Exploring the Ride-Hailing Service Quality and Re-ride Intention of Bangladeshi Zoomers: A PLS-SEM Approach

The purpose of the study is to explore the nexus between ride-hailing service quality and re-ride intention of Zoomers in Dhaka, Bangladesh, with a focus on how satisfaction mediates the nexus. A structured questionnaire was distributed to 300 respondents using a convenience sampling approach, and 250 were considered valid for data analysis. PLS-SEM was employed to analyze the measurement and structural model and data analysis was done using SmartPLS 4.1.1.3. The findings showed that reliability and assurance have a positive relationship with re-ride intention (RRI) of Zoomers, while empathy, responsiveness and tangibility were determined to be statistically insignificant. Additionally, the findings revealed that Zoomers satisfaction (ZS) was significantly influenced by reliability, responsiveness, and tangibility, while dimensions such as assurance and empathy exhibit negative correlations with satisfaction. Also, the ZS as mediator significantly impacts the relationship among re-ride intention with reliability, responsiveness, and tangibility dimensions. Future researchers might consider other variables like price sensitivity, digital trust, and gender differences, and compare generational differences across different service sectors in Bangladesh.