Factors affecting customer satisfaction when

using hailing motorbike taxi application

2. Literature review and Hypotheses development:

2.1 Theory of Customer Satisfaction:

The theory Customer satisfaction research on consumer satisfaction in many

aspects of life. in which we can see the impact of reliability, price, responsiveness
to each other creating a premise for a positive impact on customer satisfaction.
from which this research model is created and hypothesized for the research
problem

Reliability Price

(+) (+)

Customer
Satisfaction

(+)

Responsiness

Figue 1. Theory of Customer Satisfaction

Customer satisfaction is the level of customer satisfaction with the quality of a service or
product. Each customer will have a different state of satisfaction depending on their
feelings and needs. If the quality of the product or service is not up to their expectations,
then they will be unhappy, dissatisfied and underestimate the service. If the product
quality is up to the customer's expectations, they will be happy and satisfied with the
value they spend. If the quality exceeds the customer's expectations, they will be
extremely happy and extremely satisfied.

This theory was born in order to investigate the factors affecting customer satisfaction
when using a motorbike taxi hailing application, analyze and evaluate service quality
according to customer demand criteria, measure Factors influencing customer
satisfaction.

In the past, it may have to walk a long distance and cost a lot of money (sometimes cut
the price) to call a motorbike taxi. But now with the great development of technology,
just one phone call or one click on the ride-hailing software, everyone can easily sit on a
genuine gas scooter or a car. Cool air conditioning and high quality service.

In 2014, motorbike taxi hailing applications were born to join the Vietnamese transport
market right at the time of 4.0 technology, people's living standards and modernization
needs increased. Therefore, it meets the essential needs of customers with a modern fast
car booking method, 100% ride management via software and ready to serve customer
support anywhere 24/7. This ensures safety monitoring and service quality for customers
is better than traditional self-sufficient motorbike taxi services.

Not only that, the current applications besides the car-calling feature have updated the
features of ordering food, going to the market, transporting household items... and also,
fast phone card recharge. quickly, shop online through card payments and hunt for
vouchers on these apps. Along with the strong development of current technology, online
car booking applications on mobile phones are also developing extremely quickly. Just
need a phone that can connect to the internet, anywhere you need only 3 minutes to be
able to book a bus to pick you up a few minutes later. The ride-hailing application will
update throughout the trip to protect your safety in the best way.

Using customer satisfaction theory to evaluate the factors affecting customer satisfaction
when using the app, such as the driver's service attitude, vehicle quality, uniform, status
trip.

The application of customer satisfaction theory to the study clearly shows how usage and
quality affect customer psychology through reliability, price and responsiveness.

You can easily pay for your trip with many supported forms from the app such as: direct
postpaid payment in cash, prepaid payment by electronic applications airpay, zalopay,
transfer... Through it, you can receive many preferential discount codes from the
company providing services for the trip.

2.2 Hypotheses development

2.2.1 Reliability (R)

R talks about the ability to provide professional, and on-time quality assurance services,
ensure the quality and safety of service for the customer's. Theory Talks about the ability
to provide professional quality assurance services and on time, ensuring the quality and
safety of services to customers. Reliability is one of the important factors determining
customer satisfaction. a research paper evaluating the reliability of active distribution
networks (DNAs) considering customer satisfaction. Two customer satisfaction metrics
were identified as constraints in optimizing operations to quantify these impacts. By
sequential Monte Carlo simulation (SMC), optimization processes are creatively
integrated into the reliability assessment and thus the effects of customer satisfaction
constraints are included. reliability assessment.

H1: Reliability has positive relationship with satisfaction of customer in Vietnam

2.2.2 Price (P)

Price is always one of the factors that Vietnamese customers put first when using the
service, reasonable price along with good service quality is a great choice for customers.
According to a study examines the relationship between customer satisfaction and price
sensitivity. Specifically, satisfaction is divided into economic satisfaction derived from
tangible products and social satisfaction provided by service encounters. This survey of
248 retailer–consumer dyads shows that economic satisfaction is negatively associated
with price sensitivity. Interpersonal relationships emphasized in the Chinese collectivist
societies tend to influence customers' price sensitivity. These findings have many
implications for researchers and practitioners in the retail sector.

H2: Price has positive relationship with satisfaction of customer in Vietnam

2.2.3 Responsiveness (R’)

Shows responsiveness to customer needs and willingness to provide prompt service. The
underlying model of SERVQUAL Parasuraman (1988) with five dimensions was used by
this particular research in order to evaluate the impact of service quality provided by
Bank Islam Malaysia Berhad (BIMB) on customer satisfaction in Selangor area,
Malaysia. The service qualities highlighted are reliability, assurance, responsiveness,
empathy and tangible. 50 sets of questionnaires have been distributed randomly in the
sample area. The study finds that there is a positive relationship among the variables
selected based on the analysis using multiple regression analysis.

H3: Responsiveness has positive relationship with satisfaction of customer in Vietnam

2.2.4 Customer Satisfaction (CS)

According to Philip Kotler, customer satisfaction is the level of a person's sensory state
resulting from comparing the results obtained from consuming a product/service with
their own expectations. The level of satisfaction depends on the difference between the
received results and the expectations, if the actual results are lower than the expectations,
the customer is not satisfied, if the actual results match the expectations, the customer
will not be satisfied. If the actual results are higher than the expectations, the customer is
very satisfied.

Previous studies have used satisfaction to survey customer satisfaction about the
satisfaction of (Guo et al., Nd) in the hospital (Meesala & Paul, 2018). Patient satisfaction
directly related to patient loyalty to the hospital. and in the same way in using the
motorbike taxi service, customer satisfaction will determine whether or not customers
will return to use the service or not.

2.3 Proposed conceptual model:

Customer
Reliability Satisfaction Price
H1
H3

H2

Responsiness

Figue 2. Conceptual model of the study

3. Methodology

The study is presented in the form of data, based on information from an online
questionnaire with customers wishing to use a motorbike taxi application, with the goal
of analyzing their perspective on factors affecting customer satisfaction for taxi hailing
application. All items in the questionnaire were adapted from previous research and were
appropriate for the purpose and objectives of the study. The final survey was prepared in
English and translated into Vietnamese.
To collect survey data for this study, 95 people from different regions were randomly
assigned to participate in an online survey on Google Forms for 5 days. The
questionnaire was meticulously created and tailored to individuals who completed it.
Based on the concept of consumer behavior towards convenience stores, a survey is split
into two parts.

The first set of questions related to the basic demographic information of the survey
participants, such as gender, age, income, and frequency of using the motorbike taxi app.
Following that, the second part discusses the factors affecting customer satisfaction with
the motorbike taxi app; all measures (Figure 1) were answered on a 7-point Likert scale
for each topic, ranging from (1) very dissatisfied to (7) very satisfied (Figure 2).
According to G*Power statistical software version 3.1, a minimum sample size of 95 was
required for effect size, f 2 = 0.15, probability of error, = 0.05, power level, (1 -) = 0.8
and number of predictions = 4 .

Questionnaire

Constructs Measurement Items

It only takes 5 minutes for a driver to pick you up

Reliability (R) Safety insurance for your trip
The application provides the service at the specified time
and date that they have agreed with the customer
Feedback to you quickly
Clear, specific, reasonable prices

Price There are many discount codes

Flexible updated prices from time to time
I can compare the prices of many different apps
App provides fast and convenient service
Respond to customer requests 24/7
Responsiveness
Enthusiastic driver, ready to help customers
Always try to please the customer as much as possible

I don't have to wait long to be served

Customer Satisfaction Professional drivers, put the safety of customers first

Drivers are knowledgeable about shortcut routes, avoiding
rush hour traffic jams
 The fare is cheaper than the traditional motorbike taxi
service but the quality does not go down

References:

https://tuoitre.vn/ung-dung-cong-nghe-goi-xe-4-0-bo-mat-nganh-van-tai-thay-doi-
20190416140358502.htm

https://www.sciencedirect.com/search?qs=price%20of%20customer%20satisfaction

https://www.sciencedirect.com/science/article/abs/pii/S0306261915002706