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 ana.....

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