Service Quality Dimensions (SERVQUAL) and Customer Satisfaction towards Motor Ride-Sharing Services: Evidence from Bangladesh

https://doi.org/10.35912/amor.v3i2.1184
Published: Nov 8, 2022

Abstract:

Purpose: This study aimed to examine and evaluate the factors affecting Bangladeshi ride-sharing consumers' satisfaction levels.

Research methodology: The samples comprised 386 users of this application in Dhaka city selected using a convenience random sampling technique. The data obtained using a survey questionnaire were evaluated using Smart PLS 3.0. Furthermore, six hypotheses were developed to realize the objectives. This study used a positivist research methodology.

Results: The results showed a positive and significant relationship between tangibility, responsiveness, empathy, price fairness, and customer satisfaction. There is no conventional relationship between reliability and assurance of customer satisfaction.

Limitations: Customer satisfaction is vast, and this study only examined ride-sharing services in Dhaka city using SERVQUAL dimensions, which restricts the generalizability of the results.

Contribution: The findings would help the service providers participating in this operation better understand the appropriate actions to improve their commuter services.

Keywords:
1. SERVQUAL
2. Ride-Hailing
3. Bangladesh
4. customer satisfaction
5. tangibility
6. responsiveness
Authors:
1 . Sharmila Sikder
Lecturer, Department of Business Administration, Sonargaon University, Dhaka, Bangladesh
2 . Md. Masud Rana
Assistant Professor & Head, Department of Business Administration, Sonargaon University, Dhaka, Bangladesh
3 . Mohammad Rashed Hasan Polas
Lecturer & Researcher, Department of Business Administration, Sonargaon University, Dhaka, Bangladesh
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Sikder, S. ., Rana , M. M. ., & Polas, M. R. H. (2022). Service Quality Dimensions (SERVQUAL) and Customer Satisfaction towards Motor Ride-Sharing Services: Evidence from Bangladesh. Annals of Management and Organization Research, 3(2), 97–113. https://doi.org/10.35912/amor.v3i2.1184
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Vol. 3 No. 2 (2021): November
Articles
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  2. Afroj, S., Hasan, M., Uddin, M., & Fuad, N. (2022). The Who, When and Why of Uber Trips in Dhaka: A Study from Users’ Perspective. Transportation in Developing Economies, 8(2), 1-12.
  3. Al-Azzam, A. F. M. (2015). The impact of service quality dimensions on customer satisfaction: A field study of Arab bank in Irbid city, Jordan. European Journal of Business and Management, 7(15), 45-53.
  4. Alam, M. S., & Mondal, M. (2019). Assessment of sanitation service quality in urban slums of Khulna city based on SERVQUAL and AHP model: A case study of railway slum, Khulna, Bangladesh. Journal of Urban Management, 8(1), 20-27.
  5. Ali, M., & Raza, S. A. (2017). Service quality perception and customer satisfaction in Islamic banks of Pakistan: the modified SERVQUAL model. Total Quality Management & Business Excellence, 28(5-6), 559-577.
  6. Amegayibor, G. K., & Korankye, C. O. (2021). Customer satisfaction and the influence of quality service aspects: A case study of a cooperative union in Cape Coast, Ghana's Central Region. Annals of Management and Organization Research, 2(4), 253-269.
  7. Arokiasamy, A. R. A., & Huam, H. T. (2014). Assessing the relationship between service quality and customer satisfaction in the Malaysian automotive insurance industry. Middle-East Journal of Scientific Research, 20(9), 1023-1030.
  8. Arsanam, P., & Yousapronpaiboon, K. (2014). The relationship between service quality and customer satisfaction of pharmacy departments in public hospitals. International Journal of Innovation, Management and Technology, 5(4), 261.
  9. Balachandran, I., & Hamzah, I. B. (2017). The influence of customer satisfaction on ride-sharing services in Malaysia. International Journal of Accounting & Business Management, 5(2), 184-196.
  10. Basera, V., Mwenje, J., & Ruturi, S. (2019). A snap on quality management in Zimbabwe: a perspectives review. Annals of Management and Organization Research, 1(2), 77-94.
  11. Behdio?lu, S., Acar, E., & Burhan, H. A. (2019). Evaluating service quality by fuzzy SERVQUAL: a case study in a physiotherapy and rehabilitation hospital. Total Quality Management & Business Excellence, 30(3-4), 301-319.
  12. Bhattacharjee, A., Jahanshahi, A. A., Polas, M. R. H., Hossain, M. I., & Asheq, A. S. (2019). Customer care service management is moving forward to achieve sustainable customer retention in every industry. Does it play a role in increasing brand retention? International Journal of Management and Sustainability, 8(2), 88-97.
  13. Bhattacharjee, A., Polas, M. R. H., & Rahman, M. (2018). Challenges and prospects of tourism in Cox's Bazar: An empirical study. Journal of Business and Technology (Dhaka), 13, 63-82.
  14. Chaudhry, B., El-Amine, S., & Shakshuki, E. (2018). Passenger safety in ride-sharing services. Procedia computer science, 130, 1044-1050.
  15. CHIA, K. M. (2017). Evaluation of Service Quality Dimensions Towards Customers' Satisfaction of Ride-hailing Services in Kuala Lumpur, Malaysia. Asia Pacific University.
  16. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
  17. Choi, M. S., Jung, J. H., & Kim, Y. Y. (2017). Effects of Coffee Shop Brand Attributes and Price Fairness on the Purchasing Behavior-Focus on the Case of Coffee Shop A. Journal of the Korean Society of Food Culture, 32(6), 549-557.
  18. Conway, M. W., Salon, D., & King, D. A. (2018). Trends in taxi use and ride-hailing advent, 1995–2017: Evidence from the US National Household Travel Survey. Urban Science, 2(3), 79.
  19. Dhawan, S., & Yadav, P. (2018). E-Cab hailing: A study on consumer behaviour. Elk Asia Pacific Journal of Marketing and Retail Management, 9(3), 1-17.
  20. Erevelles, S., Srinivasan, S., & Rangel, S. (2003). Consumer satisfaction for internet service providers: an analysis of underlying processes. Information Technology and Management, 4(1), 69-89.
  21. Fida, B. A., Ahmed, U., Al-Balushi, Y., & Singh, D. (2020). Impact of service quality on customer loyalty and customer satisfaction in Islamic banks in the Sultanate of Oman. Sage Open, 10(2), 2158244020919517.
  22. Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics: Sage Publications Sage CA: Los Angeles, CA.
  23. Ghosh, M. (2018). Customers' Expectations Meet Perceptions or Not: App-Based Ride-Sharing Services by Uber and Pathao in Dhaka City. ASA University Review, 12(2).
  24. Giang, P. T., Trang, P. T., & Yen, V. T. (2017). An examination of factors influencing the intention to adopt ride-sharing applications. A Case Study in Vietnam. Imperial Journal of Interdisciplinary Research, 3(10), 618-623.
  25. Goula, A., Stamouli, M.-A., Alexandridou, M., Vorreakou, L., Galanakis, A., Theodorou, G., . . . Kaba, E. (2021). Public Hospital Quality Assessment. Evidence from Greek Health Setting Using SERVQUAL Model. International journal of environmental research and public health, 18(7), 3418.
  26. Gruji?i?, D., Ivanovi?, I., Jovi?, J., & ?ori?, V. (2014). Customer perception of service quality in public transport. Transport, 29(3), 285-295.
  27. Hahn, R., & Metcalfe, R. (2017). The ride-sharing revolution: Economic survey and synthesis. More equal by design: economic design responses to inequality, 4.
  28. Hair Jr, J. F., Sarstedt, M., Matthews, L. M., & Ringle, C. M. (2016). Identifying and treating unobserved heterogeneity with FIMIX-PLS: part I–method. European Business Review.
  29. Hamenda, A. (2018). An integrated model of service quality, price fairness, ethical practice and customer perceived values for customer satisfaction of sharing economy platform. International Journal of Business and Society, 19(3), 709-724.
  30. Hawlader, M. R., Rana, M. M., Kalam, A., & Polas, M. R. H. (2021). Consideration of workers’ opinion in the decision-making process in the RMG Sector: Evidence from Bangladesh. Journal of Sustainable Tourism and Entrepreneurship, 2(4), 267-282.
  31. Hult, G. T. M., Mena, J. A., Gonzalez-Perez, M. A., Lagerström, K., & Hult, D. T. (2018). A ten country-company study of sustainability and product-market performance: Influences of doing good, warm glow, and price fairness. Journal of Macromarketing, 38(3), 242-261.
  32. Iberahim, H., Taufik, N. M., Adzmir, A. M., & Saharuddin, H. (2016). Customer satisfaction on reliability and responsiveness of self-service technology for retail banking services. Procedia Economics and Finance, 37, 13-20.
  33. Iglesias, O., Markovic, S., Bagherzadeh, M., & Singh, J. J. (2020). Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty. Journal of Business Ethics, 163(1), 151-166.
  34. Islam, S., Huda, E., Nasrin, F., & Freelanch Researcher, M. (2019). Ridesharing service in Bangladesh: Contemporary states and prospects. International Journal of Business and Management, 14(9), 65-75.
  35. Javed, S. A., Liu, S., Mahmoudi, A., & Nawaz, M. (2019). Patients' satisfaction and public and private sectors' health care service quality in Pakistan: Application of grey decision analysis approach. The International journal of health planning and management, 34(1), e168-e182.
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