The acceptance factors of grab service among consumers

The conduct of this study is aimed to identify the influential factors of the acceptance of Grab service among consumers in Malaysia. It was done based on the Service Quality (SERVQUAL) Dimensions proposed by Parasuraman in 1988. Nonprobability under convenient sampling was employed for the study and a set of questionnaire was used as the core of collecting data. The questionnaire was distributed via Google form link over period of 4 weeks from 11th October 2019 until 10th November 2019. At the end of this time frame, a total of 145 of usable data from 145 respondents were gained and the data later were keyed in and analyzed using SPSS software version 22. According to the data analysis result, two of the independent variables; responsiveness and promotion & price were found to have positive relationship with the acceptance of Grab service among consumers and the other two independent variables; tangible and reliability showed negative relationship towards the acceptance of Grab service among consumers. Based on the findings, several recommendations and directions have been made at the end of the study to aid future researcher to conduct their research.