Enhancing the quality of tourist taxi services in Nha Trang city

Abstract

This study evaluates the quality of taxi services in Nha Trang and proposes solutions to enhance service performance in response to tourist demand. A qualitative approach was used to develop the measurement scale, while quantitative methods—including Cronbach’s Alpha, Exploratory Factor Analysis (EFA), Paired Sample T-test, and the Importance-Performance Analysis (IPA) model—were applied to identify key service quality determinants. The analysis highlights five primary factors: (1) Employee service quality, (2) Operational efficiency, (3) Service usage time, (4) Vehicle quality, and (5) Pricing. Findings reveal that service quality and waiting time significantly impact customer satisfaction, while pricing remains a contentious issue. Based on these insights, the study recommends improving staff competency, optimizing operations, and enhancing vehicle quality to elevate the overall tourist experience.