Grabcar Service Quality: What Matters Most?

Abstract

Customer satisfaction is the primary aim of the services industry as satisfied customers will stay loyal and the number of complaints is minimized. The purpose of this study is to examine the level of customer satisfaction and the influencing factors affecting customer satisfaction with the GrabCar service. The data were collected using a self-administered questionnaire through an online survey from 211 respondents who have experience of using the GrabCar service. The results revealed that the level of customer satisfaction with the GrabCar service is encouraging. The results also showed that price, cleanliness, accessibility, and safety significantly influence customer satisfaction with the GrabCar service. This study assisted marketers and the transportation company better to understand the key drivers of the GrabCar service to generate and uphold customer satisfaction and loyalty as well as fidelity in an incredibly intricate market.