What leads customers to stay with an online transportation service in emerging markets? Online publication date: Tue, 07-Mar-2023
by Hoang Tran Phuoc Mai Le; Jungkun Park
International Journal of Business Innovation and Research (IJBIR), Vol. 30, No. 3, 2023
Abstract: With the continuous development of technologies and user demand, mobile app functions have become more and more diversified in category extension, specifically app-based shared transportation platforms (ABSTP). This study focuses on predictors of loyalty intention in the mobile app portfolio of shared-transportation services. Four hundred thirty Vietnamese transportation app users were analysed using PLS-SEM. The results show that alternative attraction does not have a significant effect on loyalty intention. However, brand awareness, customer inertia, app rating, perceived value, and customer satisfaction directly affect customers' loyalty intention. E-service quality has a strong indirect effect on loyalty intention through relationships on perceived value and customer satisfaction. Especially, the measurements of e-service quality and perceived value second-order constructs for ABSTP were well confirmed and validated. Findings give some recommendations on establishing competitive strategies for managers of ABSTP companies.
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