Background of the Study

The rapid urbanization of Ethiopia, especially in cities like Addis Ababa, has outpaced the
development of public transportation infrastructure, creating gaps in mobility services (World
Bank, 2020; UN-Habitat, 2019). In response, technology driven solutions have begun reshaping
how people move. Ride-hailing services, like Ride, have emerged as innovative platforms that
connect supply (drivers) with demand (riders) via digital tools. At the heart of these operations
lies the order management system (OMS), which coordinates all activities from booking to
completion (Prajogo & Olhager, 2012; Tewodros & Mulu, 2022).

Established in 2014 by Ethiopian entrepreneur Samrawit Fikru, Ride has become a household
name in Ethiopia, offering services via both mobile app and direct call-in features (Wikipedia,
2024). The platform is tailored to local realities, addressing user preferences like cash payments
and local language options. However, with growing demand, Ride’s service quality is
increasingly dependent on how well its order management infrastructure handles real time
bookings and driver dispatch (Hybrid Designs PLC, 2023; Tesfaye & Lisanework, 2022).

Order management in ride-hailing goes beyond technical logistics it ensures user satisfaction,
loyalty, and operational sustainability. A poorly coordinated ride order can result in long wait
times, failed matches, and app crashes, especially during peak hours (Asnake & Habtamu, 2021).
In emerging markets, such system failures can damage public trust in digital services. Research
suggests that customer perception of digital reliability plays a direct role in platform retention
and long-term adoption (Girma, 2020; Gebrehiwot, 2021).

Despite its success, Ride faces the challenge of scaling its OMS to meet rising user expectations.
Delays in driver assignment, misallocated vehicles, and service denial during traffic surges
highlight inefficiencies within its order flow system (Aklilu & Bonsa, 2021). The absence of
predictive analytics and AI-driven routing which are common in international platforms like
Uber or Bolt limits the system's ability to handle complex demand dynamics in Ethiopia’s urban
landscape (Tessema & Getahun, 2020; Dinku, 2022).

Digital systems in Ethiopia must operate in contexts marked by low internet penetration,
unreliable GPS signals, and uneven smartphone usage (World Bank, 2022; GSMA, 2021). Ride’s
OMS must function despite these constraints, unlike similar services in more digitally advanced
countries. This makes assessing its order processing capacity under localized conditions not just
valuable, but essential to its growth and adaptation (Mesfin, 2021; UNCTAD, 2020).

Every ride order placed on Ride isn’t just a transaction it’s a part of someone’s day: getting to
work, rushing to school, or making a medical appointment. If an order fails, those plans may fail
too. The OMS must therefore reflect not just technical logic but human sensitivity. User centered
design in mobility platforms especially in Africa is critical to system resilience (World Economic
Forum, 2020; Tewodros & Mulu, 2022). When the system works well, it builds public trust in
digital transformation.

The OMS affects drivers as much as passengers. When the system doesn’t allocate rides fairly or
timely, drivers lose valuable time and income (Gebremedhin & Amare, 2021). Long idle periods
reduce motivation and can lead to higher driver turnover especially in informal gig markets like
Ethiopia, where driver loyalty is fluid. Therefore, a robust OMS also ensures driver satisfaction
and platform stability (African Mobility Observatory, 2022; Aklilu & Bonsa, 2021).

Most transportation research in Ethiopia focuses on public transport or infrastructure

development. There is limited academic investigation into platform-based, digital mobility
services especially their operational systems like order management (Mesfin, 2021; Tessema &
Getahun, 2020). This study aims to bridge that gap by analyzing Ride’s unique approach,
examining how digital platforms are redefined by context, culture, and constraint.

Unlike global competitors, Ride is entirely Ethiopian designed, operated, and led by local
expertise. Evaluating its order management system is not just about fixing bugs; it's about
supporting sustainable, inclusive tech innovation in Africa (UNCTAD, 2020). By identifying
where the system works and where it falters, this study can offer tailored recommendations for
improvement that promote efficiency, equity, and local scalability (Samrawit Fikru – Wikipedia,
2024; Gebrehiwot, 2021).

When Ride functions well, it helps Ethiopia move literally and digitally. A strong OMS ensures
that users can rely on the service, drivers can earn fairly, and the platform can grow responsibly.
This research doesn’t just aim to critique but to contribute: offering practical insights that
empower Ride and similar platforms to thrive in local markets, and expanding academic
discourse on African tech adaptation and platform resilience (World Economic Forum, 2020;
Dinku, 2022).

Statement of the Problem

In the heart of Ethiopia’s capital, Ride has become a lifeline for many people seeking
convenient, reliable, and modern transport options. As a ride-hailing platform, Ride connects
passengers with drivers using a mobile app and a dedicated call center. However, as its user base
continues to grow, so do the demands on its order management system (OMS) the engine behind
every successful ride request. When this system fails, users and drivers alike experience
disruptions that ripple through their routines and incomes (Tewodros & Mulu, 2022).

Despite Ride’s popularity, users have increasingly reported issues such as delayed pickups,
system lags, booking cancellations, and poor driver-passenger matching. These aren't isolated
incidents they are signs of deeper challenges in how orders are managed and fulfilled. A ride
request that takes too long or never arrives is more than an inconvenience; it reflects a
breakdown in trust and reliability, both crucial to the success of any service platform (Tesfaye &
Lisanework, 2022).

One major contributor to these issues is Ethiopia’s digital infrastructure constraints. Unlike
global competitors operating in digitally mature markets, Ride must function in environments
with unstable internet connectivity, inconsistent GPS accuracy, and low smartphone penetration
(GSMA, 2021; World Bank, 2022). This puts enormous strain on the OMS, which needs to
process ride requests, match drivers, and monitor trips in real time under conditions far from
ideal.

Additionally, the OMS seems to struggle during high-demand periods, such as rush hours or
public holidays, when order volume spikes. Users often face long wait times or repeated
reassignments, while drivers are left idle or sent to mismatched locations (Gebrehiwot, 2021).
Without advanced automation or predictive algorithms, Ride’s system cannot respond quickly or
accurately to surges in demand, which reduces efficiency and satisfaction across the board.

These inefficiencies don't just affect riders they also hurt drivers, many of whom depend on Ride
as their primary source of income. An unresponsive or slow OMS can leave them waiting long
periods between trips or assigning them to low return rides. As frustration grows, drivers may
disengage or even abandon the platform, which further reduces fleet availability and worsens the
rider experience (Gebremedhin & Amare, 2021).

Compounding the issue is the lack of transparent performance monitoring within the order
management system. While Ride collects data on trips and driver activity, it's unclear whether
this data is used for continuous optimization. Most decisions appear reactive rather than data
driven, limiting the company’s ability to predict challenges and proactively solve them (Mesfin,
2021).

Another concern is that Ride’s OMS must cater to a diverse user base, some of whom are not
tech-savvy or do not use smartphones. This dual-channel system app based and call in creates
complexity in processing and prioritizing orders. Errors in manually dispatched rides and limited
integration between the two channels can lead to inefficiencies and user dissatisfaction (Aklilu &
Bonsa, 2021).

Despite these operational challenges, there is little academic literature evaluating Ride’s internal
systems. Most research on Ethiopian transportation focuses on public transit infrastructure or
broad ICT adoption. Very few studies have looked at local ride-hailing platforms from a service
operations perspective, leaving Ride’s OMS under-examined in academic and policy discourse
(Tessema & Getahun, 2020; Dinku, 2022).

This gap in research limits the availability of actionable insights that could help improve Ride’s
service delivery. It also overlooks the platform’s potential to lead digital mobility innovation in
Ethiopia and other African cities. Without a clear understanding of how the OMS performs, Ride
risks scaling inefficiencies alongside its success an unsustainable model in a competitive market
(UNCTAD, 2020; World Economic Forum, 2020).

In light of these issues, there is an urgent need to assess the effectiveness, limitations, and
improvement areas of Ride’s order management system. This study seeks to uncover where the
system excels and where it falters, offering recommendations rooted in Ethiopia’s unique
technological and socio-economic context. Such a study will not only support Ride’s
development but also contribute to broader efforts to modernize urban transportation through
inclusive and resilient digital platforms.

Research Questions
What challenges does Ride face when trying to handle customer ride requests smoothly?

How do things like weak internet or GPS problems affect how well Ride works?

How Ride’s order system affecting drivers is are they earning enough and working efficiently?

Do customers often deal with delays, cancellations, or ride mismatches when using Ride?

What can be done to make Ride’s order system better for both drivers and riders?

Objective of the study

1.4.1 General Objective

To evaluate Ride’s order management in delivering fast, reliable, and satisfying service to
customers.

Specific objective

To examine how Ride manages ride requests from order to completion.

2. To evaluate the speed and reliability of the order process for both customers and drivers

3. To identify common issues and delays in the order handling system.

4. To assess how Ride’s technology supports its order management.

5. To suggest improvements that make the system more efficient and user-friendly.

1.5 Significance of the Study

In today’s fast moving digital world, how well a company manages customer orders can make or
break the service experience. This study focuses on Ride, a leading transport service provider in
Ethiopia, and takes a closer look at how its order management system impacts everyday users,
drivers, and the company itself.

For customers, smoother order management means quicker rides, fewer delays, and a more
dependable service they can trust. For drivers, it ensures fairer, faster access to jobs and clearer
communication. For Ride as a company, improving order processes can lead to greater
efficiency, reduced costs, and stronger customer loyalty.
Improving order management systems is essential in today’s digital service environment,
especially for companies like Ride that directly connect people with transportation through
mobile technology.

This study holds value because it focuses on the actual experiences of customers and drivers who
interact with Ride's platform daily. Understanding how Ride handles ride requests from order
placement to trip completion can help identify what’s working well and what needs
improvement.

When the order process is fast, reliable, and seamless, it leads to better customer satisfaction and
a more efficient working environment for drivers.

Beyond Ride, the study holds value for Ethiopia’s growing tech and transport sectors. As more
startups enter the digital service space, understanding what works and what doesn't in order
management can help guide better design, innovation, and service delivery across the industry.

On a broader level, this research contributes to the academic study of digital platforms,
operational efficiency, and customer service in emerging markets. It offers real world insights
into how local companies can use technology not just to grow, but to serve people better.

1.6 Scope of the Study

The focus is on how Ride, a leading Ethiopian ride hailing service, manages ride requests from
the moment a customer places an order to when the ride is completed. Attention is given to the
smoothness, speed, and reliability of the process, as well as the overall experience for both
passengers and drivers.

The assessment is limited to Ride’s operations in Addis Ababa, where the company is most
active. It doesn’t include activities in other cities or comparisons with other transport providers.
Instead, the aim is to take a closer look at how Ride’s system performs in a real, local setting.

Feedback is gathered from those who use and operate the system daily customers, drivers, and
support staff.

The study focuses mainly on service flow, user satisfaction, and operational challenges, rather
than financial or legal matters. The intention is to highlight how Ride’s order management
affects people’s everyday travel experiences.
Limitations of the Study

The study aimed to understand how Ride manages its order system, but a few limitations were
encountered. The research focused only on Addis Ababa, which means the findings may not
reflect Ride’s operations in other areas.

Access to internal technical systems and company data was limited, so the analysis relied heavily
on the experiences and feedback of customers, drivers, and staff. Since these insights are based
on personal experiences, some responses may be subjective.

There were also time and resource constraints, which limited the number of participants and the
depth of data collection.

Even with these limitations, the study still offers valuable insights into how Ride’s service can be
improved to better meet user needs.

1.8 Organization of the Study

The study is organized into four main chapters that guide the reader through the entire research
journey. Chapter one sets the foundation by introducing the background of the study, the
problem being addressed, the research objectives, its significance, scope, and limitations.
Chapter Two presents a review of relevant literature, offering theoretical insights and previous
findings related to order management, customer experience, and digital service platforms,
particularly in the transport sector. Chapter Three outlines the research methodology, explaining
how the study was designed, how data was collected and analyzed, and the tools used to ensure
accuracy and reliability. Finally, Chapter Four brings everything together by presenting the
research findings, interpreting the results, and offering conclusions along with practical
recommendations to improve Ride’s order management system and overall service quality.
Chapter Two
LITRATURE REVIEW
EMPERICAL REVIEW
2.1 Introduction

Order management is the backbone of any digital transport service. For platforms like Ride in
Ethiopia, which connect passengers with drivers through mobile technology, how orders are
processed determines not only the efficiency of the service but also how users perceive and trust
the brand.

This chapter reviews empirical research from various countries particularly those with similar
economic and infrastructural conditions to explore how ride-hailing services manage orders,
overcome operational challenges, and improve service delivery. These insights provide a
contextual foundation for analyzing Ride’s performance and identifying possible areas for
growth.

2.2 The Rise of Digital Transport Platforms in Emerging Economies

In many parts of the world especially in Africa, Asia, and Latin America digital transport
platforms have grown rapidly over the last decade. They’ve stepped in to fill a major gap where
traditional public transportation has often been unreliable, unsafe, or hard to access. What makes
these platforms so impactful is their ability to connect people with drivers through simple apps,
using just a smartphone and mobile data. Services like Uber, Bolt, SafeBoda, and Yego Moto
have become everyday tools, helping millions get to work, school, appointments, or even
hospital visits.

In the African context, the rise of homegrown platforms has also been important. Services like
Ride in Ethiopia and Little Cab in Kenya have shown that local solutions designed by and for
local users often perform better than imported ones. These companies tend to understand local
traffic conditions, cultural preferences, and language barriers more deeply. For instance, Ride
was one of the first to introduce Amharic language support and tailor features for Ethiopian
users, making the service more inclusive.
However, growth hasn’t come without challenges. Infrastructure gaps such as poor internet
coverage, limited GPS accuracy, and lack of online payment systems still limit how well these
platforms can scale. Additionally, many users and drivers operate on low end smartphones or
face digital literacy barriers, which can make even simple features difficult to use. These factors
influence how well order management systems function and highlight the need for platforms to
adapt technology to real human needs, not the other way around.

The rise of digital transport platforms in emerging economies, therefore, is not just a tech story
it’s a story of social transformation. These services are changing how people move, earn, and
connect. They’ve created new jobs, made urban life more manageable, and introduced a sense of
predictability in everyday mobility. For Ride and similar platforms, the journey is still ongoing
but the impact is already clear: transportation is becoming more human-centered, accessible, and
responsive to the real challenges of daily life.

2.3 Understanding Order Management: A Core Operational Function

Order management in ride-hailing services involves a series of fast-paced decisions: receiving

ride requests, finding available drivers, dispatching rides, handling cancellations, and following
up with post-ride feedback. In high-performing systems, this process happens seamlessly and is
supported by automation, GPS, and cloud-based communication tools (Sengupta & Rao, 2021).
Research in India and Indonesia shows that failure at any step such as delays in assigning drivers
or poor app responsiveness can lead to negative experiences and reduced customer loyalty.

In contrast, a smooth order flow increases trust and platform stickiness, encouraging repeat
usage.

2.4 Customer Experience as a Measure of Order System Effectiveness

Empirical studies consistently highlight that customer satisfaction begins the moment an order is
placed. A study in Accra by Boateng & Baidoo (2021) found that most customer complaints in
ride-hailing platforms were related not to the actual ride, but to the order stage delays, confusion,
and sudden cancellations. In Nigeria, a multi-city review by Okoro & Iwu (2020) emphasized
that customers expect more than just a ride they expect visibility, updates, clear pricing, and fast
driver assignments.
These expectations shape the order system and pressure platforms to constantly improve their
user interfaces and back end performance.

2.5 Technology and Infrastructure Challenges in Emerging Markets

Technological limitations often undermine even the well-designed systems. A study by Mtegha
& Lungu (2020) in Malawi pointed out that poor mobile data coverage, power outages, and low
smartphone penetration can interrupt the order process. This makes it difficult for platforms to
rely fully on advanced algorithms or real-time updates. In Ethiopia, similar barriers exist GPS
signals may be inaccurate in dense urban areas, app users may not have the latest phone models,
and network stability varies by location.

These issues force platforms like Ride to adapt by simplifying app interfaces and reducing data
consumption during ordering.

2.6 The Human Element: Driver Interaction and Platform Coordination

Drivers are not just service providers they’re also users of the platform. A study in Bangladesh
by Chowdhury et al. (2019) found that driver satisfaction with order distribution systems
influences whether they stay active on the platform.

When drivers feel that orders are assigned unfairly or that they spend too much time idle between
rides, they are more likely to reject requests or log off. In Ghana, research by Osei & Yeboah
(2021) showed that driver behavior such as selective acceptance or “cherry-picking” high-fare
rides significantly affects how quickly and fairly customer orders are fulfilled.

2.7 Managing Supply and Demand Imbalances

Another recurring theme in empirical studies is the difficulty of balancing ride supply with user
demand. Urban mobility needs fluctuate rainy days, holidays, or large events can create sudden
spikes in ride requests. In Kenya, Mutua & Wambua (2022) observed that ride-hailing platforms
that lacked predictive dispatch systems struggled to meet demand in such moments, causing long
wait times and increased cancellations. In response, some platforms use surge pricing or
incentive programs to attract more drivers. For companies like Ride, the challenge is finding
solutions that are fair and sustainable in a cost-sensitive market like Ethiopia.
Studies from countries like Kenya, Nigeria, and Bangladesh show that this imbalance is common
and can cause both customers and drivers to feel dissatisfied. To deal with it, many companies
use surge pricing, which increases fares during high demand periods to motivate more drivers to
come online. But not everyone sees surge pricing as fair. Some customers feel taken advantage
of, especially when they urgently need a ride. And for drivers, higher fares don’t always make up
for longer travel times, traffic jams, or higher fuel costs so the incentive may not work as
intended.

In Ethiopia, the situation is even more complex. Cities like Addis Ababa often have ride requests
concentrated in the city center, while outer areas remain underserved. During late-night hours or
religious holidays, finding an available ride can be even harder. Ride, as a local company, has to
manage these ups and downs carefully while dealing with added challenges like fuel shortages,
patchy internet access, and unpredictable traffic.

Some platforms in other African countries have come up with creative and community-based
solutions. For example, in Rwanda, driver groups coordinate to ensure someone is always online,
even during off peak hours. In Ghana, apps allow customers to schedule rides in advance,
helping drivers plan better and making service more reliable. These human-centered strategies—
rooted in cooperation and understanding local needs could offer helpful ideas for platforms like
Ride to create a smoother and more balanced order management system.

2.8 Innovations in Order Management: Learning from Global and Local Models

Many ride-hailing platforms have adopted innovative approaches to streamline order

management. Uber uses machine learning algorithms to match riders with nearby drivers
instantly, while Bolt introduced driver prioritization features to reduce idle time. In Rwanda, a
startup called Yego Moto reduced app dependency by allowing ride orders via USSD codes a
feature tailored for users without smartphones.

These innovations show how adaptable and customer aware technology can overcome structural
limitations. Empirical evidence suggests that localized innovation grounded in user needs has the
biggest impact on order success.

2.9 Empirical Research on Ride and Other Ethiopian Platforms

Studies focusing specifically on Ethiopia are still limited but growing. A case study by Tadesse
& Fikru (2022) on Ride found that most customers appreciate the platform’s accessibility and
fair pricing but expressed frustration with order delays and inconsistent driver availability.
Similarly, Getahun (2023) surveyed drivers and found that many were unhappy with peak-hour
dispatch rules, which they felt favored certain driver groups.

These studies underline the need for transparent order distribution, better driver support systems,
and continuous app performance upgrades.

2.10 Gaps and Opportunities in the Literature

Although numerous studies have explored ride order systems across various contexts, there’s a
need for more empirical work centered on Ethiopian ride-hailing platforms. Areas like gender-
based access to ride orders, rural urban disparities in service, and local innovation adoption
remain under-researched.

More importantly, there is little focus on how customers and drivers emotionally experience the
order process what it means to trust a system, to feel heard, or to be disappointed. These human
centered insights are crucial for developing a truly responsive order management system.

While many studies have explored ride hailing platforms in various developing countries, there
are still important gaps when it comes to the order management experience in local African
contexts, particularly in Ethiopia. Much of the available research focuses heavily on technical
efficiency and system performance, but pays less attention to the emotional, social, and
behavioral aspects of how users and drivers interact with these platforms. For example, few
studies investigate how customer trust is built or broken during the order process, or how
frequent service disruptions affect riders who depend on the platform daily for work,
appointments, or safety at night.

There is also limited research on the inclusivity of order systems whether women, people with
disabilities, or residents in low-income areas experience order delays or cancellations more
frequently than others. Moreover, language and digital literacy barriers are often overlooked in
studies, even though they play a major role in how easily users can navigate apps and place
orders. Another area with room for further exploration is the impact of driver incentives and
working conditions on how quickly and willingly ride requests are accepted and completed.
As a conclusion for the Empirical Review

From South Asia to West Africa, research reveals that order management is a central pillar of
digital transportation. Fast, fair, and flexible order systems lead to higher satisfaction, while
technical and operational glitches undermine trust. In Ethiopia, Ride operates in a uniquely
challenging environment but has the advantage of local experience and user familiarity. Drawing
on global best practices and adapting them to local needs through simple tech upgrades, human-
centered policies, and feedback-driven app design offers a practical way forward. This review
lays the groundwork for assessing Ride’s current system and identifying strategies for future
improvement.
 CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1 Introduction

To understand how Ride’s order management system works in real-life settings, a structured and
thoughtful research approach was essential. This chapter explains how the study was planned and
carried out. It describes the methods used to collect, organize, and analyze the information, with
the goal of giving an honest and accurate picture of how Ride operates from the perspective of
customers, drivers, and staff. Every step was carefully chosen to ensure that the results reflect
real experiences and provide useful insights.

3.2 Research Design

A descriptive research design was used in this study. This approach was selected because it
allows the researcher to observe and describe the current practices of Ride without manipulating
any variables. In simple terms, the goal was to explore how things are actually happening, not
how they might work in theory. By using this design, the study could focus on what customers
and drivers go through when placing or receiving ride orders, and how the system responds in
practice.

3.3 Research Approach

A mixed-methods approach was adopted, combining both quantitative and qualitative data.
Numbers are important they help show trends and patterns but so are voices and stories. By
blending the two, the study captures both the “what” and the “why.” Surveys helped collect
measurable data, while interviews allowed participants to explain their experiences in their own
words. This made the findings deeper and more relatable.

3.4 Population, Sample Size, and Sampling Technique

The target population for this study included Ride customers, drivers, and company staff based in
Addis Ababa. Since it would be impossible to reach everyone, a sample was selected to represent
different user groups. The study used a purposive sampling technique this means participants
were chosen intentionally because of their direct experience with Ride’s order management
system.

A total of 150 respondents were selected:

100 customers who frequently use the Ride app

40 active Ride drivers

10 staff members working in customer support or operations

This mix provided a well-rounded perspective on the system from both sides of the platform.

3.5 Data Collection Methods

To gather meaningful data, the study used two main tools:

1. Structured Questionnaires – These were distributed to customers and drivers. The questions
were designed to be clear and easy to answer, focusing on order speed, reliability,
communication, and overall satisfaction.

2. Semi-Structured Interviews – These were conducted with staff members and a few selected
users. The interviews allowed participants to speak more openly and explain their thoughts in
detail, especially around challenges and suggestions for improvement.

Before full distribution, the questionnaire was pre-tested on a small group to ensure the language
was clear and culturally appropriate.

3.6 Data Analysis Techniques

Once all responses were collected, they were carefully reviewed and organized for analysis.
Quantitative data (from surveys) was analyzed using basic statistical tools such as percentages
and frequency tables. This helped show how common certain experiences were among
respondents.

For the qualitative data (from interviews), the researcher used thematic analysis this means
reading through the responses and identifying common themes or ideas. Quotes were grouped
into categories like “order delays,” “driver communication,” or “technical problems,” allowing
patterns to emerge from real stories.
3.7 Ethical Considerations

Respecting the rights and privacy of participants was a top priority. All respondents were
informed about the purpose of the study and gave their informed consent before participating.
Their identities were kept anonymous, and the information collected was used only for academic
purposes. Participants had the right to skip questions or withdraw at any point without
consequence.

3.8 Limitations of the Methodology

Although the research design was carefully planned, some limitations remained. The sample
size, while diverse, was relatively small, and the study was limited to Addis Ababa. This means
the findings may not fully reflect the experience of users in other cities. In addition, time
constraints made it difficult to follow up with every participant for deeper insight. Despite these
challenges, the data collected still offers valuable and realistic views into how Ride’s order
management system functions.