SERVICE QUALITY AND BRAND REPUTATION AS ANTECEDENTS OF BRAND CHOICE: THE CASE OF RIDE-HAILING APPLICATIONS IN SOUTHEAST ASIA.

Currently, internet-linked ride-sharing services are active in several Southeast Asian nations. This research aimed to investigate the impacts on consumer brand preference by examining the relationships between the variables of service quality, perceived value, and brand image. Crosssectional data was used, and a quantitative technique strategy was taken. Customers of online ridesharing service alliances in Southeast Asia were the subject of the unit analysis, which included 384 respondents from each of the following countries: Malaysia, Indonesia, Cambodia, Myanmar, the Philippines, Singapore, Thailand, and Vietnam. The representative offices of the ride-sharing businesses in the target nations were the distribution points for surveys used in the sampling method, which combined random sampling with purposive sampling. Path analysis was the method of data analysis employed. The results showed that perceptions of service quality, perceived value and brand reputation influenced brand choice simultaneously and significantly. [ABSTRACT FROM AUTHOR]