Do Service Quality, Price, and Comfort Affect Consumer Satisfaction: The Study of Ride-Hailing Services in Malaysia
Keywords:
Ride-Hailing Services, Satisfaction, Service Quality, MalaysiaAbstract
The purpose of this study is to examine how service quality, price, and comfort affect consumer satisfaction towards ride-hailing services in Malaysia. In view of several ride- hailing service issues such as frequent booking cancellation by the drivers and increased scheduled price due to the unavailability of drivers, the consumers have, in turn, expressed a low level of satisfaction towards ride-hailing services in Malaysia. Hence, this study employed a quantitative technique to identify the associations between service quality, price, and comfort with consumer satisfaction towards ride-hailing services in Malaysia by distributing 250 questionnaires to the younger generation of age 18-35 years old in Klang Valley. All research hypotheses were accepted, thus affirming service quality, price, and comfort as the main factors influencing consumer satisfaction.
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