Improving the service quality of taxi operators in the Nelson Mandela Bay

The study focused on the taxi industry as a services industry due to its contribution to the economies of both developed and the developing countries. The purpose of this study was to investigate ways to improve service delivery in the South African taxi industry. This industry is one of the underperforming industries in South Africa with regard to service quality due to over-serviced taxi routes and a lack of information about the needs and desires of the taxi commuters. The primary objective of this study was to investigate how to improve the service quality of taxi operators in the Nelson Mandela Bay by applying theories and concepts of services marketing and total quality management (TQM). More specifically, the study investigated whether taxi drivers have the required knowledge of services marketing and service quality, and what service quality challenges taxi drivers and commuters face. The sample consisted of 20 taxi drivers and 101 student commuters using taxis on the Port Elizabeth routes. The empirical results showed that taxi drivers perform unsatisfactorily on the four TQM elements: leadership, employee involvement, product/ process excellence and customer focus. The results also reflected the general perception in the Eastern Cape that taxi service quality is poor. Of the five service quality dimensions (tangibles, reliability, responsiveness, assurance and empathy), the taxi drivers performed the best in reliability and the worst in empathy. The empirical results further suggested that taxi services do not meet the expectations of commuters, as deficits were reported between expectations and perceptions of actual service quality. The different quality dimensions used in the measurement of taxi service quality and their empirical results could provide a guideline to taxi service leadership and government on the critical aspects of taxi service quality