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You searched Library Catalogue - Publisher: Archipelago Press,
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Call Number (WOU)
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SP CEMBA 2017 32
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Author
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Lee, Wei Kean
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Title
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Investigating the preferred dimension of Malaysian Commuters on Uber Service. / Lee Wei Kean.
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Abstract
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The purpose of this research is to investigate the preferred dimension of Malaysian Commuters on Uber service. This report examines the preferred dimension or factor that significantly influence the behavioural intentions of Malaysian commuters’ to choose Uber as the mode of transportation, difference in the preferred dimension of Malaysian commuters’ between different age group and predictive model that explain the preferred dimensions towards the behavioural intention of Malaysia commuters. The bad impression of the conventional taxi encourages the consumer to choose the Uber service. The factors that examine in the investigation include price, security, convenience, service quality, image, and safety. This investigation was carried out in greater Kuala Lumpur and Klang Valley area. A number of 153 Malaysian commuters’ took part in the survey. The respondents were chosen randomly. The questionnaire was distributed through social media likes WhatsApp and Facebook. Some respondents were interview face to face. From the investigation, the convenience of Uber service was the main factor attracting the consumer to using it. The investigation also shows that it is different in the preferred dimension of Malaysian commuters’ between different age group profiles. The logistic regression is used to predict the Malaysia commuters’ behavioural intention. At the end of the report, recommendations are made to Uber and taxi operator to improve the overall service.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2017
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Subject
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Transportation
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