Intention to Repurchase Taxi-Hailing Apps and Factors Affecting Customer Satisfaction: A Case Study of a Digital Mobility Platform

The rise of internet technology and smartphone adoption has significantly transformed the transportation landscape, with e-hailing services like AirAsia Move gaining popularity in Malaysia. This study aims to examine the key factors influencing customer satisfaction and how these factors affect users’ intention to repurchase AirAsia Move services. A quantitative approach was employed, using an online survey distributed via Google Forms to 125 active users of the app. Regression analysis revealed that perceived usefulness (β = 0.328), compatibility (β = 0.359), and customer satisfaction (β = 0.359) have a significant positive impact on repurchase intention, supporting hypotheses H1, H3, and H5. The model explained 77.1% of the variance in repurchase intention (R² = 0.771). Moreover, customer satisfaction mediates the relationship between perceived usefulness and compatibility on repurchase intention, while price and safety were found to be statistically insignificant. The findings emphasize the importance of designing functionally useful and compatible e-hailing services to improve customer satisfaction and encourage repeat usage. Practical implications include prioritizing app usability and integration into users’ routines to enhance customer loyalty and competitiveness in the digital mobility market.