Customer Satisfaction on Riding Sharing Services in UiTM Perlis: Fuzzy Set Theory Approach

Abstract

This study focuses on the comparison of UiTM Perlis transportation services with normal taxi and Grab services. Grab and normal taxi are chosen because both transports are one of the largest services offered by UiTM Perlis. The main objective of this paper is to evaluate the customer’s satisfaction levels across several services dimensions by using fuzzy set theory. Comparing two different services using without any technique applied cannot give the desired level of accuracy, while doing it with the use of soft computing techniques may prove to be beneficial. A suitable fuzzy equation had been applied in this project. It introduced the principles behind fuzzy set theory and illustrated how these principles could be used by transportation services company to compare their services towards others. When the results were evaluated using arithmetic fuzzy set equation and the ‘center of area’ method, a gap or difference in outcomes was seen between normal taxi and Grab services. According to the findings, Grab performs significantly higher with respect to the normal taxi companies in all service dimensions. By analyzing the outcomes from a managerial viewpoint, recommendations are established for Grab and similar economy-based sharing firms, and for the normal firms that want to compete with these new business models.