Abstract:
BACKGROUND : Growth in the ride-hailing sector has contributed to intense competition among
Transportation Network Companies (TNCs), with many new platforms entering the market
and TNC brands aiming to achieve market dominance. In this turbulent business environment,
advocacy presents a viable tool for attracting customers and maintaining market share.
AIM : This research provides insight into the interrelationships between affective commitment,
service quality, and perceived justice, their influence on advocacy in the ride-hailing sector,
and the extent to which two viable generational cohorts (baby boomers and Generation Y),
guided by different life perspectives, moderate the magnitude of the relationships established.
SETTING : A self-administered survey was conducted among ride-hailing customers of a specific
TNC brand in South Africa.
METHOD : The survey included previously validated measurement scales to assess the constructs
of the study. The final sample comprised 150 baby boomers and 309 Generation Y individuals.
Data analysis included multi-group structural equation modelling, bootstrapping, and the
Wald test.
RESULTS : Affective commitment positively influences perceived justice and service quality,
with customer advocacy intention as the end result. Generational cohorts moderated most of
the direct effects and the indirect effect between perceived justice and customer advocacy
intention through service quality.
CONCLUSION : Overall, the study contributes to the conversation regarding affective states
influencing cognition and provides a fresh perspective on the affect-cognition-behaviour
relationship in a ride-hailing service context.
CONTRIBUTION : The study provides a fresh perspective on the affect-cognition-behaviour
relationship within a ride-hailing service context and advances knowledge of customer
advocacy in relation to TNC brands.
