Published Paper Details:

This research examines the factors influencing the customer preferences and loyalty in the competitive Indian cab market, specifically focusing on Ola and Uber. The study also explores how pricing strategies, service quality, promotional offers, and brand image impact consumers' decision-making process. A key aspect of the study is to analyse surge pricing, examining its effects on customer satisfaction and loyalty, as well as the overall user experience through mobile platforms. The findings of the data analysis highlight that, while pricing and promotions are important, factors such as service quality and brand trust play an equally significant role in fostering long-term customer loyalty. This study also provides valuable insights for Ola, Uber, to refine their marketing strategies, focusing on building trust, enhancing service quality, and managing pricing strategies effectively. The research contributes to the understanding of customer behaviour in the ride-hailing sector and offers actionable recommendations for businesses striving to maintain competitiveness in the dynamic Indian market.