Improved communication as a catalyst for the minibus taxi industry’s changed negative image and increased profits in South Africa: Drivers’ views

The South African taxi industry has a negative image that is associated with violence and disrespect for its clients. This has led to it losing many of its clients to other industry players leading to more violence as taxi owners lose profits. The issue of communication as a possible solution to the challenges the taxi industry experiences, from the perspectives of the taxi drivers, has not been explored. Hence, this paper sought to gather the views of drivers on the role of improved communication to bringing about peace and good relations with passengers. A qualitative approach was adopted as a form of data collection in which 12 participants were interviewed in the eThekwini Metropolitan Municipality in South Africa. The participants were selected among the taxi drivers who were asked to share their communication challenges and strategies. The findings revealed that poor communication skills and language can be a barrier to communication between drivers and passengers and between taxi associations. Effective communication strategies can contribute to economic freedom and peace. A further finding from the study is that taxi drivers, acting on their own agency, can tackle communication challenges in the eThekwini taxi industry and contribute to change. Key Words:Communication, Taxi Drivers, Economic Freedom, Minibus taxi industry