The Potential of Super App Services in Vietnam's Digital Economy: Exploring Grab's Dynamic Features as Drivers of Customer Usage and Satisfaction

Trinh Quynh Chau (2024) The Potential of Super App Services in Vietnam's Digital Economy: Exploring Grab's Dynamic Features as Drivers of Customer Usage and Satisfaction. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar. (Kéziratban)

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Absztrakt (kivonat)

Inspired by the growing development of Vietnam’s digital economy and specifically super app business model, thisdissertation aims togain a deeper understanding ontheoperation and developingpotentialsof super app servicesin Vietnam, with a particular focus on Grab's dynamic features as drivers of customer usage and satisfaction. By analyzing survey data, this research identifieskeyfactors 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 usageof customers.Besides that, the studyfindings suggestthe significant role of price sensitivity among Vietnamese consumers,asthat users often compare multiple apps to findoption with the best price deal.The research results indicate thatGrab maintains a competitiveposition in the marketthrough itsdiverserange of servicesand extensivepromotions. Additionally, this paper also explores potential areas for growth,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 evolving user expectations, supporting itssustainablegrowth as amarketleader in Vietnam’s digital economy.The goal of this research is to explore how super app Grab, which combines ride hailing services, food delivery, grocery shopping, parcel shipping, digital payments and more, successfully operates and expands its customer base in Vietnam market. Specifically, it aims to understand users’ perception of Grab services compared to other competitors. Besides that, factors that influence user behavior, usage choice, loyalty level and overall satisfaction with the platform, will be identified. Future potential expansion opportunities and obstacles Grab might encounter will also be explored.The below three research questions will be addressed throughout the completion of this paper:How does the integration of various services within Grab affect user experience and loyalty compared to using separate single function apps?What are the key drivers influencing customer satisfaction and continued usage of Grab's super app services in Vietnam?What are the potential challenges and opportunities for Grab to expand its super app ecosystem and further penetrate Vietnam's digital economy?A quantitative research method is utilized to gather primary data, with an online anonymous survey distributed to Vietnam citizens. The research uses snowball sampling method, which involves contacting author’s existing social networks to reach more audience. The questionnaire has four sections: Participants demographics, Customer behavior and satisfaction, User viewpoint on competitors and Customer expectations for Grab Vietnam.There are 366 Vietnamese participants in the survey, 61% of whom are Grab current users, the primary focus of this paper.The research result is thatGrab’s super app is favored by users over other single function apps due to its wide service range in one platform, which offers convenience and competitive pricing. Additionally, the research suggest that Vietnamese consumers are highly price sensitive, frequently comparing prices in many apps to find the best deal, which also gives Grab a competitive edge due to its comprehensive and cost effective offerings. Overall, users have high satisfaction with Grab due to its diverse product offers, competitive prices and promotions. Grab’s key challenges include a highly competitive market with price sensitive users. However, there are opportunities such as expanding electrical vehicle options, introducing new promotions, and diversifying product offerings to further engage and retain customers.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	TDK dolgozat
Kulcsszavak:	customer behavior, customer satisfaction, Digital economy, Grab, super app
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Szep. 23. 11:57
Utolsó módosítás:	2025. Szep. 23. 11:57

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