APPLYING CONTENT ANALYSIS METHOD TO EVALUATE CUSTOMER SATISFACTION WITH RIDE-SHARING SERVICES: EVIDENCE OF ENTERPRISES GRAB AND BE IN VIETNAM

Keywords

customer experience
customer satisfaction
ride-sharing services
sharing economy

Abstract

The aim of the article is to explore the factors affecting customer satisfaction using ride-sharing services, exemplifying two enterprises Grab and Be in Vietnam by using the content analysis method. Data was collected from 510 customers’ feedback on two platforms: Google Play and Apple App Store. Then, the authors dealt with the data and built a scale corresponding to the content of customer feedback. The authors further employed the software SPSS 20 to validate and test the research hypotheses. The test results claim that all six main factors affect customer satisfaction: Service quality; Policy (of the company); Price Fairness; Promotions; Payment method and System quality. In addition, the demographic factor of gender also contributes to the difference in perceived satisfaction when customers experience ride-sharing services.

 
https://doi.org/10.26459/hueunijed.v131i5B.6725

References

  1. Lessig, L. (2008), Remix: Making art and commerce thrive in the hybrid economy, Penguin.
  2. Hamari, J., Sjöklint, M., & Ukkonen, A. (2016), The sharing economy: Why people participate in collaborative consumption, Journal of the association for information science and technology, 67(9), 2047–2059.
  3. Ministry of Planning and Investing of The Socialist Republic Vietnam (2020), impact assessment of various types of sharing economy to vietnam economy, Hanoi: Ministry of Planning and Investing.
  4. Vaughan, R., & Hawksworth, J. (2014), The sharing economy: How will it disrupt your business. Megatrends: The collisions. PwC Presentation.
  5. H. V. Cuong (2020), Sharing Economy: Situation and Solutions, [Online]. Available: https://vjst.vn/vn/tintuc/2686/kinh-te-chia-se--thuc-trang-va-giaiphap.aspx. [Accessed 20 2 2022].
  6. Statista (2021), Ride-hailing market in Vietnam, [Online]. Available: https://www.statista.com/topics/8081/ride-hailing-market-in-vietnam/#topicHeader__wrapper.
  7. Lee, Z. W., Chan, T. K., Balaji, M. S., & Chong, A. Y. L. (2018), Why people participate in the sharing economy: an empirical investigation of Uber, Internet Research.
  8. Sharma, K., & Das, S. (2017), Service quality and customer satisfaction-with special focus on the online cab industry in India,International Journal of Business and Management, 12(7), 192–200.
  9. Hyman Jr, I. E., Husband, T. H., & Billings, F. J. (1995), False memories of childhood experiences, Applied cognitive psychology, 9(3), 181–197.
  10. Phuong, N. N. D., & Dai Trang, T. T. (2018), Repurchase intention: The effect of service quality, system quality, information quality, and customer satisfaction as mediating role: a PLS approach of m-commerce ride hailing service in Vietnam, Marketing and Branding Research, 5(2), 78.
  11. Nguyen-Phuoc, D. Q., Su, D. N., Tran, P. T. K., Le, D. T. T., & Johnson, L. W. (2020), Factors influencing customer's loyalty towards ride-hailing taxi services–A case study of Vietnam, Transportation Research Part A: Policy and Practice, 134, 96–112.
  12. Abiresearch.com (2020) ,Will be the Year of Cooperative Mobility via the Connected Car. [Online]. Available: https://www.abiresearch.com/press/2020-will-be-year-cooperative-mobility-connected-car. [Accessed 23 2 2022].
  13. Kotler, P., & Keller, K. L. (2006), Marketing management 12e, New Jersey, 143.
  14. Pan, J., Yang, Y., Li, J., Wang, F., Abdullah, Y., & Xu, L. (2020), Control of high-performance drive feeding by four-level hybrid clamped converter for transportation electrification, IEEE Transactions on Transportation Electrification, 6(2), 568–577.
  15. Ahmad, I., & Ahmad, S. B. (2019), The mediation effect of strategic planning on the relationship between business skills and firm’s performance: Evidence from medium enterprises in Punjab, Pakistan, Opción: Revista de Ciencias Humanas y Sociales, (24), 746–778.
  16. Nadeem, M. A., Qamar, M. A. J., Nazir, M. S., Ahmad, I., Timoshin, A., & Shehzad, K. (2020), How investors attitudes shape stock market participation in the presence of financial self-efficacy, Frontiers in Psychology, 11, 2286.
  17. Samengon, H., Hashim, N. A. A. N., Nawi, N. M. M., Ahmad, G., Awang, Z., Yusoff, A. M., ... & Simpong, D. B. (2020), Factors Affecting Turnover Intention of Three-Star Hotel Industry in Malaysia, TEST Engineering and Management.
  18. Chan, N. D., & Shaheen, S. A. (2012), Ridesharing in North America: Past, present, and future. Transport reviews, 32(1), 93–112.
  19. Scherr, S. A., Elberzhager, F., & Meyer, S. (2019), Listen to your users–quality improvement of mobile apps through lightweight feedback analyses, International Conference on Software Quality (45–56), Springer, Cham.
  20. Lai, P. C. (2017). The literature review of technology adoption models and theories for the novelty technology, JISTEM-Journal of Information Systems and Technology Management, 14, 21–38.
  21. Liao, C., Chen, J. L., & Yen, D. C. (2007), Theory of planning behavior (TPB) and customer satisfaction in the continued use of e-service: An integrated model, Computers in human behavior, 23(6), 2804–2822.
  22. Wixom, B. H., & Todd, P. A. (2005), A theoretical integration of user satisfaction and technology acceptance, Information systems research, 16(1), 85–102.
  23. Buttle, F. (1996), SERVQUAL: review, critique, research agenda, European Journal of marketing.
  24. Haywood‐Farmer, J. (1988), A conceptual model of service quality, International journal of operations & production management, 8(6), 19–29.
  25. Negi, R. (2009), Determining customer satisfaction through perceived service quality: A study of Ethiopian mobile users, International journal of mobile marketing, 4(1).
  26. Chumpitaz, R., & Swaen, V. (2002, May), Service quality and brand loyalty relationships: Investigating the mediating effect of customer satisfaction, 31st European marketing academy conference, Braga, Portugal (1–7).
  27. Wang, Y. H. (2017), Expectation, Service Quality, Satisfaction, and Behavioral Intention-Evidence from Taiwan's Medical Tourism Industry, Advances in Management and Applied Economics, 7(1), 1.
  28. Saravanan, R., & Rao, K. S. P. (2007), Measurement of service quality from the customer's perspective–an empirical study, Total Quality Management and Business Excellence, 18(4), 435–449.
  29. Chen, C. F. (2008), Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan. Transportation Research Part A: Policy and Practice, 42(4), 709–717.
  30. Sumaedi, S., Bakti, I. G. M. Y., & Yarmen, M. (2012), The empirical study of public transport passengers'behavioral intentions: The roles of service quality, perceived sacrifice, perceived value, and satisfaction (case study: paratransit passengers in jakarta, indonesia), International Journal for Traffic & Transport Engineering, 2(1).
  31. Wen, C. H., Lan, L. W., & Cheng, H. L. (2005), Structural equation modeling to determine passenger loyalty toward intercity bus services, Transportation Research Record, 1927(1), 249–255.
  32. Wolfinbarger, M., & Gilly, M. C. (2003), eTailQ: dimensionalizing, measuring and predicting etail quality, Journal of retailing, 79(3), 183–198.
  33. Liu, X., He, M., Gao, F., & Xie, P. (2008), An empirical study of online shopping customer satisfaction in China: a holistic perspective, International Journal of Retail & Distribution Management.
  34. Elliot, S., & Fowell, S. (2000), Expectations versus reality: a snapshot of consumer experiences with Internet retailing, International journal of information management, 20(5), 323–336.
  35. Szymanski, D. M., & Hise, R. T. (2000), E-satisfaction: an initial examination. Journal of retailing, 76(3), 309–322.
  36. Wilson, A., Zeithaml, V., Bitner, M. J., & Gremler, D. (2016), EBOOK: Services Marketing: Integrating Customer Focus Across the Firm, McGraw Hill.
  37. Nawaz, A. (2018), Impact of products, promotion and after sale services on satisfaction of PTCL’s (Pakistan Telecommunication Company Ltd.) Customers, Review of Public Administration and Management, 6(1), 1–14.
  38. Zhang, L. X., & Tang, S. L. (2010), An empirical study on impact of sales promotion on brand loyalty of service enterprise, 2010 International Conference on Management and Service Science (1–3).
  39. Lin, Y. J. (2009), An integrated vendor–buyer inventory model with backorder price discount and effective investment to reduce ordering cost, Computers & Industrial Engineering, 56(4), 1597–1606.
  40. Nh, N. T., Uyen, N. T., & Ngan, Đ. T. K. (2017), Factors affecting customer satisfaction when shopping online: A study in Kon Tum city, Journal of Science and Technology-The University of Danang, 69–73.
  41. Guo, X., Ling, K. C., & Liu, M. (2012), Evaluating factors influencing consumer satisfaction towards online shopping in China, Asian Social Science, 8(13), 40.
  42. Cho, N., & Park, S. (2001), Development of electronic commerce user‐consumer satisfaction index (ECUSI) for Internet shopping, Industrial Management & Data Systems.
  43. Cheung, C. M., & Lee, M. K. (2005, August). Consumer satisfaction with internet shopping: a research framework and propositions for future research. In Proceedings of the 7th international conference on Electronic commerce (327–334).
  44. Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002), Customer loyalty in e-commerce: an exploration of its antecedents and consequences, Journal of retailing, 78(1), 41–50.
  45. Shih, Y. Y., & Fang, K. (2006), Effects of network quality attributes on customer adoption intentions of internet banking. Total Quality Management & Business Excellence, 17(1), 61–77.
  46. Xiang, Z., Schwartz, Z., Gerdes Jr, J. H., & Uysal, M. (2015), What can big data and text analytics tell us about hotel guest experience and satisfaction?, International Journal of Hospitality Management, 44, 120–130.
  47. Hien, T. T., Thuy, N. T., & Quan, N. H. (2019), Customer experience, perceived value and satisfaction. Journal of Economics and Development, 266, 53–62.
  48. Yunus, E., Susilo, D., Riyadi, S., Indrasari, M., & Putranto, T. D. (2019), The effectiveness marketing strategy for ride-sharing transportation: Intersecting social media, technology, and innovation, Entrepreneurship and Sustainability Issues, 7(2), 1424.
  49. Lai, W. T., & Chen, C. F. (2011), Behavioral intentions of public transit passengers—The roles of service quality, perceived value, satisfaction and involvement, Transport policy, 18(2), 318–325.
  50. Van Lierop, D., Badami, M. G., & El-Geneidy, A. M. (2018), What influences satisfaction and loyalty in public transport? A review of the literature, Transport Reviews, 38(1), 52–72.
Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

Copyright (c) 2022 Array