Factors affecting customers' satisfaction and customers' loyalty towards Uber taxi service in Ho Chi Minh City
Abstract
This thesis is conducted to measures the factors affecting customers’ satisfaction
and customers’ loyalty of Uber taxi service in HCMC. The main purpose of this study is
to check if customers are satisfied and loyal to Uber taxi service or not. The findings of
this study might help Uber to recognize some opportunities to improve its service and
gain a larger market share.
In this study, both quantitative and qualitative method is used to gather required
data and information. E-Servqual is the theoretical framework used to design survey.
After data was analyzed, there were four factors affecting customers’ satisfaction
and customers’ loyalty: (a) App usability; (b) Responsiveness; (c) Assurance and (d)
Tangible.
In general, customers are likely satisfied with Uber taxi service and become more
and more loyal to this brand. Uber should also improve its service to meet higher
expectation from customers.