Cebu Motor Hailing Apps: User Insights Toward Better Services And Usability

Abstract

This study employs a mixed-method through combining sentiment analysis with a survey questionnaire administered to over a hundred Cebuano motor-hailing app users to examine the insights of four major platforms: Angkas, Maxim, Move It, and JoyRide. Anchored on the Segmentation, Targeting, and Positioning Model, SERVQUAL Model, Uses and Gratifications Theory, and the Technology Acceptance Model, the study identifies customer personas and explores user preferences, sentiments, motivations, challenges, and favored features. Findings reveal four distinct user personas such as Angkas as Practical Commuter, Budget Saver for Maxim, Versatile User for Move It, and Routine Commuter for JoyRide. Despite the contradictory experiences of users, Move It remains to be a strongly preferred choice due to its features, Angkas users generally have a positive view of the app, considering it a preferred option for their transportation needs, Maxim solves the everyday transportation needs of the users making it a preferred choice, and due to loyalty and habitual preference to other motor-hailing apps, JoyRide remains not preferred by Cebuano users. Analysis shows Angkas receives generally positive feedback, Maxim and JoyRide are viewed neutrally, while Move It receives mostly negative sentiment. Move It is strongly preferred while Angkas and Maxim are preferred while JoyRide is not preferred. Cebuanos primarily use Angkas, Maxim, and Move It for their accessibility, affordability, routine convenience, and positive driver interactions. While most users reported minimal challenges, notable issues include limited driver availability during peak hours, bad weather or nighttime, rude drivers, and delayed booking confirmations. Key features enjoyed across all platforms are convenience, time efficiency, affordable pricing, and safety. The study confirms that most Cebuanos use motor-hailing apps out of urgency and practicality. It is recommended that motor-hailing apps provide consistent updates based on user experiences, enhance technical features particularly real-time location tracking and localize marketing campaigns to boost app usability. Specific strategies include improving the user interface for Move It to streamline booking and navigation, implementing localized driver training programs for JoyRide to enhance customer service and safety, and introducing loyalty or rewards programs for Maxim to encourage user retention and frequent usage.