Satisfaction toward Customer Experience Affecting Loyalty in using the Super App Grab Thailand

Abstract

The objective of this research was to study satisfaction toward customer experience and loyalty in using the Super App Grab Thailand. This quantitative research, via survey, employed convenience sampling to collect data from 390 customers who use the Grab application and have previously used both the deliveries services and transportations services by using an online questionnaire. The result of this research showed that 1) customers had the highest level of satisfaction with customer experience in terms of empathy and time & effort. Overall, customers were satisfied with Grab as a super app that offers a wide range of comprehensive services and effectively meets their expectations. 2) customers had a high level of attitudinal loyalty in terms of satisfaction. Regarding behavioral loyalty, customers also demonstrated a high level of loyalty in terms of word-of-mouth communications. The results of testing the hypothesis also indicated that overall satisfaction toward customer experience was moderately correlated with customer loyalty at a statistical significance level of 0.01. Moreover, multiple regression analysis at the 0.05 significance level showed that expectations, personalization, and resolution affect loyalty, respectively. This suggests that the Grab application effectively communicates and creates positive customer experiences through its services and experience design, which is well integrated into customers' daily lives.