A Study on Customer Preference, Attitude, and Satisfaction towards Red Taxi Services with Special Reference to Coimbatore City

Abstract

The taxi service industry in India has witnessed significant growth due to urbanization, rising incomes, and increasing demand for convenient transportation. This study investigates customer preference, attitude, and satisfaction towards Red Taxi Services with special reference to Coimbatore City. Primary data were collected from 117 respondents using a structured questionnaire. Data were analyzed using descriptive statistics, correlation, and regression techniques. The findings reveal that service quality, convenience, pricing, and driver behavior significantly influence customer satisfaction and preference. Positive customer attitudes towards timeliness, safety, and app usability were found to enhance loyalty and repeated usage. However, fare perceptions and response to complaints emerged as areas for improvement. The study provides practical insights for Red Taxi Services to optimize operational efficiency, improve customer experience, and strengthen market positioning in Coimbatore’s competitive urban transportation sector.