Study of Price Sensitivity of Taxi Fare and Feeling of Satisfaction on Using a Taxi: As an example of Akita taxi business territory

On this study, We investigated price sensitivity and feeling of satisfaction on using a taxi. As a result of investigation, it is found that taxi user isn't satisfied with fare, and that fare influences comprehensive satisfaction. In other words, it need to improve taxi fare. On investigation of price sensitivity, it is found that basic fare is 647yen. Basic fare means average price of starting fare that user feels high or low. 647 yen is lower than current starting fare, it is 710 yen. So user isn't satisfied with current it. However, user doesn't feel high when he uses 10% discount for license returning or handicapped person. And the more satisfied a person is with using taxi, the lower he feels taxi fare is. For the future, it need to improve taxi fare and feeling of satisfaction by improving attitude to user, being clean in a taxi, and ensuring comfort.