Ride-Hailing Applications in Bangkok: Determining Service Quality, Passenger Satisfaction, and Loyalty

Abstract

The objective of this study is to investigate the main factors influencing the loyalty and satisfaction of Ride-Hailing Applications (RHA) users by the Service Quality Model (SERVQUAL) and Structural Equation Model (SEM). The loyalty and satisfaction of experienced RHA users were examined with a set of explanatory variables, such as platform responsiveness and attitudes towards a ride-hailing application. Online survey data was collected from 310 respondents in Bangkok and analyzed. The findings showed that user perception of an RHA’s high competence and empathy, as well as users’ positive attitudes towards RHA significantly influenced satisfaction of RHA users. The results also indicated that only structural assurance and empathy affected loyalty of customers. Our findings suggest that training RHA riders for competence and empathy in improving customers’ offline service can also improve customer satisfaction. In addition to offline service, RHA providers should focus on the structural assurance of the platform.

Keywords

• customers’ satisfaction, loyalty, ride-hailing services, servqual, structural equation model