Customer Satisfaction toward Ride-Hailing Services in Kuantan, Pahang

Abstract

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.