Determinants of Customer Satisfaction for Ride-hailing Services in Tanzania

While the emergence of ride-hailing services has become increasingly popular worldwide by promising to curb urban mobility challenges, the determinants of customer satisfaction in the context of developing countries are not clear. This paper assesses the determinants of customer satisfaction with ride-hailing services in Tanzania. Guided by the SERVIQUAL and Information System Success models, the study leading to this paper employed an explanatory survey design with a five-point Likert-scale questionnaire to 102 Uber and Bolt customers, through drop by a driver and pick later techniques. The data were analysed using a multiple regression analysis. The findings revealed that perceived cognitive control, information quality, and services quality positively and significantly influenced customer satisfaction. Also, they revealed that the quality of Uber/Bolt systems insignificantly influence customer satisfaction. Hence, ride-hailing service companies should keep perceived cognitive control up; while information quality needs to be kept high, responsive and reliable. Also, responsible bodies need to formulate favourable policies and regulations for smooth, affordable, and secure ride-hailing services.