ANALYSING FACTORS IMPACTING CUSTOMER SATISFACTION IN E-HAILING SERVICES: A DART MODEL STUDY IN MALAYSIA

Abstract

People travel to various destinations using different modes of transportation, with taxis being among the most popular. In recent years, a new alternative known as e-hailing has emerged, offering innovative solutions to address the shortcomings of traditional taxi services. This study aims to examine the factors influencing customer satisfaction in e-hailing services using the DART model, which includes four components: Dialogue, Access, Risk Assessment, and Transparency. To achieve the study’s objectives, a structured questionnaire was developed and distributed via Google Forms to individuals with prior e-hailing experience. A judgemental non-probability sampling method was used and 205 responses were received and analysed. Data were analysed using SPSS version 27, applying four main statistical techniques: factor analysis, reliability analysis, descriptive statistics, and multiple regression analysis. The findings offer practical insights for e-hailing providers to better understand which factors most significantly influence customer satisfaction. Aligning their services with the DART model can enhance customer trust, retention, and competitive advantage in today’s digital transport environment.