Evaluation of Service Quality Dimensions towards Customer’s Satisfaction of Ride-Hailing Services in Kuala Lumpur, Malaysia
Chia Kar Man1, Rohizan Ahmad2, Tee Poh Kiong3, Tajuddin A. Rashid4
1Chia Kar Man, Faculty of Business Management, Asia Pacific University of Technology and Innovation, Malaysia.
2Rohizan Ahmad, Faculty of Business Management, Asia Pacific University of Technology and Innovation, Malaysia.
3Tee Poh Kiong, Faculty of Business Management, Asia Pacific University of Technology and Innovation, Malaysia.
4Tajuddin A. Rashid, Faculty of Business Management, Asia Pacific University of Technology and Innovation, Malaysia.
Manuscript received on 04 February 2019 | Revised Manuscript received on 17 February 2019 | Manuscript Published on 19 February 2019 | PP: 102-109 | Volume-7 Issue-5S January 2019 | Retrieval Number: ES2132017519/19©BEIESP
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Ride-hailing services refers to transportation services booking through smart phone apps in collaboration with transportation network companies. In Malaysia, the ride hailing services have been formally legalized since July 2017 under the Commercial Vehicles Licensing Board Act 1987 and Land Public Transport Act 2010. According to Arcadis’ 2017 Sustainable Cities Mobility Index, Kuala Lumpur transportation system is ranked at 95th position out of 100 cities around the world. The introduction of ride-hailing services has provide not only an alternative for those who are dependent on public transportation, but it is also expected to ease the problems of congestion in the city of Kuala Lumpur. Focusing on ride-hailing services, this paper aims to analyze customer satisfaction of the services provided by analyzing the five service quality dimensions; tangibility, empathy, reliability, assurance and responsiveness. With the increasing numbers of ride hailing providers such as Grab, Riding Pink, PICKnGO, Dacsee and MULA, it is vital to determine the factors that lead to the customers’ satisfaction in order for the companies to be competitive. In this research, the SERVQUAL model is used to identify the gap between the ride hailing providers and the customers’ expectations of service quality provided. The overall findings conclude that all the five service dimensions have positive and significant correlations towards customer satisfaction.
Keywords: Ride-Hailing, Customer Satisfaction, Service Quality, Public Transportation.
Scope of the Article: Social Sciences