| Abstrakt: |
The primary objective of this study was to identify the factors that influence Grab's intention to use its services in Ho Chi Minh City and assess the impact of these factors. The ultimate goal was to provide appropriate recommendations to enhance Grab's services. The study involved 200 participants from Ho Chi Minh City. To achieve this objective, a quantitative research method was employed, and several analytical techniques were used, including reliability testing using Cronbach's Alpha coefficient, exploratory factor analysis, correlation analysis, and regression. The analysis results revealed three factors that significantly influence the intention to use Grab services, ranked in descending order of influence: (1) Perceived Usefulness, (2) Price Value, and (3) Alternative Vehicles. These factors play a significant role in shaping customers' intentions to use Grab's services. The study acknowledges its limitations and suggests future research directions for similar studies to further explore and refine the understanding of customer behavior in the ride-hailing industry. [ABSTRACT FROM AUTHOR] |
