Promoting customer satisfaction and reuse intention using ride-hailing taxi services: role of consumer perceived value, personal innovativeness and corporate image

Purpose This study aims to investigate the impact of several factors on customer satisfaction and intention of reusing ride-hailing services that is a new type of passenger urban transport service. Design/methodology/approach This research applied the Partial Least Squares Structural Equation Modeling analysis method to examine the measurement scale and to analyze the primary data collected from 388 passengers in Vietnam. Findings This study demonstrates that three dimensions of perceived value, namely, functional value, hedonic value and economic value, positively influence customer satisfaction. The other dimension of perceived value, which is social value, has an ambiguous effect on satisfaction. In addition, personal innovativeness promotes all dimensions of perceived value. In particular, this study highlights that customer satisfaction and corporate image positively impact reuse intention, and corporate image moderates the relationship between customer satisfaction and reuse intention. Originality/value This study enriches knowledge about customer behavior using services based on the sharing economy business model. In particular, theoretical and practical implications are provided for researchers and enterprises to find suitable strategies for business.