Abstract
Purpose of the study: The main purpose of this study is to explore the suitability of the self-service technology (SST) factor in transportation marketing research. SST is a novel theory that initially was developed for technology devices. Thus, SST is carry on to examine their usefulness on customer satisfaction and loyalty.
 Methodology: This research paper is conceptually based on a critical review of self-service technology, customer satisfaction and loyalty toward the Grabcar services in East Coast Malaysia.
 Main Findings: The researchers propose a model where the self-service technology is accounted for from two different dimensions (Functionality and Enjoyment). This study also makes an attempt to relate all these factors in determining the loyalty of the customers.
 Applications of this study: This study will enable the decision-maker to understand better ways to increase the satisfaction of the customer.
 Novelty/Originality of this study: This study offers a theoretical framework for applied researchers who are interested in transportation marketing. As SST becomes popular during Industrial Revolution4.0, this is the right time to promote a new model for investigation purposes.
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