USERS’ PERCEPTION ON SERVICES OF GRABPAY SYSTEM

This study aims to get into a critical diagnosis about the key factors influencing users’ perfection on service of Grab Pay System, and ways these factors impact on customers behavior to use Grab Pay Services among users. This kind of advance payment technology plays a pivotal role in the growth of the industry and commerce that eventually affects the economy of the country to a great extent. However, every user comes with some level of expectation. So that, identifying the services of Grab Pay System in Myanmar and analyzing the user perception on Grab Pay System has different influencing factors. In this study, major focusing area are demographic factor, customer usage characteristics, customer perception, customer satisfaction and behavior intention. Samples of 300 users who are use Grab Pay Service were randomly selected. Five points Likert Scale measurement is mainly used to find out the agreeable level of respondents in the study. By the analysis on the influencing factors of demographic, customer usage, perception, satisfaction and behavior intention are giving higher mean value, indicating that the highly relationship of these factors in the how much these Grab Pay services are accepted by the local residential passengers. In the analysis on the effect of each factor, linear regression model is applied. Lastly, the relationship between customer satisfaction and customer behavior to use Grab Pay services are analyzed. In this analysis, all the influencing factors are found as highly and positively relationship to the users’ perception and the customer satisfaction at present services offering, it is recommended that there has some cost paying higher than traditional system, customers are receiving higher satisfaction on the services provided by digital online service system. For that reason, it is strongly recommended that digital transformation would only be the promoting to ultimate people living standard of in future