A Multivariate Model of Ridesharing Service Quality in Bangladesh

Customer Satisfaction and loyalty are critical indicators of the sharing economy's long-term viability, particularly in developing countries. The main objective of this study is to develop a service quality model applicable in the sharing economy based on ridesharing service perspective. Through synthesizing existing theories and literatures, the dynamics of ridesharing service quality (RSSQUAL) have been conceptualized. To verify the study using PLS-SEM analysis technique, data have been collected in Dhaka from 210 users of ridesharing services through an online questionnaire survey. This study finds that ridesharing service quality is a second order model whereby six primary dimensions including service availability, ease of use, empathy, tangibles, security & privacy, and cost constitute the primary dimensions. The study also finds significant relationships among RSSQUAL, service loyalty and customer satisfaction. Theoretically, this study extends the research of sharing economy through proposing RSSQUAL model in a new research context. Practically, companies can focus on key quality dimensions to better satisfy the customers. Finally, the viability of sharing economy in developing countries has been assessed through the determination of customer service loyalty and satisfaction.