Service quality and brand reputation as antecedents of brand choice: The case of ride-hailing applications in Southeast Asia

Abstract

Currently, linked internet ride-sharing services are active in several Southeast Asian nations. This research aimed to investigate the relationships between the various variables by looking at the impact of perceived service quality, perceived value, and brand image on consumer brand preference. Cross-sectional data was used, and a quantitative technique strategy was taken. Customers of online ride-sharing service alliances in Southeast Asia are the subject of the unit analysis, which includes 384 respondents from each of the following countries: Malaysia, Indonesia, Cambodia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. The representative offices of the die-sharing businesses in our target nations were the distribution points for surveys used in the sampling method, which combined random sampling with purposive sampling. Path analysis is the method of data analysis employed. The results showed that perceptions of service quality, perceived value and brand reputation influence brand choice simultaneously and significantly.