The Potential Of Super App Services In Vietnam's Digital Economy Exploring Grab's Dynamic Features As Drivers Of Customer Usage And Satisfaction
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| Format: | Thesis |
| Kulcsszavak: | customer satisfaction Digital economy Grab super app User Behavior |
| Online Access: | http://dolgozattar.uni-bge.hu/57587 |
| Abstract: | Inspired by the growingdevelopment of Vietnam’s digital economy and specifically super appbusiness model, this dissertation aims to gain a deeper understanding on the operation and developing potentials of super app services in Vietnam, with a particular focus on Grab's dynamic features as drivers of customer usage and satisfaction. By analyzing survey data, this research identifies key factors influencing customer preferences and loyalty in a highly competitive market, where there are many large players providing very similar services. Specifically, convenience, competitive pricing, service diversity are crucial motivators for continued usage of customers. Besides that, the research findings reflect the price sensitivity characteristic of Vietnamese consumers, as users often compare multiple apps to find option with the best price deal. The research results also indicate that Grab maintains a competitive position in the market through its diverse range of services and extensive promotions. Additionally, this paper explores potential areas for Grab to grow, such as investing in environmentally friendly ride options like electric vehicles. These insights provide recommendations for Grab to strengthen its market position and adapt strategically to changing user expectations, which will supportGrab’ssustainable development as a market leader inVietnam’s digital economy. |
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