Comparison of Probit and Logit Modeling Approaches in Prioritizing Taxi Hailing Attributes: Best-Worst Scaling-Case 1

The expansion of the internet and development in the business world have led to the emergence of new businesses, including taxi hailing. The purpose of this study is to examine these attributes (10 attributes are selected here) and prioritize them. In this study, unlike the traditional approach of dealing with discrete choice models, which focuses on choosing the best (most important) alternative among alternatives, the role of the worst (least important) alternative is also considered. The probit model is employed for modeling, and its results are compared with the logit model.The results of this research show that although the coefficients of the features in the two models are not the same, and the performance evaluation criteria show the superiority of the probit model over the logit model, but the overall result in the rating of the features is not different.The results of this research indicate that although the coefficients of attributes in the two modeling approaches are not the same, and evaluation criteria demonstrate the superior performance of the probit model over the logit model, the overall conclusions regarding the ranking of attributes do not differ between them.When dealing with taxi hailing services, issues related to security and confidence are more important. In other words, users pay the most attention to aspects that bring about a sense of security and mental satisfaction when choosing taxi hailing services.Furthermore, this study indicates that issues such as compliance with health cares and social distancing are among the least important attributes.