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With the provision of instant-services, commuters ultimately prefer the use of Grab technology over traditional way of booking a taxi. From the Grab official home page, customers may register via Facebook, and subscribe to Grab or stay connected to social media for updates on the latest promotions. As such, it reflects that Grab uses high intensity interactivity which encourages a two-way communication. Consequently, seeking information for products or services is made easier as Grab website features social media that directs customers to pages of their interests while maintaining brand loyalty.
Grab application technology allows commuters to rate the drivers after every end on their trip based on their experience on the scale of 1 – 5 stars to create feedback. As such, riders will be able to justify if the drivers meet individual commuter’s expectations in terms of cleanliness, comfort, courtesy of the driver and safety of the ride.
Vice versa, drivers will also be able to provide feedback on the passengers, location and payments for them to share their experience on real time. Drivers are able to gain access to the application for training videos, quizzes to obtain incentive rewards which adds on additional income (Grab Singapore, 2017). As such, this ratings system encourages the drivers to constantly improve or maintain their level of service make an impact to the Grab business. However, the star ratings of Grab application have its negative impact to the drivers in which they will be suspended from using the technology if they are graded poorly. Based on social news review, drivers and commuters could potentially pose harm on each other through the platform due to prejudice and discrimination.
The Grab trend analysis is based on the historical data collected from the consumers of different countries in which Grab application technology will use multiple computer models and algorithms to process data from across various Grab services. With the valid historical data, the technology is able to optimize and provide efficiency systems based on the demand of users of the individual countries. The real time data analytics tools in Grab booking application has used a technique known as Geohash that divides Singapore into grids of 1,200m x 600m and analyze the ratio of commuters to drivers. The grid is able to indicate areas where demand for taxi are high and job notifications are automatically send to drivers’ phone. This reduces Grab drivers to drive on the road aimlessly with the invention of the intelligent technology to better match rider demand with driver supply.
The intelligent and smart functionalities of the Grab application have automated retry feature that eradicate the frequency to check on the Grab application and reattempt a booking. Moreover, commuters are able to track the location of the driver in real time to obtain an exact indicator of when he/she will arrive through live driver tracking. Based on the survey conducted, private car users are highly satisfied with the three main top attributes namely ease of booking, safety and service information than taxis users implies that passenger experiences have certainly been enhanced by mobile technologies.
However, malfunction does occur occasionally whereby the Grab application featured that the cab was still “23077 minutes away” though the user had long alighted from the ride.
For new users to register an account with Grab booking application, users may simply synchronize their Facebook account or sign up via mobile phone number which will be approved automatically. Commuters may also be able to customize their profile by choosing their preferred mode of payment be it cash or cashless. Likewise, the drivers can set their daily preference route to work every morning while the application will search for any potential passenger who may drop off around the same destination.
Grab booking application has features which allow user to save and auto-fills their pick up and drop off location to eliminate the inconveniency of re-entering their most favored address when required. Since Grab has a large pool of mobile users, merchandisers may partner with Grab by using its technology in pushing notifications such as rewards or promotions to the specific customers delivering a more personalized experiences.
The benefits of individualization make the process of setting up their individual profile and mode of payments for drivers and commuters effortlessly. With the input of auto-fills feature, it speeds up and ease the hassle of keying the location details. Lastly, it promotes a win-win situation for all users where merchandisers may increase their business revenue through marketing via Grab platform while tailored news are sent to individual customers. Simultaneously, it coincides with the Grab company mission of going cashless.
Grab Company has grown its business through e-marketing technology in reaching out to its consumers at large with the use of mobile application device, which have widened consumer choice and boost consumers spending power.
Grab mobile application technology provides online shopping opportunities with discount, rewards and incentives for commuters to choose from. Consumers may then download the purchased e-vouchers which allow redemption at the designated retail shop. The accessibility of online shopping has provided convenience and cost savings to customers. However, consumers may not be able to download or use the purchased e-vouchers when system error occur due to the technical glitch in the grab application.
The acquisition of Uber will drive Grab to become the leading market leader in food delivery which enables customers to shop online for food without the need make purchase at the outlet physically in the near future.
Grab is a third-party service provider which mainly provides various transportation services to commuters via mobile application. To boost its business, it has collaborated with various merchandisers to provide a one-stop service to the customers, in which customers will have an easy access to the respective merchants using the mobile application. There are categories such as travel or entertainment where it retains existing and attracts new customers in using the Grab application with the integration system.
Grab application has features to support customer service where users can refer to a check list of Frequently Asked Questions (FAQ). The application complement steps by steps guide to deliver customer enquiries or feature of speed dial into their existing call center. With this integration technology in the mobile application, it achieves its usefulness to draw users to keep using its application system in making online purchase from the Grab merchants. Moreover, it provides a sense of trustworthiness and even enhance the reliability with the support of the FAQ features.
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