Impact of Service Quality of Careem after acquisition by Uber on Customer Satisfaction

Abstract

This study is aimed at to evaluate the satisfaction level of the customers of Careem after its acquisition by Uber. Study investigated impact of five service quality parameters that are assurance, tangibility, reliability, responsiveness and empathy on customer satisfaction. The data was collected through structured questionnaire adopted on basis of extant literature. Respondents belong to Karachi city and a sample of 150 respondents participated in study. Ordinary least square (OLS) is used for empirical analysis of data. The empirical evidence suggests significant impact of assurance, responsiveness, empathy and tangibility; however, impact of reliability is confirmed to have insignificant relationship with customer satisfaction. All significant relationships carry positive coefficient values highlighting positive impact of independent variables on customer satisfaction. The analysis of empirical evidence hints that acquisition of Careem by Uber did not shake the confidence of customers in using Careem services. The study did not use control variables to check robustness of model. Inclusion of control variables may provide further insight on subject.