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

Grab has recently become one of the biggest companies about applying technology in transportation. One of the key challenges would be how to manage service quality to achieve customer satisfaction. This study aimed to evaluate factors affecting customer satisfaction in order to help Grab gain more profit in Vietnam. Five dimensions used in this study were determined are Reliability, Information, Responsiveness, Dignity, Tangibles and Price. The research conducted a survey with participation of 213 respondents. The data was analyzed by using descriptive statistics, factor analysis and regression. The empirical results showed that Information significantly affects customer satisfaction, whereas Price and Tangibles slightly has an impact on customer satisfaction. Finally, this study recommended some solutions which Grab can apply to improve the service.