Work

Evaluating Grab’s Role in Enhancing Commuter Experience as a Digital Transport Assistant in Metro Manila

Year: 2025

Type: article

Abstract: This study evaluates the role of Grab as a digital transport assistant in enhancing the commuter experience within Metro Manila's complex urban mobility landscape. With increasing demand for reliable and efficient transportation solutions, the research investigates how Grab's platform features—such as real-time vehicle tracking, route optimization, digital payments, and safety mechanisms—address key commuter needs in a congested metropolitan context. A mixed-methods approach was adopted, incorporating quantitative data from a structured survey of 150 Grab users and qualitative insights from in-depth interviews with 10 regular commuters and transport policy professionals. The study analyzed commuter perceptions regarding reliability, accessibility, affordability, convenience, and safety, using descriptive statistics and thematic content analysis. Results indicate that Grab significantly improves commuter satisfaction by offering flexible, user-friendly, and responsive transport services. Users value the platform’s convenience, driver accountability, and transparent fare computation. However, challenges persist in the form of surge pricing during peak hours and limited coverage in peripheral urban zones. The findings suggest that digital ride-hailing platforms can play a critical role in complementing existing public transport systems and advancing commuter-focused mobility strategies. The study recommends policy integration between digital transport providers and urban planners to enhance multimodal transportation systems and support data-driven infrastructure development. This research contributes to scholarly discourse on smart mobility and offers practical implications for policymakers and urban transport stakeholders aiming to improve the commuter experience in rapidly urbanizing regions.

Source: Psychology and Education A Multidisciplinary Journal

DOI: 10.70838/pemj.400305