E-hailing services- lessons for intra-urban transport needs and planning. A study of Accra Metropolitan Area.

Abstract

E-hailing services in Ghana has transformed the transport landscape by allowing passengers to use mobile applications to request a ride, track the driver's location, and pay for rides electronically. This innovation has improved safety, convenience, and affordability for passengers and drivers alike. The study aimed at determining the factors contributing to the growth of e-hailing service operations in Ghana, comparing taxi and e-hailing operations, and power play among drivers, riders, and e-hailing companies, specifically focusing on the Accra Metropolitan Area. The study adopted a mixed-method approach and an explanatory sequential design. The study utilized a mixed-methods approach, collecting quantitative data via questionnaires from 400 ehailing riders and qualitative data through semi-structured interviews with 12 drivers and 3 e-hailing company representatives. Statistical Package for Social Sciences (SPSS), Jamovi, and Excel 365 were used to perform descriptive and inferential (t-test and multinomial regression) analysis and presented using frequency, cross-tabulation, and charts while thematic analysis was employed using key constructs that emanated from the transcripts. Key findings revealed that the e-hailing rider profile is young male adults aged 24-34 with higher education and middle-income earners. Bolt emerged as the most used platform, while factors like age, higher income, tertiary education, and perceptions of security significantly contributed to frequent e-hailing usage. Compared to traditional taxis, e-hailing services were rated higher for convenience, safety, price transparency, payment options, and customer service by riders. The study recommends that the Ministry of Transport should explore partnerships and integration opportunities between e-hailing services and public transportation systems through multi-modal trip planning, integrated ticketing, and last-mile connectivity solutions, to enable a more efficient and user-friendly urban transportation ecosystem.