Factors affecting the customer satisfaction and customer return intention toward ride-sharing services - The case of Uber in Ho Chi Minh city
Abstract
Since Uber came to Vietnam in 2014, it has created a new competition with traditional taxi companies as well as many debates about their operation in Vietnam. The rapid growth of Uber has taken the profits of others domestic firms go down. To catch the new trend, 2 big names of taxi industry - Mai Linh and Vinasun have developed their own application like Uber but the customers seem to ignore. Nowadays, customers tend to use Uber instead of hailing or calling the taxi like the old day. So, in order to help traditional firms gain back their customers, this study aims to investigate which factors affect the Customer Satisfaction of Uber’s customers and evaluate how their satisfaction can lead to the return intention. From the results, there will be some suggestion for Mai Linh, Vinasun or others local companies to improve their service quality to compete with Uber.
In an attempt to determine the factors influence the Customer Satisfaction and Customer Return Intention, the E-Servqual model will be used as the conceptual framework of the Thesis. Data will be collected through the questionnaires given directly to Uber’s customers and online survey on the Google Doc. Over 200 target audiences who used to use Uber in Ho Chi Minh City will be asked to express their judgments about the Uber’s services.
The results after analyzing data are having 4 factors affecting the Customer Satisfaction and Customer Return Intention, they are: (a) Empathy, (b) Tangible, (c) Price, (d) Reliability. Furthermore, the Customer Satisfaction do have the influence to the Customer Return Intention.
Finally, there will be some suggestion and recommendation for both Uber and other local taxi companies to improve their service quality as well as Customer Satisfaction level so they can go back and use their service again and again.