Purpose: This paper aims at assessing the factors that determine the customer
satisfaction of ride sharing service in Bangladesh. The motive of this study lies in
exploring the influential factors that shape the customer satisfaction of ride sharing
service, specifically Pathao users in Dhaka city. Additionally, the paper examines
how much the Bangladeshi people are clued up the use of ride sharing service and
to what extent they are taking this service.
Methodology: This study is quantitative in nature and based on both primary and
secondary data. This study employed 120 participants comprising females (30%)
and males (70%) aged between 20 and 50 years. Nonprobability convenience
sampling technique has been used in this study. Multiple regression analysis has
been employed to analyze data and SPSS software has been used to process data.
Findings: The study unveils that comfort, price and discount are the most
influential factors of satisfaction. Moreover, attitude toward new technology
influences the customer satisfaction level to a great extent.
Practical Implications: This study offers a direction to the practitioners (ride
sharing service providers) by which they can design strategic schemes to ensure
customer loyalty and attract more customers to use their service.
Originality/Value: Findings from this quantitative study can extensively
contribute to the enhancement of fundamental knowledge regarding the factors
affecting satisfaction with ride sharing service. Further this study potentially
easing the ability of future studies to examine other related factors such as
perceived risk, environmental benefits and involvement.
Limitations: The study has not looked into the interconnection effect between
three precursors including perceived service quality, perceived sales promotion
and lifestyle and attitude on satisfaction.
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