FACTORS AFFECTING SATISFACTION AND REUSE INTENTION OF CUSTOMERS USING ONLINE MOTORBIKE SERVICE

Abstract

  The paper objective was to identify and measure factors impacting on satisfaction and reuse intention of customers using online motorbike service. The research model proposed five factors affecting customer satisfaction such as perceived service quality, perceived value, transaction convenience, perceived ease of use and perceived usefulness as well as two factors affecting reuse intention such as satisfaction and habit. The study analyzed data of 269 suitable questionnaires collected from customers aged 18 and older who have used online motorbike service in HCM city. The results indicated that all the five factors affected customers' satisfaction and that reuse intention was impacted by satisfaction and habit. The research also proposed managerial implications for enhancing online motorbike service quality.