Meru Cabs: past perfect and future tense

Abstract

Subject area Business/technology strategy. The purpose of the case is to enable the students to understand the following: how technology implementation can change the face of business like cab service? How information technology deployment can influence competition? How investment in company's IT infrastructure affects the bottom line? Study level/applicability The case can be discussed at Master of Business Administration (MBA)/Post Graduate Diploma in Business Administration (PGDBA) level students as well as executive education program. It is aimed at graduate level and postgraduate level management courses such as management information systems, strategic information systems, and technology management. Case overview Meru Cabs, started in April 2007 at Mumbai, was one of the firsts to provide “radio taxi” service in India. Meru Cabs delivers a reliable taxi service by concentrating on three C's, namely customer, call centre and chauffeur. Much of its growth can be attributed to successful deployment of the technology. This case presents the growth of Meru Cabs and how it has differentiated itself by utilizing the technology to attain market leader position in the four cities – Mumbai, Delhi, Hyderabad and Bangalore, where it operates. Also the case discusses about the future of cab service in general and what it has in store for Meru Cabs. With the flurry of cabs service coming up in every city and the competition getting intense, the case put forth the opportunities and challenges existing for cab companies in general and Meru Cabs in particular. Expected learning outcomes To enable the students to understand that technology is a strategic tool: to enhance customer relationship, to manage business operations, to achieve sustained competitive advantage and that forms an integral part of company's growth and/or expansion strategy. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Understanding Customer Priorities for Selection of Call Taxi Service Provider

“…Horsu and Yeboah (2015) claimed that factors like driver’s conduct, continuity of service, luxury, consistency, and reasonable pricing strategies had adverse effects on customer satisfaction. According to Vaithianathan and Bolar (2013), technology generated massive popularity and demand for Meru Cabs where demand exceeds actual supply; customers were drawn to Meru Cabs because they were easily accessible, dependable, and transparent in their dealings. The study by Upadhyaya (2013) on the importance of customer feedback on profitability also pointed out that valid feedback resulted in the provision of quality service that was crucial for long-term success.…”

Smart Cab Barcode

“…Price, competitiveness, quality assurance and customer service has thus become vital components of marketing now. For the business firms, this has become the way to their growth and survival[3]. A company's business therefore, depends on its ability to create and retain its customers.…”