Customer Satisfaction toward Ride-Hailing Services in Kuantan, Pahang

Rosnini Jusoh; Mohd Rozaimy Ridzuan

Ride-hailing services are on-demand vehicle acquisition services that rely on network connectivity and a specialized digital application via the Internet. Ride-hailing, often known as e-hailing, is an act in which a customer orders a customized ride online, typically through a smartphone application. As a part of Malaysia's transportation sector, it will continue to be competitive in contributing to the economy. It is, however, more challenging to keep current consumers happy than to attract new ones. There is no way for service providers to guarantee that their customers will continue to use their apps because of the ongoing threat of competition from comparable apps. This study examines factors associated with customer satisfaction toward ride-hailing services among Kuantan residents. Five independent factors associated with ride-hailing customer satisfaction are examined; tangibility, reliability, responsiveness, assurance, and empathy. In this cross-sectional study, 160 Kuantan residents were surveyed. The study's findings found that customer satisfaction is strongly linked to all study's independent variables. This study will assist ride-hailing service providers in bettering their services while also spurring the economy. This study will also enrich the knowledge of ride-hailing services in Kuantan, Pahang. The findings of this study will help policymakers formulate sound public policies and programs to encourage citizens, particularly youth, to choose ride-hailing as their primary medium of transportation.

Akram, H., Khan, A. U., Javaid, A., Talat, Rafi, S. K., & Cavaliere L. P. L. (2020). The Elements of Service Quality and Customer Satisfaction Role in Airline Industry of Pakistan, International Journal of Management, 11(9), 581-594.
Al-Azzam, A. F. M. (2015). The impact of service quality dimensions on customer satisfaction: A field study of Arab Bank in Irbid City, Jordan. European Journal of Business and Management. 7(15), 45 – 53.
Anh, T., Duc, T., Thi, T., & Hong, N. (2020). Evaluating the determinants of Vietnamese frequent flyers' loyalty in civil aviation industry: the case of Delta airlines, Management Science Letters, 10(2), 391-398.
Bahadur, W., Aziz, S., & Zulfiqar, S. (2018). Effect of employee empathy on customer satisfaction and loyalty during employee-customer interactions: The mediating role of customer affective commitment and perceived service quality. Concept Business & Management. 5, 1 –21.
Balachandran, I., & Hamzah, I. (2017). The Influence of Customer Satisfaction on Ride Sharing Services in Malaysia, International Journal of Accounting and Business Management, 5(2), 184-196.
Cam, L. N. T., Anh, T. T., Moslehpour, M., & Thanh, X. D. T. (2019). Exploring the impact of traditional and electronic word of mouth on travel intention, Proceedings of the 2019 5th International Conference on E-Business and Applications, ACM, pp. 83-87.
Caroline, R. (2018). A White Paper from The National Centre for Sustainable Transportation. The Effects of Ride Hailing Service on Travel and Associated Greenhouse Gas Emission.qt2rv570tt_noSplash_11ef3f6f9b4f64f6cd7730c9faf5cca8.pdf scholarship.org)
Cheng, X., Fu, S., & Yin, G. (2017). Does subsidy work? An investigation of post-adoption switching on car-hailing apps, Journal of Electronic Commerce Research, 18(4), 317- 329.
Clewlow, R. R., & Mishra, G. S. (2017). Disruptive transportation: the adoption, utilization, and impacts of ride-hailing in the United States, available at:
https://escholarship.org/uc/item/82w2z91j (accessed 1 May 2022)
Cramer, J., & Krueger, A. B. (2016). Disruptive change in the taxi business: the case of uber, American Economic Review, 106(5), 177-182.
Gallarza, M. G., & Saura, I. G. (2006). Value dimensions, perceived value, satisfaction and loyalty: an investigation of university students' travel behavior, Tourism Management, 27(3), 437-452.
Hanif, M., Hafeez, S., & Riaz, A. (2010). Factors affecting customer satisfaction. International Research Journal of Finance and Economics. 60, 44 – 52.
Hassan, M. U., Malik, A. A., Imran, M., Hasnain, A., & Abbas, J. (2013). Relationships among customers' perceived service quality, satisfaction and loyalty in the retail banking sector of Pakistan. World Applied Sciences Journal. 24(8), 1020 – 1030.
Hong, T. L., & Marimuthu, M. (2014). Relationship between service quality and customer satisfaction: A study of Malaysian banking industry. Journal of Technology Management and Technopreneurship. 2(2), 53 – 72.
Horsu, E. N., & Yeboah, S. T. (2015). Influence of Service Quality on Customer Satisfaction: A Study of Minicab Taxi Services in Cape Coast, Ghana, International Journal of Economics, Commerce and Management, 3(5), 1-14.
Jang, S., Farajallah, M., & So, K. K. F. (2020). The effect of quality cues on travelers' demand for peer-to-peer ridesharing: a neglected area of the sharing economy, Journal of Travel Research, 004728751989799, doi: 10.1177/0047287519897998.
Jiang, Y., Xia Y., Xinyue, C., & Xu, Y. (2020). A Mutual Selection Mechanism of Rida- Hailing Based on Hidden Point, Journal of Wireless Communications and Mobile Computing, 9.
Jin, N., Lee, S., & Huffman, L. (2012). Impact of restaurant experience on brand image and customer loyalty: moderating role of dining motivation, Journal of Travel and Tourism Marketing, 29(6), 532-551.
Jing, P., Cheng, Y., Wang, X., Pan, K., & Yuan, D. (2021). Transportation Research Part F. Evaluating the Effectiveness of Didi Ride-Hailing Security Measures: An Integration Model, 76, 139-166.
Justitia, A., Semiati, R., & Ayuvinda, N. R. (2019). Customer satisfaction analysis of online taxi mobile apps, Journal of Information Systems Engineering and Business Intelligence, 5(1), 85-92.
Kavadias, S., Ladas, K., & Loch, C. (2016). The transformative business model, Harvard Business Review, 94(10), 91-98.
Khuong, M. G., & Dai, N. Q. (2016). The factors affecting customer satisfaction and customer loyalty – A study of local taxi companies in Ho Chi Minh City, Vietnam. International Journal of Innovation, Management and Technology. 7(5), 228 – 233.
Khurshid, R., Naeem, H., Ejaz, S., Mukhtar, F., & Batool, T. (2012). Service quality and customer satisfaction in public transport sector of Pakistan: An empirical study. International Journal of Economics and Management Sciences. 1(9), 24 – 30.
Kotler, P., Armstrong, G., & Opresnik, M.O. (2017). Principles of marketing. 17e Global, Pearson Education, Harlow
Lee, C. K. H., & Wong, A. O. M. (2021). Transport Research Part F: Trafic Psychology and Behaviour. Antecedents of Customer Loyalty in Ride Hailing, 80, 14-33.
Man, K. C., Ahmad, R., Kiong, P. T., & Rashid, A. T. (2019). International Journal of Recent Technology and Engineering (IJRTE). Evaluation of Service Quality Dimensions towards Customer's Satisfaction of Ride-Hailing Services in Kuala Lumpur, Malaysia,7, 5S.
Minh, N. H., Ha, N. T., Anh, P. C., & Matsui, Y. (2015). Service quality and customer satisfaction: A case study of hotel industry in Vietnam. Canadian Center of Science and Education. 11(10), 73 – 85.
Almunawar, M. N., Anshari, M., & Lim, S. A. (2020). Customer acceptance of ride-hailing in Indonesia. Journal of Science and Technology Policy Management, 12(3), 443-462.
Moon, Y. J. (2013). The Tangibility and Intangibility of E-service Quality, International Journal of Smart Home. 7(5), 91-102.
Morfoulaki, M., Tyrinopoulos, Y., & Aifadopoulou, G. (2010). Estimation of satisfied customers in public transport systems: a new methodological approach, Journal of the Transportation Research Forum, 46(1), 63-72
Mudenda, C., & Guga, D. (2017). An assessment of the relationship between service quality and customer satisfaction – A case of a public passenger road transportation company in Zambia. International Review of Management and Business Research. 6(2), 541-555.
Naik, C. N. K., Gantasala, S. B., & Prabhakar, G. V. (2010). Service quality (Serqual) and its effect on customer satisfaction in retailing. European Journal of Social Sciences. 16(2), 231 – 243.
Pakurar, M., Haddad, H., Nagy, J., Popp, J., & Olah, J. (2019). Article of Sustainability. The Service Quality Dimension That Affects Customer Satisfaction in the Jordanian Banking Sector. sustainability-11-01113 (1).pdf
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). Conceptual Model of Service Quality and Its Implications for Future Research. The Journal of Marketing. 41-50.
Randhir, R. (2018). Assessing the Level of Service Quality and Customer Satisfaction at EMTEL Ltd. Academy of Marketing Studies Journal, 22(2), pp. beeccb86cf013c54ffed4a554688f4bf.pdf.
Rayle, L., Dai, D., Chan, N., Cervero, R., & Shaheen, S. (2016). Just a better taxi? A survey- based comparison of taxis, transit, and ridesourcing services in San Francisco, Transport Policy, 45, 168-178
Ruamchart, B. (2021). Evaluating Service Quality Of Ride-Hailing Service In Bangkok. Academy of Entrepreneurship Journal, 27(3), 1-9
Saghier, N. E., & Nathan, D. (2013). Service quality dimensions and customers' satisfactions of banks in Egypt. Proceedings of 20th International Business Research Conference, 1 – 13
Saghier, N. M. E. (2015). Managing service quality: Dimensions of service quality: A study in Egypt. International Journal of African and Asian Studies. 9, 56 – 63.
Siew, P. L., Taiwo, A. A., Salim, H. M., & Downe, A. G. (2011). Service quality and customer satisfaction in a telecommunication service provider. International Conference on Financial Management and Economics. 11, 24 – 29.
Stefano, N. M., Caserotto, F. N., Brichello, R., & Sohn, A. P. (2015). A Fuzzy SERVQUAL Based method for Evaluated of Service Quality in the Hotel Industry. 7th Industrial Products-Service System Conference – PSS, Industry Transformation for Sustainability and Business. 433-438.
Tazreen, S. (2012). An Empirical Study if SERVQUAL as A Tool For Service Quality Measurement, Journal of Business Management, 1(5), 09-19.
Wosskow, D. (2014), Unlocking the Sharing Economy: An Independent Review, Department for Business, Innovation and Skills, UK Government, available at: https://www.gov.uk/government/publications/unlocking-the-sharing-economy-independent-review (accessed 1 May 2022).

In-Text Citation: (Jusoh & Ridzuan, 2022¬)
To Cite this Article: Jusoh, R., & Ridzuan, M. R. (2022¬). Customer Satisfaction toward Ride-Hailing Services in Kuantan, Pahang. International Journal of Academic Research in Economics and Management and Sciences. 12(5), 190 - 199

Copyright: © 2022 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode

International Journal of Academic Research in Economics and Management Sciences

Open Access Journal

Customer Satisfaction toward Ride-Hailing Services in Kuantan, Pahang

Rosnini Jusoh, Mohd Rozaimy Ridzuan

Further Information

Our Journals

Get intouch with us