| dc.description.abstract | Grab lately has grown into a power in ride-hailing app industry in Vietnam with a large amount of vehicles. Paralleling with the development, Grab seems not to be able to control the service quality since an increasing number of complaints from consumers for the bad service have occurred. This leads to the enhancement of negative eWOM communication, which is a disadvantage for the firm because it damages Grab image, reputation and eventually might result in the lost in revenue. So as to examine the determinants of negative eWOM intention, which can help Grab to find a right strategy to deal with it, the quantitative method was performed and 300 samples of questionnaires were distributed to Grab users in Ho Chi Minh city. Aiming to investigate factors that drive the intention of consumers, Theory of Planned Behavior was adopted and utilized to make the analysis. In the end, perceived behavioral control, subjective norm and customer attitude were shown as three variables that can determine intention to post online criticisms about Grab and among them, customer attitude appeared as a strongest predictor. On the contrary, it was confirmed by the research that customer satisfaction was not an influenced one. In order to decrease negative eWOM intention of the customers, there were several solutions suggested, along with some recommendations for further studies. | en_US |
