Online Transportation Technology and Women's Driver Communication Skills

摘要

This is a qualitative descriptive research. The aim of this study is to examine how communication technology - apps able to support communication skills of women drivers who work for online transportation companies in serving international guests. The study uses a saturation sampling technique where all populations (motorbikes and cars' drivers of online transportation) are used as samples. The samples or informants were females who work for the Gojek and Grab companies in Palembang, Indonesia. The means-end of laddering was designed to understand the cognitive relationship between the values chosen for services provided by drivers, the service attributes (means) of knowledge, skills and their attitudes, to create the individual communication skills (ends) of drivers. Cognitive can be interpreted as intellectual potential regarding the ability to develop rational abilities. To analyse data 'Themes and Open Coding' is used to interpret data obtained from interviews, FGDs and observations. The study found there are 67% of drivers were grouped to who do not care about the English prepared by the application. Around 77% of them find the language prepared by the application was confusing, and who prefer to use the Indonesian language more or less 69%. While there were 71% of drivers assumed the language prepared in the application is not correct English. More than 80% of them need help from others in operating the communication application, the remaining 54% was shy and do not know to start communication approximately 74%. In conclusion, almost there was no communication between drivers and foreign passenger. The apps were not able to support and facilitate communication of female drivers.