Analyzing Role of E-SERVQUAL Constructs for Post-pandemic Recovery of Indian Taxi Aggregator Services

The taxi aggregator services leverage advantages of digital technologies that connect the provider and consumer. The mobile applications facilitate this online connectivity. The COVID-19 pandemic has impacted consumption of the taxi aggregator services in India due to the lockdown. However, the demand would be increasing as the relaxation would progress. Furthermore, the duopolistic Indian taxi aggregator market is highly competitive. The players would try hard to fulfill the demand for recovery and progress. This exercise would focus on brand loyalty intention for formulating customer retention strategies. Therefore, this study examined role of Efficiency, Privacy, and Contact (E-service Quality) constructs as antecedents to brand loyalty intention. A structured questionnaire was circulated online for collecting the data required for empirical validation of proposed model. Partial Least Square Structural Equation Modeling (PLS-SEM) was used for analyzing 288 responses. The results indicated that Efficiency, Privacy, and Contact influence the brand loyalty intention. Therefore, strategies emphasizing on efficiency, contact, and privacy would help both short-term and long-term customer retention. These strategies would act as a remedy for post-COVID recovery of taxi aggregator service providers.