FROM CLICK TO HORN: HOW TO MAP THE CUSTOMER JOURNEY IN THE RIDE-HAILING INDUSTRY

Abstract

Ride-hailing services have afflictive «monopolized» regions of North Africa and changed the nature of interaction cities and various digital platforms. Yassir — which provides a mobile-based alternative to standard taxi services — has rapidly established itself among Algeria's dominant VTC service providers. But this increasing visibility brings up critical questions about the real quality of the user experience. The company touts the affordability, efficiency, and convenience of its service, but user reviews from the web paint a more complex and, at times, contradictory portrait. By investigating the digital footprints present in comments made publicly by users as well as reviews found on platforms, this study aims to shed light on the various user stages in order to better comprehend the journey customers undergo when engaging with Yassir. The aim really is to find those key friction and satisfaction moments and how that influences their engagement and loyalty. We employed a qualitative netnographic methodology where we compiled and thematically analyzed user generated content on social media and mobile app platforms. Data were coded according to the four key phases of the customer journey: awareness, consideration, decision and post-experience. The results suggest that Yassir customer experience is an assemblage that is constituent by a variety of cognitive, and emotional factors that changes over time.

Users usually find out about the app in the initial awareness stage when it is shown in the form of a sponsored ad or via a friend or an influencer. This phase is critical because it sets first impressions. The right pricing models will attract some users, a cross-section will be drawn in by competitive prices and the promise of convenience, while others express initial reluctance based on unclear pricing models and negative word-of-mouth. Those early concerns suggest a perception gap between the promotional promise and the perceived reliability of the service. In the consideration stage, users are actively comparing Yassir against their competitor apps (TemTem and Heetch). Online ratings, reviews and anecdotal experiences all serve as social proof, which is a critical driver of perceptions. While promotional codes and referral incentives boost engagement, cyclical pain points — such as pricing, sudden cancellations, and lack of clear route tracking — are frustrating users. This again points to the need to ensure they can maintain transparent communication and information flow. During the decision-making stage, for example, users tend to prefer availability and price first, since time pressures can influence a booking. Hip at this stage everyone, the app interface, driver ratings, and estimated arrival times, play a huge role in your choice. Yet that experience is often muddied by unpredictable fare fluctuations, delays and unresponsive customer service, all of which erodes trust and pushes some users to competitors. Once they are done with an experience, this post-experience stage will provide important insights into their long-term involvement. They can also serve up satisfied users, who turn into active promoters sharing positive reviews and encouraging others to install the app. By contrast, users who experience recurring problems — like overcharging, impolite or unprofessional drivers, or problems with complaints going unanswered — are more likely to vent publicly about their frustrations. Such negative narratives have a multiplicative effect on brand goodwill and highlight systemic failures in service recovery processes. The analysis finds that even though Yassir manages to attract a wide range of users with high visibility and low-price posting offers, it fails to provide a consistently reliable and transparent service. To improve the end-user experience and gain user loyalty, the platform needs to take some tangible actions: clear pricing structures, increased driver accountability, faster response to user complaints and effective loyalty programs targeting users with consistent usage. They're not just important for addressing the gap between promise and performance, but also for turning transactional interactions into deep and durable customer relationships. By adapting, Yassir stands to further consolidate its competitive edge while building deeper levels of trust and satisfaction among its users.