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The unexplored potential of trust to boost customer loyalty for transport platforms
Research in Transportation Business & Management ( IF 4.1 ) Pub Date : 2021-01-22 , DOI: 10.1016/j.rtbm.2021.100618
Marta Mas-Machuca , Frederic Marimon , Carmen Jaca

Ride-sharing and services associated with mobility are developing a growing presence in society, especially those that are focused on mobility in cities. These services are provided to a great extent through a digital platform. Measure the aspects of quality, trust and loyalty are relevant to understand the rationale of this kind of business models. The purpose of this paper is to test empirically the relationship between quality, trust (digital and driver trust), satisfaction (platform and driver satisfaction) and loyalty. Specially, we examine the mediating role of trust among these relationships in on-demand ridesharing services. A sample of 429 respondents completed an on-line questionnaire in four European countries (France, Spain, Portugal, and Italy). We propose a model for investigating this relationship and assess its constructs using exploratory factor analysis, and the whole research model by Structural Equating Modelling, using EQS. 6.4 software. In addition, a focus group with users from the four countries was conducted to confirm the results. The present study contributes theoretically to the field of examining the antecedents and consequences of trust in the sharing economy. In addition, this research proposes several trust-building actions that managers can take to increase both business and the level of loyalty to these digital platforms.



中文翻译:

信任在提高运输平台客户忠诚度方面的未开发潜力

与移动相关的拼车和服务正在社会中发展壮大,尤其是那些专注于城市移动的服务。这些服务在很大程度上是通过数字平台提供的。衡量质量、信任和忠诚度等方面与了解此类商业模式的基本原理有关。本文的目的是实证检验质量、信任(数字和驾驶员信任)、满意度(平台和驾驶员满意度)和忠诚度之间的关系。特别地,我们研究了这些关系中信任在按需拼车服务中的中介作用。由 429 名受访者组成的样本在四个欧洲国家(法国、西班牙、葡萄牙和意大利)完成了在线问卷调查。我们提出了一个模型来研究这种关系,并使用探索性因素分析评估其构造,以及使用 EQS 的结构等效建模的整个研究模型。6.4 软件。此外,还与来自四个国家的用户进行了焦点小组讨论以确认结果。本研究在理论上有助于研究共享经济中信任的前因和后果。此外,这项研究提出了几种建立信任的措施,管理者可以采取这些措施来提高业务和对这些数字平台的忠诚度。本研究在理论上有助于研究共享经济中信任的前因和后果。此外,这项研究提出了几种建立信任的措施,管理者可以采取这些措施来提高业务和对这些数字平台的忠诚度。本研究在理论上有助于研究共享经济中信任的前因和后果。此外,这项研究提出了几种建立信任的措施,管理者可以采取这些措施来提高业务和对这些数字平台的忠诚度。

更新日期:2021-01-22
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