INVESTIGATING THE DETERMINANTS OF CUSTOMER SATISFACTION IN TAXI SERVICES: A COMPREHENSIVE ANALYSIS OF CUSTOMER SERVICE QUALITY, DRIVER BEHAVIOUR, PRICE FAIRNESS, STAKEHOLDER ENGAGEMENT, AND TIME RELIABILITY

Ensuring high service quality in the taxi service sector is critical for achieving customer satisfaction, which is a serious metric for organisational success and longevity. This study examines the levels of customer experience and satisfaction towards the app-based taxi service in Iraq. A questionnaire was distributed to 223 participants to assess their level of customer satisfaction in terms of driver behaviour, price fairness, time reliability, and stakeholders, and the mediating role played by customer service in the relationship. Smart PLS was used to analyse the data. The results revealed that all four variables have a considerable influence on consumer satisfaction. Customer satisfaction is positively influenced by time reliability and stakeholder performance but negatively impacted by driver behaviour and price fairness. These variables subsequently have a large effect on customer service as the mediating variable. The findings highlight the significance of these aspects in improving the overall quality of taxi services and customer satisfaction in Iraq.