The Role of Assurance and Safety in Shaping Customer Referrals: Insights from Car Rental Services in Malaybalay City
DOI:
https://doi.org/10.65339/ijsair.V2.I1.14Keywords:
Assurance, Customer referrals, Customer satisfaction, Safety, Service quality, SERVQUAL, Transportation servicesAbstract
Car rental services are vital to local transportation in Malaybalay City, Bukidnon, offering customers convenient and safe travel options. With growing competition among providers, understanding customers' perceptions of service quality and safety is crucial for enhancing the experience and fostering positive referrals. Despite this, limited empirical evidence exists on how specific service quality dimensions shape customers’ sense of safety and their willingness to recommend services. This study assessed customer satisfaction across tangibility, reliability, responsiveness, assurance, empathy, safety, overall satisfaction, and referral behavior, while examining how the five core service quality dimensions relate to safety, satisfaction, and referrals. Using a quantitative, descriptive-correlational design, data were collected from 287 customers of selected car rental companies via a structured survey. Weighted mean analysis measured satisfaction levels, and Pearson correlation tested relationships among variables. Findings revealed that customers expressed general agreement across all dimensions, indicating overall satisfaction with service quality and safety. Assurance emerged as the strongest predictor of referrals, highlighting the importance of employee competence, courtesy, and trustworthiness. Both safety and service quality were significantly linked to referral behavior, suggesting that customers who feel safe and satisfied are more likely to recommend services. The study underscores the need to strengthen service quality practices, staff professionalism, and safety measures to build customer trust and encourage referrals. It further aligns with Sustainable Development Goals (SDGs) 8, 9, and 11 by promoting sustainable service management, safe transportation, and local business growth. Ultimately, its sustainability impact lies in advancing socio-economic development and community resilience through improved service standards and customer confidence.
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