The influencing factors of the grab car users' satisfaction: a study in Kedah

The main purpose of this study is to examine the influencing factors of the Grab car users’ satisfaction in Kedah. In this study, the dimensions of service quality are represented by tangibility, reliability, responsiveness, assurance, and empathy (independent variables). Meanwhile, the Grab car users’ satisfaction is a dependent variable. Respondent of this study is the Grab car user who has experience by using the Grab car service even once. A total of 404 questionnaire outcomes, has been analysed by using SPSS software version 26. Descriptive analysis, factor analysis, reliability analysis, Pearson’s correlation analysis, and multiple regression analysis have been used to the answers research question and to achieve the research objective in this study. The result of this study shows that to achieve the Grab car user’s satisfaction by using the Grab car service in terms of the dimension of service quality which are tangibility, reliability, responsiveness, assurance, and empathy caused effect
against that relationship. Through the correlation test, the study found that there is a positive significant relationship between the dimensions of service quality toward the Grab car users’ satisfaction. Meanwhile, according to multiple regression test, the result shows that the reliability, assurance, and empathy dimension became the major factor influence the Grab car users’ satisfaction. Therefore, Grab car company should strengthen their service quality through these elements. Through multiple regression tests also were resulted from the tangibility and responsiveness dimension does not have a significant relationship with the Grab car users’ satisfaction. This shows that the Grab car company should improve their service by tangibility and responsiveness dimension because these dimensions have lacked in fulfilling the user criteria toward the Grab car’s service quality. However, the Grab car would innovatively be using the dimensions for influencing the Grab car users’ satisfaction. This study can be used by the Grab car company in improving their service quality to influence their users’ satisfaction in the future.