GRABCAR SERVICE QUALITY: WHAT MATTERS MOST?

Abstract

Purpose of the study: The purpose of this study is to examine the level of customer satisfaction and the influencing factors affecting customer satisfaction with the GrabCar service. Methodology: The data were collected using a self-administered questionnaire through an online survey from 211 respondents who have experience of using the GrabCar service more than two times in the last six months. The data were analyzed using SPSS version 23. Main Findings: The results revealed that the level of customer satisfaction with the GrabCar service is encouraging. The results also showed that price, cleanliness, accessibility, and safety significantly influence customer satisfaction with the GrabCar service. Applications of this study: This study assisted marketers and the transportation company better to understand the key drivers of the GrabCar service to generate and uphold customer satisfaction and loyalty as well as fidelity in an incredibly intricate market. Novelty/Originality of this study: The understanding towards variables that affect consumers’ levels of satisfaction is essential because it will determine a consumers’ intention to continue or to stop using a service, to promote the service through word of mouth, or to be loyal to the service.