Determinants of Customer Repeat Purchase Behavior in Ride-sharing Services: An Empirical Study on Ride-sharing users in Dhaka City
Keywords:
Customer satisfaction, Repeat purchase behavior, Ride-sharing, Service quality, TrustAbstract
Purpose: This study investigates the determinants influencing customer repeat purchase behavior in ride-sharing services among users in Dhaka City, focusing on perceived value, service quality, trust, convenience, pricing, customer satisfaction, and perceived risk.
Methodology: A quantitative research approach was adopted. Primary data were collected from 220 ride-sharing users in Dhaka City through structured questionnaires using convenience sampling. SPSS, descriptive statistics, reliability analysis, correlation analysis, and regression analysis were used for data analysis.
Findings: The findings reveal that service quality, trust, convenience, customer satisfaction, and perceived value significantly influence customer repeat purchase behavior. Pricing also positively affects customer behavior, whereas perceived risk negatively influences repeat purchase intention.
Practical Implications: Ride-sharing companies can improve customer retention by ensuring reliable service quality, affordable pricing, user-friendly applications, and stronger safety measures.
Value: This study contributes to the literature on digital transportation services and provides insights into consumer behavior in Bangladesh’s ride-sharing industry.
Research Limitations: The study was limited to ride-sharing users in Dhaka City and used convenience sampling, which may limit the generalizability of the findings.
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