Chapter 1: Introduction

Question:

Describe the about Uber taxi service in Brisbane and Australia?

Fojut (2011) acknowledged that ride-sourcing, taxi services or rides are the fastest growing demand. However, Schaeffer (2008) opined that taxi service in Australia plays the major role in terms of transporting system. According to the taxi operators of Australia, they provided 365 days, 24 hours service to people in a year. However, taxi operator on demand that they are offering door-to-door taxi service to the people of Australia.

Apart from that, Stange et al. (2010) argued in rural area taxis are the main media of transport in Australia. In Australia, it is effectively true that conurbations and fringe suburbs surrounding the major cities where the low density in transit service.     

(a) Research Background

In these days are modern days. Therefore, majority of service that closely relate with the human lifestyle being digitalized. This latest emerging trend also involves in transport industry. It has been identified that transport industry provides service based on demand from web mobile app. Uber taxi service comes fist that leverage advances with the new emerging technology within their service (Uber.com, 2015). However, Uber faced many competitions from competitors such as Lyft in terms of maintaining consistency along with the waiting time from the point of view of transport. Ridesharing promise is the major issue in transport service of Uber in Brisbane in Australia.

Therefore, ride sourcing is the most appropriate solutions in reference to ridesharing problem. Xu & Dessouky (2014) cited that solutions of web mobile app based transport such as ride-sourcing is the straight possess that pushed present policies along with procedures such as fashioned at the particular taxi cab market, ideal regulatory regarding boosting inquires, etc. Kisaalita & Sentongo-Kibalama (2007) noted that the service of taxicab likely populate that played the particular purpose of simply riding. Due to limited resource and some monopolistic policies, taxicab service unable to provide their services in some few locations within the country of Australia.

Apart from that, taxicab service gets high quality issue in relation to consistency. Ride-sourcing solution represents the unfair flout policies and boost blockage on high times as well as track shoppers along with the risk of publicity. It understands that ride sourcing is not other or different service than taxicab service in terms of transport media. In order to improve ride-sourcing service and counteract the unfavourable externalities, policies are required. Radcliffe (2010) argued that in order to improve the services of ride-sourcing, government of Australia has to comply their policies that entitled taxicab service industry defences.    

(b) Research Aim

The aim of this research is to identify and understand Uber taxi service within the country of Australia. Based on identification provide recommendation that improve flexibility and consistency in transport service providing in Brisbane and Australia.

(c) Research Objectives

• To identify customer experiences on ride-sourcing service of Uber in Australia;
• To understand ridesharing promises of Uber service from the point of view of transport.
• To provide recommendation that improves consistency and flexibility in service within cities.

(d) Research Questions

• How ride sourcing and taxing compare in respect to trip types?
• What is ridesharing promises of Uber service in Australia from the point of view of transport?
• How Uber improve flexibility and consistency in transport service within the different part of Australia?

(e) Rationale of Research

This research is selected because majority of people in this modern days demand for digital service. Therefore, on demand of people this research study is selected based on identifying problems of transport service in Australia and use of new technology of web mobile app for booking taxi service. Few suburbs move from one place to another in Brisbane. Therefore, this study analyse the business description or related problem in using mobile app in Brisbane where web based mobile app appears high number of ride-sourcing trips and potential respondents.

Chapter 2: Literature Review

(f) Research Structure

This research has made a short description of overall topics, therefore it is possible to understand and observed the selected topic in detail manner. However, this study contain five different chapter such as

Chapter 1: Introduction

In this part researcher gives a details overview abut selected topic. Provide the aims and objectives of research along with the research questions. In this part of study, analyse the business description of taxicab service at Australia in brief manner.

Chapter 2: Literature Review

Main purpose of this chapter in research study is the discussion of theories and concept related to taxi service in Australia especially the Uber service in Brisbane. In this part, researcher evaluates related theories such as policies of taxi service, regulatory impediments, ticket fare of Uber taxicab service, etc.

Chapter 3: Research Methodology

In research study, this part helps in gaining better value from collected secondary data related to selected research topic. As a chapter in research topic, research methodology provides guiding path that helps in leading better study for the selected topic. Apart from that, research methodology helps in generating suitable result from wide rage if gathered information. Research philosophy, design, and approach method helps in better analysing of collected data with proper justification.

Chapter 4: Data analysis and discussion

This chapter deals with the discussion of collected data via arrangement of interview in terms of collecting primary data.

Chapter 5: Conclusions and Recommendations

This part gives a conclusion of overall research topic and based. Identify issues of Uber taxi service providers in Brisbane. Based on the identification provide recommendation that will determine success level of Uber taxi service in Brisbane.

(g) Summary

This chapter summarized brief overview about service of Australia especially the transport service that provide by Uber taxicab group. Aim of the research is described properly and objectives are mentioned with clear evidence for conduct the study. Apart from that, in this part explained the reason of selection of this research and provided a brief structure of overall dissertation. 

(a) Introduction

Literature review is the part that deals with related theories and models. Taxi service of Australia plays the unique role in terms of transporting from one place to another. However, taxies in Australia increase the living standard of transporting and recently digitalized their system mobile app based on demand for booking taxi service. Apart from that, in transport service in Australia it has been also identified that taxi are the common and only the medium of transport in rural area. Bai & Wang (2012) argued that taxi service increase the business prospect of Australia. Therefore, this particular chapter of the study firmly focus on analyzing related information to Uber taxi service in Brisbane and Australia.

(b) Australian Taxi Industry Association

Casey & Tayli (2012) argued that taxi industry of Australia (Australian Taxi Industry Association) is the national peak from the point of view of taxi industry in Australia. In the representative bodies of taxi industry in Australia, several territories comprise. Following table demonstrates the representative bodies of Australian taxi industry –

Taxi Council Queensland Canberra Taxi Industry Association Victorian Taxi Association Taxi Council South Australia New South Wales Taxi Industry Association Taxi Council of Northern Territory Taxi Council of Western Australia

Chapter 3: Research Methodology

              Table 1: Australia Taxi Service (Source: Fojut, 2012, pp- 3)

Apart from that, according to the Australia Taxi Industry Association, there are several occupations as well as significant segment within the taxi service industry such as taxi operators, taxi drivers, network for dispatch companies and taxi booking, taxi license owner, etc (Baird, 2011). According to Australia Taxi Industry Association, in each year more than 20000 taxis move from one place to another within the country and they carries more than 35 million passengers. Apart from that, Australian Taxi Industry Association also demands that they provide lot of business opportunities directly. They provide opportunity to get job more than 75000 people in each year.

(c) Policy Developments

Doris et al. (2009) acknowledged that in Australian transportation innovation started to include outpace policy. In 2012, during the time of launching ride-sourcing service, this innovation in transportation became evident. The government of Australia set rule in that way where taxi industry or any transportation sector need to understand formal lacking and definitions about the safety of public and other impacts that related to transport (Fojut, 2012).

The policy maker compelled a new service that named ridesharing in order to maintain the lacking and formal definitions in terms of transportation. Furthermore, (2007) opined that Uber has to pay $20000 for illegal operations in transportation service. In 2013, California Public Utilities Communities Commission developed new category for carrying passenger through motor vehicle that named Transportation Network Companies (TNC).

 According to the member of California Public Utilities Communities Commission, the new designed system allows the passenger for compensation using the mobile-based application service online that directly connected with the drivers along with their personal passenger and vehicles. Guillotin-Plantard & Schott (2006) cited that, transportation service providers has to take the permission according to the new rule of California Public Utilities Communities Commission in terms of conducting criminal background checks for the all drivers of motor vehicle.

Apart from that, according the new rule of CPUC, driver of motor vehicle has to take training and maintain zero tolerance policy during driving. The policy of zero tolerance is providing the guideline to maintain driving without taking any alcohol and drugs (Hinloopen, J., & Normann, 2009). Apart from that, new policy of California Public Utilities Communities Commission helps in maintaining at least $1 million for per insurance coverage. In 2014, California Public Utilities Communities Commission also adds some policy guideline regarding the secondary insurance in two different stages such as in service and app on. Moreover, Johnson (2005) noted that CPUC also added some additional coverage during the app on operations such as comp and collision coverage, underinsured and uninsured motorist coverage in the time of making trip. However, the awaiting governor signature in the Assembly Bill 2293 in terms of approving legislature.

(d) Competition Policy

According to Litz & Gabel (2006), competition policy allows in removing the entry barrier from the point of view of market participants. On the other hand, Motta (2004) opined that from the point of view of understanding legislative framework and the principle of effective design that underpinning the certain market in transport industry. Norman (2012) explained that competition policy is the set of rules and regulations that protect, extend as well as enhance the competition in transport sector.

Chapter 4: Data Analysis and Discussion

In the Taxi Industry if Australia, t has been identified that they holds competition policy review in terms of implementation and development of a set of laws and policies that deal with the innovation of Disruptive. Deployment of new technologies and faster innovation in the taxi industry must be encouraged (Flynn et al. 2011). On the other hand, Radcliffe (2010) depicted that disruptive innovation is the main reason that exploit significant cost over the competitor.

On the contrary, Kisaalita & Sentongo-Kibalama (2007) acknowledged that technological innovation extent the desirable improvements for taxi service in Australia as the people became smart. Apart from that, technological innovation improves the quality as well as efficiency in terms of facilitate passenger with the way of legal loopholes. There are several taxi service providing organisation including goCatch and ingogo using the app without any compliance (Schaeffer, 2008). However, both the companies do not maintain the State Transport Legislation in respect to taxi dispatch. Therefore, Australia Taxi Industry Association is not able to assume the perhaps media representative regarding the technology innovators and the disrupters of market.

(e) Dynamic Pricing Model of Uber

Dynamic pricing strategy of Uber is deeply passionate. The pricing model of Uber considers great deal of time contemplating policy. Schaller (2007) argued that dynamic pricing model of Uber is important and helps in understanding operations as well as structured of Uber.

Market Place and Uber Drivers

Drivers of the Uber are impediment agent or work for other that owns multiple cars or self-employed. Singleton (2006) noted that Uber does not employed any driver or own cars to provide transportation service. Therefore, drivers who related with the Uber transportation service feels insecurity in each hour and each day about their future. Apart from that, drivers of Uber do not bound by exclusivity. Stange et al. (2010) depicted that, majority of drivers work with multiple services and regulate consumer of Uber with the other platform instead engaging them with the platform of Uber. This is the main reason of closing transport service of Uber in Brisbane and Australia.

Fare of Uber goes to independent of drivers

Wang et al. (2011) concerned that, in transport service of Uber, more than 80 percent fare has been provided by the customer to drivers. As a result, a large portion of fare goes for variable expense of the service of Uber that make impossible to retain profit percentage by Uber. Due to extra expenses such as service fees and cellular handset for drivers, payment processing, refunds, local regulatory efforts, payment frauds, etc create low bottom line margin in their business.

Transparent dynamic rate

Uber maintains encountered feedback about their pricing model. The company publicize their program in the display board of their transport service and aware customer about the policy and rules of the company. Weir (2011) argued that in order to aware customer about their policy, Uber inserted special splash screen in terms of understanding the customer about the specific confirmation about the increased rate.

Urge pricing

Chapter 5: Conclusions and Recommendations

During holidays, dynamic pricing is the common term from the point of view of transport service. The taxi service of Uber operates in a franction of time during certain holidays as well as in bad conditions. Xu & Dessouky (2014) stated that, in order to achieve high customer base Uber decrease their basic rate up to 40 percent rather than the local taxi service. This is the primary price point of Uber during holidays or peak time. Apart from that, Yao, Z., & Ding (2011) committed that Uber is the low price leader in Australian taxi industry beside its luxury brand. In order to provide low cost service to their passenger, Uber traditionally focused on borrowing black car service. Moreover, in 2013, Uber launched their new products UberX that helps in providing low fare rate to customers. From the point of view of price, Uber’s has amazing customer experience in taxi industry. Flynn et al. (2011) depicted that UberX is the fastest growing company as well as strategic company that offer taxi service in many cities to member for daily rides. Moreover, the company intentionally provides low cost service. Thus Uber solely enkarge their service and assume high customer base in Brisbane and Australia. Although, the major problem that identified in Uber’s service is that lack of security of drivers and extra expense rate.

(f) Ridesharing

Uber taxi service implemented ridesharing application within their services in Brisbane. Ridesharing application is a smart app that allows passenger in booking or soliciting transport service from the registered partner. In Brisbane, Uber is the most notable mobile app car booking service providers. In order to provide service based on mobile app booking via online, Uber include new service named UberX. Apart from that, Guillotin-Plantard & Schott (2012) described in Australian private transport market, several companies used ridesharing mobile application for online service providing instead of Uber such as Side Car, Lyft, etc.

According to the transport act 1983, ridesharing mobile app allows passenger in booking or hiring private car service that satisfy the definition of several section such as 165, 86, 139, etc. On the other hand, Litz, L., & Gabel (2006) cited that ridesharing mobile based app unable to meet the requirement pf vehicle licensing and driver accreditation which set in the legislation. Moreover, Doris et al. (2009) argued that ridesharing is the deliberate choice of the passenger in Australia and Brisbane. The people demanded for using this new technology service in accordance to the rules and policy of government. Furthermore, Casey & Tayli (2012) demonstrated that many media in Australia and Brisbane support their new innovative technology in taxi industry. On the contrary, Bai (2014) claimed that ridesharing mobile app allows in attaining high pending marketing campaign in taxi industry and regulates the passenger. In Brisbane and Australia, new technology of ridesharing app generates pro-consumer rhetoric and pro-competition.

(g) Summary

In this particular part researcher analyse the taxi service of Australia and also analyse the service as well as structure of Uber service in Brisbane and Australia. Therefore, it has been analysed that Uber provide low cost service as well as use innovative technology of ridesharing mobile phone app in terms of booking or hiring private car. Apart from that, it has ben also identified that Uber provide service within fraction of time during certain holidays or peak time at Friday and Saturday night.

(a) Introduction

This chapter defines most appropriate methods that are chosen in order to conduct the research effectively. The chapter shows the justification behind the selection of the design, philosophy, approach and sampling techniques (Cooper and Schindler, 2010). The details of the processes involved will help to justify the results of the research.

(b) Method Outline

The use of the appropriate post positivism philosophy, deductive approach and descriptive design has helped the researcher to conduct the research project effectively.Bernard (2011) opined that the use of qualitative and quantitative techniques will further help in assessing the opinions of the customers in understanding the satisfaction level of the customers in Uber taxi services. The application of primary and secondary data sources will help in finding the required results.

(c) Research Philosophy

Saunders et al. (2009) stated that application of research philosophy helps in determining the appropriate manner in which the researcher will gain the detail of a research topic. The philosophy ascertains the assumption process of researcher. The most common form of philosophy is the epistemology which is sub divided into post positivism, interpretivism and realism. The post positivism accepts the fact that theories, knowledge and background of a research topic can influence the researcher’s decisions. The interpretivism tries to define things with concepts of natural law and realism is a mixed approach of post positivism and interpretivism.

Justification for selected research philosophy

The researcher here has selected post positivism because with the help of the concepts, policies and theories stated in the literature review part the researcher will be able to judge the present situation of the Uber taxi services. By using this philosophy the researcher will be able to judge the ambiguity and variable options of the research study (Brannen, 2009).

(d) Research Approach

The approach of the researcher defines the methods that will be undertaken by the researcher in order to conduct the research project effectively. Harrison and Reilly (2011) opined that there are generally two types of approaches namely deductive and inductive. The deductive approach aims to build a theory with more specifications and concepts of data analysis and the inductive approach depends on observation power of the researcher.

Justification for selected research approach

In the present study the researcher will try to analyze the satisfaction level of the customers for the Uber services. The researcher will focus on the already existing concepts and theories for understanding the customer satisfaction level. Hence the use of deductive approach will be viable. Since the researcher is not trying to establish any new concepts are ideas hence the inductive approach is avoided (Magilvy and Thomas, 2009).

(e) Research Design

The research design is the blue print of the research project. The design explains the framework of the topic that will help in selection of data analysis techniques. There are three kinds of research design namely exploratory, explanatory and descriptive. Brannen (2009) opined that exploratory design helps the researcher to acknowledge the ideas and thoughts required to complete the project. Explanatory design describes the occurrence of incidents and events and judges the effects accordingly. Descriptive design gains details about the topic and makes an in-depth analysis possible.

Justification for selected research design

The researcher has used the descriptive design because by using this design the researcher is able to get detail knowledge about the satisfaction factors of Uber cab services. The extent of satisfaction level can be effectively scrutinized with the help of descriptive design in this research project. Moreover Onwuegbuzie et al. (2009) opined that use of descriptive design gives a wider view of the issue and enables the researcher to combine the issues along with the human experiences.

(f) Data collection procedure

According to Truscott  et al. (2010) data are the useful raw materials, the analysis of which helps the researcher to make an efficient report on the proposed topic. The relevant data collection procedure will be helpful in deriving accurate results to a research process and enables standard format of research work.

Data sources: Primary and secondary

The major two data collection procedures are primary and secondary data collection.Bergh and Ketchen (2009) stated the researcher could collect relevant primary data from the responses of the customers. The researcher here collects primary data from interview of the customers who have availed the services of Uber cab service. The secondary data is collected from the academic journals, websites of Australian transport services and form the blogs and legal writings on the internet about the Uber cab services.

Data techniques: Qualitative and quantitative

The majorly used analysis techniques are the quantitative and the qualitative techniques. The researcher here will use the quantitative technique to analyze the responses of the customers in relation to determine the satisfaction level of the customers in Uber cab services.Cooper and Schindler (2010) opined that the qualitative data are helpful in recording the opinions since the questionnaires contain open ended questions in this matter. However since the researcher is analyzing the satisfaction rate hence the use of only quantitative technique is seen in the study.

(g) Population and Sample

Population is the number of people who are directly or indirectly involved or affected by the research study (Harrison and Reilly, 2011). In this research the overall customers or travelers availing taxi services n Australia and Brisbane falls under the population. However the sample selected by researcher is 20 among the total population.

Sampling technique

 The major sampling techniques are probability and non probability sampling techniques. The researcher here will use simple random probability sampling technique to select the target population in a purposive manner.

(h) Research Limitations

The major restrictions faced by the researcher in context of conducting the research study are reliability, time constraint and financial constraint. The responses of the customers may vary and may not be reliable for the accurate and in-depth analysis. Being a student there was a certain financial barrier for the researcher in the process of conducting the data analysis like the use of the SPSS software and other statistical tools for the purpose of data analysis. The researcher was supposed to complete the study within a given stipulated time hence the study was conducted with a small sample population (Harrison and Reilly, 2011).

(i) Time Horizon

Stages of research project	Week 1	Week 2	Week 3	Week 4	Week 5	Week 6	Week 7
Selection of topic	·
Data collection from secondary sources for literature review	·	·
Crating conceptual framework		·
Literature review		·	·
Formation of the research Plan			·	·
Selection of the Appropriate Research methods				·	·
Primary data collection through questionnaires					·	·
Analysis & Interpretation of Data Collection					·	·
Findings of the Data						·
Conclusion of the Study						·
Formation of Rough Draft						·	·
Submission of Final Work						·	·

 Table 2: Gantt chart

(Source: Created by author)

This chapter gives an overview of the various appropriate tools that will be used by the researcher and provides the justification behind the usage of the tools. The tools are appropriate enough to understand the concepts and to analyze the data collected from the customers.

(a) Introduction

It is the important part of this study. Here researcher demonstrates the result of data analysis about the point of view of customer of Uber transport service. Quantitative analysis helps in increasing the information quality related to the research. Therefore, with the help of customer information, research is able to analysis this research about Uber service in Brisbane and Australia.

(b) Quantitative data analysis

20 customer of Uber service are selected for the quantitative data analysis in this research. Information of customer helps in understanding taxi service of Uber in Brisbane and Australia.

Q1. How would you rate your first impression of Uber service in Brisbane and Australia when you called in the call centre to book your taxi initially?

Options	Number of responses	Percentage of responses
Excellent	3	15%
Good	6	30%
Satisfactory	6	30%
Poor	3	15%
Very Poor	2	10%
Total	20	100%

 Table 3: Rate of first impression of Uber Taxi Service

Findings: In reply to this question majority of respondents reply that Uber provide excellent impression in people’s mind during first appearance. 15% out of total employees reply that Uber provide excellent firm impression to customer. 30% of them support the view and said Uber provide good service in first impression. 30% of them said that Uber’s service reach their satisfactory level in first impression. However, 15% said it is poor and 10% said Uber provide very poor service in first impression.

Discussion: According to the respondents, majority of them said Uber provide excellent service to customer during first impression. They said that Uber include new sevice of ridesharing mobile phone app for online booking and hiring service. However, the company provide emergency service within fraction of time. Wait time of Uber’s service is also low rather than local taxi service. On the other hand, Some respondent said that Uber take long time in hiring passenger after hiring their service especially during it book from online app.

Q2. When the taxi arrived, how would you rate the taxi cleanliness, driver attitude and presentation in general?

Particulars	Number of responses	Percentage of responses
Excellent	2	10%
Good	3	15%
Satisfactory	6	30%
Poor	7	35%
Very Poor	2	10%
Total	20	100%

 Table 4: Taxi Cleanliness of Uber   

Findings: About the cleanliness of Uber Service, majority of respondents said that drivers or association of Uber is much careful about cleanliness. 10% said that driver attitude of Uber’s service excellent and 15% said that it is good. Moreover, 30% said that they are satisfied about the cleanliness and attitude of driver in presentation. However, 35% said service about cleanliness and presentation is poor and 10% said that it is very poor.

Discussion: Majority of respondents 11 out of 20 said that Uber’s service is perfect from the point of view of driver attitude, presentation and taxi cleanliness. According to the respondent, Uber service always provides clean service to consumer. Apart from that, Uber provide training to their drivers about maintaining driving and attitude. Driver of Uber always showed polite attitude to passenger. Apart from that, appearance of drivers of Uber service always smart. They ware formal shirt and give respect to passenger.

Q3. Would you travel with Uber service in Brisbane and Australia in the future?

Particulars	Number of responses	Percentage of responses
Yes	17	85%
No	3	15%
Total	20	100%

 Table 5: Response rate of future travelling with Uber

Findings: In reply to this question, majority of respondents 85% said that they are willing to travel with Uber service in future. On the other hand, 15% said that they are not wish to travel with Uber service in future.

Discussion: 17 respondent out of 20 said that Uber provide excellent service to the people of Brisbane from the point of view of transportation. During holidays as well as certain holidays, Uber provides quick service. Within fraction of time, Uber send motor vehicles after hiring private car. Apart from that, Uber service provides emergency service during bad weather or peak time in Friday and Saturday nights. On the contrary, 3 respondent out of 20 said that Uber provide low category service. Sometime, drivers of Uber demand more prices after contract or hiring cars.

Q4. Uber service in Brisbane and Australia prides itself on the taxi presentation, how do you see the fleet of Uber on the road as looking?

Particulars	Number of responses	Percentage of responses
Excellent	5	25%
Good	7	35%
Satisfactory	6	30%
Poor	1	5%
Very Poor	1	5%
Total	20	100%

 Table 6: Taxi presentation of Uber

Findings: 25% replied that presentation of Uber service in road is excellent. 35% said good and 30% said that they satisfied with the service of Uber. However, 5% are not agree and other 5% string disagree with this opinion.

Discussion: Total 18 respondents out of 20 described their view that Uber’s service presentation. Uber always provides car with excellent look. Based on price they provide higher facility car to the passenger. In order to provide excellent service experience to consumer, include ridesharing innovative technology. In order to provide safety, Uber give training to drivers in terms of increasing road skills. However, rest of 2 respondents out of 20 replied that Uber service do not provide same motor vehicle to passenger that booked or hired.

Q5. Would you recommend Uber service to others?

Particulars	Number of responses	Percentage of responses
Yes	12	60%
No	8	40%
Total	20	100%

 Table 7: Positivity of Uber Service

Findings: In relation to this question, 60 percent respondents out of 20 that they recommend other to take service of Uber due to its high commitment service. However, 40 percent said that they never recommend to others for taking Uber’s service.

Discussion: 12 respondent out of 20 said that Uber service other because Uber provide cost service with high facility. From the point of view of emergency service in Brisbane and Australia, Uber service is the leader in transportation market. New service of Uber named UberX. It provides 40 percent low cost rather than other local taxi service in Australia and Brisbane. However, rest 8 respondents out of 20 replied that Uber demands higher from their passenger after providing emergency service. On respondent said that drivers of Uber demand for higher price after providing service.

Q6. During your taxi trip, please rate whether the driver assisted you with luggage and/or getting into out of the taxi?

Particulars	Number of responses	Percentage of responses
Excellent	2	10%
Good	6	30%
Satisfactory	7	35%
Poor	3	15%
Very Poor	2	10%
Total	20	100%

 Table 8: Assistance of Driver of Uber

Findings: 10% said that driver helps in assisting luggage as well as getting into out of taxi during travel. 30% also supported this view and 35% said they satisfied with the Uber’s driver service. However, 15% said that it is poor and 10% said that it is very poor of Uber service.

Discussion: Maority if respondent said that when passenger booked Uber service, driver of the Uber service assist in putting luggage into box and helps in sitting by opening the car door before ready of passenger. Thus, driver of Uber provides an excellent service to passenger.

On the other hand, few respondent said that during peak time, drive of Uber never help in putting luggage into the box or sitting into car. They just open the door and tell to put luggage into the box.   

Q7. When you last caught a taxi how would you rate the drivers knowledge of the Brisbane metropolitan area?

Particulars	Number of responses	Percentage of responses
Excellent	4	20%
Good	8	40%
Satisfactory	5	25%
Poor	2	10%
Very Poor	1	5%
Total	20	100%

 Table 9: Drivers knowledge in metropolitan area

Findings: From the point of view of this question 20% provide excellent rate about the knowledge of driver of Uber and 40% said good. However, 25% reached in their satisfactory level. On the other hand, 10% said it is poor and 5% said it is very poor knowledge of driver especially in metropolitan area.

Discussion: According to the review of respondents, in metropolitan area driver of Uber has lots of experience. Some of them said that Uber provide training to improve knowledge and skill in relation to road especially for the drivers in metropolitan area. Driver of Uber always take short rule and maintain proper traffic rules in metropolitan area. However, they much care about the safety of passenger during travel.

On the contrary, some respondent replied that driver of Uber has lack experience in driving in metropolitan area. Majority of driver is unaware about proper traffic rule in metropolitan area in Australia and Brisbane. Uber borrow driver from general taxicab service. As a result, passenger faces lot of trouble in metropolitan area during travel with Uber service.

Q8. Please rate how your driver’s road skills were, did you feel safe and comfortable?

Particulars	Number of responses	Percentage of responses
Execllent	3	15%
Good	8	40%
Satisfactory	5	25%
Poor	3	15%
Very Poor	1	5%
Total	20	100%

 Table 10: Road Skills of Driver

Findings: 15% said that road skills of driver are excellent and 40% said well. From the point of view of satisfaction, 25% are satisfied about the road skills of driver of Uber. Although, 15% said that road skill of driver of Uber poor and 5% supported them and said driver’s road skill are very much poor in terms of safety and comfort.

Discussion: For increasing road skills and area knowledge, Uber provide online service and map into the mobile devices of their drivers. Related training also provided by Uber in terms of increasing skill and knowledge of driver. 11 people supported driver’s road skills and knowledge of Uber and 5 satisfied with Uber’s services. However, 4 people out of 20 said that road skills of Uber’s driver is poor and they do not understand how to ride in metropolitan area.

Q9. How do you rate Brisbane’s taxi fleet in general, and your attitude towards the taxi industry?

Particulars	Number of responses	Percentage of responses
Excellent	2	10%
Good	9	45%
Satisfactory	6	30%
Poor	3	15%
Very Poor	0	0%
Total	20	100%

 Table 11: Attitude towards taxi industry

Findings: Within the taxi Industry of Australia and Brisbane, Uber provide excellent service. 10% said excellent and 45% said well. Apart from that 30% said Uber provide satisfied service to passenger. 15% said Uber’s service is poor.

Discussion: In general, Uber provide excellent service. Members of Uber association always try to provide better service. In 2013, they implement new technology service named UberX in their products that allows people in hiring motor vehicle via online mobile app. Moreover, fare rate of UberX is percent low rather than local taxi service in Brisbane and Australia. Apart from that, Uber commited to provide emergency service like peak time in Saturday night, during bad weather, certain holidays, etc. However, some of respondents said that driver of Uber misbehave with the passenger.     

Q10. When booking a taxi in advance were you told of possible delays?

Particulars	Number of responses	Percentage of responses
Yes	8	40%
No	12	60%
Total	20	100%

 Table 12: Possible delays of Uber service

Finding: In reply to this question, majority of the respondents said that Uber never said about the possible delays. However, some respondent said that Uber said about the possible delays after booking or hiring taxi in advance.

Discussion: When passenger booked or hired Uber’ service, Uber never told about the possible delays. They always said that Uber provide taxi as early as possible. In general, Uber take less time to come to the door of passenger, but in emergency case Uber creates many troubles to passenger by coming late.

However, some respondents replied that if passenger asked about delay time Uber told about the possible delays in case of emergency service.   

Q11. Overall are you satisfied with the service provided by Uber?

Particulars	Number of responses	Percentage of responses
Yes	19	95%
No	1	5%
Total	20	100%

 Table 13: Satisfaction rate of Uber Service

Findings: In reply to this question, Majority of respondent 95% out of 20 described that they are satisfied with the service of Uber. On the other hand, rest of 5% respondents said that they are not satisfied with the Uber’s service.

Discussion: In Brisbane and Australia, Uber was the leader in taxi transport. The fleet of Uber provide low cost service in emergency case such as certain holidays, Saturday night, etc. Therefore, new technology include in the Uber’s service help passenger in booking or hiring service via online. However, some respondents said that Uber unable to satisfied their customer through service.  

5. Conclusion and Recommendations

(a) Conclusion

The entire study was focused on identifying and understanding of Uber Taxi service within Australia. The data analysis focused on the ascertainment of the experiences of the customers with the ride sourcing service provided by Uber in Australia. The researcher analyzed the opinions of around 20 customers who have availed the Uber taxi services in parts of Australia and Brisbane to get an idea about the satisfaction level of the customers in various prospective of the taxi service. The analysis shows that majority of the customers are satisfied by the first impression of the taxi service. However, majority of the customers opined about being dissatisfied about the cleanliness of the taxi, driver’s attitude and presentation of the service. Hence it may be said that Uber should develop on the negative points and ensure a good travelling experience for the customers since there are other competitors in this area of service. The positive response is also obtained from the customers about the future preferences of availing the Uber taxi service.

(b) Objective linking

Based on the collected data the researcher will try to identify the linking between the objectives and the practical applications. As per the objectives of the research study the researcher has tried to link the related data so that the credibility and success rate of the study can be improved.

Linking objective 1: To identify customer experiences on ride-sourcing service of Uber in Australia

The first objective is effectively linked with the data analysis questions number 1, 2, 6, 7, and 8. The first objective of the researcher was to understand the experiences of the customer in terms of different services provided by the Uber taxi in Australia. The researcher in this context framed the questions about rating the first impression of Uber service, cleanliness, driver attitude and presentation of the service, assistance of the driver, knowledge of the driver about Brisbane metropolitan and road skills of the driver. The analysis of first impression of the service is positive with 30% commenting to be satisfied further again 30% are satisfied about the cleanliness, driver attitude and presentation. However 35% said the services are poor. This may lead to loss of market share by the Uber Taxi service. The assistance of the taxi driver was also satisfactory and the customers felt comfortable about the driver’s road knowledge and driving skills. These two are very important factors because they affect the safety concerns of the customers and of the customers feel safe they are bound to avail the service in future again.

Linking objective 2: To understand ridesharing promises of Uber service from the point of view of transport.

The second objective relates to the data analysis questions number 4, 10, and 11. The second objective of the researcher concerned in understanding the effectiveness of the ride sharing promises made by the Uber service to the customers.  The researcher has tried to gain results about the objective from the literature review concepts like Policy developments and Australian Taxi Industry Association. Hence, in this context the researcher asked the customers to give ratings on visual fleet of the Taxi service, possible delays in booking of the taxi service and overall satisfaction of the service. The Uber service in Australia promises that they will provide good taxi service to the customers. The analysis of the data shows that majority of the customers are satisfied about the taxi presentation, which confirms that the promise made by the Uber service is correct. The customers have experienced high delays in the arrival of the taxi compared to the other taxi services in Australia. However, they have notified that the company had not informed the customers about any such delay. Hence, this was a mistake in the books of the Uber taxi authorities. Hence the promise made by Uber service of being the easy and satisfying ride in Australia is confirmed from 95% positive opinion of the customers showing that overall they are satisfied with the services.

Linking objective 3: To provide recommendation that improves consistency and flexibility in service within cities.

The third objective relates to the data analysis questions number 3, 5, and 9. The third and the final objective aims to understand the improvements that can be done by Uber taxi services in order to make the service flexible. The researcher hence in this context framed the questions enquiring about the opinion of about whether the customers would like to travel again with Uber services, whether they will recommend others in availing this service and what would be their overall rate of the Brisbane’s taxi fleet. The recommendation part consisted of knowing of the opinion if the customers about whether they will avail the service of Uber in future. With majority of the customers confirming about availing the services in future it shows that Uber has successfully gained its place in the customer’s minds and perceptions. On asking about the reference of the customers about the Uber service to their friends, around 60% confirmed that they will surely recommend the service. This shows that although there are certain flaws in the service still the safety and the knowledge of the drivers are some contributing factors for the purpose of recommendation. The recommendation rate shows that ride sourcing is becoming a popular way of transportation among the different classes of customers. The use of the web mobile-based app and on demand car ride services provided by the company is an easy to avail and friendly approach for the majority of the customers in Australia.

The following recommendations may be ascertained from the analysis of the data and customers opinion. Implementing of these recommendations will be helpful in increasing the flexibility of Uber services.

Improvement in the taxi presentation: The taxi services of Uber services should be improved in terms of three major areas namely taxi cleanliness, driver’s attitude and general presentation. Although the majority of the customers are satisfied about the driving style however for a better attitude from the driver the company should train the drivers on Speed awareness course, National Driver Alertness course etc. Moreover the customers will be more willing to get into the taxi if the insides are kept hygienic and clean. The company should spend more money on improving the seat covers, the lights and the ACs installed within the taxi. Since the cars are private cars used in the Uber cab services, hence the owners of the cars can try to enhance the visual appearance of the cars by giving it a professional look and comfortable feel for the customers.

Fare chart: The taxi service can be improved more by installing a fare chart within the taxi allocating the fares based on the kilometers travelled. This will make the boarding customers aware of the ethical system of payment. At times, the customers are seen to complain about paying higher fares because of their knowledge about the standard fare rates as per the distances. Hence, by informing the customers of the same the satisfaction level of the customers can be further increased.

Keeping rigid regulations: The customers during the analysis have revealed that during the app booking service they were notified about any possible delays by the cab service authorities. Since taxis are availed at the time of emergencies hence any delay on the arrival of the same will result in loss for the individual. This instance can act as a negative factor for the Uber taxi service. Hence, the authorities of Uber Taxi service should regulate a better customer information system. The authorities in this respect can employ a computer generated system which will enable the company to send a mail as well as auto generated SMS to the customers after the booking about any kind of possible delay and the maximum delay time that can happen in order to inform the customers about the consequences. In case of some medical emergency of flight emergency, the customer can then switch over to other taxi services.

Licensing of the drivers: The Victorian taxi services commission has reported that majority of the Uber ride sharing app using taxis are operated by unlicensed drivers. Hence, any kind of accidents committed by those drivers will be illegal in the eye of law. Hence the authorities of Uber should first register and get the drivers licensed in order to maintain legality of the service. Moreover, since this app allows the customers the opportunity to take lifts from any private transport hence the lack of license is putting the lives of the customers in danger, as majority of the drivers are not trained. The drivers engaged in the ride sharing services of Uber should also be made to undergo a criminal check so that the safety and the security of the passengers can be maintained. Thus, the drivers should be able to provide a license as well as a background clearance certificate on enquiry by the passengers at any point of the ride.

(d) Future scope of the study

Due to lack of time and restriction, this study could not be exploited its appropriate level. Apart from that, Uber faced many challenges from their competitors such as Lyft. Future scope of this study in relation to Uber service also enhances the various steps in analysing taxi service in Brisbane and Australia.

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