Factors Affecting Customer Satisfaction: A Case Study of Grab in Vietnam

Abstract

Traveling is one of the basic and indispensable needs of each person. The more the society grows, the more demand for travel increases. The transportation service has been put into operation and is growing strongly with many types such as taxi, motorbike taxi. With the development of science and technology, technology has been applied to travel service industry. Recent years in Vietnam, smartphones have become extremely popular, which has led to the development of mobile applications including ride-hailing apps such as Grab and Uber. The emergence of Grab and Uber has changed a lot of habits of using transport services. According to the survey conducted in July 2017 of Q&ME survey page about usage habits and opinions about car booking applications. The survey was conducted with 600 users of car booking applications in Hanoi and Ho Chi Minh City (Vietnam). The results of the survey showed that 61% users affirmed that they used traditional taxi services less often than a year ago. Nowadays, consumers become wiser and they require not only high quality but also more professional service. With the emergence of Grab and Uber, traditional forms of transportation such as taxi, motorbike taxi will face more intense competition in the market. According to the survey results on Q&ME, 68% users used Grab more than Uber which means it could be seen that Grab is more widely used than Uber. Therefore, the research topic of us is focused on the study of Grab. One of the keys to success in the service industry is customer satisfaction. The more satisfied the customer is about the quality of service, the more profit the company will make. Therefore, Grab's rapid development in the past has also been related to customer satisfaction. Grab Holdings Inc., formerly known as MyTeksi and GrabTaxi, is a Singapore based transportation network company. In addition to transportation, the company offers food delivery and digital payments services via mobile app. The company was originally founded in Malaysia and later moved its headquarters to Singapore. It now operates in the Southeast Asian countries of Singapore,

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