Understanding post-adoption behaviour in the context of ride-hailing apps : the role of customer perceived value

Abstract

PURPOSE : Despite the perceived role of customer value in post-adoption behaviour in the context of ride-hailing apps such as Uber, there has been limited research on the subject. This paper seeks to enrich the understanding of the relationships between customer perceived value, particularly hedonic value and economic value, customer satisfaction and continued use intentions of ride-hailing apps. DESIGN/METHODOLOGY/APPROACH : This analysis is based on field data collected from 567 users of ride-hailing apps in Ghana. Data collected from the survey were analysed using the partial least square (PLS) approach to structural equation modelling (SEM). FINDINGS : The paper provides evidence that hedonic value, as well as economic value, positively predicts customer satisfaction and continued use intentions of ride-hailing apps. Further analysis reveals customer satisfaction directly predicts continued use intentions in addition to partially mediating the influence of customer perceived value on continued use intentions of ride-hailing apps. Finally, the findings suggest that hedonic value has a stronger impact on continued use intentions than economic value, while economic value has a greater impact on satisfaction than hedonic value. ORIGINALITY/VALUE : The study contributes to post-adoption behaviour research by providing evidence on the relationships among the study constructs in a developing country context. Overall, the findings will stimulate future empirical debates on the subject and guide practitioners in decision-making concerning customers' usage of ride-hailing apps.