Perceived Safety, Trust, and Perceived Service Quality on User Loyalty in Ride-Hailing Applications in Thailand

Abstract

This study aims to examine the effects of perceived safety on trust, perceived service quality, and user loyalty toward ride-hailing applications in Thailand, as well as to propose strategic guidelines for developing applications that foster sustainable customer loyalty. A quantitative research method was employed, collecting data from 400 users through an online questionnaire. Purposive sampling was used to ensure that respondents had used a ride-hailing application at least once during the past three months. The data were analyzed using Structural Equation Modeling (SEM).

The results indicate that perceived safety influences both trust and perceived service quality. However, perceived safety does not directly lead to user loyalty; rather, it affects loyalty indirectly through trust and perceived service quality that users experience. Additionally, the findings suggest that ride-hailing service providers should strengthen safety communication and continuously improve service quality to build trust and cultivate long-term user loyalty.