Objectives
Ojek-online (online motorcycle taxis) is viewed as an effective form of transportation in many big cities in Indonesia, as traffic jams commonly hinder other forms of transport. Grab's two-wheels service operates in a challenging environment, with steep competition and high customer expectations in terms of driver availability, waiting time, and driver punctuality.
There were two challenges for GrabBike in Indonesia
- Punctuality misperception: Customers perceive long waiting times for GrabBike. However, the waiting times in eight big cities in Indonesia were better than what people perceived.
- Low brand loyalty: Customers were using GrabBike for promotions and low...