UPSI Digital Repository (UDRep)
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Abstract : Universiti Pendidikan Sultan Idris |
This research intended to compare the impact of service quality, particularly
reliability, assurance, tangibles, empathy, responsiveness, waiting time, and valence,
towards customer satisfaction between taxi and Grab Car services in Malaysia. The
research also aimed at comparing significant difference in service quality and
customer satisfaction between both. Development of the research framework is based
on adaptation of the Parasuraman‟s SERVQUAL model and Grönroos‟s Two-
Dimensional model. Quantitative research via self-administrated questionnaire survey
was adopted in this research. A total of 384 surveys were collected from local tourists
who had used local taxi and Grab Car in Selangor, Kuala Lumpur, Johor, Penang, and
Perak. The target respondents were screened using quota sampling technique where
location is used as the control category in the first stage and the second stage is based
on judgment. Measurement and structural model are incorporated in the data analyses
and the research hypotheses were tested through the Partial Least Square – Structural
Equation Modeling (PLS-SEM). Except for waiting time in taxi where the p-value is
0.873, all the service quality dimensions has significant impact on customer
satisfaction in taxi and Grab Car with p-value less than 0.05. The R2 for taxi is 0.633
while Grab Car is 0.640. Besides, the most important service quality factor for taxi is
reliability while for Grab Car is responsiveness. Moreover, Grab Car is found to have
significant difference in service quality and customer satisfaction which is greater
than taxi. In conclusion, this research showed a significant difference exists between
service quality and customer satisfaction in taxi and Grab Car. This research provide
implications to taxi and Grab Car services in which customer evaluate service quality
differently between both services which influence their satisfaction. Also, this study
enhances knowledge and literature in the service quality area by providing more
comprehensive model and its determinants. |
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