http://www.iaeme.com/IJM/index.asp 1157 editor@iaeme.com International Journal of Management (IJM) Volume 11, Issue 11, November 2020, pp. 1157-1165. Article ID: IJM_11_11_108 Available online at http://www.iaeme.com/ijm/issues.asp?JType=IJM&VType=11&IType=11 Journal Impact Factor (2020): 10.1471 (Calculated by GISI) www.jifactor.com ISSN Print: 0976-6502 and ISSN Online: 0976-6510 DOI: 10.34218/IJM.11.11.2020.108 © IAEME Publication Scopus Indexed CUSTOMER SATISFACTION OF E-HAILING: AN ITEM DEVELOPMENT Nur Athirah Nabila Mohd Idros, Hazura Mohamed and Ruzzakiah Jenal Faculty of Information Science and Technology, Universiti Kebangsaan Malaysia (UKM), 43600 Bangi, Selangor, Malaysia ABSTRACT E-hailing is a ride-booking service which also allows the customer to interact with the e-hailing company, through the customer service provided. The interaction process that is occurred between the e-hailing company and the customers produced a concept that is recognized as a value co-creation. This paper aims to develop an item for customer satisfaction of e-hailing by embedding value co-creation. In this study, the items will be developed by using the materials and methods that consists of three phases: identification of factor for item development, assessment item by expert review and pilot testing. After that, there are five experts involved to review the proposed items. Median approach and comments from the experts will be used as the final result of this study. The items later are measured for the reliability by conducting the pilot testing. Keywords: customer satisfaction, DART model, expert review, online transportation service, service science, value co-creation. Cite this Article: Nur Athirah Nabila Mohd Idros, Hazura Mohamed and Ruzzakiah Jenal, Customer Satisfaction of E-hailing: An Item Development, International Journal of Management, 11 (11), 2020, pp. 1157-1165. http://www.iaeme.com/IJM/issues.asp?JType=IJM&VType=11&IType=11 1. INTRODUCTION The demand for e-hailing service has undergone enormous changes in the transportation industry as e-hailing provides online ride-booking service with a convenient car taking experiences for the customers [1]. E-hailing has captured customers’ attention as this service provides reasonably priced point-to-point rides and systematic way to summon a ride with a tap of a smartphone [2]. E-hailing also allowed the customers to interact with the e-hailing company through customer service in any matters to produce a value co-creation concept [3]. Value co-creation is entitled under Service Science field and has been used for highlighting the company-customer interaction which will result in customer satisfaction [4].