Abstract:
Conventional taxi service is converted into a mobile app-based taxi service through a
technology revolution. In Sri Lanka, people in the Colombo metropolitan area widely use
this service due to heavy traffic and easiness. When mobile app-based taxi companies
provide service, they cannot ignore service marketing mix and consumer buying behavior.
However, there is a significant lack of empirical studies regarding the mobile app-based
taxi service in Sri Lanka. The objectives of this study were to identify the impact of
marketing mix variables on consumer buying behavior of mobile app-based taxi service
and to identify the relationship between marketing mix variable and consumer buying
behavior of mobile app-based taxi service. 150 respondents participated in this study and
the convenience sampling method was used as the sampling method. For the research,
data collection was done through questionnaires and those primary data were collected
from the Colombo metropolitan area. Data were analyzed by correlation coefficient
analysis and multiple linear regression techniques. The findings indicated that service
marketing mix variables and consumer buying behavior of mobile app-based taxi service
had a significant positive relationship. The research revealed product, process, and
physical evidence significantly impacted the consumer buying behavior of mobile-app
based taxi service. According to the study, results were able to provide a strong
implication on the knowledge available regarding the relationship between the service
marketing mix and consumer buying behavior of mobile app-based taxi service.
Key words: Service marketing mix, Consumer buying behavior, Mobile app-based taxi
service, Colombo metropolitan area
