With the emergence of technology integration and long-existent complaints from
passengers and taxi drivers, demands for alternative ride services have seen a momentum in
many urban cities. GrabTaxi, the taxi booking mobile application that first debut in
Malaysia, is now operating in Thailand. Since GrabTaxi is fairly new in the Thai taxi
market, the influential factors and motives behind Thai passengers’ usage of and drivers’
participation in this alternative ride service and concerns and challenges toward its
operation have not yet been studied in depth. Through a literature review, the results of an
online survey with 198 Thai passengers, and on-sight interviews with seven taxi drivers,
this study presents important insights, particularly on views of market demand and market
supply