ĐÁNH GIÁ SỰ HÀI LÒNG CỦA KHÁCH HÀNG KHI SỬ DỤNG DỊCH VỤ XE ÔM CÔNG NGHỆ TRÊN ĐỊA BÀN THÀNH PHỐ HÀ NỘI

Abstract

This study aimed to identify the factors affecting customer satisfaction with appbased motorbike taxi services in Hanoi. Data was collected from 400 customers utilizing a structured questionnaire. The analysis, conducted with SPSS26 software, encompassed Cronbach's Alpha for reliability testing, exploratory factor analysis (EFA), correlation analysis, and linear regression. The findings revealed seven key factors influencing customer satisfaction, ranked from most to least impactful: Assurance, Ease of application, Public pricing, Reliability, Responsiveness, Empathy, and Tangibles. The research results are an important basis to propose some solutions to improve customer satisfaction with app-based motorbike taxi services in Hanoi