ABSTRACT
With the emergence of latest transport technologies, ride-hailing services became increasingly popular round the world in recent years. This new travel mode meets people's requirements for comfort and convenience and overcomes the restrictions of the fixed routes and schedules of public transportation. Particularly in developing countries where public transport (PT) systems due to the lack of investment, these services have become more prevalent as they are considered as a form of PT mode. Thus, understanding the passenger’s choice intention is important as it is seen to be a prime determinant of long-term financial performance for ride-hailing platform. Additionally, ride-hailing service has increased the convenience of travel but has also been questioned by many. On the one hand, it can lead to an increase in local spending and government revenue. However, balancing convenience with doubt and regulating ride-hailing platforms efficiently are posing challenges for authorities. The aim of this study is to understand better the complexities of factors influencing ride-hailing passenger satisfaction and their choice.
The findings show that four factors including perceived usefulness of the booking app, trust, perceived risk and satisfaction have direct influences on customer continuance usage intention in which the most influence factor is customer satisfaction, followed by perceived usefulness more important than the other factors. Besides, the study points out the online rating as a critical moderator and as a quasi-moderator variable on the relationship between the customer satisfaction and consumer intention. The main objective of this study is to identify the determinants (motivations and inhibitors) and moderators impact on customer's choice toward ride-hailing application of Vietnamese nowadays. The impacts and the interaction among those factors are focused and clarified, regarding the direction and the degree of impact mutually. Research data were collected from 213 different respondents in Vietnam, most of them are living in the big cities where the ride-hailing service have been more popularity.
In addition, the customer satisfaction and continuance intention of ride-hailing application also does not vary based on gender, income and occupation of the respondents have been found in this study. And last but not least, these results have suggested valuable implications for enterprises in the field for the further development while competition is becoming more and more fierce.

ABSTRACT
With the emergence of latest transport technologies, ride-hailing services became increasingly popular round the world in recent years. This new travel mode meets people's requirements for comfort and convenience and overcomes the restrictions of the fixed routes and schedules of public transportation. Particularly in developing countries where public transport (PT) systems due to the lack of investment, these services have become more prevalent as they are considered as a form of PT mode. Thus, understanding the passenger’s choice intention is important as it is seen to be a prime determinant of long-term financial performance for ride-hailing platform. Additionally, ride-hailing service has increased the convenience of travel but has also been questioned by many. On the one hand, it can lead to an increase in local spending and government revenue. However, balancing convenience with doubt and regulating ride-hailing platforms efficiently are posing challenges for authorities. The aim of this study is to understand better the complexities of factors influencing ride-hailing passenger satisfaction and their choice.
The findings show that four factors including perceived usefulness of the booking app, trust, perceived risk and satisfaction have direct influences on customer continuance usage intention in which the most influence factor is customer satisfaction, followed by perceived usefulness more important than the other factors. Besides, the study points out the online rating as a critical moderator and as a quasi-moderator variable on the relationship between the customer satisfaction and consumer intention. The main objective of this study is to identify the determinants (motivations and inhibitors) and moderators impact on customer's choice toward ride-hailing application of Vietnamese nowadays. The impacts and the interaction among those factors are focused and clarified, regarding the direction and the degree of impact mutually. Research data were collected from 213 different respondents in Vietnam, most of them are living in the big cities where the ride-hailing service have been more popularity.
In addition, the customer satisfaction and continuance intention of ride-hailing application also does not vary based on gender, income and occupation of the respondents have been found in this study. And last but not least, these results have suggested valuable implications for enterprises in the field for the further development while competition is becoming more and more fierce.

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