Technology creates new ways of conducting business and changing the way people communicate, interact, and entertain. GO-JEK as motorcycle ride-hailing phone service in Indonesia brings a different experience from conventional taxi motorbike to online taxi motorbike. However, learning through experience, humans are not perfect users. The mobile application depends on its usability. Understanding usability of the mobile application can help increase user continuous improvement. It is essential for the mobile taxi booking application’s service providers to know how to keep their present users and to know how the users develop their continuance intent. By understanding the customer experience, its drivers, and outcomes become crucial, especially when experiences are the core of the service offering. This study focuses on understanding the customer experience of Online Taxi Motorbike, by analyzing the perceived usability of online taxi motorbike application to the customer experience of services and the value of use it. The structural model adopted from a combination of System Usability Scale (SUS) and Customer Experience Quality (EXQ). The data are collected by questionnaire (n=559) and analyzed using PLS-SEM. The result is the usability of application positively relates to customers experience. The customer experience dimensions except for outcome focus relate to customer satisfaction. However, the customer satisfaction is not influenced by the outcome focus. Satisfactions influence the loyalty and Word-of-Mouth (WOM). And loyal customer positively relates to WOM.

Technology creates new ways of conducting business and changing the way people communicate, interact, and entertain. GO-JEK as motorcycle ride-hailing phone service in Indonesia brings a different experience from conventional taxi motorbike to online taxi motorbike. However, learning through experience, humans are not perfect users. The mobile application depends on its usability. Understanding usability of the mobile application can help increase user continuous improvement. It is essential for the mobile taxi booking application’s service providers to know how to keep their present users and to know how the users develop their continuance intent. By understanding the customer experience, its drivers, and outcomes become crucial, especially when experiences are the core of the service offering. This study focuses on understanding the customer experience of Online Taxi Motorbike, by analyzing the perceived usability of online taxi motorbike application to the customer experience of services and the value of use it. The structural model adopted from a combination of System Usability Scale (SUS) and Customer Experience Quality (EXQ). The data are collected by questionnaire (n=559) and analyzed using PLS-SEM. The result is the usability of application positively relates to customers experience. The customer experience dimensions except for outcome focus relate to customer satisfaction. However, the customer satisfaction is not influenced by the outcome focus. Satisfactions influence the loyalty and Word-of-Mouth (WOM). And loyal customer positively relates to WOM.

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