combining all the features, perceived innovations with greater relative advantages, compatibility, test capacity, observability and less complexity are more likely to be adopted more quickly. This theory is concurrent with the Technology Acceptance Model. In this study, they play almost the same role. However, with technology diffusion theory, we are guided in reviewing issues relating to relative advantage, compatibility, complexity, traceability and observability of e-hailing taxi service in Dar-es-salaam, Tanzania.

2.2.3 Customer Satisfaction Model Service quality has received extensive research attention Schneider & White (2004). Perhaps this is due to the critical nature of the subject and its implications for customer retention and profitability of business organisations. Service quality has generally been defined as the difference between customer expectations and perceptions of a service experience Gronroos (1984); Parasuraman et al., (1988). In determining service quality, customers compare their perceived service expectations with perceived service received, and if the latter service falls short of the expected service, they are dissatisfied. However, if the perceived service quality received is above expectations, it results in satisfied customers Andreassen (1995). Chen and Chang (2013) on the other hand, define perceived quality as the customer’s subjective judgment about the direct experience of a product or service. Thus, service quality is a subjective evaluative judgment of a consumer’s experience of a service performance Dabholkar, Shepherd & Thorpe (2000); Cronin & Taylor (1992). Service quality starts from the needs of customers and end with customer's perceptions. Service quality in the context of the public transportation system has been defined by Middleton (1998) as consisting of internal and external factors which influence a commuter’s perception of public transport services. Horsu (2015) showed that service quality, reliability, nonstop service, safety, comfort, affordability and driver’s attitude influence the customer’s satisfaction of the service. This study analyzes those, through viewing the rating system of current e-hailing platforms across Dar-es-Salaam. Core objectives are to identify if these platforms have a rating feature which allows customers to show their satisfaction with the e-hailing taxi-related service they receive.

2.2.3.1 Perceived Price

Calabuig, Núñez-pomar, Prado-gascó and Añó (2014) define perceived price as an individual belief of the price about the quality of the product. Perceived Price in terms of e-hailing system perspectives is the value or the amount that is charged to passengers for a taxi they want to hire. Price in the context of services plays a critical role since it is the key element in the marketing mix. In this study, it tests the assumption of this model to see whether Dar-es-Salaam based e-hailing clients proclaim perceived price as a factor in their satisfaction equation.

2.2.3.2 Perceived Security

This variable talks about safety features of the cab and the availability of driver; information of the respective taxi, according to Ceder, Chowdhury, Taghipouran & Olsen (2013) for service quality, trip attributes such as personal safety, journey time, reliability of connection, transfer time and information related to transfers are the key indicators to travellers’ perception of transfer routes and personal safety at stations which have been revealed to be the most sensitive factor in travellers’ decision to use public transport, In the context of the e-hailing system, their perceived safety concerns are regarding the drivers, passengers’ privacy and vehicle condition. Do Dar-es- Salaam based e-hailing commuters and drivers feel safe using e-hailing taxi service and what causes such perception is also a guideline which is tested in this study?

2.2.3.3 Perceived Accessibility

This another important implication of the e-hailing system, and it refers to the ease of availability of the service whenever required at the passenger’s place of interest. According to Litman, (2019) defined “accessibility refers to the ease of reaching goods, services, destination and activities which together are called opportunities and it is the goal of most transport activities, except the small portion of travel in which mobility is an end in itself”. In terms of transportation mode, accessibility plays a critical influence on customers’ intention because passengers always tend to choose on services which are accessible to reach their destination interest. E-hailing applications require smartphones with internet to access them. We use this model to identify whether the user must know uses of the mobile application.

2.4 Empirical literature review Kotler & Armstrong (2017) suggested that price is the amount of money charged for a product or service; the sum of the values that customers exchange for the benefits of having or using a product or service. Kotler & Armstrong (2017) defined price as something that can be measured which consists of several indicators, such as the affordable price, the fair price, discounted price, competitor price, and price suitability. Brewer & Button (2008) stated that price is an important indicator in the transportation industry which affects the affordability of service and fares charged. Zeithaml et al., (2012) explained that price is an essential indicator for quality and lead to customer value. Considering the security, Brazil & Kirk (2016) had mentioned that Uber services reduced drunk driver accident, customers have options to choose the mode of payment as Uber connects 10

the driver and passenger via smartphones so the passenger can know and evaluate his driver before agreeing to use the service. Horsu (2015) showed that service quality, reliability, nonstop service, safety, comfort, affordability and driver’s attitude influence the customer’s satisfaction of the service. As stated by Geradin (2015) Uber is user- friendly and it can transmit the information regarding the location of the car requested with the capability to track ongoing progress by using a smartphone. By requesting a ride using Uber a passenger can monitor the progress of the Uber car than waiting for the traditional taxi and wondering when it will reach the destination. This is useful for passengers as Uber app aid them to easily request an Uber car to pick them up at the exact location and they do not have to walk up to hail a taxi or any other public transport. Peng, Wang, He, Guo, & Lin (2014) in their studies stated that the e-hailing service helped in increasing perceived usefulness, ease of use, playfulness and subjective norms. Li Hong & Zhang (2016) mentioned that Uber promoted trip bundling and greater use of alternative transportation and can be a solution to traffic congestion in urban areas. Based on the previous study by Ngo (2015), Uber provides better services than taxi services with a faster time, reduced cost of money, cost of waiting, it is convenient and they are more concerned with handicap passengers. Uber service is always on demand for its availability and accessibility because technological advancement makes them possible. Alley (2016) in his study of the Impacts of Uber Technologies in the New York City Transportation Industry stated that Uber’s arrival has helped to increase access to affordable transportation options for people living a considerable distance from public transportation options, as Harding, Kandlikar & Gulati (2016) indicated that taxi app would improve on private car use and the pricing is very competitive than a traditional taxi on the same journey.

Perceived price is one of the main factors that influence passenger’s choice and competitor. Teo, Mustaffa and Rozi (2018) stated that the ability of companies to engage in surge pricing and primetime pricing allowed companies to attract passengers and have a competitive advantage over a conventional taxi. Belk (2014) asserted that the reason why consumers participate in the sharing economy is that it allows access to desired products and services at a lower cost. Ackaradejruangsri (2015) in his study on Grab car in Thailand mentioned that since one of the many benefits of using the App is sharing the ride location, phone number, plate number and the estimated fare beforehand, to a certain degree the passengers feel more secure and less anxious.

In a similar study, he found that major concerns among the passengers are mostly related to perception, accessibility and technology adoption.

2.5 Research Gap Since the e-hailing taxi system is a recently adopted technology in Tanzania, there is a lack of enough literature to indicate the implications of this technology. However, in other African countries including Kenya and Nigeria, some research has already been undertaken in an attempt to discover implications of the e-hailing taxi system at large. This research aims to set up a bridge and reduce the knowledge gap that exists regarding the e-hailing taxi system and its implications in price, security and accessibility, especially in Tanzania.

2.6 Conceptual framework A conceptual framework is an analytical tool with several variations and contexts. It can be applied in different categories of work where an overall picture is needed. It is used to make conceptual distinctions and organise ideas. Figure 3 illustrates the conceptual framework for the advent of the e-hailing system and its implications on pricing, safety and accessibility.

Advent of the e-hailing System

PERCEIVED

PRICE

CUSTOMER PERCEIVED

SECURITY SATISFACTION

PERCEIVED

ACCESSIBILITY

DEPENDENT VARIABLE INDEPENDENT VARIABLES

Figure 2 Conceptual framework Source: Researcher, 2020 12

From the conceptual framework above, the customer and business owner satisfaction with the e- hailing taxi system is the dependent variable, there are three independent variables perceived accessibility, security and price. The framework suggests that when perceived accessibility, security and price meet the customer and business owner satisfaction then the model continues, when perceived accessibility, security and price do not meet the customer and business owner satisfaction then the innovation is resumed until both customer and business owner satisfaction is met

CHAPTER THREE

RESEARCH METHODOLOGY

3.0 Introduction This section presents the research design of this study as well as the population of which samples are drawn, sampling techniques, types and sources of data, methods used in the collection of data, reliability and validity of data and methods of data analysis

3.1 Research design To understand the pricing, security and accessibility as well as the implications of the e-hailing system on the taxi transport industry. A case study design was applied in conducting this research. The case study method is a popular form of qualitative analysis which involves a careful and complete observation of social units, be units of person, a family, an institution, a cultural group or an entire community Kothari (2004). This approach allows for deep investigation and deep analysis of required information based on the study objectives. The researcher adopted a case study method because of its flexibility in data collection and it does not demand comparison. It provides an in-depth analysis of the study facts because it involves describing the study area in detail. Also, it gives a chance of investigating the reason of occurrence in a real-life situation, it is less costly as well as the most popular.

3.2 Description of the study area This study was conducted in Dar es Salaam. Dar es Salaam covers an area of approximately 1800 sq km, with a population of 4.3 million according to the 2012 census. Administratively the city is divided into five municipalities, namely Ilala, Kinondoni, Ubungo, Temeke and Kigamboni. The study is based in Dar es Salaam because it is the city which was the first to start using the e-hailing system and it was easily accessible by the researcher.

3.3 Sampling Sampling is defined as the selection of some of an aggregated or totality based on which a judgment or inference or totality is made Kothari (2004). The study was conducted from a selected representative sample of e-hailing taxi users, drivers, transport authority and Uber and bolt staff in Dar es Salaam. The population includes participants who used Uber and bolts services

3.3.1 Sampling Technique

The study uses purposive sampling. This type of sampling was used to get the respondents who are involved in answering the questionnaire. Only those respondents considered capable of providing relevant information and answering questionnaires were consulted Sekaran & Bougie (2016).

3.3.2 Sample size. This selection aimed at fulfilling the requirement of efficiency, representation, reliability and flexibility. The minimum sample size included forty-four (44) users of the e-hailing taxi services.

The sample size was determined based on the formula developed by Yamane, T (1967). n = N/ (1+N (e) ²)

Whereby; n = estimated individual sample size, N = total number of people within the study area e = standard error, for example, 15 per cent (0.15) are used to obtain manageably Respondents (Yamane, 1967)

3.4 Data collection Semi-structured questionnaires were used to collect primary data from users of a taxi in Dar es Salaam. Secondary data were collected from various sources such as reports within the transport industry, documentaries and reports from recognised journals, books and other publications as well as documentaries.

3.4.1 Types of Data To gather relevant, sufficient and convenient data the researcher used both primary and secondary data.

3.4.2 Primary data The primary data were collected directly from the respondents by the researcher in the field through observation, questionnaires, and interviews to the users of e-hailing services

3.4.3 Data Analysis Data analysis is the process of gathering, sorting, organising and structuring data. The process involves the ordering and structuring of data to produce knowledge Magigi (2013). The study collected both quantitative and qualitative data. Quantitative data includes data which can be quantified and verified. and which enable to statistical manipulation. These data were coded, organised, processed and converted into tables by using Statistical Package for Social Sciences (SPSS) version 25 computer software. Responses were coded numerically, assigned in numbers from 1 to 2 or 6, depending on the number of response options. Also, qualitative data cannot be expressed in terms of numbers. they include virtually any information that can be captured and not numerical. Nominal data relating to social-economic characteristics were categorised based on the specific scales, numbers and frequencies. The ordinary data can simply be placed into categorised based on some common trait and then ranged accordingly from the lowest to the highest, for example, satisfaction levels were ranked.

3.5 Pilot study Before diving to the actual conduct of this research. The researcher decided to collect data from eight (8) respondents and tested if the tools were valid and reliable. Data were collected using a questionnaire tool which can be found in Appendix I. After data collection, the researcher coded the answers systematically to can assign each one to variables (questions). Presentation and discussion of the portion of the data for section one which is demographic data and section two which is about the usefulness of the e-hailing taxi systems are presented in chapter four.

CHAPTER FOUR

FINDINGS AND DISCUSSIONS

4.0 Introduction This chapter presents the findings after thoroughly analysing the collected data using SPSS version 25. This chapter is divided into four sections for the smooth organisation and follows up of the key issues addressed by this study. Section one entirely focuses on demographic data and usefulness of e-hailing taxi service. Section two addresses the perception of price towards customer satisfaction while section three and four address the issue of perceived security and accessibility concerning customer satisfaction.

4.1 Demographic data of respondents Forty-four respondents were asked to fill out the questionnaires and the obtained data were summarised, coded and then entered to SPSS tool and the following result as presented in table 4.2 below;

4.1.1 Gender of the respondents

It is important to determine the demographic disparity of gender of the respondents when conducting a study. In the quest to fulfilling the main objective of this study which was assessing the extent to which the e-hailing taxi system has changed the taxi transport services in Tanzania especially in Dar es Salaam City in terms of pricing, security and accessibility. This study asked the respondents to indicate their gender and answers provided were divided between male or female. The analysis of responses to these questions is indicated in figure 4 below;

Figure 3 Gender of the respondents

Female

Male

Source: Survey Data, 2020 17

The total number of respondents for this question was 44. Majority of them, an equivalent of 56.8 per cent of all respondents were male while 43.2 per cent of the respondents were female. This implies two things, either majority of e-hailing service users were male or the sample of the population was dominated by male respondents.

4.1.2 Age of the respondents

It is important to determine demographic disparity of age of the respondents when conducting a study. This study asked the respondents to indicate their age and answers provided were divided as; below 25 years, 26-40 years, 41-51 years and above 50 years. The analysis of response to this question is as indicated in figure 5 below:

Figure 4 Age of the respondents.

90.0

80.0

70.0

60.0

50.0

Percent 40.0

30.0

20.0

10.0

0.0 Below 25 years 26-40 years 41-50 years 51 years and above Age

Source: Survey Data, 2020

Data presented in figure 4.2 above indicate the demographic disparity of respondents age in four different age groups. Majority of the respondents (77.7%) fell under the age of 26-40 years, followed by age group of 41-50 years with 18.2 per cent. Below 25 years and above 51 years group, both had an equivalent frequency percentage of 2.3 per cent. With these data, it is obvious the age group of 26-40 years were the main users of e-hailing services. This might be because this age group had more work movements or social movements they could travel long distances to

follow entertainment or social networking. Also, this age group constituted young people who were life beginners so the majority of them had no private cars to use in their private movements

4.1.3 Education of the respondents

It is important to determine the demographic disparity of education of the respondents when conducting a study. This study asked the respondents to indicate their education and answers provided were divided as; not at school, secondary school and post-secondary school. The analysis of responses to this question is as indicated in figure 6. below:

Figure 5 Education of the respondents

100.0 90.0 80.0 70.0 60.0 50.0

Percent 40.0 30.0 20.0 10.0 0.0 Not at School Secondary Post Secondary Level of Education

Source: Survey Data, 2020

Presented data in figure 6 above indicate the level of education of the users of e-hailing service. The aim was to determine the influence of education in the usage of e-hailing services. Majority of the respondents (88.6%) indicated that they had post-secondary. Respondents with secondary education were 9.1 per cent while those with no education at all were 2.3 per cent. These findings imply that education influenced the usage of e-hailing services. This could be because education made it easy for users of e-hailing taxi services to use a smartphone with e-hailing applications. Also, it could be because most of the educated respondents were employed in the city Centre so they could afford the cost of e-hailing taxi services.

4.1.4 Occupation of the respondents

It is important to determine the demographic disparity of occupation of the respondents when conducting a study. This study asked the respondents to indicate their occupation and answers provided were divided as employed, self-employed and none of the above. The analysis of response to this question is as indicated in figure 7 below:

Figure 6 Occupation of the respondents

100.0 90.0 80.0 70.0 60.0 50.0

Percent 40.0 30.0 20.0 10.0 0.0 Employed Self Employed None of the above Occupation

Source: Survey Data, 2020

Presented data in figure 4.4 above indicate levels of employment of the users of e-hailing services. The aim was to determine the influence of employment in the usage of e-hailing taxi services. The majority of respondents (93.2%) indicated that they were employed. Self-employed respondents were 4.5 per cent while those who were self-employed were 2.3 per cent. These findings imply that many users of e-hailing services were employed, people. These were people who were very busy and needed quick transport. These findings correlate with the above findings that show that most users of e-hailing services had post-secondary education and these came from the age group of 26-40 years which is the working group in the category.

4.2 The usefulness of E-hailing taxi service Several key issues were asked to respondents to identify their perceptions on the usefulness of e- hailing taxi services. To identify the usefulness of e-hailing taxi service, eight different questions were asked to respondents to determine their response on the issues. The findings and analysis of this topic are presented below:

4.2.1 How long have you been using e-hailing services?

To identify the usefulness of the e-hailing taxi services, This question asked the respondents to indicate the duration since they started using the e-hailing taxi system and answers provided were divided as; less than one year, between one year and three years and above three years. The analysis of responses to this question is indicated in table 9. below:

Figure 7 time on using e-hailing taxi system by respondents

80.0

70.0

60.0

50.0

40.0 Percent 30.0

20.0

10.0

0.0 Less than 1 year 1-3 years Above 3 years Time of using e-hailing

Source: Survey Data, 2020

Forty-four (44) respondents were asked to respond to this question regarding their lengths of time since they started using e-hailing taxi services. The findings indicated that the majority of respondents (68%) were using the e-hailing systems for 1-3 years, while 25 per cent of respondents had been using the services more than three years and those with less than one year were 6.8 per cent. this implies that many users are shifting from traditional taxi to e-hailing taxi system.

4.2.2 How often do you use the e-hailing application on your phone?

This was another question asked respondents to determine the usefulness of the e-hailing taxi systems and the answers provided were divided as; I use it regularly, I rarely use it and I never use it. l. The analysis of response to this question is as indicated in figure 10 below:

Figure 8 How often do you use the e-hailing application on your phone

80.0

70.0

60.0

50.0

40.0 Percent 30.0

20.0

10.0

0.0 I use it regularly I rarely use it Never how often do you use e-hailing application

Source: Survey Data, 2020

Forty-four (44) respondents were asked to respond to this question. The findings indicated that the majority of respondents (70.5%) used the e-hailing system regularly while those who rarely used it were 27 per cent and those who never used it were 2.3 per cent. These findings indicate that most of the respondents used their e-hailing applications to request e-hailing services.

4.2.3 How many E-Hail Taxi services do you use?

This was another question asked respondents to explain the usefulness of e-hailing taxi services and answers provided were divided as; only one type and more than one type. The analysis of response to this question is as indicated in figure 11 below:

Figure 9 e-hailing Tax systems used by respondents

More than one type

Only one type

Source: Survey Data, 2020

On this question, answers show that the majority of respondents (54.5%) they used only one type while those who used more than one type were 45.5 per cent. Which can be interpreted that the e- hailing taxi systems might have a similar mechanism of operation either can be uber or bolt or any.

4.2.4 Which e-hailing taxi system do you prefer?

This was another question asked respondents to explain the usefulness of the e-hailing taxi services and to provide their answers in the spaces provided. The analysis of response to this question is as indicated in figure 12 below:

Figure 10 Type of e-hailing Tax systems used by respondents

40 Percent 30

0 Bolt depends cheap Indriver traditional Uber Uber and Bolt price e-hailing taxi used

Source: Survey Data, 2020

The majority of respondents were asked to provide the answer for e-hailing systems that they prefer. Majority of the respondents (75%) mentioned Uber as their preferred e-hailing taxi system while Bolt was 11 per cent and the others were 14 per cent. These might be because Uber was the first e-hailing taxi system to be launched in Tanzania while other companies came later.

4.2.5 How often do you use the e-hailing taxi system?

This was another question asked respondents to explain frequencies of their use of the e-hailing taxi systems and the answers provided were categorized as every day, every week, every month or occasionally. The analysis of response to this question is as indicated in figure 13 below:

Figure 11 How often do you use the e-hailing taxi system

30 Percent

0 Everyday Every week Every month Occasionally use of e-hailing taxi

Source: Survey Data, 2020

On this question 52 per cent of the respondents used the e-hailing taxi systems occasionally, those who use the services every week were 28 per cent. These findings imply that either those responded they used the services occasionally maybe when the demand arose it can be daily or several times a day or week or month. Also, it can imply that they used after sometimes

4.2.6 How often do you use the traditional taxi service?

This was a question asked respondents to explain how frequencies the used traditional taxi services and the answers provided were every day, every week, every month or occasionally. The analysis of the responses to this question is as indicated in figure 14 below: Figure 12 How often do you use the traditional taxi service

100 90 80 70 60 50

Percent Percent 40 30 20 10 0 Every week Every month Occasionally Uses of traditional taxi

Source: Survey Data, 2020

On this question, 87 per cent of the respondents grant that they used traditional taxi service occasionally followed by those who responded that they use every week who was 9 per cent. While others were 4 per cent. These findings imply they used after sometimes. Compared to the previous question 4.3.5 How often do you travel by the e-hailing taxi it still shows that some respondents used the e-hailing taxi system every day 4 per cent while 28 per cent who used the services every week compared to traditional taxi which 9 per cent of respondents replied that they used the traditional taxi every week. The possible reason could be that the e-hailing system had enhanced security systems, its pricing was affordable or it was more accessible.

4.2.7 What is an average journey distance do you cover while using the e-hailing taxi system?

This was another question asked to respondents to explain the distances they covered while using e-hailing taxi system and the responses were less than 5 Km, between 5 Km-10 Km, between 10 Km-15 Km or above 15 km. The analysis of responses to this question is as indicated in figure 15 below: Figure 13 Average journey distance you covered while using the e-hailing taxi system

30 Percentge Percentge 20

0 0Km-5Km 5Km-10Km 10Km-15km Above 15Km Distance

Source: Survey Data, 2020

On this question, 54 per cent of the respondents said that they covered 5 Km-10 Km, 18 per cent covered the distance between 10 Km-15 Km, 16 per cent covered the distance of less than 5 Km while 12 per cent covered the distance above 15 Km. This result implies that the majority of e- hailing users they use e-hailing taxi system for the distance between 5-10Km. Also, the findings revealed that the respondents were using the e-hailing taxi services to cover all distances they planned to travel.

4.2.8 What is Average time do you spend per trip?

This was another question asked respondents to explain the average time they spent per trip. The answers were less than 30 minutes, 30-59 minutes and above 60 minutes. The analysis of the responses to this question is as indicated in figure 16 below:

Figure 14 Average journey time do you take per trip while using the e-hailing taxi system

Percentage 30

0 Less than 30 minutes 30-59 minutes Above 60 minutes Time taken

Source: Survey Data, 2020

The study waged to find out the average time spent by users of e-hailing taxi service in their normal journey. A total of 44 respondents were replied to this question. The results were 70 per cent they spend 30-59 minutes, while 22 per cent they spend less than 30 minutes. It implies that the majority of e-hailing users they spend 30-59 minutes in their journey which is an average time for short- distance movement between the different areas in town. These correlate with the previous results on the question of average distance covered which the results were 54 per cent they use e-hailing taxi system between 5Km-10Km which also implies that majority use e-hailing taxi for a short distance which is the usual movement in town

4.2.9 What is your Satisfaction level in using the e-hailing taxi services?

This was an important question asked respondents to explain the levels of their satisfaction in using the e-hailing taxi services and the answers provided were very satisfied, somewhat satisfied, neither satisfied nor dissatisfied. The analysis of the responses to this question is as indicated in figure 17 below:

Figure 15 Satisfaction levels in using e-hailing Taxi services

30 Percentage Percentage

0 Very satisfied Somewhat satisfied Neither satisfied nor dissatisfied Satisfaction level

Source: Survey Data, 2020

In this question, the majority of respondents (66%) said that they were very satisfied with the e- hailing taxi services, 32 per cent of respondents were somewhat satisfied and 2.3 per cent of respondents were neither satisfied nor dissatisfied. A possible reason for respondents satisfaction could be security mechanisms of the e-hailing systems, pricing of the e-hailing systems and accessibility of the e-hailing taxi systems.

4.3 Objective 1: Pricing of the E-hailing systems For the technology to be accepted by the users, pricing is a key component in determining acceptance. However, for the e-hailing taxi systems, the price has an impact to more than one part, the part of the operator/driver, the part of the rider/customer and others, like the owner of the particular e-hailing system and the government. In this study the researcher aimed at determining factors affecting the pricing of the e-hailing taxi services and determine the variation of price in different lengths or e-hailing system provider. A handful of questions were asked on different angles about the general pricing of e-hailing and traditional taxi pricing. In this category, all questions were answered by all the respondents. The findings are discussed individually below:

4.3.1 How much did you pay the last time you took an e-hailing taxi?

This was the question asked to respondents to explain the influence of pricing in the e-hailing taxi system and the answers provided were less than TZS 3,000, between TZS3,000-10,000, between TZS 10,000-20,000 and above TZS 20,000. The analysis of the responses to this question is as indicated in figure 18 below:

Figure 16 Amount paid on the last time of using the e-hailing taxi

Above TZS 20,000 Less than TZS 3,000 4% 7%

TZS 10,000-20,000 32%

TZS 3,000-10,000 57%

Source: Survey Data, 2020

The responses revealed that 57 per cent of the respondents paid between TZS3,000-10,000 while those who paid between TZS 10,000-20,000 were 32 per cent. This shows that the majority of the respondent was using the e-hailing taxi services for short distances. However, they used in somewhat long distance within the city. 30

4.3.2 Suppose you were to travel by a traditional Taxi, would you pay more or less for the same trip?

This was another question asked respondents to enquire the price they would pay for the trip when using traditional taxi system and e-hailing taxi systems. The answers given by the respondents answered were to pay more or pay less. The findings for this question are as indicated in figure 19 below:

Figure 17 Suppose you were to travel by a traditional Taxi would you pay more or less for the same trip

Pay Less, 13.6

Pay More, 86.4

Source: Survey Data, 2020

The majority of the respondents answered that they would pay more if they used traditional taxi compared to the e-hailing taxi system these were 86.4 per cent and 13.6 per cent of the respondents show that they would pay less if they used a traditional taxi. The reason might be the mechanism which said that they used o calculate the price for the e-hailing taxi system.

4.3.3 How do you reach a consensus on the amount of money to pay?

This was another the question asked to respondents to give their view concerning the mechanism used to reach consensus on price. The answers provided were; automatic calculation depending on the distance and travel time, price varies depending on the time of the day or the price was negotiable. The findings of this question are as indicated in figure 20 below:

Figure 18 How do you reach a consensus on the amount of money to pay

40 Percentage 30

0 Automatic calculation depending Varies depending on the time of The price is negotiable on the distance and travel time the day Price Amount to pay

Source: Survey Data, 2020

The majority of respondents (80%) replied that they used automatic calculation depending on the distance and travel time, while 12 per cent replied that the price varies depending on the time of the day and 8 per cent replied that they prefer the price is negotiable. This shows that respondent prefers the mechanism used by e-hailing taxi system automatic calculation depending on the distance and travel time and price varied depending on the time of the day compared to the mechanism used by traditional taxi the price is negotiable.

4.3.4 To what extent does the initial price motivate you to call the Taxi?

It is important to determine the extent to which the initial price motivates the users to call the taxi.

The researcher asked the respondents to indicate if the initial price was either; they Motivating or not motivating. The findings of this question are as indicated in figure 21 below:

Figure 19 the extent to which the initial price motivated users to call the taxi

It is not motivating, 4.5

It is Motivating, 95.5

Source: Survey Data, 2020

The total number of respondents for this question was 44. The majority of them, equivalent to 98 per cent of respondents indicated that the price was Motivating, while 2 per cent indicated that it was not motivating. This implies the ability for the system to indicate the initial price was important for the rider to decide if he/she could afford the price and take a ride or not.

4.3.5 How much is the variation of the price comparing actual with initial estimated price per trip?

According to the information generated by the study, the respondents were asked if the actual price varies from the initial price shown when they requested the e-hailing taxi. The findings are as indicated in figure 22 below:

Figure 20 Variation of the price comparing actual with initial estimated price per trip

significant variation, 31.8

minor variation, 68.2

Source: Survey Data, 2020

The majority of the respondents (68%) indicated that the price had minor variation while those who respondents that the price had significant variation were 32 per cent of all respondents. These results may be so because as we have seen in previous questions that the majority of the respondent showed that they were using the e-hailing for short time distance, so the variation of price was not that much.

4.3.6 In case the actual price per trip exceeded the estimated price by a large amount how do you resolve it?

The e-hailing taxi system price mechanism is using automatic calculation depending on the distance and travel time, hence the initial price is shown when the user requests the e-hailing taxi may vary depending on road traffic. To determine the method which the user of the e-hailing taxi resolve the situation when the actual price exceeded the estimated price, the respondents were asked which methods they would use; cancel the trip, report to review the trip price or pay without complaints. The findings are as indicated in figure 23 below:

Figure 21 How do you resolve when the actual price per trip exceeded the estimated price by a large amount

30 Percentage 20

0 Cancel the trip Report to review the trip price Pay without complain Methods to resolve price change

Source: Survey Data, 2020

A total of 44 respondents replied to this question. The majority respondents (58%) said that they would report reviewing the trip price while 24 per cent responded that they would pay without complaint and 18 per cent responded that they would cancel the trip. This implies that there was a mechanism that the e-hailing taxi system provided in dealing with the dispute on pricing. Because sometimes the variation was caused by traffic jam and sometimes poor choice of route by the driver.

4.3.7 Does the e-hailing Taxi app show the actual price at any given time?

The e-hailing taxi system price mechanism uses automatic calculation depending on the distance and travel time. Hence, the initial price shown when the user requests the e-hailing taxi may vary depending on road traffic. To determine the mechanism which the user can see the actual price if changes comparing to the estimated price. The respondents were asked “Does the e-hailing Taxi app show the actual price at any given time?” and the answers provided were yes or no. The findings are as indicated in figure 24 below:

Figure 22 Does E-hailing Taxi app show the actual price at any given time

No, 20.5

Yes, 79.5

Source: Survey Data, 2020

A total of 44 respondents replied to this question. The majority of respondents (80%) said yes, while 20 per cent the respondents said no meaning that the e-hailing taxi app did not show the actual price at a given time. This implies that there was a mechanism that the e-hailing taxi system provides to show the actual price, then when the user sees that the price variation would be big they could decide to cancel the trip or finish the trip and report to the service provider to review the price. This is correlated with the previous question 4.4.6.

4.3.8 If the answer above is NO do you think it is important to know the actual price at any given time?

To identify the price mechanism of the e-hailing taxi service, this study asked the respondents to indicate if it was important to know the actual price at any given time and the answers given were divided as; Yes, to know if the price changes if I afford to pay or NO, not important. The findings are as indicated in figure 25 below:

Figure 23 Is it important to know the actual price at any given time

No, not important, 11.4

Yes, to know if the price change if I can afford to pay, 88.6

Source: Survey Data, 2020

A total of 44 respondents replied to this question and the results were that 88 per cent of the users said yes, while 12 per cent said no for this question. The majority users of the e-hailing taxi systems felt that it was important to know the actual price in real-time because in case the price was changing they could decide to end up the trip.

4.3.9 How do you ensure the price charged is genuine?

On this question, the answers provided to the respondents were as follows; Driver showed the price on the e-hailing app, I could see the charge on my e-hailing app, I verified through a trip report sent to me or I don't know. The findings are as indicated in figure 26 below:

Figure 24 How do you ensure the price charged is genuine

How do you ensure the price charged is genuine

39%

40% 32% 27% 35%

30%

25%

20% Percent 15% 2% 10%

0% Driver shows the price I verify through trip I can see the charge on I don't know on ehailing app report sent to me my ehailing app

Source: Survey Data, 2020

A total of 44 respondents have replied to this question. The findings from the study indicate that most of the e-hailing taxi system had mechanisms to verify the pricing if it was genuine. About 39 per cent of the respondents replied that they can see the charge on their e-hailing apps, while 32 per cent replied that they verify through a trip report sent to them and 27 per cent replied that the driver showed the price on the e-hailing app and 2 per cent of them they responded they did not know. This implies that the e-hailing pricing was so transparent that the users would not doubt the price charged.

4.3.10 Which one between traditional and e-hailing Taxi do you think its price is fair?

Respondents were asked to compare the pricing of both traditional taxi and the e-hailing taxi and say which was fair. Three answers provided were; e-hailing taxi was cheaper, traditional taxi cheaper or all were the same. The findings are as indicated in figure 27 below:

Figure 25 Which one between traditional and e-hailing Taxi do you think its price is fair

E-HAILING TAXI IS CHEAPER 1 100%

Source: Survey Data, 2020

A total of 44 respondents replied to this question. The responses revealed that 100 per cent of respondents replied that the e-hailing taxi was cheaper. This implies that the price mechanism used to calculate the price for the e-hailing taxi does not exaggerate the price for the trip.

4.3.11 What the payment method does the e-hailing Taxi accept?

Ease of making the payment is an important factor in providing taxi services. The users can choose the payment method that they feel is convenient for them. Respondents were asked about the payment method which the e-hailing taxi system accepted. Four answers were provided as follows; cash, card, mobile money and all. The findings are as indicated in figure 28 below:

Figure 26 Payment method that e-hailing taxi accept

Percentage 30

0 Cash Mobile money All Payment Method

Source: Survey Data, 2020

A total of 44 respondents replied to this question. The responses revealed that 74 per cent of the respondents replied that the e-hailing taxi accepted cash payment, while 24 per cent respondents that the e-hail taxi accepted all methods of payment. The majority responded that cash was mostly accepted compared to the card or mobile money, though the indication of acceptance of all payment methods for e-hailing taxi system implies that the e-hailing taxi system provided convenience for users to choose or use the payment method they preferred.

4.3.12 Which payment method do you personally prefer?

Ease of making the payment is an important factor in providing taxi services. The previous question was asking about the methods of payment that the e-hailing taxi systems provided. Respondents were asked which payment method they preferred. Four answers provided were; cash, card, mobile money and all. The findings are as indicated in figure 29 below:

Figure 27 Payment method that e-hailing taxi users prefer

Chart Title

80 70 60 50 40 30 20 10 0 Cash Mobile money All

Source: Survey Data, 2020

A total of 44 respondents replied to this question. The responses revealed that 70 per cent of the respondents replied that they preferred cash payment, while 18 per cent of the respondents preferred mobile payment whereas 12 per cent they mention that they prefer all method of payment. The majority respondents that cash is mostly preferred to use other payment methods. The results for this question have correlated with the above question 4.4.11 which show that the e-hailing taxi system accepted all payment methods.

4.3.13 Have you ever experienced embarrassment/problem by the driver with the payment method you prefer to use?

This question aimed at determining whether the respondents had ever experienced embarrassment with the payment method the driver preferred to use. The answers provided were either yes or no. The findings are as indicated in figure 30 below:

Figure 28 Payment method that e-hailing taxi users prefer

Yes

Source: Survey Data, 2020

A total of 44 respondents replied to this question. The answers scored a no response by 81.85 per cent which can be interpreted as the majority of the respondents had not experienced an embarrassment/problem from drivers for the payment method they preferred to use. The reason can be that the e-hailing payment methods captured all the user payment methods they preferred as mentioned in previous questions 4.4.11 and question 4.4.12.

4.3.14 How do you compare the waiting charges of the traditional Taxi and the e-hailing Taxi?

On this question the aim to determine the pricing mechanism applied in the e-hailing taxi systems. The answers provided were as follows; the e-hailing taxi waiting charges were high, the e-hailing Taxi waiting charges were less and all were the same. The findings are as indicated in figure 31 below:

Figure 29 how do you compare the waiting charges of traditional taxi and e-hailing taxi

70 60 50 40

Percent 30 20 10 0 e-hailing Taxi waiting e-hailing Taxi waiting All are the same charges is low charges is High waiting charges

Source: Survey Data, 2020

The total of 44 respondents replied this question. The answers scored 66 per cent in favour of the e-hailing taxi waiting for charges that they were less and 28 per cent for the e-hailing taxi waiting charges were high while 6 per cent said that all were the same. These findings can be interpreted as that the e-hailing waiting charges were relatively low compared to traditional tax. This implied that the mechanism used to charge the waiting charges were realistic.

4.3.15 To what extent do road conditions influence the e-hailing Taxi price compared to traditional Taxi?

The respondents were asked to explain the extent to which road conditions influenced the e-hailing taxi price compared to a traditional taxi. The answers provided were as follows; the e-hailing taxi charges were high, the e-hailing taxi charges were less and the e-hailing charge were the same. The findings are as indicated in figure 32 below:

Figure 30 To what extent do road condition influence the e-hailing Taxi price compared to traditional Taxi

50 45 40 35 30 25

Percent 20 15 10 5 0 e-hailing Taxi charges is e-hailing Taxi charges is All are the same low high Influence of road condition on price

Source: Survey Data, 2020

The total of 44 respondents replied this question. The majority of respondents (46%) respondents that the e-hailing taxi charges were less and 34 per cent said that e-hailing taxi charges were high while 20 per cent said the charges were all the same. This could imply that the e-hailing taxi charges were not influenced by the road condition.

4.3.16 Which one do you think will charge a higher price for a trip from Posta to Tegeta (approx. 25Km)?

To determine if the price was affordable it was important to ask the users if they could afford to use the e-hailing taxi services in all their journeys including the short trips or long trips. In this study, respondents were asked which one did they think would charge a higher price for the trip from Posta to Tegeta (approx. 25Km, long trip). The answers provided were as follows; the e- hailing taxi charges were high, e-hailing Taxi charges were less and/or were the same. The findings are as indicated in figure 33 below

Figure 31 Which one do you think will charge a higher price for the trip from Posta to Tegeta (approx. 25Km)?

100 90 80 70 60 50

Percent 40 30 20 10 0 e-hailing Taxi charges is low e-hailing Taxi charges is high All are the same Charge

Source: Survey Data, 2020

The total of 44 respondents replied this question. The answers scored 90.9 per cent which can be interpreted as that the e-hailing taxi charges for the long trip were very low. However, 6.8 per cent of the respondents said the charges of the e-hailing taxi service were high, while 2.3 per cent of the respondents said that e-hailing taxi and traditional taxi charges were the same for the long trips. This implies that the pricing mechanism applied in the e-hailing taxi system was good.

4.3.17 Which one do you think will charge a higher price for a trip from Posta to Magomeni (approx. 5Km)?

To determine if the price was affordable it was important to ask the users if they could afford to use the e-hailing taxi services in all of their journey including a short or long trip. The respondents were asked which one did they think would charge a higher price for a trip from Posta to Magomeni (approx. 5Km, short trip). The answers provided were as follows; the e-hailing taxi charges were high, the e-hailing Taxi charges were less and the e-hailing taxi charges were the same. The findings are as indicated in figure 34 below:

Figure 32 Which one do you think will charge a higher price for the trip from Posta to Magomeni (approx. 5Km)

100 90 80 70 60 50

Percent 40 30 20 10 0 e-hailing Taxi charges is low e-hailing Taxi charges is high Trip Charge

Source: Survey Data, 2020

Calabuig, et al (2014) define perceived price as an individual belief of the price about the quality of the product. Perceived price in terms of the e-hailing system perspectives is the value or the amount that is charged to passengers for the taxi they want to hire. Price in the context of services plays a critical role since it is the key element in the marketing mix. In this study, the researcher tested the assumption of this model to see whether Dar-es-Salaam based e-hailing clients proclaim perceived price as a factor in their satisfaction equation. Dar-es-Salaam based clients of the e- hailing service proclaimed pricing of the e-hailing service as a factor which attracted them towards the use of the e-hailing taxi service compared to a traditional taxi. 46

4.4 Objective 2: Security of the e-hailing taxi system Since the introduction of the e-hailing services, the issue of security of a rider/customer of the service has always been in debate in several aspects. For technology to be accepted and be regarded as disruptive it has to be secure for users of the particular technology. To address this issue and analyse how secure the e-hailing technology is, to the riders/customers of this service, respondents were asked to express their opinions on the regular issues about the e-hailing to determine how secure the system was.

4.4.1 Comparing the two e-hailing and traditional taxi which one do you think is more secured

In this attribute, the questionnaire directed respondents to compare the two e-hailing and traditional taxi which one was more secure. The findings are as indicated in figure 35 below

Figure 33 Comparing the two e-hailing and traditional Taxi which one do you think is more secured

Percentage 20

0 Access safety features built into the Observing the behavior Looking His/her rating on the app app Measures for rider security

Source: Survey Data, 2020

Of the 44 respondents, 93.2 per cent revealed that the e-hailing taxi was more secure compared to the traditional taxi while 6.8 per cent of respondents revealed that the security of both e-hailing and the traditional taxi was all the same. This implies that majority of respondents perceived that the e-hailing taxi services were safer than a traditional taxi, this could be because the security 47

mechanism implemented by the e-hailing taxi systems provided confidence for the users of the e- hailing taxi services.

4.4.2 If you call an e-hailing Taxi, how do you assure yourself the security while riding with someone you don’t know?

Respondents were asked to provide the perception of how they assured their security while riding with someone they don’t know. five answers were provided for respondents to choose. The analysis of response to this question is as indicated in figure 36 below

Figure 34 If you call an e-hailing Taxi, how do you assure yourself the security while riding with someone you don’t know?

30 Percentage 20

0 Access safety features built into the Observing the behavior Looking His/her rating on the app app Security

Source: Survey Data, 2020

The results were 50 per cent of respondents said that they access safety features built into the app while 34 per cent replied that they were looking at the driver rating on the app and 16 per cent said that they were observing the driver’s behaviour while riding. This implies that the e-hailing taxi system provided security features which would help the users to be secured.

4.4.3 How do you control the behaviour of e-hailing Taxi driver?

Respondents were asked about their views on how secure e-hailing services were. The question on how they controlled the behaviour of the e-hailing Taxi drivers was asked, and 75.0 per cent of the respondents replied that they rate "Poor Service" the driver at the end of the trip while 13.6 per cent said they would withdraw the trip and 11.4 per cent said they would call the e-hailing taxi office. For these results, it implies that the features built on the e-hailing system to control the behaviour of the drivers helped the e-hailing riders to control the behaviours of the drivers. Figure 37 below shows the responses of the respondents:

Figure 35 How do you control the behaviour of the e-hailing Taxi driver?

Percentage 30

0 Call the office Withdraw the service Rate "Poor Service" the driver at the end of the trip Control behaviour

Source: Survey Data, 2020

4.4.4 How do you assess/check/control the quality of the car you are calling?

The safety of taxi service depends on the quality condition of the car. To address this issue respondents were asked to express their views on how they assessed/checked/controlled the quality of the cars they were calling. Four answers were provided to this question; check the car registration on the app, check the car model on the app, all of the above and none of the above. The findings were that 57 per cent of the respondents replied that all of the above features (check the car registration on the app and check the car model on the app) while 23 per cent said none of the above (neither checking the car registration on the app nor checking the car model on the app ) and 16 per cent said that they checked car registration number, while 4 per cent said they checked car model from the app. These three answers mentioned the features built-in on the e-hailing taxi app i.e check the car registration on the app (16%), check the car model on the app (4%) and (57%) replied all of the above features (check the car registration on the app and check the car model on the app) which a total of 77 per cent. This implies that majority of the respondents agreed that the features provided by the e-hailing taxi would enhance the security of the e-hailing taxi services. Figure 38 below shows the responses of the respondents:

Figure 36 How do you assess/check/control the quality of the car you are calling

40 Percentage 30

0 Call the office Withdraw the service Rate "Poor Service" the driver at the end of the trip Control

Source: Survey Data, 2020

4.4.5 How do you assure that the car you ordered is the one?

The safety of taxi service depends on the assurance of the car that you requested is the one coming to pick you. To address this issue respondents were asked to express their views on how they assured that the cars they ordered are the ones came to pick up. Five answers were provided to this question; check the car registration on the app, check the car model on the app, check drivers details on the app, all of the above and none of the above. Figure 39 below shows the responses of the respondents:

Figure 37 How do you assure that the car you ordered is the one

30 Percent 20

0 Check the car Check the car modelCheck drivers details All of the above None of the above registration on the on the app on the app app Quality of the Car

Source: Survey Data, 2020

The findings were 58 per cent replied all of the above features (check the car registration on the app, check the car model on the app and check drivers details on the app) while 34 per cent said they checked the car registration on the app and 4 per cent said they checked drivers details on the app and 2 per cent said none of the above (neither check the car registration on the app, check the car model on the app nor check drivers details on the app ) and 2 per cent said they checked car model on the app. These four answers mentioned the features built-in on the e-hailing taxi app i.e 57 per cent all of the above features (check the car registration on the app, check the car model on the app and check drivers details on the app), 34 per cent check the car registration on the app and 4 per cent, check drivers, details on the app and 2 per cent car model from the app which give the

total of 98 per cent. These results imply that the majority of respondents agreed that the features provided by the e-hailing taxi systems would enhance the security of the e-hailing taxi services.

4.4.6 Is there a mechanism for tracing back at a Taxi you ride in case you lost an item?

In this attribute, the questionnaire directed respondents to provide information on whether they could trace back the lost items on the e-hailing taxi system. Figure 40 below shows the responses of the respondents: Figure 38 Is there a mechanism for tracing back at a Taxi you ride in case you lost an item?

Yes

Source: Survey Data, 2020

Of 44 respondents, 82 per cent respondents replied Yes that they agree they could trace back the lost items on the e-hailing taxi while 18 per cent of the respondents said no that they were no mechanism of tracing back lost items from taxis they rode. These findings imply that there was a mechanism on the e-hailing taxi system that would help the e-hailing taxi users to trace back their lost items.

4.4.7 Can the e-hailing office trace back the driver of a certain trip at a particular time?

In this attribute, the questionnaire directed respondents to provide information on whether the e- hailing taxi service can help the users to trace back the drivers of a certain trip in case of any problem on a previous trip. Of the 44 respondents, 76 per cent said yes that the office could trace back the drivers, while 16 per cent of the respondents said they were not sure and 8 per cent said no there is no mechanism for the office to trace back the driver. These results imply that the office they had a mechanism to trace back the driver of a certain trip in case of any problem. Figure 41 below shows the findings from the respondents. Figure 39 Can e-hailing office trace back the driver of a certain trip at a particular time?

I don’t know

YES

Source: Survey Data, 2020

When we talk about safety features of the cab and the availability of the driver; information of the respective taxi, according to (Ceder, Chowdhury, Taghipouran & Olsen, 2013) for service quality, trip attributes such as personal safety, journey time, reliability of connection, transfer time and information related to transfers are the key indicators to travellers’ perceptions of transfer routes and personal safety at stations which have been revealed to be the most sensitive factor in travellers’ decision to use public transport, In the context of the e-hailing system, their perceived safety concerns are regarding the drivers, passengers’ privacy and vehicle condition. From the findings of this study, it is vivid that the issue of the e-hailing security to a rider is still a question to be addressed. However, there are features which enhance tracing of a car, driver and route taken by the rider. The issue of riding with a stranger with the assurance of rider’s security still is in question.

4.4.8 Have you lost any item in the e-hailing taxi?

Respondents were asked to indicate if they lost any item in the e-hailing taxi. The answers provided were yes or no. All 44 respondents, answered the questions as indicated in figure 42 below: of the 44 respondents, 82 per cent said no that they never lost items on the e-hailing taxi, while 18 per cent agreed that they lost items on the e-hailing taxi. This indicates that the majority of respondents had not lost any items on the e-hailing taxi.

Figure 40 Have you lost any item in e-hailing Taxi?

YES

Source: Survey Data, 2020

4.4.9 Does the e-hailing office give support in finding a lost item?

To understand the security of the taxi services it is important to know if there is a mechanism to trace back the lost item. On the above question, the respondents were asked to tell whether they lost any item in the e-hailing taxi, if the answer was yes that they had lost items on the e-hailing taxi then respondents were then asked, to express if they got support from the office in finding the lost item. Out of 44 respondents, 82 per cent agree that they got support from the office, while 18 per cent said no they didn’t receive any support in finding the lost items. The results are shown in figure 43 below: The results imply that the respondents had generalised the incidents and features that are provided on the e-hailing taxi for the office to give support in case of loss of items. Figure 41 Does the e-hailing office give support in finding a lost item

Yes

Source: Survey Data, 2020

4.4.10 How did you receive the lost item from the e-hailing Taxi?

To understand the security of the taxi services, it is important to know if there is a mechanism to trace back the lost item. This is the continuation of the primary question 4.6.8 4.6.8 Have you lost any item in the e-hailing taxi? If the answer to this question was yes then, the respondents were asked to indicate if they received their lost items from the e-hailing taxi. Fours answers provided were; driver called back and returned, reported through the app & returned, called operator & followed up and I didn't receive back. The results were that 64 per cent said that the driver called back and returned the items, while 24 per cent said that they called operator & followed up and 12 per cent said that they reported through the app & returned. The results are shown in figure 44 below: The results imply that the respondents have generalised the incident and features that are provided on the e-hailing taxi helped them in case of loss of an item. Figure 42 How did you receive the lost item from the e-hailing Taxi

Percent 30

0 Driver call back and Return Report through app & return call Office operator & follow up Ways to Receive lost Item

Source: Survey Data, 2020

4.4.11 Have you lost any item in traditional Taxi?

Respondents were asked to indicate if they have lost any item in the traditional taxi. The answers provided were yes or no. All of the 44 respondents, answered the questions as indicated in figure 45. below: 78 per cent said no that they never lost items on the traditional taxi, while 22 per cent said they lost an item on the traditional taxi. This indicates that the majority of respondents did not lose any item on the traditional taxi system.

Figure 43 Have you lost any item in traditional Taxi

Yes

Source: Survey Data, 2020

4.4.12 How did you trace the lost item from the traditional Taxi?

To understand the security of the taxi services, it is important to know if there is a mechanism to trace back the lost item. A complement to the above question 4.6.11 Have you lost any item in a traditional taxi? If the answer to this question was yes then, the respondents were asked to indicate how they traced the lost items from the traditional Taxi. three answers provided were; Driver called back and returned, reported to the police and failed to trace. The results show that 82 per cent of the respondents said they failed to trace, while 18 per cent said that the driver called back and returned to them. The results are shown in figure 46 below: The majority of the respondents indicated that they failed to trace the lost items on the traditional taxi. This can be caused by the fact that the traditional taxi had no mechanism to help the traditional taxi users to trace back their lost items. Figure 44 How did you trace the lost item from the traditional Taxi?

Perent 40

0 Driver call back and Return Failed to trace methods to trace lost item

Source: Survey Data, 2020

4.4.13 What features/service gives confidence in the security of e-hailing taxi service

To address this issue and analyse how secure the e-hailing technology is to the riders/customers of this service, respondents were asked to express their opinions on what features/service gives confidence of the security of the e-hailing taxi service. Five answers provided were; availability of driver information including phone number, availability of the e-hailing customer service, availability of trip history, all of the above and none of the above. Of the 44 respondents who answered the question as indicated in figure 47 below: The response shows that 59 per cent revealed that all of the above (availability of driver information including phone number, availability of the e-hailing customer service and availability of trip history) while 37 per cent indicated that availability of driver’s information including phone number, 2 per cent said that the availability of the e-hailing customer service and 2 per cent indicated that none of the above features gave them confidence. These results show that the majority of 98 per cent of respondents indicated that they had confidence with the security features built in the e-hailing taxi system.

Figure 45 What features/service gives confidence in the security of e-hailing Taxi service

Percent 30

0 Availability of driver Availability of e-hailing All the above None of the above information including phone customer service number Security Features

Source: Survey Data, 2020

4.5 Objective3: Accessibility of E-hailing services This study seeks to identify the issues of accessibility of the e-hailing services to different segments of the population. Also, it sees to identify numbers of the e-hailing services available in the area and necessary devices/conditions needed to access the e-hailing services in this area.

4.5.1 Preferred taxi model ride by respondents

It is important to determine the preferred taxi model of the ride of the respondents when conducting this study. This study asked the respondents to indicate their preferred taxi model and the answers provided were divided as a traditional taxi or e-hailing taxi. The analysis of responses to this question is as indicated in figure 8 below:

Figure 46 Preferred taxi model ride by respondents

100.0 90.0 80.0 70.0 60.0 50.0

Percent 40.0 30.0 20.0 10.0 0.0 Traditional Taxi E-hailing taxi (Uber, taxify, bolt etc) Taxi model

Source: Survey Data, 2020

Forty-four (44) respondents were asked to respond to this question regarding their demographic data relating to the mode of taxi they preferred. Two taxi modes were being contested, the traditional taxi and e-hailing taxi. Majority of respondents indicated they rode an e-hailing taxi, the likely of Uber, Taxify and Bolt by 93.2 per cent of preference indication, compared to 6.8 per cent who indicated that they preferred traditional taxi. With these data, the findings suggest that majority of respondents had switched from traditional taxi to e-hailing taxi services. The possible reason for this could be the enhanced security of e-hailing taxi, the affordability of e-hailing taxi, or the accessibility to the e-hailing taxi systems by the users.

4.5.2 Comparing the two, which do you think is more accessible?

Comparing the two e-hailing taxi and traditional taxi, respondents were asked to express their views which they thought was more accessible. Responses to this question show the majority of 76 per cent of respondents indicated that e-hailing taxi service was more accessible compared to a traditional taxi, while 6 per cent indicated that traditional taxi was more accessible than an e- hailing taxi and 18 per cent indicated that accessibility was all the same. These findings can be interpreted as that e-hailing services were more accessible compare to traditional taxi services. These could be because of the matching mechanism of riders and drivers through the app for the e-hailing taxi service. The findings are as presented in figure 48 below:

Figure 47 Comparing the two, which do you think is more accessible

40 Percent 30

0 E-hailing taxi Traditional taxi All are the same Accessibility

Source: Survey Data, 2020

4.5.3 When it is raining or night time, which one do you think is easily accessible?

Respondents were asked to compare the accessibility of the e-hailing and the traditional taxi during the rainy season or night time. Thirty-eight out of Forty-four respondents answered this question. The findings were that 76 per cent of the respondents indicated that the e-hailing taxi is more accessible, while 16 per cent indicated that traditional taxi was more accessible and 8 per cent indicated that all were the same. This implies that the e-hailing was more accessible during the rainy season or night time. This could be because of the availability of the e-hailing taxi through the app on the smartphone. That enables the user to call from where he is and the app matches the request and assign the available driver to pick up from where he/she is. The findings are as presented in figure 49 below:

Figure 48 When it is raining or night time, which one do you think is easily accessible

Percent 40

0 E-hailing Taxi Traditional Taxi All are the same More accessible during rainy season

Source: Survey Data, 2020

4.5.4 Suppose you don’t have a smartphone, how can you access the e-hailing Taxi

To address the extent accessibility of the e-hailing taxi system, it was important to consider how the rider can access the e-hailing taxi services while they don’t have a smartphone. Two answers were provided that they can access; through friend phone or not possible to get service. All of the 44 respondents answered this question. The findings were that 78 per cent indicated that they accessed through friend phones while 22 per cent indicated that it was not possible to get the service. This could be because the e-hailing systems allow users to request a service for a friend or family in case the friend or family don’t have access to. The findings are as presented in figure 50 below: Figure 49 Suppose you don’t have a smartphone, how can you access the e-hailing Taxi

90 80 70 60 50

40 Percent 30 20 10 0 Through friend phone Not possible to get service How to access e-hailing when you dont have smartphone

Source: Survey Data, 2020

4.5.5 When did you last take the e-hailing Taxi?

This study sought to identify the issues of accessibility of the e-hailing services to different situations. Respondents were asked to indicate when they last took the e-hailing Taxi. Three answers were provided; This week, last two weeks or last month. Findings were that 42 per cent of the respondents indicated that this week was the last time they took e-hailing taxi while 38 per cent indicated last month was the last time they took the e-hailing and 20 per cent indicated last two weeks was the last time they took the e-hailing taxi system. The results show 62 per cent indicated that they took the e-hailing taxi between one and two weeks. This implies that the e- hailing is used frequently and the reason could be its accessibility makes users use it frequently. The findings are as presented in figure 51 below: Figure 50 When did you last take e-hailing Taxi

Percent 20

0 This week Last two weeks Last month Last time to take e-hailing taxi

Source: Survey Data, 2020

4.5.6 When did you last take a Traditional Taxi?

This study sought to identify the issues of accessibility of traditional services to a different situation. Respondents were asked to indicate when they last took a traditional taxi. Five answers were provided; This week, last two weeks, last month, more than a month and I don’t remember. The findings were that 59 per cent of the respondents indicated I didn’t remember the last time they took the traditional taxi while 19 per cent indicated that more than a month and 11 per cent indicated this week was the last time they took a traditional taxi, also 7 per cent they indicated last month was the last time they took a traditional taxi and 4 per cent indicated last two weeks was the last time they took the traditional taxi system. This implies that the traditional taxi was not used frequently. Comparing the results of the above questions the majority of the respondents said that they used the e-hailing taxi in 1-2 weeks. This could be because of the accessibility of the e-hailing taxi compared to a traditional taxi. The findings are as presented in figure 52 below:

Figure 51 When did you last take Traditional Taxi

Percent 30

0 This week Last two weeks Last month More than a month I don't remember Last time to take tradition taxi

Source: Survey Data, 2020

4.5.7 If you can’t access the e-hailing Taxi system what do you do?

To determine if the users perceived the different taxi systems as relatively the same on the accessibility. The Respondents were asked to indicate their views if they could not access the e- hailing taxi system what did they do. Two answers were provided; I take Traditional Taxi or I take other means of transport. 44 of the respondents replied to this question. The results show that 57 per cent indicated they took other means of transport, while 43 per cent indicated they took a traditional taxi. the results imply that the majority would take other means of transport in case they could not access the e-hailing taxi. This would be because of pricing charges of the e-hailing taxi or its accessibility. Also, this would imply that traditional taxi could not be the alternative for the e-hailing taxi because of maybe its accessibility or security or its price charges. The findings are as presented in figure 53 below: Figure 52 If you can’t access the e-hailing Taxi system what do you do

30 Percent

0 I take traditional Taxi I take other means of transport Altenative to e-hailing taxi

Source: Survey Data, 2020

4.5.8 In your last trip with the e-hailing taxi, how long did it take to arrive at you?

To determine the accessibility of taxi services it is also important to know the average waiting time users can stay while waiting for a taxi. Respondents were asked in their last trips with the e-hailing Taxi how long did it take for a taxi to arrive at them. Three answers provided were; in less than 10 minutes, between 10-20 minutes and more than 30 minutes. All of the 44 respondents, 39 per cent replied that the e-hailing taxi arrived between 10-20 minutes, while 34 per cent of the respondents said that the e-hailing taxi arrived in less than 10 minutes and 27 per cent said that the taxi arrives in more than 30 minutes. This shows that the e-hailing taxi arrives between 10-20 minutes and below 10 minutes. It implies that the waiting time for the e-hailing taxi services was normal that did not make the users wait long for a time. The findings are as presented in figure 54 below: Figure 53 In your last trip with the e-hailing Taxi how long did it take to arrive at you

Percent 20

0 In less than 10 minutes Between 10 -20 minutes More than 30 minutes Waiting time

Source: Survey Data, 202

4.5.9 Do you think, the e-hailing Taxi is equally accessible to all persons?

This study sought to identify the issues of accessibility of the e-hailing services to different situations. Respondents were asked to express their views if they thought the e-hailing taxi was equally accessible to all persons. The answers provided were yes or no. All 44-respondents answered this question. The results show that 56 per cent said no and 44 per cent agreed. This implies that the e-hailing services were not accessible to all persons. The reason could be that the e-hailing system required to have the smartphones to access the services and it was true that some people did not own the smartphone. Also, this could be because of the education level of users as all persons were able to use smartphones properly. The findings are presented in figure 55 below: Figure 54 Do you think, e-hailing Taxi is equally accessible by all persons

Yes

Source: Survey Data, 2020

4.5.10 Is the e-hailing taxi equally accessible to all areas of the city?

This question sought to identify the issues of accessibility of the e-hailing services to different situations. Respondents were asked to express their views if the e-hailing taxi was equally accessible to all areas of the city. The answers provided were yes or no. All 44-respondents answered this question. The findings show that 68 per cent said no and 32 per cent agreed. This implies that the e-hailing services were not accessible to all areas of the city. This could be due to the location of the area, its distance of the central business district or destinations or because of the income levels of the society of the area in the city or awareness of residents of that area. The findings are as presented in figure 56 below: Figure 55 Is the e-hailing Taxi equally accessible to all areas of the city

Yes

Source: Survey Data, 2020

4.5.11 What is the main cause of inequality in accessing the e-hailing taxi?

To determine if the e-hailing services were accessible to all areas of the city and accessible to all persons. The respondents were asked to express their views on the main cause of inequality in accessing the e-hailing taxi. Five answers were provided; Location, income level, awareness, all of the above and none of the above. The findings show that 48 per cent of the respondents said that all of the above which were location, income level and awareness. However, location independently scored 28 per cent, while income level scored 14 per cent and awareness scored 11 per cent separately. The findings are as presented in figure 57 below: Figure 56 What is the main cause of inequality in accessing e-hailing

30 Percent

0 Location Income level Awareness All of the above Cause of inequality

Source: Survey Data, 2020

4.5.12 If you want to send the taxi to pick up a parcel/family member, which taxi mode is more convenience?

The accessibility of the taxi systems can be measured on how it can be useful in different situations of the users. In this study, respondents were asked if they wanted to send the taxi to pick up a parcel/family member, which taxi mode was more convenience. Three answers were provided; e- hailing taxi, traditional taxi and none of the above. All 44 respondents answered this question. Based on the findings presented in figure 58 below: The majority of the respondents, 74 per cent said that they could send the e-hailing taxi to pick up the parcel/family member while 20 per cent said that they could send a traditional taxi to pick up and 6 per cent said that they could not use either of the two. This could be because the e-hailing was more accessible to all areas of the city so it would be easier to send the nearest the e-hailing taxi to pick up the family member/parcel.

Figure 57 If you want to send the taxi to pick up a parcel/family member, which taxi mode is more convenience

40 Percent 30

0 e-hailing Taxi Traditional Taxi none of the above Taxi to pick up parcel

Source: Survey Data, 2020

According to (Litman, 2019) accessibility refers to the ease of reaching goods, services, destination and activities which together are called opportunities and it is the goal of most transport activity, except the small portion of travel in which mobility is an end in itself”. In terms of transportation mode, accessibility plays a critical influence on customers’ intention because passengers are always tending to choose on service which is accessible to reach their destination interest. The findings have complemented Litman’s findings on accessibility.

CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.0 Introduction This study has analysed the advent of the e-hailing services from pricing, security to users and accessibility. The main objective was to assess the extent to which e-hailing system has changed the taxi transport services in Tanzania especially Dar es Salaam City in terms of pricing, security and accessibility. The problems which were acute during the traditional taxi era. Specific objectives were three, first to determine the extent to which pricing mechanism has changed since the introduction of the e-hailing system. Second, find out how the e-hailing system has addressed the security problem of taxi transportation. The third objective was to assess the extent to which the e-hailing system reformed the accessibility of the taxi services. This chapter aims at concluding and extract necessary recommendations, about the findings of this study.

5.1 Summary and Conclusion This study had three specific objectives, to analyse the security of the traditional and e-hailing taxi services, pricing of the traditional and e-hailing taxi services also to know the accessibility of both traditional and e-hailing taxi service. The summary and conclusions for each specific category are discussed below:

Security

This study found out that, e-hailing taxi services were considered safe by users in Dar-es-Salaam City. Even safe comparable to the traditional taxi. Features like the ability to find the forgotten/lost item which a total of one hundred per cent (100 per cent) scored for the features provided by the e-hailing taxi system, or ability to safely being used to send a parcel or family members their findings scored seventy-four per cent (74 per cent), confirms how secure and trustworthy the e- hailing was compared to a traditional taxi.

One of the features which increased the security of the e-hailing taxi service was the availability of trip history, which depicts, driver’s car registration number, car model and colour, his contact information and other crucial details.

Also, the e-hailing companies helped their users whenever they lost items or had any problem in their trip is another security-enhancing feature of e-hailing taxi service. This category scored eighty-two per cent (82 per cent) which confirms this conclusion.

Pricing

The study findings of pricing of e-hailing service are that customers would be able to see an initial price before calling the e-hailing taxi. The motivation of the initial price for users scored ninety- eight per cent (98 per cent). For the users, this was an important factor as it allows them to know if they would afford to pay for the trip or not.

Also, most of the respondents agreed that the pricing mechanism used by the e-hailing taxi system the majority of respondents (92%) agreed on the e-hailing pricing mechanism which 80 per cent they indicated automatic calculation depending on the distance and travel time, while 12 per cent indicated that price varied depending on the time of the day.

Choice of payment method was another interesting feature for customers of the e-hailing services while other interesting findings which were found impressive by users of the e-hailing services were low waiting charges and low influence of road conditions on charges, which scored 66 per cent and 46 per cent respectively.

Accessibility

Respondents confirmed in this study that, the e-hailing taxi service were more accessible during an emergency (night) or rain. Findings in these categories scored 76 per cent which confirms that e-hailing taxi services were more conveniently accessible in cases of emergency compared to a traditional taxi.

Based on the study findings of the accessibility was that the e-hailing taxi would arrive in less than twenty minutes after it was called. Findings scored 73 per cent of which 39 per cent mentioned the e-hailing taxi arrive between ten to twenty minutes and 34 per cent said that it arrives less than ten minutes. In rider’s app, there was an option to call e-hailing taxi for a friend or use friend/family phone to call a taxi in case you can’t access the e-hailing app yourself, this finding score 78 per cent said that they accessed through friend phone. Also, the ability for the user to send the e-hailing taxi to pick up a parcel or friend was an interesting feature of the e-hailing taxi which scored 74

per cent, which made them more accessible and with no hustle compared to finding the traditional taxi.

This study concludes that the e-hailing taxi service was more accessible compared to a traditional taxi. Findings of the study also confirm the e-hailing taxi was more accessible compared to traditional taxi with 76 per cent when respondents were asked to generally express which taxi service was more accessible compare to the other.

5.2 Recommendation For the e-hailing taxi, small features should be improved to make them more secure, accessible and price-friendly so that they can attract more users.

With this finding, it is vivid that the issue of e-hailing security to a rider is still a question to be addressed. However, there are features which enhance tracing of a car, driver and route taken by the rider. The issue of riding with a stranger with the assurance of rider’s security is still in question

Also, e-hailing services should expand their reach countrywide and not only to some major cities only.

Furthermore, the e-hailing taxi can introduce the ride-sharing services that can help more people to take the ride at low cost especially during the peak hours which most of the people have the same direction of their journey

Also, the e-hailing service provider should continuously train both drivers and their staff to improve customer service, with the knowledge that clients value customers and ensuring that complaints raised via phone or email are quickly respondents. This can go perpendicular to introducing interface for users to log their feedback for continuous improvement.

5.3 Gap for future studies As the use of e-hailing taxi services continues to grow both in Dar es Salaam city and other cities, this study recommends future studies in assessing the impact of the e-hailing taxi services on economic growth and its impact in the modernisation of the transportation system in the country. Also, future studies on the impact of e-hailing taxi services on youth/graduate employment as this study have ascertained that the groups involved in this service are between the ages of 26 – 40 also with post-secondary education,

Besides, further studies should be done on legislation governing this sector of the transport industry. Being a recent adoption, it is important to also ascertain the role of legislation in ensuring e-hailing services get a fair chance in the market, while at the same time, ensuring that the drivers involved are also receiving fair compensation through the billing systems adopted.

Furthermore, future studies can explore the implication of each specific objective individually and deeply. This will allow a deep understanding of the challenges from each category of the service. Also, future studies can explore how regulatory fees and oil prices are influencing prices of e- hailing taxi services.

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Appendix I:

QUESTIONNAIRE The questionnaire will help to collect information on the advent of e-hailing and its implications on security, pricing and accessibility. E-hailing is a process of ordering a taxi via mobile devices. The information provided will be treated as strictly confidential and at no instance will your name be mentioned in this research. This research is intended for an academic purpose only. Kindly answer the questions by writing a brief statement or ticking (√) in the boxes provided as applicable.

SECTION A: DEMOGRAPHIC 1. Please indicate your gender [ ] Male [ ] Female [ ] I prefer not to answer. 2. Please indicate your age Below 25 years [ ] 26-40 years [ ] 41-50 years [ ] 51 years and above[ ] 3. Please indicate the level of education attained [ ] Not at school [ ] Secondary [ ] Primary [ ] Post-secondary 4. Please Indicate your Occupation [ ] Employed [ ] Self Employed [ ] none of the two

SECTION B: HOW E-HAILING TAXI USEFUL 5. What Taxi model do you ride? [ ] Traditional Taxi [ ] E-hailing Taxi (uber, Taxifye.t.c)

6. How long have you been using an e-hailing service? [ ] Less than 1 Year [ ] 1-3 Years [ ] More than three years

7. How often do you use the e-hailing application on your phone I use it regularly [ ] I rarely use it [ ] Never use it [ ] 8. How many E-Hail Taxi service do you use?

[ ] Only one type [ ] More than one type

9. Which e hailing Taxi system do you prefer? ……………………………………………………………………………………………… 10. How often do you travel by e-hailing taxi system? Everyday [ ] Every Week [ ] Every Month [ ] Occasionally [ ]

11. How often do you use Traditional taxi system? Everyday [ ] Every Week [ ] Every Month [ ] Occasionally [ ]

12. Average distance you covered while using e-hailing taxis per trip Less than 5Km [ ] between 5Km-10Km [ ] between 10Km-15Km [ ] above 15km [ ] 13. What is an Average journey time do you take per trip Less than 30 minutes [ ] 30-59 minutes [ ] above 60 minutes [ ] 14. What is your Satisfaction levels on e-hailing Taxi services? Very satisfied [ ] Somewhat satisfied [ ] Neither satisfied nor dissatisfied [ ]

OBJECTIVE 1: PRICING OF E-HAILING SYSTEM 15. How much did you pay the last time you took an e-hailing taxi Less than TZS 3,000 [ ] Between TZS3,000-10,000 [ ] Between TZS 10,000-20,000 [ ] above TZS20,000 [ ] 16. Suppose you would be taken traditional Taxi would you pay more or less for the same trip? [ ] Pay More [ ] Pay less 17. How do you reach a consensus on the amount of money to pay [ ] Automatic calculation depending on the distance and travel time

[ ] Price varies depending on the time of the day [ ] The price is negotiable 18. To what extent does the initial price motivate you to call the Taxi? [ ] It is Motivating [ ] it is not motivating 19. How much is the variation of the price comparing actual with initial estimated price per trip? [ ] minor variation [ ] significant variation [ ] big variation (intolerable) 20. In case the actual price per trip exceeded the estimated price by a large amount how do you resolve it? [ ] Cancel the trip [ ] report to review the trip price [ ] Pay without complaint 21. Does e hailing Taxi app show the actual price at any given time? [ ] YES [ ] NO 22. If the answer above is NO do you think it is important to know the actual price at any given time? [ ] YES, Yes, to know if the price change if I can afford to pay [ ] NO, not important 23. How do you ensure the price charged is genuine? [ ] Driver shows the price on the e-hailing app [ ] I can see the charge on my e-hailing app [ ] I verify through a trip report sent to me [ ] I don't know 24. How do you compare the pricing of e-hailing Taxi system and traditional Taxi? [ ] e-hailing Taxi is cheaper [ ] Traditional Taxi cheaper [ ] All are the same 25. What is the payment method do e-hailing Taxi accept? [ ] cash [ ] card [ ] mobile money [ ] All

26. Which payment method do you personally prefer? [ ] cash [ ] card 84

[ ] mobile money [ ] All

27. Have you ever experienced embarrassment/problem by the driver with the payment method you prefer to use? [ ] YES [ ] NO 28. How do you compare the waiting charge of traditional Taxi and e-hailing Taxi? [ ] e-hailing Taxi waiting charges are High [ ] e-hailing Taxi waiting charges are less [ ] All are the same

29. To what extent do road condition influence the e-hailing Taxi price compared to traditional Taxi? [ ] e-hailing Taxi charges is High [ ] e-hailing Taxi charges is less [ ] Are the same

30. Which one do you think will charge a higher price for the trip from Posta to Tegeta (approx. 25Km? [ ] e-hailing Taxi charges is High [ ] e-hailing Taxi charges is less [ ] Are the same 31. Which one do you think will charge a higher price for the trip from Posta to moment (approx. 5Km? [ ] e-hailing Taxi charges is High [ ] e-hailing Taxi charges is less [ ] Are the same

OBJECTIVE 2: SECURITY OF E-HAILING TAXI SYSTEM 32. Comparing the two e-hailing and traditional Taxi which one do you think is more secured? [ ] e-hailing Taxi is secured [ ] Traditional Taxi secured [ ] Relatively the same

33. If you call an e-hailing Taxi, how do you assure yourself the security while riding with

someone you don’t know?? [ ] Access safety features built into the app [ ] Observing the behaviour [ ] Looking His/her rating on the app [ ] Call Police [ ] I don’t know

34. How do you control the behaviour of e-hailing Taxi drive? [ ] Call the office [ ] withdraw the service [ ] rate the driver at the end of the trip [ ] Rate "Poor Service" the driver at the end of the trip 35. How do you assess/check/control the quality of the car you are calling? [ ] check the car registration on the app [ ] check the car model on the app [ ] All of the above [ ] None of the above

36. How do you assure that the car you ordered is the one? [ ] check the car registration on the app [ ] check the car model on the app [ ] check drivers details on the app [ ] All of the above [ ] None of the above 37. Is there a mechanism for tracing back at a Taxi you rides in case you lost an item? [ ] YES [ ] NO 38. Can the e-hailing office trace back the driver of a certain trip at a particular time? [ ] YES [ ] NO [ ] I didn’t know 39. Have you lost any item in e-hailing Taxi? [ ] YES [ ] NO 40. Does the e-hailing office give support in finding a lost item? [ ] YES [ ] NO 86

41. How did you receive the lost item from e-hailing Taxi? [ ] Driver call back and Return [ ] Report through app & return [ ] call operator & follow up [ ] I didn't receive back 42. Have you lost any item in traditional Taxi? [ ] YES [ ] NO 43. If yes, How did you receive the lost item from the traditional Taxi? [ ] Driver call back and Return [ ] Report to police [ ] Fail to trace 44. What service/features give confidence to the security of e-hailing Taxi service [ ] Availability of driver Information including phone number [ ] Availability of e-hailing customer service [ ] Availability of trip history [ ] All of the above [ ] None of the above

OBJECTIVE 3: ACCESSIBILITY OF E-HAILING SERVICES 45. Comparing the two, which one do you think is more accessible? [ ] E-hailing Taxi [ ] Traditional Taxi [ ] All are the same

46. When it is raining or night time, which one do you think is easily accessible? [ ] E-hailing Taxi [ ] Traditional Taxi [ ] All are the same

47. Suppose you don’t have a smartphone, how can you access the e-hailing Taxi [ ] through friend phone [ ] not possible to get service

48. When did you last take e-hailing Taxi? [ ] This week [ ] last two weeks [ ] last month

49. When did you last take a Traditional Taxi? [ ] This week [ ] last two weeks [ ] last month [ ] More than a month [ ] I don’t remember 50. If you cant access e-hailing Taxi system what do you do? [ ] I take Traditional Taxi [ ] I take other means of transport

51. In your last trip with e-hailing Taxi, how long did it take to arrive at you? [ ] In less than 10 minutes [ ] Between 10-20 minutes [ ] More than 30 minutes

52. Do you think, e-hailing Taxi is equally accessible by all persons? [ ] YES [ ] NO 53. Is e-hailing Taxi equally accessible to all areas of the city? [ ] YES [ ] NO 54. What is the main cause of inequality in accessing e-hailing? [ ] Location [ ] income level [ ] awareness [ ] All of the above [ ] None of the above 55. If you want to send the taxi to pick up a parcel/family member, which taxi mode is more convenience? [ ] e-hailing Taxi [ ] Traditional Taxi [ ] none of the above