Abstract
This research aims to elucidate the service quality factors influencing customer satisfaction with ride-sharing services. Particularly, this research compares Chinese and US consumers to identify the influence of national culture on user attitudes. Empirical research was conducted via two online surveys in China and the US. Data were collected and analyzed using partial least squares (PLS) analysis. The results show that while the satisfaction of the Chinese ride-sharing consumers was affected primarily by reliability, followed by platform assurance and empathy, the satisfaction of American consumers was influenced mainly by the conditions of ride-sharing vehicles (tangibles). The PLS-MGA results indicate that satisfaction with ride-sharing services had a significantly stronger impact on American than on Chinese continuance intention. Managerial implications are provided.
Highlights
Ride-sharing, called ride-hailing, has greatly changed the way we travel (Dong, Wang, Li, & Zhang, 2018)
The following research questions were considered: (1) What are the key factors of ride-sharing service quality in determining customer satisfaction in China and the U.S.? (2) Does national culture, especially individualism/collectivism (IDV/COL) moderate the impact of satisfaction on continuance intention between China and the U.S.? This paper offers valuable theoretical contributions, as it extends the service quality theory, applies measurement invariance procedure of composite models (MICOM) and partial least squares (PLS)-MGA to compare Chinese and American ride-sharing attitudes and behaviors, and confirms the moderating role of IDV/COL in the relationship between satisfaction and continuance intention
Platform assurance and tangibles were adapted from Priporas et al (2017), platform responsiveness and empathy were from Cheng et al (2018), reliability and assurance were from Parasuraman et al (1988), satisfaction was from Wang, et al (2019) and continuance intention was adapted from Bhattacherjee (2001)
Summary
Ride-sharing, called ride-hailing, has greatly changed the way we travel (Dong, Wang, Li, & Zhang, 2018). It provides additional travel options, decreases pollution, and reduces congestion, travel time, and cost (Vanderschuren & Baufeldt, 2018). Ride-sharing has been gaining momentum in the sharing economy with a few key players, such as DiDi (China) and Uber (U.S.), competing in the global market. The global ride-sharing market size was valued at 6.68 billion USD in 2017 and is expected to grow at a compound annual growth rate (CAGR) of 7.5% by 2025 (Grand View Research, 2019). Added to the complexity is that globalization has offered consumers more choices for ride-sharing, reducing switching cost. Service encounters and past experiences are important elements of service quality more than ever
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