Analysis Of Social Dynamics And Optimization Of Online Motorcycle Taxi Services: Application Of Bench Marking Using Structural Equation Modeling (Sem), Analytical Hierarchy Process (AHP), And Operations Research Methods (OR). arie.prananta@trunojoyo.ac.id1, m.afifuddin@trunojoyo.ac.id2, rahmadrahman0@gmail.com3, anisabaharz393@gmail.com
Faculty of Social Sciences and Cultural Studies, Trunojoyo Madura University
Abstract
This study aims to examine social dynamics and service optimization in the online motorcycle taxi industry, by applying a benchmarking methodology involving Structural Equation Modeling (SEM), Analytical Hierarchy Process (AHP), and Operations Research (OR). The main focus of the study is to evaluate how social factors affect the interaction between drivers and customers and affect the quality of service. This study combines quantitative and qualitative analysis to assess and compare service standards between online motorcycle taxi platforms operating in urban areas.
Using SEM, this study identifies and verifies the causal relationship between driver job satisfaction, customer satisfaction, and customer loyalty. AHP is used to determine the priorities and weights of various satisfaction criteria that customers consider important. Operations Research is applied to suggest operational improvements that can improve the efficiency and effectiveness of services.
The results of the research are expected to provide valuable insights for online motorcycle taxi platform managers in formulating strategies that not only increase customer satisfaction but also promote a supportive and satisfying work environment for drivers. In addition, this study has the potential to make a significant contribution to the literature that examines service and transportation management in the digital era.
Keywords: Please Just TrKeywords: Social Dynamics, Service Optimization, Online Motorcycle Taxi, Bench Marking, SEM, AHP, OR.y to Submit This Sample Abstract
