Finnish Taxi Service Customer Perception Survey Results

4th International Taxi Forum Cologne 5.11.2010 Results of a Finnish Customer Perception Survey on Taxi Services Nina Nizovsky The Finnish Taxi Owners Federation IRU www.taksiliitto.fi

Image is important to taxis Reliability and safety are key factors in taxi service Taking a taxi is many times the only option But only if one can trust the taxi service In Finland reliability is of utmost importance The Finnish taxi system is well controlled The Ministry controls quality The Taxi Owners Federation makes regular surveys to assure high quality www.taksiliitto.fi

When did you last travel by taxi in Finland? n=all respondents Less than two months ago ago ago Less than three months Less than six months Less than 12 months ago Less than a month ago Over 12 months ago Has not travelled by taxi All, n=981 27 10 7 11 11 27 7 Sex Women, n=520 25 10 9 12 11 28 7 Men, n=461 29 11 5 10 11 27 7 Age group 15-24 yo, n=169 26 11 5 10 12 24 12 25-34 yo, n=162 37 17 6 14 5 17 4 35-49 yo, n=222 33 11 10 11 10 23 2 50-79 yo, n=428 19 6 6 10 14 35 9 Area Greater Helsinki, n=200 37 11 9 14 13 15 2 Turku/Tampere/Oulu, n=112 27 9 6 8 8 32 11 Other town, population 50 000-100 000, n=175 28 7 8 10 12 26 9 Town, population less than 50 000, n=211 24 10 7 11 11 34 4 Other municipality, n=212 21 11 5 9 11 32 11 0 10 20 30 40 50 % 60 70 80 90 100 October 2009 9583 TTu/ca/vpl The Finnish Taxi Owners Federation Finns aged 15-79

When you last travelled by taxi, was there something that was especially pleasant? n=travelled by taxi less than six months ago Yes No All, n=525 40 60 Sex Women, n=283 46 54 Men, n=242 34 66 Age group 15-24 yo, n=93 47 53 25-34 yo, n=117 35 65 35-49 yo, n=143 40 60 50-79 yo, n=172 40 60 Area Greater Helsinki, n=137 42 58 Turku/Tampere/Oulu, n=55 33 67 Other town, population 50 000-100 000, n=94 39 61 Town, population less than 50 000, n=104 42 58 Other municipality, n=96 43 57 0 10 20 30 40 50 % 60 70 80 90 100 October 2009 9583 TTu/ca/vpl The Finnish Taxi Owners Federation Finns aged 15-79

What was the pleasant thing that occured during the last taxi trip? Something pleasant occured during the last taxi trip, n=217 Friendly/pleasant driver 32 Polite/helpful driver 18 Talkative driver/good conversations/ did not talk too much 10 Fine/clean/new car 8 Fast/Fast choice of route 7 Decent driver 7 Travel company 7 Knew the driver 6 Got taxi easily 5 Good price/free drive 4 Safe/reliable 2 Big/spacious car 2 Smooth drive 2 Minibus 2 Everything 2 Taxi left me near the door/doorway 1 Pleasant interior air/warm enough/ cool enough/pleasant odour 1 Car equipped with GPS/navigator 1 Car equipped with surveillance camera 1 Good local knowlede 1 Female driver 0 Other 9 Don't know 2 0 10 20 30 40 50 % 60 70 80 90 100 October 2009 9583 TTu/ca/vpl The Finnish Taxi Owners Federation Finns aged 15-79

What was the unpleasant thing that occured during your last taxi tripi? Something unpleasant occured during the taxi trip, n=71 Expensive 46 Driver was too talkative 10 Poor local knowledge/Didn't find the address 6 Unfriendly/rude driver 5 Bad service/Driver not helpful 5 Poor availability/took long time to arrive/ 4 too much waiting Foreign driver/didn't speak the language 4 Bumpy drive/poor driving 3 Unclean car/bad interior air 3 Poor choice of route/took the longer route 2 Untidy driver 2 Small car 1 10/2009, n=71 Travelling companion 0 Other 14 Don't know 4 0 10 20 30 40 50 % 60 70 80 90 100 October 2009 9583 TTu/ca/vpl The Finnish Taxi Owners Federation Finns aged 15-79

Ratings for the latest taxi trip Travelled by taxi less than six months ago, n=525 Mean 1-10 10-9 8-7 6-5 4-3 2-1 Don't know 9,17 81 17 1 Car's comfort/tidiness The car and its features' safety 77 20 1 1 1 9,10 The driver's manner of drving/traffic safety 65 28 3 21 1 8,70 66 26 5 12 8,68 The driver's friendliness 63 28 5 22 8,58 The driver's helpfulness 60 34 4 1 1 8,53 The trip as a whole Taxi availability/easiness of ordering the taxi 62 27 5 4 2 1 8,53 Waiting time/ time until arrival 64 23 7 4 2 1 8,48 Price/quality ratio of the trip 40 38 13 4 3 2 7,78 0 10 20 30 40 50 % 60 70 80 90 100 October 2009 9583 TTu/ca/vpl The Finnish Taxi Owners Federation Finns aged 15-79

Is your trust to Finnish taxis and taxi drivers.. n=all respondents Very strong Fairly strong Fairly poor Very poor Don't know All, n=981 41 54 212 Sex Women, n=520 41 54 2 3 Men, n=461 42 54 21 1 Age group 15-24 yo, n=169 34 60 3 4 25-34 yo, n=162 44 50 312 35-49 yo, n=222 48 48 31 50-79 yo, n=428 39 57 1 13 Area Greater Helsinki, n=200 43 53 31 Turku/Tampere/Oulu, n=112 44 52 1 13 Other town, population 50 000-100 000, n=175 44 49 313 Town, population less than 50 000, n=211 45 51 13 Other municipality, n=212 30 65 1 4 0 10 20 30 40 50 % 60 70 80 90 100 October 2009 9583 TTu/ca/vpl The Finnish Taxi Owners Federation Finns aged 15-79

Is your experience and image of taxi services and using the taxi n=all respondents Not positive/ not negative/ don't know Very positive Fairly positive Fairly negative Very negative All, n=981 33 56 11 1 Sex Women, n=520 34 56 10 1 Men, n=461 31 56 12 1 Age group 15-24 yo, n=169 21 60 18 25-34 yo, n=162 35 54 10 2 35-49 yo, n=222 39 53 7 1 50-79 yo, n=428 32 57 10 1 1 Area Greater Helsinki, n=200 27 63 7 2 Turku/Tampere/Oulu, n=112 39 51 7 1 1 Other town, population 50 000-100 000, n=175 32 57 12 Town, population less than 50 000, n=211 39 52 9 Other municipality, n=212 26 60 12 1 0 10 20 30 40 50 % 60 70 80 90 100 October 2009 9583 TTu/ca/vpl The Finnish Taxi Owners Federation Finns aged 15-79