The influence of customer satisfaction on ride-sharing services in Malaysia

Mobility is an essential need for an individual therefore the demand for transport service especially for private car increased in this modern society. In recent years, tremendous changes has undergone in taxi industry especially in Malaysia. Emergence of mobile transportation app-based has increased the demand on ride services such new entrants like Uber, and Grab services have revamped in the taxi industry which increase competition among local taxi industry and public transportation. The main purpose of this study is to identify the factors affecting service quality on customer satisfaction of ride-sharing services in Malaysia. The independent variables of this research are tangible, reliability, price, promotion and coupon redemption, and comfortand dependent variable is customer satisfaction. The methodology used by researcher are quantitative, questionnaire tool via google form, 156 respondents were participated in this study, and using a convenience sampling method. Researcher employed correlation analysis to identify the relationship between independent variables and dependent variable. Whereas, linear regression used to identify which factor is the most influence on customer satisfaction. Based on the analysis, the researcher found that tangible, reliability, price, promotion and coupon redemption, and comfort, have positive significant association with customer satisfaction. Among all the variables, comfort is the most influence factor on customer satisfaction of ride-sharing services in Malaysia. This results will be benefits to ride-sharing service providers as well they can improve in which factor has the least influence on customer satisfaction. For future researcher, they can study different variables to study the customer satisfaction of ride-sharing services in Malaysia