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A Multivariate Model of Ridesharing Service Quality in Bangladesh
Abstract
Customer Satisfaction and loyalty are critical indicators of the sharing economy’s long-term viability, particularly in developing countries. The main objective of this study is to develop a service quality model applicable in the sharing economy based on the ridesharing service perspective.Through synthesizing existing theories and literature, the dynamics of ridesharing service quality (RSSQUAL) have been conceptualized. To verify the study using thePLS-SEM analysis technique, data have been collected in Dhaka from 210 users of ridesharing services through an online questionnaire survey. This study finds that ridesharing service quality is a second- order model, whereby six primary dimensions including service availability, ease of use, empathy, tangibles, security & privacy, and cost constitute the primary dimensions. The study also finds significant relationships among RSSQUAL, service loyalty and customer satisfaction. Theoretically, this study extends the research of sharing economy through proposing the RSSQUAL model in a new research context. Practically, companies can focus on key quality dimensions to better satisfy the customers. Finally, the viability of sharing economy in the developing countries has been assessed through the determination of customer service loyalty and satisfaction.
... Passengers are likely to perceive the service as of higher quality when they feel their individual needs and concerns are acknowledged and addressed with empathy (Dey et al., 2019). The alternative hypothesis proposes that improvements in empathy will result in an enhancement of the overall service quality as perceived by passengers (Khan, 2023). This research seeks to explore the correlation between empathy and service quality of ride-sharing services. ...
... Factors such as tangibility, responsiveness, reliability, assurance, and empathy collectively contribute to overall service quality, shaping passengers' perceptions of the service (Nguyen-Phuoc et al., 2021b;Zygiaris et al., 2022).T. R. Shah, (2021) suggests that the alternative hypothesis proposes that improvements in service quality will lead to higher satisfaction among passengers. This study aims to explore the direct relationship between service quality and passengers' satisfaction within the specific context of app-based ride-sharing services in Bangladesh (Ahmed et al., 2021;Khan, 2023). ...
This study, which focuses on Dhaka, Bangladesh, examines how different
components of service quality affect user loyalty and satisfaction in app-based
ride-sharing systems. The study employed a quantitative approach, using a
survey to collect primary data from ride-sharing users in Dhaka. The sample
consists of 102 ride-sharing users in Dhaka, and the data were analyzed using
Partial Least Squares Structural Equation Modeling (PLS-SEM). The
research confirms the importance of tangible factors (vehicle condition) and
traditional service quality aspects (reliability, assurance) on passenger
perceptions of service quality. Interestingly, the influence of driver empathy on
service quality was inconclusive. While a direct association exists between
service quality and satisfaction, the combined impact of responsiveness with
passenger loyalty and service quality is less significant. Highlighting the
critical role of service quality, this research provides valuable insights for
stakeholders in Dhaka's ride-sharing market to optimize services, enhance
passenger satisfaction, and build long-term customer loyalty.
... In terms of survey instrument, a questionnaire, composed in English, was developed utilizing a five-point Likert scale stretching from strongly disagree (1) to strongly agree (5). We have utilized subjective measurements, a practice widely recognized and accepted in the field of behavioral research [174,175]. It is worth noting that there were two screening questions to ascertain: (i) whether the respondents engaged with AI technologies for academic purposes and (ii) whether they had utilized these technologies within the preceding six months. ...
... Bangladesh, a developing country, has observed a drastic change in internet-mediated technology adoption with the advancement of high-speed internet and other related technological infrastructures [175,193,194]. As per the Data Reports (2022) statistics, there are 10.8 million internet users in Bangladesh. ...
The rapid evolution of Artificial Intelligence (AI) and its widespread adoption have given rise to acritical need for understanding the underlying factors that shape users’ behavioral intentions.Therefore, the main objective of this study is to explain user perceived behavioral intentions anduse behavior of AI technologies for academic purposes in a developing country. This study hasadopted the unified theory of acceptance and use of technology (UTAUT) model and extended itwith two dimensions: trust and privacy. Data have been collected from 310 AI users includingteachers, researchers, and students. This study finds that users’ behavioral intention is positivelyand significantly associated with trust, social influence, effort expectancy, and performance ex-pectancy. Privacy, on the other hand, has a negative yet significant relationship with behavioralintention unveiling that concerns over privacy can deter users from intending to use AI tech-nologies which is a valuable insight for developers and educators. In determining use behavior,facilitating condition, behavioral intention, and privacy have significant positive impact. Thisstudy hasn’t found any significant relationship between trust and use behavior elucidating thatservice providers should have unwavering focus on security measures, credible endorsements,and transparency to build user confidence. In an era dominated by the fourth industrial revolu-tion, this research underscores the pivotal roles of trust and privacy in technology adoption. Inaddition, this study sheds light on users’ perspective to effectively align AI-based technologieswith the education system of developing countries. The practical implications encompass insightsfor service providers, educational institutions, and policymakers, facilitating the smooth adoptionof AI technologies in developing countries while emphasizing the importance of trust, privacy,and ongoing refinement.
This study aims to assess user perceived quality and its impact on sustaining the adoption of app-based ride- sharing services in the context of a developing country. Adopting the E-S-QUAL model as a theoretical frame- work, data have been collected from 250 ride-sharing app users in Bangladesh. Utilizing the PLS-SEM method, the structural model confirms that service quality is a hierarchical second order model which extensively impacts customer satisfaction and positively affects service loyalty. Specifically, fulfillment, security & privacy, system availability, and efficiency factors of e-service quality emerged as significant determinants of user loyalty and satisfaction. In addition, customer satisfaction fully mediates the relationship between service quality and intention to continue using the ridesharing services. The findings highlight the role of delivering high-quality digital services in fostering customer loyalty, commitment, and retention in the ride-sharing domain, particu- larly in developing economies. In addition, this study highlights that Bangladeshi perspectives on the sharing economy emphasize the need for better infrastructure, improved safety and privacy for women, and affordable, reliable service, insights that are also relevant for other emerging economies. Theoretically, this study extends the research of ridesharing services by applying the well-established E-S-QUAL framework while assessing the mediating role of customer satisfaction in ensuring service viability. Practically, it provides implications for ride- sharing platforms to enhance service attributes such as responsiveness, timeliness, and system reliability, thereby improving user experience and encouraging continued usage.
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