APPLYING CONTENT ANALYSIS METHOD TO EVALUATE CUSTOMER SATISFACTION WITH RIDE-SHARING SERVICES: EVIDENCE OF ENTERPRISES GRAB AND BE IN VIETNAM
Vol. 131 No. 5B (2022), Original Article
Vol. 131 No. 5B (2022)

APPLYING CONTENT ANALYSIS METHOD TO EVALUATE CUSTOMER SATISFACTION WITH RIDE-SHARING SERVICES: EVIDENCE OF ENTERPRISES GRAB AND BE IN VIETNAM

Original Article
https://doi.org/10.26459/hueunijed.v131i5B.6725
Published 2022-05-16
Nguyen Hong Quan
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
https://orcid.org/0000-0002-2062-2742
Tran Dieu Linh
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Bui Dieu Hang
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Lai Quang Huy
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Dang Thuy Nguyet
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
Ngo Hai Yen
Foreign Trade University, 91 Chua Lang, Dong Da, Hanoi, Vietnam
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Keywords

customer experience
customer satisfaction
ride-sharing services
sharing economy

Abstract

The article aims to explore the factors affecting customer satisfaction using ride-sharing services, exemplifying two enterprises Grab and Be in Vietnam by using the content analysis method. Data was collected from 510 customers’ feedback on two platforms: Google Play and Apple App Store. Then, the authors dealt with the data and built a scale corresponding to the content of customer feedback. The authors further employed the software SPSS 20 to validate and test the research hypotheses. The test results claim that all six main factors affect customer satisfaction: Service quality; Policy (of the company); Price Fairness; Promotions; Payment method and System quality. In addition, the demographic factor of gender also contributes to the difference in perceived satisfaction when customers experience ride-sharing services. 

 
https://doi.org/10.26459/hueunijed.v131i5B.6725
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