PurposeThis study aims to explore the dimensions of the outdoor servicescape of motorcycle ride-hailing transportation, focusing on the experiences of early adults as defined by Levinson’s adult development theory.Design/methodology/approachUsing a qualitative thematic analysis, this study investigates the dimensions of motorcycle ride-hailing servicescapes, centering on early adults’ (aged 23–40) perspectives. This demographic’s transitional life stage, coupled with their reliance on digital platforms and shared resources, positions them as key stakeholders in the sharing economy.FindingsThe study identifies key servicescape dimensions: spatial layout and functionality (motorcycle type/size, seat comfort, vehicle readiness, engine condition, safety equipment and passenger helmets); signs and symbols (license plates and drivers’ attributes); interaction and behavior (communication, route proficiency, driving conduct and general etiquette); and online servicescape [in-app communication, map and route features, payment methods and user interface (UI) or user experience (UX)]. These findings highlight the interplay between the physical servicescape of the motorcycle, the social servicescape of the driver and the online servicescape of the digital application, all within the resource-sharing dynamics that define the motorcycle ride-hailing experience in an outdoor environment.Research limitations/implicationsThis study focuses exclusively on early adults, limiting generalizability to other age groups, such as teenagers or older adults, who may also be frequent users of ride-hailing services.Practical implicationsTheoretically, this study extends servicescape research to outdoor, utilitarian contexts within the sharing economy, addressing gaps in literature focused on static, indoor or hedonic environments. Practically, the findings offer actionable implications for enhancing service quality in regions like Southeast Asia and Africa, where motorcycle ride-hailing services are prevalent. Companies should implement strict vehicle maintenance, provide comprehensive driver training and optimize app design with features like seamless UI/UX, accurate maps, digital payment options and transparent pricing to improve user satisfaction and trust.Originality/valueTo the best of the authors’ knowledge, this study is among the first to examine outdoor servicescapes in the context of the sharing economy, offering novel insights into motorcycle ride-hailing services and their relevance to early adults.
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