Decisional factors leading to the reuse of an on-demand ride service

On-demand ride (ODR) services are expanding and becoming more influential globally because of the rapid growth in the use of mobile devices. ODR services are creating new business models and opportunities and reshaping transportation markets. This study used KakaoTaxi, a popular ODR service in Korea, to examine how customers evaluate an ODR service and determine whether customers are willing to reuse such a service. In the first-stage qualitative study, we explored decisional factors by conducting interviews with customers of the ODR service. In the second-stage quantitative study, we interpreted these previously explored decisional factors and developed a research model by applying the customer value theory. Going beyond previous research, the meta-inferences from the qualitative and quantitative studies explain how customers decide to reuse an ODR service. This study also informs ODR service providers of marketing strategies to leverage these key decisional factors in the reuse of an ODR service.