Extraction of Key Factors and Its Interrelationship Critical to Determining the Satisfaction Degree of User Experience in Taxi Passenger Service Using DEMATEL

The user experience of consumers as passengers in taxicab is an important determinant of the satisfaction degree of taxi passenger service. In this study, twelve main factors influential to user experience in taxicab are selected based on twenty-one preliminary factors collected by questionnaire survey and depth interview. The face-to-face surveys are deployed with Decision-Making Trial and Evaluation Laboratory (DEMATEL) questionnaires to evaluate by subjects the directions and the degrees of the interactions between any two main factors. The scores of the Prominence and the Relation of main factors are calculated in DEMATEL tool with thirty-two effective pieces of data as input, and the causal diagram is drawn. The findings show that three factors including ‘the driver’s familiarity with the local roads’, ‘long detours and intentional slowly driving’ and ‘driver’s chatting to passenger(s) when driving’, are key factors influencing the satisfaction degree of the passenger’s user experience, while other three factors such as ‘weather conditions’ and ‘driver’s talking on the cell phone when driving’, have great impact on other main factors, respectively. It can be summarized that the degree of satisfaction of taxi passenger is highly relevant to taxi driver side in the following ways: (1) due to the negative economy and timeliness, the driver’s unfamiliarity with the local roads and behaviors of long detours and intentional slowly driving will heavily decrease the satisfaction degree of user experience; and (2) due to the unsafety, the same is true for driver’s chatting to passenger(s) and talking on the cell phone when driving.