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The taxi space in India is heating up and has been seeing phenomenal growth in the past 6-7 years. An organized rental cab was introduced in the Indian market in 2004 with Meru cab service. It soon became popular among customers in metropolitan cities, but the actual revolution came in 2010 when app-based services started its operation. Soon the market became competitive, and consumers became more demanding. Now companies are using various strategies to bring more customers as well as to retain their old customers. The study of customer attitude is important for every cab service provider to get the maximum market share in the business. Customer attitude is a post dissonance of consumption activity influenced by various factors. To study the customer attitude towards online cab services, a sample of 150 respondents was selected in Madurai city. The purpose of the present study is to know the various factors influencing the customers while selecting a cab service. The study also focuses on the problems faced in online cab services, and also the future needs of the customers are also found. The study also reveals the most preferred online cabs by the customers.

A Study on Customer Attitude towards Online Cab Services with Special Reference to Madurai City