A Comprehensive Marketing Analysis of Dubai Taxi - Research Paper Example

First Number 27 November Marketing Research Analysis - Dubai Taxi Table of Contents 0 INTRODUCTION 4 2.0 LITERATURE REVIEW 5 3.0 RESEARCH METHODOLOGY 8 4.0 DATA ANALYSIS AND RESULTS 10 6.0 LIMITATIONS OF THE RESEARCH 16 7.0 CONCLUSION 17 8.0 Works Cited 18 9.0 APPENDIX 19 9.1 Questionnaire. 19 9.2 Section 1: Question 1 22 9.3 Section 1: Question 2 23 9.4 Section 1: Question 3 23 9.5 Section 2: Question 7 25 9.6 Section 2: Question 8 26 9.9 Section 2: Question 11 29 9.10 Section 2: Question 12 30 9.11 Section 2: Question 13 31 9.12 Section 3: Question 1 32 9.13 Section 3: Question 2 33 9.14 Section 3: Question 3 34 9.15 Section 3: Question 4 35 1.0 INTRODUCTION 1.1 Market Overview. According to the viewpoints of Hussain, Nasser and Hussain (1-9), Dubai is regarded as one of the most popular tourist spots amidst other locations of United Arab Emirates (UAE). It can be apparently recognized that approximately 10 million visitors have visited Dubai during the year 2012. In this regard, it is witnessed that massive number of visitors are satisfied with the transportation facilities that encrypted within Dubai. At the same time, it is also witnessed that people also pleased with the performance of Dubai Taxis. As an effect, it is notified that the transportation industry has contributed in enhancing the economic growth of the city by a considerable extent. During the early 21st century, the competition prevailed between transportation companies has certainly become more intensive in terms of quality of services, which is gaining the attention of the tourists more than ever before. In this regard, it is perceived that the demand of Taxi in Dubai has revolutionized its public transportation facilities (Hussain, Nasser and Hussain 1-9). 1.2 Aim and Objectives. The prime aim of this research is to conduct a comprehensive marketing research analysis of Dubai Taxi. In relation to this aim, the objectives of the study mainly include determining the expectations of the customers and analyzing the complaints of the customers regarding the services quality of Taxi in local markets of Dubai. 1.3 Research Methodology. In relation to the above context, a qualitative approach of research methodology has been taken into concern with gathering primary as well as secondary data. For gathering primary data, a survey has been conducted amid 100 respondents with the aim of identifying the market of transportation industry (Taxi) of Dubai. In this regard, a questionnaire survey has been prepared for gathering primary data. On the other hand, academic literatures have been reviewed with the aim of gathering reliable information regarding the stated subject matter. 2.0 LITERATURE REVIEW 2.1 Research Objectives and Questions. It has been earlier mentioned that the major aim of this particular research study is to determine the services quality of Dubai Taxi services. Simultaneously, this particular research intends to determine the expectations of the customers for developing such services. Based on this particular research aims along with objectives, specific research questions have been framed, which will deliver appropriate understanding regarding the subject matter of the study. The specific research questions have been highlighted below. What are the expectations of the customers concerning Dubai Taxi services? How Dubai Taxi services have met the expectations of the passengers? 2.2 Customer Satisfaction. With regards to the standpoints presented by Hussain, Nasser and Hussain (1-9), customer satisfaction is regarded as one of the key components based on which business growth relies by a certain extent. In this regard, it can be viewed that several business organizations remained much focused on gaining and raising customer satisfaction level with the aim of enhancing profitability and ensuring long-term sustainability. In this regard, “The Roads and Transport Authority” (RTA) of Dubai has also endeavored to provide an uninterrupted service to the local citizens as well as external visitors with the intention of complying with their respective needs and expectations (Hussain, Nasser & Hussain, 1-9). Specially mentioning, the report of (Roads and Transport Authority “Taxi Booking”) claimed that varied sorts of Taxi services are available in the local markets of Dubai. Notably, Hatta Taxi is available in Dubai for providing quality transportation facility to the local citizens. In case of Hatta Taxi, it is also identified that the capacity of passengers is seven, which is comparatively higher than that of any other kind of Taxi service. On the other hand, RTA has availed Ladies Taxi in the Dubai market with the intention of fulfilling the needs of the female consumers of the city (Roads and Transport Authority “Taxi Booking”). With regards to the above stated context, Hussain, Nasser and Hussain (1-9), implied that during the preceding few years, the competition prevailing between the transportation companies have increased in an immense manner. In this regard, it is recognized that the number of Taxis have increased in the local markets of Dubai, whereas the number of visitors have also been raised in the city as well. Thus, the overall competition in the respective industry has increased in this modern day context as compared to the previous years. At the same time, it has been revealed that RTA paid utmost attention on safety concern with the aim of ensuring the satisfaction level of the customers, which certainly enhanced the quality of Taxi services in Dubai at large (Hussain, Nasser & Hussain, 1-9). 2.3 Service Quality. Service quality is one of the essential aspects based on which service providers can create an image within consumers’ mind. According to the viewpoints of Hussain, Nasser and Hussain (1-9), by ensuring the formation of a good image, an entity can generate better impression amidst the consumers, resulting in improving business performance in a more aggressive manner. On the other hand, by having problems or disputes in quality, an entity can incur huge failure in the competitive marketplace. In this regard, it is notified that RTA has concentrated on the services quality of Dubai Taxi with the aim of consistently meeting the desires of the consumers (Hussain, Nasser and Hussain, 1-9). The report of (Roads and Transport Authority “Taxi Booking”) claimed that RTA has adopted several approaches and policies for attracting the attention of the consumers. Moreover, RTA has attempted to establish a strong relation with the passengers and Taxi associations with the intention of re-hiring. At the same time, Dubai Taxi associations have maintained varied ethical forms in terms of Taxi fare and also kept concern about passengers’ safety with the aim of generating good image amongst the consumers. However, it is also revealed that Taxi associations conduct ethical communication with the passengers for ensuring the development of business reputation in a positive manner (Roads and Transport Authority “Taxi Booking”). 2.4 Customer Expectations. Customer expectations are quite a common attribute, which is viewed to be one of the most essential constituents of marketing. It will be vital to mention in this context that an entity must consider deriving customer expectations before performing any sort of marketing activity. Hussain, Nasser and Hussain (1-9), claimed in this regard that Dubai Taxi associations have given high priority towards deriving customers’ expectations for maximizing their satisfaction level. According to the report of (Roads and Transport Authority “Taxi Booking”), it can be ascertained that Dubai Taxi associations have judged customers’ expectation level more adequately. Moreover, it is also identified that huge figure of passengers have expected reliability, assurance, security and safety among others from the services provide by Dubai Taxi. Thus, it is witnessed that the expectation level of the customers has perceived value as well as quality of Dubai Taxi services by a certain extent (Hussain, Nasser & Hussain, 1-9; Roads and Transport Authority “Taxi Booking”). A diagram is depicted below for better understanding the above stated context. Fig. 1: Customer Expectations (Source: Hussain, Nasser and Hussain 1-9) 2.5 Economic Viewpoint. From economic perspective, it can be inferred that during the last couple of decade, RTA witnessed significant growth due to its exceptional geographical location. According to the report of Hussain, Nasser and Hussain (1-9), it can be found that 80% of the female citizens prefer Taxi as a transportation intermediary in the Kingdom of Dubai. In this regard, it is notified that Dubai Taxi services contribute 0.55% revenue towards the gross domestic product (GDP) of UAE. Simultaneously, RTA has also tried to ensure the contribution of road transportation industry towards raising the GDP rate of the nation (Hussain, Nasser and Hussain 1-9). 3.0 RESEARCH METHODOLOGY 3.1 Research Approach. In this research study, a qualitative research approach has been taken into concern with the intention of identifying the services quality of Dubai Taxi services. This is mainly owing to the reasons that it is the most suitable research framework through which philosophy of social science and human behavior can be identified more adequately and the method is deemed to be quite reliable in nature. Moreover, it can be claimed that this particular research has concentrated on the qualitative research method with the aim of notifying relevant outcomes more accurately (Onwuegbuzie and Leech 238-254). 3.2 Sample Type. In case of qualitative research study, sample framework is one of the essential constituents based on which it is possible to identify the target population of a particular research. Furthermore, it also assists in identifying the demographic details of the sample population (Onwuegbuzie and Leech, 2007). In this research study, sampling framework has been applied in order to identify the services quality of Dubai Taxi. In this regard, during conducting the sample survey, both male and female consumers have been chosen as a sample population. During the conduct of the primary survey, with the aim of indentifying the services quality of Dubai Taxi, questionnaire has been framed for the survey, which is to be conducted in the domestic markets of UAE such as Dubai, Sharjah and Ajman among others. Moreover, for the survey, a population sample of young respondents falling under the age group of 17-47 such as students and working professionals have been considered. Simultaneously, in order to conduct the statistical survey, ‘random sampling’ approach has been chosen for this particular research. In this regard, it can be claimed that ‘random sampling’ approach is one of the efficient statistical survey approaches by which large amount of data can be gathered within a quick period and also in a cost-effective manner. At the same time, this sample approach is regarded as one of the most appropriate approaches by which business related surveys usually done. Thus, in case of identifying the services quality of Dubai Taxi, ‘random sampling’ method has been selected (Onwuegbuzie and Leech 238-254). 3.3 Sample Size. In case of a qualitative research, sampling number is an essential factor through which it can be possible to recognize the number of sample population considered for the conduct of a particular research. In this research paper, in order to identify the services quality of Dubai Taxi, a statistical survey has been conducted. In this regard, in order to execute the survey adequately, 100 participants comprising both male and female consumers have been duly considered (Onwuegbuzie and Leech 238-254). 3.4 Data Collection. In this particular research study, relevant data has been gathered by the conduct of primary along with secondary research. In relation to primary source, data has been gathered by conducting questionnaire survey. On the other hand, secondary data has been gathered from reviewing varied secondary sources such as peer reviewed journals, business reports and books among others (Onwuegbuzie and Leech 238-254). During the data collection procedure, the conduct of primary research attempted to identify the quality of Dubai Taxi services. At the same time, the questionnaire has been framed in such a way so that the complaints of the customers regarding services quality of Taxi in local markets of Dubai can be recognized. Simultaneously, during the conduct of secondary research, the study has tried to maintain the reliability of the marketing research. In this regard, more specifically with the intention of maintaining the reliability of the study, sources such as peer reviewed journals, business reports and news articles have been reviewed (Onwuegbuzie and Leech 238-254). 4.0 DATA ANALYSIS AND RESULTS 4.1 Primary Research. The objective of this section is to analyze the quality of Dubai Taxi services and recognize the expectations of the customers regarding the same. In this regard, a questionnaire survey has been conducted in the locality of Dubai with due consideration to ethical issues by maintaining confidentiality of the gathered information and most vitally ensuring greater validity as well as reliability of the overall study findings. The initial section (1) of the questionnaire (see Appendix) intended to identify the demographic details of the respondents. Correspondingly, in the second phase of the questionnaire, direct concentration has been levied on determining the objectives and aims of the research study. According to section (1) of question number (1), it can be found that 100 respondents have been chosen for the questionnaire survey, where 53% of the respondents are male and 47% respondents are female (see Appendix 9.2). Similarly, based on section (1) of question number (2), it has been revealed that 49% of the respondents belong to the age group of 17-24 and 32% respondents are from the age group of 25-34. This signifies that major numbers of respondents are young citizens (see Appendix 9.3). Simultaneously, with regards to section (1) of question number (3), it is perceived that 50% of the respondents belong to Dubai city, whereas 42% of the respondents are from Sharjah, which ascertains that local citizens’ perceptions have been mainly gathered for the survey with the aim of identifying the services quality of Dubai Taxi (see Appendix 9.4). In this regard, it is notified that the survey has tried to identify the expectations of the customer regarding six dimensions of service quality. Accordingly, section (2) of question number (1) (see Appendix) identified that maximum figure of respondents (52 out of 100 respondents) have claimed Dubai Taxi to provide reliable services, whereas only 1% of the respondents argued that the services are not satisfactory. Based on the above data, it is quite evident that overall quality services of Dubai Taxi are appreciable. A graphical representation is depicted below for better understanding of the above stated context. Fig. 2: Customers Feedback Regarding Reliability Similarly, based on the section (2), question number (2) (see Appendix), it can be found that 59% of the respondents claimed Dubai Taxi to show high responsiveness regarding its service, which signifies that the quality of Dubai Taxi Service is almost satisfactory from domestic as well as foreign visitors viewpoint. A graph has been depicted below for better understanding the concept. Fig. 3: Customers Feedback Regarding Responsiveness In response to section (2), question number (3) (see Appendix), the findings revealed that a major portion of the respondents (87% of the total number of responses obtained) agreed that the Dubai Taxi services are accessible throughout the whole day, which leaves a positive image regarding the services quality of Dubai Taxi. A graph has been depicted below for clear illustration of the above stated subject matter. Fig. 4: Customers Feedback Regarding Access The responses obtained in respect to section (2), question number (4) (see Appendix), revealed that the communication capability of the Dubai Taxi drivers is partly fare enough, which assisted the foreign visitors to travel over the Dubai city without any difficulty. In this regard, it can be apparently noted that 80% of the total number of responses claimed the communication process prevailing of Dubai Taxi service to be quite better. Thus, it can be claimed that in terms of services quality, Dubai Taxi has sufficed the needs and the expectations of the passengers at large. A graph has been depicted below for better understanding of the concept. Fig. 5: Customers Feedback Regarding Communication With regards to section (2), question number (5) (see Appendix), 83% of the respondents claimed the Dubai Taxi services to remain highly conscious about security and safety aspects, whereas only 10% respondents opposed to the same. Based on the above analysis, it can be inferred that consciousness regarding security and safety related issues have led Dubai Taxi to reap varied significant benefits. A graphical representation is depicted below for better understanding of the above stated context. Fig. 6: Customers Feedback Regarding Security and Safety In response to section (2), question number (6) (see Appendix) the findings revealed that a major portion of the respondents (89% of the total number of responses obtained) agreed that the services of Dubai Taxi are tangible that build reliability among the consumers regarding Taxi service. A graph has been depicted below for clear illustration of the aforesaid subject matter. Fig. 7: Customers Feedback Regarding Tangibility Simultaneously, with respect to section (2), question number (7) (see Appendix), it has been revealed that overall 76% of the respondents are loyal to Dubai Taxi brand, which signifies that the services quality of Dubai Taxi are satisfying the expectation of the passengers (see Appendix 9.5). At the same time, based on section (2), question number (8) (see Appendix), in order to identify the level of customer satisfaction, 78% of the respondents claimed that they are satisfied with the services of Dubai Taxi (see Appendix 9.6). Apart from this, according to section (2), question number (9) (see Appendix), overall 51% of the respondents claimed that the image of the service provider is fair enough, where as 45% respondents argued that the image of the service provider is natural (see Appendix 9.7). In response to section (2), question number (10) (see Appendix), 57% of the surveyed population claimed that Dubai Taxi provides perceived quality services, whereas 40% of the respondents claimed that the services are natural (see Appendix 9.8). With regards to section (2), question number (11) (see Appendix), 51% of the population claimed that Dubai Taxi has perceived its value and quality during its operations, which denotes that the costs of the passengers are worth for the money being paid (see Appendix 9.9). Similarly, based on section (2), question number (12), 49% of the respondents argued that their expectation is fulfilled by the services of Dubai Taxi, whereas only 15% respondents claimed that their expectation is not fulfilled by the services quality of Dubai Taxi (see Appendix 9.10). On the other hand, according to section (2), question number (13), 43% of the respondents claimed that Dubai Taxi services concentrate on customer complains in order to reduce the discrepancy regarding services quality (see Appendix 9.11). Based on the above responses, it is quite evidently asserted that Dubai Taxi providers have concentrated on the better perceived quality of Taxi services with the aim of enhancing profitability and sustainability. The responses obtained from section (3) of question number (1) revealed that the income range of 41% of the respondents lay in the range within 5001-10000 dirham and 32% of them in the level of 5000 dirham (see Appendix 9.12). In response to section (3), question number (2 & 3), it is perceived that a huge figure of respondents (55% of the total number of responses obtained) are from service related occupation, whereas 26%, 29% and 35% respondents are highly educated either in high school graduate, college diploma or college graduate respectively (see Appendix 9.13; see Appendix 9.14). Similarly, based on section (3), question number (4), it has been revealed that 64% of the respondents stay out of Arab, whereas 27% of the respondents are from South East. Based on above scenario it is apparently identified that overall all the respondents’ possess genuine idea about the Dubai Taxi services (see Appendix 9.15). 4.2 T-Test. In order to identify appropriate outcomes generated from the gathered data of the research study, the tool of t-test has been adopted in this research study. In this regard, two variables have been chosen in order to identify the appropriate outcomes of the research study such as customers’ satisfaction and brand loyalty. The t-test results depicted that both customer satisfaction and brand loyalty variables are significant and true as considering the fact that the significant rate should be less than 0.05, which reveals that that they are related to each other. A tabular format representation is depicted below for better comprehension of the above stated context. Fig. 8: T-Test 5.0 DISCUSSION AND RECOMMENDATIONS Based on the above analysis, it has been quite apparent that the services of Dubai Taxi association are quite reliable and trustworthy. Moreover, it can be ascertained that the visitors have experienced greater responsiveness of the Dubai Taxi services due to their consistent contribution as well as commitment towards sufficing the needs and expectations of the customers. With the intention of identifying the accessibility of Taxi services in Dubai, it can be found that the diverse level of Taxi services are available for the passengers up to 10.00 PM and also throughout entire day and night. Based on the analysis conducted above, it can also be found that a huge figure of domestic and foreign tourists have attained significant benefits due to communication efficiency of the Dubai Taxi drivers. Based on the study, it is depicted that safety concern is one of the key potentials of the Dubai Taxi services, which has ensured reliability amid the global tourists. Thus, after considering all these aspects, it can be recommended that the Dubai Taxi association can enhance the growth of the business through ensuring the six dimension services quality with the aim of fulfilling the needs of the consumers. 6.0 LIMITATIONS OF THE RESEARCH In this particular research study, certain limitations can be witnessed that might hinder its reliability along with validity. In this regard, it can be claimed that one of the prime limitations is the small sample size of the research i.e. 100 respondents only. This may arise complexity during the procedure of data analysis. On the other hand, the primary survey has been conducted only in limited cities of UAE, which restricts in gathering more reliable and valid data relating to this particular research study. 7.0 CONCLUSION Based on the above analysis and discussion, it can be ascertained that the Dubai Taxi association has maintained its services quality by ensuring six dimension services quality model. At the same time, it is also recognized that with the aim of enhancing the level of passengers, the Taxi service providers have mainly concentrated on their complaints. As a positive consequence, it is witnessed that the Dubai Taxi associations have improved the perceived quality and value of the services, which has helped the Dubai Taxi providers to ensure their profitability and sustainability. Simultaneously, high attention towards service quality and consumers’ expectations has also influenced to create a well recognition in the global tourists. Additionally, the Dubai Taxi associations also have witnessed growth in terms of business context. 8.0 Works Cited Hussain, Rahim, Amjad Al Nasser and Yomna K. Hussain. “Service Quality and Customer Satisfaction of a UAE-Based Airline: An Empirical Investigation.” Journal of Air Transport Management (2014): 1-9. Print. Onwuegbuzie, Anthony J. and Nancy L. Leech. “Sampling Designs in Qualitative Research: Making the Sampling Process More Public”. The Qualitative Report 12.2(2007): 238-254. Print. “Taxi Booking.” Roads and Transport Authority. 2012. Web. 28 Nov. 2014. 9.0 APPENDIX 9.1 Questionnaire. Section 1: In this section, we would like to have your feedback about yourself. Question 1: Are you? (Please select one option) Male Female Question 2: What is your age? (Please select one option) From 17yearsto less than25yearsFrom25years to less than 35years From 35years to less than 45years45years and above Question 3: In which state of the UAE do you live? (Please specify): ________________ Section 2: In this section, we would like your feedback on different issues related to Dubai Taxi Service. Please answer all questions, and select one option from each question. Strongly Dis agree Disagree Neutral Agree Strongly Agree Not applicable Reliability 1 The taxi drivers are traceable. N/A 2 The taxi drivers start and end the journey without any delay. 3 Dubai Taxi Service gets me to the destination within the estimated time. 4 The Taxi drivers keep the transactions record accurately. Responsiveness 1 The taxi drivers are willing to help. N/A 2 The taxi drivers provide prompt information when asked. Access 1 Dubai Taxi Service has convenient operating hours. N/A 2 Dubai Taxi Service is conveniently available on the road. 3 Dubai Taxi Service can be booked by the phone. 4 Dubai Taxi Service can be booked on the internet. 5 When booked the taxi, the waiting time is not too long. Communication 1 The taxi drivers understand passengers’ language. N/A 2 The taxi drivers are well informed about the locations in Dubai. Security and Safety 1 I feel safe against the crime in Dubai Taxi Service. N/A 2 I feel safe against the crime at the taxi stations. 3 I do not feel fear of accident while travel in Dubai Taxi Service. Tangibles 1 Dubai Taxi Service interior (i.e., seats etc.) is clean. N/A 2 Dubai Taxi Service exterior (i.e., the outlook) is clean. 3 Dubai Taxi’s seats are comfortable. 4 The cooling/heating system in the Dubai Taxi Service is appropriate. 5 The taxi drivers are well dressed and appear neat. 6 The Dubai Taxi Service is well equipped with up-to-date technology. Brand Loyalty 1 I intend to travel again in Dubai Taxi Service in the future. N/A 2 I would recommend Dubai Taxi Service to others? Customer Satisfaction 1 Overall, I am satisfied with Dubai Taxi Service. N/A 2 Overall, Dubai Taxi Service provides the promised services. Service Provider Image 1 Dubai Taxi Service is a reliable organization. N/A 2 Dubai Taxi Service is a professional organization. 3 Dubai Taxi Service is contributing to the well being of the society. 4 Dubai Taxi Service is innovative and forward looking. 5 Dubai Taxi Service is adding value to the passenger’s prestige. Perceived Quality (PQ) 1 I enjoy travel in Dubai Taxi Service. N/A 2 Dubai Taxi Service has good quality taxies. 3 Dubai Taxi Service provides good quality service. Perceived Value (PV) 1 Dubai Taxi Service provides value for money. N/A 2 Dubai Taxi Service provides quality for money. Customer Expectations 1 Dubai Taxi Service is cleaner than expected. N/A 2 Dubai Taxi Service is faster than expected. 3 Dubai Taxi Service is more economical than expected. Customer Complaints 1 I make informal complaints (i.e., talk to friends) when I am not satisfied. N/A 2 I make formal complaints (e.g., talk to the RTA) when I am not satisfied. 3 The complaints are handled properly? Section 3: In this section, we would like to have some more feedback about yourself. Question 1: What is your income per month?(Please select one option) Don’t work 5,000AED or less 5,001AED to 10,000AED 10,001AED to 15,000AED 15,001AED to 20,000AED More than 20,000AED Question 2: What do you do for living (work)? (Please select one option) Labour (factory worker) Staff (supportive) Managerial Business person Others Question 3: What is the formal education you completed? (Please select one option) Less than high school High school graduate College diploma College graduate (Bachelor degree) Post-graduate (Master degree or PhD) Question 4: What is your nationality? (Please specify):__________________________ 9.2 Section 1: Question 1 Gender Frequency Percent Valid Percent Cumulative Percent Valid Male 53 53.0 53.0 53.0 Female 47 47.0 47.0 100.0 Total 100 100.0 100.0 Fig. 9: Gender 9.3 Section 1: Question 2 Age Frequency Percent Valid Percent Cumulative Percent Valid 17-24 49 49.0 49.0 49.0 25-34 32 32.0 32.0 81.0 35 - 44 16 16.0 16.0 97.0 45 or more 3 3.0 3.0 100.0 Total 100 100.0 100.0 Fig. 10: Age 9.4 Section 1: Question 3 State Frequency Percent Valid Percent Cumulative Percent Valid Dubai 50 50.0 50.0 50.0 Sharjah 42 42.0 42.0 92.0 Ajman 4 4.0 4.0 96.0 Others 4 4.0 4.0 100.0 Total 100 100.0 100.0 Fig. 11: State 9.5 Section 2: Question 7 Brand Loyalty Total Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 0 0 0 0 Disagree 2 2.0 2.0 2.0 Neutral 22 22.0 22.0 24.0 Agree 47 47.0 47.0 71.0 Strongly Agree 29 29.0 29.0 100.0 Total 100 100.0 100.0 Fig. 12: Brand Loyalty 9.6 Section 2: Question 8 Customer Satisfaction Total Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 3 3.0 3.0 3.0 Disagree 1 1.0 1.0 4.0 Neutral 18 18.0 18.0 22.0 Agree 61 61.0 61.0 83.0 Strongly Agree 17 17.0 17.0 100.0 Total 100 100.0 100.0 Fig. 13: Customer Satisfaction 9.7 Section 2: Question 9 Service Provider Image Total Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 1 1.0 1.0 1.0 Disagree 3 3.0 3.0 4.0 Neutral 45 45.0 45.0 49.0 Agree 47 47.0 47.0 96.0 Strongly Agree 4 4.0 4.0 100.0 Total 100 100.0 100.0 Fig. 14: Service Provider Image 9.8 Section 2: Question 10 Perceived Quality Total Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 0 0 0 0 Disagree 3 3.0 3.0 3.0 Neutral 40 40.0 40.0 43.0 Agree 50 50.0 50.0 93.0 Strongly Agree 7 7.0 7.0 100.0 Total 100 100.0 100.0 Fig. 15: Perceived Quality 9.9 Section 2: Question 11 Perceived Value Total Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 7 7.0 7.0 7.0 Disagree 10 10.0 10.0 17.0 Neutral 32 32.0 32.0 49.0 Agree 45 45.0 45.0 94.0 Strongly Agree 6 6.0 6.0 100.0 Total 100 100.0 100.0 Fig. 16: Perceived value 9.10 Section 2: Question 12 Customer Expectation Total Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 3 3.0 3.0 3.0 Disagree 12 12.0 12.0 15.0 Neutral 36 36.0 36.0 51.0 Agree 46 46.0 46.0 97.0 Strongly Agree 3 3.0 3.0 100.0 Total 100 100.0 100.0 Fig. 17 Customer Expectation 9.11 Section 2: Question 13 Customer Complaints Total Frequency Percent Valid Percent Cumulative Percent Valid Strongly Disagree 0 0 0 0 Disagree 8 8.0 8.3 8.3 Neutral 45 45.0 46.9 55.2 Agree 37 37.0 38.5 93.8 Strongly Agree 6 6.0 6.3 100.0 Total 96 96.0 100.0 Missing System 4 4.0 Total 100 100.0 Fig. 18: Customer Complaints 9.12 Section 3: Question 1 Income Range Frequency Percent Valid Percent Cumulative Percent Valid Don’t work 13 13.0 13.0 13.0 5000 or less 36 36.0 36.0 49.0 5001 - 10000 41 41.0 41.0 90.0 10001 - 15000 3 3.0 3.0 93.0 15001 - 20000 4 4.0 4.0 97.0 20001 or more 3 3.0 3.0 100.0 Total 100 100.0 100.0 Fig. 19: Income Range 9.13 Section 3: Question 2 Job/Occupation Frequency Percent Valid Percent Cumulative Percent Valid Labour 4 4.0 4.0 4.0 Staff 55 55.0 55.0 59.0 Managerial 7 7.0 7.0 66.0 Business open 5 5.0 5.0 71.0 others 29 29.0 29.0 100.0 Total 100 100.0 100.0 Fig. 20: Job/Occupation 9.14 Section 3: Question 3 Education Frequency Percent Valid Percent Cumulative Percent Valid less than high school 1 1.0 1.0 1.0 High school graduate 26 26.0 26.0 27.0 College diploma 29 29.0 29.0 56.0 College graduate (B.sc) 35 35.0 35.0 91.0 post graduate (M.sc or PhD) 9 9.0 9.0 100.0 Total 100 100.0 100.0 Fig. 21: Education 9.15 Section 3: Question 4 Nationality Frequency Percent Valid Percent Cumulative Percent Valid UAE 6 6.0 6.0 6.0 Other Arab 64 64.0 64.0 70.0 Western 2 2.0 2.0 72.0 South and East 27 27.0 27.0 99.0 Others 1 1.0 1.0 100.0 Total 100 100.0 100.0 Fig. 22: Nationality Read More