Title: What leads customers to stay with an online transportation service in emerging markets?

Authors: Hoang Tran Phuoc Mai Le; Jungkun Park

Addresses: School of Business, Hanyang University, 222 Wangsimni-ro, Seongdong-gu, Seoul 04763, South Korea ' School of Business, Hanyang University, 222 Wangsimni-ro, Seongdong-gu, Seoul 04763, South Korea

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.

Keywords: app-based shared transportation platform; ABSTP; e-service quality; perceived value; mobile apps; loyalty intention; Vietnamese consumers; PLS-SEM.

DOI: 10.1504/IJBIR.2023.129369

International Journal of Business Innovation and Research, 2023 Vol.30 No.3, pp.323 - 351

Received: 31 Aug 2020
Accepted: 21 Jan 2021

Published online: 07 Mar 2023 *

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