The effects of perceived sacrifices, perceived quality, perceived value, brand perception, alternative attractiveness and customer sastifaction on repurchase intentions in the smartphone-beased ride-hailing service in Vietn
Abstract
Smartphone-based ride-hailing service has just entered Vietnam market recently. Although being new in the market, the service plays a key role in the market and is becoming very competitive. Many other previous researches have studied on the effects of perceived value and satisfaction of service on customers repurchase intention. However, not many have provided complete research model for the online service, especially in m-commerce context. Therefore, this research proposes a more comprehensive model, including the main factors affecting on the repurchase intention of smartphone-based ride-hailing service; namely, service quality, three key factors of electronic service quality of information system (service quality, system quality and information quality), perceived value, satisfaction, brand perception and alternative attractiveness. The current study has initial aims to investigate the issue in the context of Vietnam for customer perspective. First, the study tried to adopt the frameworks from other studies and theories. Second, the proposed framework is examined for the service in Vietnam. A survey methods was conducted for the data collection. The main data analysis was performed partial least squares (PLS) technique. Then, it attempts to identify the key determinants and theirs effect on customers’ repurchase intention. As the results suggests, all the four factor represents the service quality, brand perception, perceived sacrifices and all the mediators have significant effects on repurchase intention. The results confirm the supports for 11 out of 12 hypotheses and uncover the key findings on how customer perceive the service value, their satisfaction repurchase intention. This research shows critical contribution for the research field of m-commerce as well as provides important recommendations for the smartphone-based ride-hailing service industries.