Asian Journal of Economics, Business and Accounting

Urban transportation has been completely transformed with the introduction of ride-hailing services. This study explores how customers view and prefer Ola and Uber, two well-known companies in the Indian industry. This study examines several aspects of service quality, such as dependability, price, safety, and customer assistance, using a thorough survey technique and statistical analysis. The results show that although the two systems provide comparable basic services, elements like pricing policies, driver conduct, and app layout have an impact on user preferences. Additionally, the study looks at how demographic variables like age, gender, and occupation affect the decisions made by consumers. Ride-hailing businesses can improve consumer pleasure and loyalty by customizing their methods by comprehending these subtleties. This research offers insights into the dynamics of consumer behaviour in the digital age, with implications for the larger subject of service marketing. The study, based on a survey of 200 respondents, reveals that affordability and availability are critical factors favoring Ola's preference over Uber in Ludhiana.