Satisfaction towards Service Quality (SERVQUAL) of E-Hailing among students in UiTM Seremban / Nabil Syahmi Jumahadi, Muhammad Safwatullah Abd Halim and Khairul Nizam Zuljasri

E-hailing, is one of the transportation industries becomes passenger’s favourite and popular in communities. E-hailing refers itself as online transportation service that includes the interaction between customers and service provider. In Malaysia, e-hailing has been introduced since July 2017. At that time five companies of e-hailing services were operating such as Grab, Riding Pink, PICKnGO, Dacsee and MULA.It is especially important for every e-hailing company to enhance its service quality to satisfy their passengers by using service quality model (SERVQUAL). The SERVQUAL model will be used in the study to obtain on how students in University Technology MARA (UiTM) Seremban Campus satisfied with every aspects of the services of e-hailing. SERVQUAL includes main five elements which are empathy, responsiveness, assurance, tangible, and reliability. Multiple linear regression (MLR) model is an efficient and frequently adopted approach for constructing the relationship between a few of independent variables and a dependent variable that the equation easily understood. Customer satisfaction is the dependent variable and tangibility, reliability, responsiveness, assurance and empathy are the independent variables. This analysis explores the relationship between SERVQUAL (reliability, tangibility, assurance, responsiveness and empathy) and customer satisfaction with e-hailing transport. Using primary data from questionnaire distributed to students in University Technology MARA (UiTM) Seremban Campus and with the help of Pearson’s Product Moment Correlation Coefficient, we checked whether there is a significant relationship between variables or not. As a result of this we recommended that e-hailing company should improve their tangible, reliability, responsiveness, empathy and assurance to make sure their customers satisfied with the service.