Understanding Technology Readiness Factors Influencing Customer Experience towards Continuance Usage Intention of Grab Application in Malaysia: A Conceptual Review

The emerging of e-hailing services such as Grab application gave many benefits to daily life of community nowadays, for instance providing better service, lower fares and convenience rides to customer. However, as a new technology of mobile application in transportation sector, Grab application also may had some failure and technical difficulties that may impact on customers’ experience while using it. Limited studies on the adoption of Grab application based on technology readiness factors. Also, lack discussion on the overall customer experience towards the usage of Grab application. Since the Grab application penetrated the Malaysian market five years ago in 2014, there is still a room to improve the understanding on the adoption and customers’ satisfaction of an application among customers, thus indirectly lead customer to continue use of the application. Therefore, this paper attempts to review and assess the Grab application using proposed structural relationship model of technology readiness factors (TR), customer experience model (CEM) and continuance usage of intention (CUI). All related constructs were presented in the proposed research conceptual model where research hypotheses were developed. As a conclusion, the paper brought forward suggestions for future research.