Failure of Uber in China: from a Customer Experience Perspective

The purpose of this study is to know the reasoning of Uber’s failure in China from a customer experience perspective. The model is based on “satisfaction-profit chain” theory, using a mixed method, concurrent triangulation design with Likert Scale for customer satisfaction and Net Promoter Score for customer loyalty measuring. Data was collected through an online survey for quantitative analysis and short online interviews for qualitative analysis. There were thirty-seven valid responses collected from the online survey and four participants in the online interview. The result revealed that Uber failed in bringing a customer experience that delighted the customers and so that lost the customer loyalty. This finding contributed more insights to current understanding of the case of Uber in China, and implicitly raised the importance of customer experience and localization in the C2C business model which companies should put into consideration when run business in China. The main limitation of this study is the small size of sample which was attributed from the target, design of study itself and limited resources. However, the experiences from your study may be useful for other researchers who want to conduct research in the China market in future.