Abstract
Passenger experience is crucial to the success of the ride-hailing transportation industry, because passengers are more inclined to choose ride-hailing transportation companies or service providers that bring them a good experience. The purpose of this study is to examine the relationship between tangibility, reliability, responsiveness, assurance and passenger experience on ride-hailing transportation among students of Universiti Utara Malaysia (UUM). A total of 271 respondents participated in this study. The data were collected by online survey which was conducted through questionnaire and distributed using Google Form. This study analyzed by descriptive analysis, normality test, reliability analysis, Pearson correlation analysis, multiple regression analysis and hypothesis testing by using Statistical Package for Social Sciences (SPSS). The survey results show that there is relationship between tangibility, reliability, responsiveness, assurance with passenger experience. Ride-hailing companies or service providers need to improve their service quality to provide passengers with a good experience, in order to attract and retain passengers. In brief, the discussion and conclusion on the significance of this study were presented.
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