Consumer Satisfaction of Pathao: A Study

through University Level Students of

Bangladesh
Supervised by
Muhammad. Rehan Masum
Assistant Professor,
School of Business and Economics
United International University (UIU)

Prepared by
Joynob Akter
ID: 111 132 207
School of Business and Economics
United International University

Submission Date: 15th January, 2019

 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Letter of Transmittal
To,
Muhammad Rehan Masoom
Assistant Professor,
United International University,
Dhaka, Bangladesh

Subject: Submission of project report on “Consumer Satisfaction of Pathao.

Dear Sir,
You will be glad to know that I have recently finished my project report on the topic
“Consumer Satisfaction of Pathao: A Study through University Level Students of
Bangladesh”. It was a great time for me to gather all the information from the students of
UIU about their satisfaction level of Pathao rides and delivery service. As we know, the
location of UIU is in remote place from Dhaka city, most of the students, I have found, have
used Pathao and some other ride sharing services. All the time of gathering information for
my project report was very informative and interesting for me.

From the beginning of my project program, I have got a lot of useful resources and guidelines
through written and orally, that were proved very essential to complete my report. I have
followed all the steps that were necessary to make my report a valuable one. I, therefore, pray
and hope that your honor would be kind enough to grant my project report and oblige
thereby.

Sincerely yours,

Joynob Akter
ID: 111 132 207
BBA Program
United International University

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Acknowledgment
At the beginning of this report, I want to thank my Almighty Allah for making me able to
complete all the courses successfully and come to at this last stage of my BBA program.

I want to thank my project supervisor and my respected faculty, Muhammad Rehan

Masoom, Assistant Professor, United International University, for allowing me to work on
my desired project topic. All the supports that were either written or oral proved essential for
me. I think it would not be possible for me to complete the report without the guidelines and
support that I received from him.

I want to share my sincere gratitude to Mr. Md. Muhtasim Jawad, Content and
Communication Specialist of Pathao Ltd. for all the help and websites link to find my
necessary articles related to my report. I also want to thank Mrs. Anulekha Chowdhury,
MTO, Pathao Ltd. for helping me when I had faced any difficulties.

Finally, I want to share my gratitude to all the respondents who respond quickly and took my
survey questionnaire seriously during their busy schedule. All their valuable responses helped
me to sum up and finish my project report.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Abstract
Pathao Ltd. is the fastest growing technology startup in Bangladesh. It offers services in the
areas of ride sharing, delivery of foods from the restaurants to consumer’s home, parcels and
mail. The company was founded in 2015 by a group of young entrepreneurs who quickly
became a brand and a cult nationwide. The company was recently funded by ‘Gojek’, an
Indonesian ride-sharing company. Initially, the company started operations as a parcel
delivery company with an Android application for the service delivery process. The company
has quickly used the sectors mentioned above and is now the leading player in the vehicle-
sharing market and is rapidly moving beyond the Uber in South Asian car sharing market,
recently acquired by the Singapore-based company Grab. The competition will be fierce in
the coming months. Pathao was able to stop the game at the end of 2016 since technology has
reached millions of people and is now part of everyone's life, if someone goes to work or
simply orders food at home.

Consumer Satisfaction is a unique idea and includes factors, for example, the quality of the
product, the quality of the service gave, the environment of where the product or service was
obtained and the cost of the product or service. Organizations regularly use consumer loyalty
surveys to quantify the satisfaction level.

In this project report, I tried to gather information about Pathao and measures its consumer
experience and satisfaction level. In the first chapter, some basic details of this report are
going to be shared along with the general brief of Pathao, the rationale of the report, the
background of the report and few limitations that I have faced while creating the report. In
chapter 2 & 3, I will discuss the objectives and Methodologies that are used to measure the
consumer satisfaction of Pathao. In chapter 4, some basic definition is shared to clear the
basic knowledge of this report to any reader. The main part of the report is in chapter 5,
where the findings of consumer satisfaction of Pathao is measured based on a Questionnaire.
This Questionnaire is added to the appendix part of the report.

Finally, I have provided some suggestions in the recommendation and Conclusion chapter on
how Pathao, as a brand capable of communicating more efficiently to its consumers, improve
its service to its consumer. Hopefully, the suggestions will help for the betterment of Pathao.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Table of Content
Chapter 1: Introduction
1.1 Introduction to the topic in hand 2
1.2 A brief introduction of the Ride-Sharing sector 2
1.3 Rational of the study 3
1.4 Background of the study 3
1.5 Limitations of the study 4

Chapter 2: Objectives and Methodology of the report

2.1 Objectives of the Study 6
2.2 Methodology of the Study 6
2.2.1 CATs Data collection: 7
2.2.1 Sample design: 7
2.2.3 Analytical tools: 7

Chapter 3: Literature Review

3. Literature Review 9
3.1 Consumer expectations 9
3.2 Consumer Satisfaction 9
3.3 Brand Loyalty 10
3.4 Importance of consumer satisfaction 10

Chapter 4: Organizational Overview of Pathao

4.1 Organizational Profile 13
4.2 Mission 13
4.3 Vision 13
4.4 Values 14
4.5 Types of Services 14
4.6 Major Competitors 14
4.7 SWOT Analysis 15

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Chapter 5: Findins and Analysis of the report

5. Findings and Analysis of the report: 17
General Questions on Pathao 18
Specific Questions on Consumer Satisfaction of Pathao 19

Chapter 6: Recommendations and Conclusion

6.1 Recommendations 26
6.2 Conclusion 27
References 28
Appendix- 29

6
 Chapter One
Introduction
 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

1.1 Introduction to the topic in hand

Pathao, a company of a variety of international investors, is the fastest growing technology
startup in Bangladesh. The Pathao mobile application is mainly based on its tangible
solutions to tackle Bangladeshis crucial infrastructural problems. While starting itself as the
most important e-commerce delivery company in Bangladesh, it expanded into passenger
transport and food distribution services. Employs a dynamic fleet of motorbikes and cars,
provides solutions with the help of technology to change the transportation problems of the
country.

Customer satisfaction is the proportion of how the necessities and reactions are served and
conveyed to exceed the expectations of the customer. It must be achieved if the customer has
a general decent connection with the service provider. In the present competitive business
marketplace, customer satisfaction is an essential performance type and fundamental
differentiator of business strategies. Consequently, the more is customer satisfaction, the
more is the business and the relationship with the customer.

CSATs is abbreviated as Customer Satisfaction Survey is utilized to measure the levels of

consumer satisfaction with the products, services or experiences of an organization. This is a
kind of customer experience survey and can be used to assess customer needs, recognize
problems with their products and services, or target customers according to their answers.
The answers are got from them often showed by assessment scales to quantity fluctuations
over time and get a deeper understanding of whether or not the company or organization
encounter consumer expectations.

1.2 A brief introduction of the Ride-Sharing sector

Ride-sharing is no exception, as the world's highest trend flows into this end of the world.
Bangladesh Pathao is the most popular local ride-sharing company which has closed ground
in 2016 and late 2016. At this juncture at Uber's entrance to the Bangladesh market, apart
from the advent of Pathao and witnessing a leap in the space of sharing the journey, some
ride-sharing companies move to emerge to meet public demand is also known as e-
commensurable names - up to 500,000 passengers by the opt-in app, by November 2017, get
plenty of praise for cars and bikes through Apps. This number was only 10,000 in January.

Technical companies started the Bangladeshi market with the introduction of Uber, Pathao
and Amar Ride in Dhaka in 2016. These enterprises have created the tendency to order a taxi

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

or a motorbike to order single or shared travel using mobile apps. There is considerable
encouragement, Pathao 2015. As part of an e-delivery back, using its fleet of motorbikes, the
company has succeeded, but when it was not until October 2016, Uber introduced the Pathao
motorcycle ride service launched in Dhaka in November 2016. Decide to pay. Despite their
popularity, it is not a pioneer of motorcycle-based ride-sharing in Bangladesh. That honor is
the share-in-motorcycle, which is May 7, 2016. However, it seems that Pathao's higher
business model is one of the more successful and popularly launched journeys. The reason
that Uber noticed Pathao was successful, the last 2017 quarter, UberMoto launched - the
motorcycle model provided taxi service to the following Pathao. Actually, Uber originally
established the manner for the company: such as Chalo, Muv, Dhaka Moto, Bahon, Love
Bike, Love Ride, Taxiwala, Dako, Ezzyr, Speed and Hellow Ride, all of which are eager to
create e-commerce in many markets.

1.3 Rational of the study

We mostly follow in the memorizing theories and write them in our exam in our traditional
education system. Anyways. United International University provides us the opportunities to
feel the real-life knowledge outside of the traditional learnings. At the end of the BBA
semester, UIU provides their students to observe any particular sector, industry or
organization to apply their educational learnings into real-life situations under the supervision
of a well-trained faculty member who provides us idea and guidelines to prepare writings that
named as a project report. In my project report, I have tried my best to share what I have
observed during the last three months of my project program. I had chosen to work on Pathao
Limited. Pathao is highly growing company and becoming a trend in Bangladesh of traveling
fast from one place to another place. It had started its journey in 2016 and already has
provided its service to millions of customers in Bangladesh. In my project report, I have
concentrated on the consumer satisfaction of Pathao and collected survey out comes from
several students of my United International University students. This report can help Pathao
to utilize the analysis and recommendations in the future. University students and faculties
can compare their bookish knowledge to my real life observations which may also help them
to improve their learnings.

1.4 Background of the study

At the last semester in United International University students of BBA and MBA program,
have to go through either an internship or a project program. The internship program is the

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

working experience that a student has to earn by working in a particular institution, what
students have to submit with an internship report. And in a project report, students have to
observe any institution without working in that organization. Students have to observe a
particular side related to his major areas and prepare a project report. During this time of
three months project period, the student is under the supervision of one of our supervisor as
well as course faculty who guides him or her during the project period. So, after a lot of
effort, a projects paper is being prepared.
I had chosen to work on Pathao Limited. Pathao is highly growing company and becoming a
trend in Bangladesh of traveling fast from one place to another place. It had started its
journey in 2016 and already has provided its service to millions of customers in Bangladesh.
In my project report, I have concentrated on the consumer satisfaction of Pathao and collect
information through a survey questionnaire from several students of my United International
University students. The findings and analysis are going to be shared in the later chapter of
this report.

1.5 Limitations of the study

The limitations of the report are those qualities of structure or strategy that affected or
impacted on the explanations of the findings from this report on Consumer Satisfaction of
Pathao. But during last three months of the project period, I have seen and found various
limitations that created some confusions and problems.
a. Limited period: It is hard to difficult for me to create such an extensive report in this
few months of projects. Most of the offices had taken a long time to provide me a
meeting schedules.
b. Survey limitations: Student who use their own car or bike, didn’t provide me with
information on Ride-sharing or delivery services of Pathao. Some students were
providing biased information according to their choice, so I had to be careful to
provide my questionnaire among a lot of students.
c. Secrecy: A lot of information was very confidential for Pathao that they requested to
its user to share in the public (Hint: Accidents per year). This information are not
included in this report what can have a high impact on my report of customer
satisfaction of Pathao.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Chapter Two
Objectives and Methodologies of the Report

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

2.1 Objectives of the Study

The objectives of the report is an explicit outcome that an individual or framework intends to
accomplish inside a period. Objectives are more specific and less demanding to quantify than
objectives. Objectives are fundamental instruments that underlie all arranging and vital
functions of the report.
2.1.1 Broad Objectives
This project report is the pre-requirement to complete the BBA degree From United
International University. So, gaining the BBA degree is the general objectives of
preparing this report.

2.1.2 Specific objectives

These objectives are way more important than the general objectives. The objectives
are highly related to this report. And provides a better understanding of why this report
is prepared.
1. To share a general understanding of Pathao Limited.
2. To survey a questionnaire to the university students to find out their CATs of
Pathao.
3. To analyze the customer satisfaction level of Pathao.
4. To share the interpretations and some recommendations of the report.

2.2The methodology of the Study

2.2.1 Data collection process: I have created the report using several primary and
secondary sources. These sources are describing below:
a. Primary Sources:
I. Through formal and informal communication with various riders and
trainers of Pathao.
II. Online communication with the respondents.
III. Personal experience using Pathao services.
b. Secondary Sources:
I. Annual Report of Pathao.
II. Online articles, blogs, and website to find current information about
Pathao.

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Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

III. Several published books and articles used in the literature review
chapter.

2.2.2 CATs Data collection: To make my survey easier to the respondents, I had
created a Questionnaire in Google Docs and shared the link to the respondents
so that they can answer the questions in their free time.

2.2.3 Sample design: I have randomly chosen few UIU groups on Facebook and
shared my Survey links so that respondents can answer my survey questionnaire
randomly. Finally, I have collected authentic 58 respondents who are doing
BBA or MBA program at United International University.

2.2.4 Analytical tools: I have used MS Excel, Google Docs & Excel, Facebook
groups to prepare, collect, and interpret my survey findings of the report.
Various bar chart and pie charts are also used in this report using Microsoft
Excel.

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Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Chapter Three
Literature Review

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

3. Literature Review
The review of the literature is an analysis and research of the literature available in my topic
or preferred subject area. Literature review lists state of the art about the subject or topic I’m
writing about. This section will clear basic ideas of some technical terms to the reader of the
report such as:

3.1 Consumer expectations

According to Meuter (2012), the "Consumer's Expectation" refers to the total perceived
benefits that a consumer anticipates from the service and products of an organization. If
genuine consumers have a product that exceeds expectations, they are usually satisfied. But if
the real execution falls under the expectation, they are usually discouraged.

Organizations use the market survey to assess consumer expectations for certain services or
products. The service improvement is the company's procedure used to gather a response that
meets the consumer's expectations. Advertising and different types of promotion add details
to consumer expectations. The explicit needs or needs that consumers need to have in a
certain area affect their expectations.

(Source: Matthew L. Meuter, Amy L. Ostrom, Robert I. Roundtree, Mary Jo Bitner (2012)
Self-Service Technologies: Understanding consumer Satisfaction with Technology-Based
Service Encounters. Journal of Marketing: July 2000, Vol. 64, No. 3, pp. 50-64.)

3.2 Consumer Satisfaction

According to Lawrence & McDaniel (2005), Customer Satisfaction (regularly shortened as
CSAT, or more accurately CSat) is a term every now and again utilized in marketing. It is a
proportion of how services and administrations provided by an organization meet or
outperform customer expectation. Customer satisfaction is characterized as "the quantity of
customers, or level of total customers, whose revealed involvement with a firm, its services,
or its administrations (appraisals) surpasses indicated satisfaction objectives."

The Marketing Accountability Standards Board (MASB) underwrites the definitions,

purposes, and develops of classes of measures that show up in Marketing Measurements as a
major aspect of its progressing Regular Dialect in Marketing Venture. In a study of about 200

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

senior marketing administrators, 71 percent reacted that they found a customer satisfaction
metric exceptionally valuable in overseeing and checking their organizations.
It is viewed as a key execution pointer inside the business and is regularly part of a
Reasonable Scorecard. In a focused marketplace where organizations go after customers,
customer satisfaction is viewed as a key differentiator and progressively has turned into a key
component of the business procedure.
(Source: Gitman, Lawrence J.; Carl D. McDaniel (2005). The Future of Business: The
Essentials. Mason, Ohio: South-Western)

3.3 Brand Loyalty

According to Smith & Hanover (2016), Brand loyalty is a design of buyer behavior in which
buyers focus on a specific brand and make acquisitions after a while. Organizations use
imaginative marketing procedures, such as programs or loyalty rewards, forecasts, brand
ministers, and motivating forces as free examples of brand loyalty.

In a deeply aggressive market, overwhelmed by new and established brands, organizations

use different strategies to develop brand loyalty. Stronger customers will buy their most
beloved brand, paying little for accommodation or cost. Organizations pursue customer
purchases and purchase trends, build partnerships with their customers through dynamic
benefits for customers and attract brand spokespersons.

Brand loyalty is best when it comes to the qualities that are most important to your
customers. Customer loyalty requires that customers re-enter and profits expand. Marketing
professionals will look at the buying and buying trends of the buyer to allow them to create
brand loyalty.

(Source: Kerry Smith, Dan Hanover, 2016, Experiential Marketing: Secrets, Strategies, and
Success Stories from the World's Greatest Brands)

3.4 Importance of consumer satisfaction

According to Samouel and M.J. Page (2015), Customer satisfaction ought to be measured as an
essential part of a business as it helps business owners an indicator to measure and improve
business performance from customer's point of view. Specifically, this objective and training

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

is not an essence of loyalty to buyers, but it is not an incredible method to understand new
opportunities that may be long-term clients or buyers. Also, it may provide intrinsic warning
signs that may harm a client and may leave the danger. Given this, consumer satisfaction can
provide businesses with the right angle to understand which angles should be functioning and
where to update. Consumers' satisfaction is often perceived as the main difference, in what
companies have always been in a particular business center. Companies benefited from these
discriminatory conditions generally apply to customer satisfaction by applying their business
processes. By observing regular assessments and consumer satisfaction, the informed choice
can be applied to establish new projects. Therefore, it is one of the main steps used to
measure the customer's retention and measurement of customer satisfaction.

(Source: Joseph F. Hair, Jr, Mary Wolfinbarger, Arthur H Money, Phillip Samuel, Michael J
Page, 4 March 2015, Book name: Essentials of Business Research Methods, Available in
https://www.taylorfrancis.com/books/9781317471233)

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Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Chapter Four
Organizational Overview

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

4.1 Organizational Profile

Pathao was established by business people like Hussain M. Elius, Fahim Saleh and Adnan
Shifat in 2015, with the objective of handling a standout amongst the most problems that are
begging to be addressed tormenting businesses and suburbanites in Dhaka City,
Transportation. There are two essential verticals of activities of the organization: giving
delivery and collection of money from businesses through their Pathao Fulfillment service;
and, transportation service, much like Uber yet with motorbikes, through Pathao Rides.
Utilizing a similar base framework, Pathao serves diverse markets and plans on growing tasks
to other delivery services, for example, food delivery (2017). The trio had worked
independently in their own activities, yet they had recognized a key issue and found an astute
answer for a standout amongst the most basic issues looked by private companies and
suburbanites in the city. They found a clever method to handle the issue without contributing
enormous capital. Its armada of motorcycle drivers and bicycle errand people acquire the
parcel to customers Dhaka and past. The service blossoms with the back of developing an
interest for dependable internet business conveyances in Bangladesh. Then again, in spite of
the absence of priority of motorcycle taxis in the nation, Pathao's Ride services got on. First
and foremost, it was an armada of 100 drivers utilized by the startup, however, now they have
a system of 500 independent drivers notwithstanding the utilized staff, serving a normal three
to four rides per day. After some time, Pathao would like to grow tasks to different areas of
the nation.

4.2 Mission
The mission of Pathao is 'Moving Bangladesh.' For the most reliable and community-driven
media transit, parcel delivery, carpooling and food supplies in Bangladesh, the company is
making fast and cheap daily travel through home delivery. The organization is taking a big
step to change the system about how logistics services are adopted in Bangladesh.

4.3 Vision
‘One app, all solutions’ is the recent vision of Pathao. The company is generating realistic
solutions to tackle the major infrastructural issues in Bangladesh. After providing delivery
solutions of Bangladesh, Pathao gives another solution of ride sharing, which is a great
problem in the capital city, Dhaka, using a highly dedicated fleet of motorcycles and cars. But
they have just established their services in Dhaka and Chattogram city and sharing a vision to
spread their services all of the districts of Bangladesh.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

4.4 Values
In Pathao, it all starts with the riders and consumers. The company values all its partners with
respect and importance. This pioneering attitude has returned to its entrepreneurial roots,
inspiring collaboration, innovation, and transparency on all its platforms. Pathao's Spirit can
be neutral on the following points:

a. The whole unit is not created

b. Everyone builds
c. Pathao will never stop learning
d. Continues the conversation
e. Compassion and kindness
f. Conservation and continuity

4.5 Types of Services

Pathao provides in total five types of services in Bangladesh. These services are provided in
the chart below:

Deliveries Parcels Food Rides Cars

Chart 1: Services of Pathao

4.6 Major Competitors

Chalo OBHAI Uber Amar Bike Shohoz

Ride
Chart 2: Major Competitors of Pathao in Bangladesh

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

4.7 SWOT Analysis

a. Strength

Dynamic Pricing Strong Brand Dedicated Low Fixed

Strategy Image Manpower Investment

b. Weakness

Poor High
Uneducated Delivery Staff
Management in dependency on
Riders need Training
office Internet

c. Opportunities

Government Government
Opportunities
Reducing Internet providing Transports are Available to enter
Cost subsidies to very poor in
Global Markets
improve IT sector condition

d. Threats

Government Existance of a
High Accident Increasing
Road lot of
Rate Traffic jam 15
Regulations competitors
 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

e.

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Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Chapter Five
Findings and Analysis

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

5. Findings and Analysis of the report:

The analysis of the consumer satisfaction of Pathao is found through a survey questionnaire
made by with the help of Google form and invited several university students through social
media sites. A total of 58 respondents participated in the survey and shared their opinion on a
few specific questions that are necessary to analyze the consumer satisfaction of Pathao. This
chapter is going to interpret the survey analysis to find out the consumer satisfaction of
Pathao.

Interpretation: Total 58 respondents take part in the survey. According to gender, 65.5%
of the students were female, and 34.5% of the students were male.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Interpretation: From total 51 students out of 58, who replied the upper question,
maximum students were from United International University (UIU). Few students of the
various reputed university of Bangladesh also participated in the survey.
General Questions on Pathao
In this section, I tried to get an idea of how much students are aware of Pathao:

Interpretation: 84.5% or 49 students have already used Pathao services. 13.8% or 8

students are there who never used Pathao before. So, it can be said that the awareness of
Pathao services from the respondents are high enough.

Interpretation: Total 58 students responded the question, and Most of them have used the
Ride-sharing services (43.1%), 20.7% of the students have only used the delivery services,
and both of the services are taken by 20.7% students. There is 15.5% student who never used
any services of Pathao before.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Interpretation: Total 58 students are shared their opinion on the upper question, among
them the majority of the students use Pathao services monthly (36.2%). 34.5% of the students
use a weekly basis, and 8.6% of them use daily basis. However, there are 12 students out of
58 who never use Pathao at all.

Interpretation: 48 out of 58 students (82.8%) replied on the question that they have used
and 17.2% of students never used the mobile application of Pathao.

Specific Questions on Consumer Satisfaction of Pathao

This section was created to analyze the specific information on consumer satisfaction from
the university level students. The answer required from each question were asked by five
scale options so that consumers can easily share their state of mind on Pathao.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Interpretation: The pie chart shows that among 58 students, 58.6% of them give fine to
the products and services of Pathao, but they agreed on that Pathao has some issues that are
needed to be fixed. 32.8% of the students marked average also. A few numbers of student (4)
shared that the products and services of Pathao are the worst.

Interpretation: The question answered by 58 students and 62.1% or 36 of them said that
the products and services meet their need well and 8.6% students marked fine. On the other
hand, 12 students (20.7%) marked that the service provided by Pathao are below average.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Interpretation: Mixed answers come from the upper question that measures the rate of
the value for money for the Pathao Products and services. The majority of students marked
the option average, and 34.5% of the students shared that the value for money of the Pathao
products and services is good.

Interpretation: The question above measures the satisfaction level of students of the
Pathao websites and mobile application. 46.6% found it easy and 12.1% found it very easy to
use. On the other hand, 10.3% of the students said that they found it difficult when they use
Pathao websites and mobile application.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Interpretation: 84.2% of the students shared that they found the information from the
website and Pathao mobile application they were looking for. On the other hand, 15.8%
shared that they have found it difficult when the use Pathao website and mobile application
for their necessary information.

Interpretation: The upper question measures the satisfaction level of students on the term
of responsiveness of Pathao, when they place an order to Pathao. Fifty-eight students
answered the question, among them 70.7% means 41 students marked that Pathao is usually
responsive and 8.6% of them marked that Pathao is highly responsive.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Interpretation: This was a direct question to students to know their satisfaction level
using Pathao services compared to its competitors. Among 58 students, 48.3% or 28 students
marked that they are satisfied and 34.5% have marked that they found Pathao services
average, compared to its competitors.

Interpretation: From the Bar chart above, 47 out of the 58 students marked the rating 5-
10 that describes that they are satisfied with the services of Pathao. Only 11 students marked
that they are not satisfied with the services of Pathao and here most of them never used
Pathao service at all.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Interpretation: When consumers are satisfied with the services they will recommend the
company to their friends and family. From the bar chart above, it can be seen that 45 out of
58 of the students rated 5-10. It displays that they will recommend the Pathao services to their
friend, families, and colleagues. On the other hand, very few students (13) marked that they
will not recommend.

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Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Chapter six
Recommendations and Conclusion

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

6.1 Recommendations

The analysis and findings chapter displays that the majority of students among my randomly
selected 58 students are satisfied with the products and services of Pathao. Still, Pathao could
not improve it all of its ways to provide the satisfaction to all of its consumers. Additionally,
a lot of students don’t have used Pathao till now. In this chapter, some suggestions are going
to provide for the betterment of Pathao consumer satisfaction. The suggestions are giving
below:

1. Several University students use personal cars and bikes, Pathao ought to enhance its
services to meet all the meet and demand for all people in the country.
2. Pathao needs to improve its mobile app to all kinds of consumers as few are facing
difficulty to understand the app.
3. Pathao ought to publish its annual report publicly as it is hard to find theoretical
information about this company and its diversified services.
4. Trainers and riders should be well trained as well as well-educated so that their
manner satisfies the consumers to hire Pathao again.
5. The pricing strategy of Pathao should be minimized compared to the other
competitors of Pathao.
6. Safe Rides and Product delivery must be ensured. Pathao needs to focus highly on the
safety and security issues and reduce the accident rate because this any bad news can
highly impact on the overall consumer satisfaction.
7. The website and mobile app of Pathao seem very complicated for the uneducated
people. These sites and apps should be made for all types of people of our society.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

6.2 Conclusion

The analysis and findings of the project report show that Pathao is currently the most
favorable and acceptable ride-sharing brand for the consumers of Bangladesh regarding their
satisfaction level. Pathao should work more on inventing new services so that they can
capture deliver and fulfill all levels of consumer demand.
This study will benefit the ride-sharing services of Pathao as well as other competitors and,
thanks to the results of this report; every ride-sharing company can improve customer
satisfaction in increasing the competitive advantage over vehicle sharing, branding, and
competition. The authors advised that travel provider service providers focus on the
promotion of coupons and pricing and pricing, which will have less effect on customer
satisfaction. Therefore, to implement their marketing strategy, they must work, especially due
to price and promotion, they support the performance of their companies in the transportation
sector. On the other hand, customer satisfaction is the most influential factor. As a result,
service providers can improve or maintain these three reasons to satisfy their customers.
However, Pathao ought to be more responsive to the infrastructural issues of Bangladesh. It
should reduce traffic jam and importantly road accidents by training its riders and trainers on
a monthly basis. Its services need to available in all the areas of Bangladesh. All these will
help Pathao to be a number one ride-sharing company and serve their consumers well.

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

References

(1) Maisha, 2018, Trip Issues and Reporting, Article Available at: https://pathao.zendesk

.com/hc/en-us/articles/115004903113-Trip-Issues-and-Reporting

(2) Abdullah Wasif, 2018, Article name: Share a ride! Article available at: https://pathao.

zendesk.com/hc/en-us/articles/115003511373-Share-a-ride-.

(3) Dhaka Tribune, 2017, Meet the minds behind the success of Pathao, Available at

https://www.dhakatribune.com/business/2017/09/24/meet-minds-behind-

success-pathao

(4) Matthew L. Meuter, Amy L. Ostrom, Robert I. Roundtree, Mary Jo Bitner (2012) Self-

Service Technologies: Understanding consumer Satisfaction with Technology-Based

Service Encounters. Journal of Marketing: July 2000, Vol. 64, No. 3, pp. 50-64.

(5) Gitman, Lawrence J.; Carl D. McDaniel (2005). The Future of Business: The Essentials.

Mason, Ohio: South-Western

(6) Kerry Smith, Dan Hanover, 2016, Experiential Marketing: Secrets, Strategies, and

Success Stories from the World's Greatest Brands

(7) Joseph F. Hair, Jr, Mary Wolfinbarger, Arthur H Money, Phillip Samuel, Michael J Page,

4 March 2015, Book name: Essentials of Business Research Methods, Available in

https://www.taylorfrancis.com/books/9781317471233

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 Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

Appendix-

Survey Questionnaire

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Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

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Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

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Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

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Consumer Satisfaction of Pathao: A Study through University Level Students of Bangladesh

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