DETERMINANTS OF INTENTION TO USE TAXI SERVICES IN JABODETABEK

Abstract

Purpose – Transportation is the primary needs of people living in a busy city or area, such as Jakarta, Indonesia. Taxi service, one of Indonesia’s public transportation, can be classified as two types – conventional taxis and taxis booked online due to development of technology. Conventional taxi services are threatened by online booking. Hence, securing the customer usage intention is the key to win and survive in this scenario. Usage intention or purchase intention in the context of booking could be influenced by several variables. Design/ Methodology/ Approach – Based on the literature review, the determinants identified were customer expectation and service quality. The review of the literature indicated influenced of brand reputation as the moderator. The data were collected from 384 respondents of Jakarta, Depok, Bogor Tangerang, Bekasi. The questions were sourced from established studies and customized to the context of this study and it distributed digitally to unknown respondents. Findings – The result indicates that service quality and customer expectation have a significant impact on customer purchase intention, with service quality as the prominent variable. Additionally, Brand reputation was found to have a significant moderating impact on purchase intention. Originality/ Value – The author believes that this is the first study using a simplified model of Purchase Intention adapted from previous models in JABODETABEK, Indonesia’s taxi services context.