3.5 Data analysis

Data collected will be analyzed with the use of SPSS. Two types of data analysis will be employed. Multiple regression and MANOVA (Multivariate analysis of variance). In most cases, multiple regression is applied when the analyst wants to predict the values of a given research variable based on the value of the other two or more other variables in the study. The variables under prediction are always referred to as the dependent variable or the target criterion variable. In this study, the marketing mix 7p's factors that influence consumers ‘satisfaction on Taxi's service and Uber's service include products, people, promotion, price, place, process and physical evidence. Therefore, to predict the people the satisfaction of Taxi's services based on the above seven factors, multiple regression is the most suitable methods. The 7p's, in this case, becomes the other variables that are used in the prediction process. On the same note, to determine or predict the satisfaction of customers on the Uber's services, multiple regression will be essential as it will involve the incorporation of the seven variables to define or determine the satisfaction of the people. In most cases, multiple regression enables the researcher to determine the overall fit of a given model as well as the relative influence of each of the predictors to the total variance explained (Adriano & Su, 2017). For instance, in this study, the investigator wants to explain how the variation in customer's satisfaction in Uber's and Taxi's services can be explained by-products, people, promotion, price, place, process and physical evidence (Czepiel, 1990). On the same note, through multiple regression, there will be the determination of the relative contribution of each independent variable in the explanation of the variance.

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The application of multiple regression aids in the determination of the overall fit of a given model as well as the relative contribution of each of the predictors to the overall fit. The application of the multiple regression was appropriate because the dependent variables, satisfaction in Uber's and Taxi's services, were measured on the continuous scale and the independent variables, in this case, the 7p's were continuous and categorical. The multivariate analysis of variance (MANOVA) refers to the process of comparing the multivariate sample means, being the multivariate technique, it is normally applied when there exist two or more dependent variables, and in the end, it is followed by the significance tests that involve separate individual dependent variables. In these cases, there are two dependent variables, satisfaction in Uber's and Taxi's services against the 7P's, the independent variables. Through the use of MANOVA, there was the need to determine if changes in the 7p's can have significant effects on the satisfaction in Uber's and Taxi's services. Similarly, the application of the MANOVA in the study was to show the relationship that exists between the two dependent variables, satisfaction in Uber's services and the satisfaction in Taxi's services, based on the 7p's. Lastly, the application of MANOVA was to show the relationships among the seven independent variables, the 7p's and how their relationship impacts the dependent variables. When it comes to demographic factors, MANOVA was used to show the relationship between personal income and household size.

Results

Table 1: Summary of Multiple Regression Analysis for Marketing Mix 7P’s factors’ influence towards Consumers’ satisfaction on Taxi’s Service and Uber’s service

Consumers’ satisfaction on Taxi’s Service

Variable Adjusted R2 Sig.

Service: 1.2 The third insurance for taxi passengers is important.

的士乘客的第三方保險是重要的。 .0084 .009*

1.3 Taxi passengers are able to call a taxi with a mobile phone.

的士乘客能夠電召的士。 .0014 .160

Price: 2.1 The charge for taking a taxi is reasonable.

的士收費合理。 .000081 .710

2.2 Cash payment is available for passengers.

乘客可用現金付款。 .0025 .056

2.3 Octopus payment (EasyPay QR code) is available for passengers.

乘客可用八達通（包括好易畀QR Code）付款。 .0001 .681

2.4 charge by meter 按錶收費.0021 .079

Place: 3.1 It is easy for passengers to hail/call taxi everywhere.

乘客在任何地方容易召的士。 .0029 .069

Promotion: 4.1 The annual Taxi Driver Commendation Scheme.

的士司機嘉許計劃。 .0006 .372

Physical Evidence: 5.1 The car condition of a taxi is good such as well-ventilated cars.

的士車輛條件好，例如車廂空氣是流通的。 .0016 .141

5.2 The provision of multiple car choices like normal taxi and diamond cab is available.

普通的士、專營的士、鑽的等多款車輛選擇的提供。 .7208 .000**

5.3 The car box of a taxi is clean.

的士車廂整潔。 .0005 .789

Process: 6.1 Online booking service for calling a taxi is significant.網上預約召的士服務是重要的。 .0011 .253

6.2a The provision of tissues during the trip：

的士車程服務的提供紙巾: .00001 .982

6.2b The provision of music during the trip：

的士車程服務的提供音樂: .0014 .359

6.2c The provision of radio during the trip：

的士車程服務的提供電台: .0061 .044

6.3 You can give feedback on taxi drivers after the trip like praise for driver’s excellent service.

你可以在車程結束後給予的士反饋，例如讚揚司機的服務態度。 .0015 .164

Driver: 7.1 Taxi drivers are friendly and polite.

的士司機是友善與有禮貌的。 .0552 .000**

7.2 Taxi drivers are familiar with the route.

的士司機熟悉路線。 .00004 .822

7.3 The investigation of a taxi driver's background is vital.

司機的背景審查是重要的。 .0006 .361

Service x Price x Place x Promotion x Physical Evidence x Process x Driver .851 *p < .05 **p < .001

From table 1, the multiple regression was conducted to predict the consumers’ satisfaction on taxi’s service and Uber’s service based on the marketing Mix 7 P’s factors which include products, people, promotion, price, place, process and physical evidence. Using the significant values, some of the 7P' did not significantly predict the satisfaction of customers on taxi’s service and Uber’s service. On the other hand, out of the 7P’s, not all the elements defined the customer’s satisfaction. The significant values of all the elements of the 7P’s are greater than 0.05 except for “Taxi drivers are friendly and polite,” “The provision of multiple car choices like normal taxi and diamond cab is available,” “The third insurance for taxi passengers is important.” This, therefore, means that the satisfaction on taxi's service and Uber's service are not completely based on the marketing Mix 7 P's factors. However, the significant values of “Taxi drivers are friendly and polite,” “The provision of multiple car choices like normal taxi and diamond cab are available,” and “The third insurance for taxi passengers is important.” Are less than 0.05, this, therefore, means that we reject the null hypothesis and conclude that satisfaction of customers on taxi’s service and Uber’s service is determined by the friendliness and politeness of the taxi driver, availability of various car cabs and the third insurance of the taxi passenger. In the statistical tests, the null hypothesis is often rejected if the p-value is less than 0.05, on the other hand, we fail to reject the null hypothesis if the p-value is greater than the test values which is 0.05. In conclusion, the customer’s satisfaction towards the services provided by both taxis and uber in Hong Kong does not entirely depend on products, people, promotion, price, place, process, and physical evidence but also on nature, safety and the presence of multiple choices of the cabs.

Part 1: Result: Marketing factors-7P affecting consumers’ satisfaction on Uber’s

Service – Multiple regression

Table 2: Marketing factors-7P affecting consumers’ satisfaction on Uber’s service – Multiple regression

Consumers’ satisfaction on Uber’s Service

Variable Adjusted R2 Sig. Service: 1.2 Uber passengers are able to hail Uber with mobile phone apps.

Uber乘客能夠透過手機用APP呼召Uber。 .0005 .371 1.3Uber passengers can trace the route track on the Uber APP during the trip.Uber乘客能夠在行車途中透過手機APP追蹤行車路線。 .0006 .326 Price: 2.1 The charge for taking Uber is reasonable.

Uber收費合理。 .000004 .891 2.2 Credit card payment is available for passengers.

乘客可用信用卡付款。 .0894 .000** 2.3 Fluctuation in price by Current demand 價格因應該處車輛的需求量浮動。 .00006 .681 Place: 3.1 It is easy for passengers to hail Uber everywhere.

乘客在任何地方容易召Uber。 .0003 .425 Promotion: 4.1 There is a discount on a charge of taking Uber.

Uber收費有折扣。 .0001 .682 4.2 Festival special offers are provided by Uber.

Uber提供特別時段優惠。 .000025 .840 4.3 Uber advertisement is appealing.

Uber的廣告引人入勝。 .000001 .972 Physical Evidence: 5.1 The car condition of Uber is good such as well-ventilated cars.

Uber車輛條件好，例如車廂空氣是流通的。 .000036 .767 5.2 The provision of multiple car choices like 4 seats, 5 seats, and 7 seats vehicle are available。

多款車輛種類選擇的提供（例如四人車、五人車、七人車）。 .1303 .000** 5.3 The choice of Uber with different class is available.

不同車輛檔次選擇的提供。 .0571 .000** 5.4 The car box of Uber is clean.

Uber車廂整潔。 .0005 .319 Process: 6.1 There is an online booking service for calling Uber cars.

這裹有網上預約召Uber服務。 .0204 .000** 6.2 The Uber service during the trip such as music broadcast is provided.

Uber車程服務，例如播放的音樂，是有提供的。 .000064 .607 6.3 You can give feedback on Uber drivers after the trip like praise for driver’s excellent service.

你可以在車程結束後給予Uber反饋，例如讚揚司機的服務態度。 .0002 .569 Driver: 7.1 Uber drivers are friendly and polite.

Uber司機友善與有禮貌。 .0002 .569 7.2 Uber drivers are familiar with the route.

Uber司機熟悉路線。 .000081 .607 7.3 The investigation on the Uber driver's background is vital.

司機的背景審查是重要的。 .00008 .759 Service x Price x Place x Promotion x Physical Evidence x Process x Driver .933 *p < .05 **p < .001

Table two shows the multiple regression analysis for the marketing factors-7P affecting consumers' satisfaction on Uber's service only. The dependent variable, in this case, is the satisfaction on Uber's service while the independent variables are the 7p's and all the elements that are involved in each. In this case, the test value is p which is 0.05. From the result, the sub-variables of the 7P's; "There is an online booking service for calling Uber cars," "The provision of multiple car choices like 4 seats, 5 seats, and 7 seats vehicle are available," "The choice of Uber with different class is available," "Credit card payment is available for passengers" have the significant values of less than 0.05. Therefore, in this case, we reject the null hypothesis and conclude that the customer's satisfaction on the Uber's services is determined by the presence of online booking services, the provision of multiple car choices like 4 seats, 5 seats, and 7 seats vehicle are available, the availability of different classes of Uber that the clients can choose from as well as the availability of the credit card payments. The conclusion that can be made is that customers' satisfaction towards uber services does not entirely depend on the 7P's but on the essential elements as defined above.

Part 2. Demographic factors (only focus on household size and personal monthly income)

affecting consumers’ satisfaction – MANOVA (Multivariate analysis of variance)

Dependent Variable (I) Q.13 同住家庭人數（包括自己）Household size, including yourself. (J) Q.13 同住家庭人數（包括自己）Household size, including yourself. Mean Difference (I-J) Sig.

1.1 香港的士服務令人滿意。Taxi service in...