Exploring satisfaction of gen-Y-customers (18-40 years old) that used an Grab app (or Go-Viet)* as a sharing service for commuting in Ho Chi Minh City

Abstract

In the recent period, Transportation has important roles of Vietnamese people. The growth rate and economic development of the country partly depend on the ability of society to respond to the transport service. These significant challenges appear in all industries and business sectors, in which the form of business of transporting passengers by taxi, technology vehicles is no exception. In particular, since 2014, Ride-hailing (Uber and Grab) entered the Vietnamese market and changed customer behavior of Gen Y (18-40). Therefore, the purpose of this study is to explore customer satisfaction of Gen Y that used a Grab app as sharing service for commuting in Ho Chi Minh City. The primary purpose of this thesis is to identify which factors influence customer satisfaction. And the second objective of this studying is to test factors influenced in the Vietnamese market. To achieve the goals, we adopt quantitative research (survey). The research model is assessed by using SPSS, Excel and the most influential factors. After that, the authors will suggest some solutions to improve the quality of Grab.