From Courtesy to Connection: Interaction Quality as a Mediator Between GrabCar Driver Sociality and Customer Satisfaction Among Grab Users in Metro Manila

Abstract

The evolution of the Philippine public transportation system—characterized by the integration of innovative ride-hailing applications—has redefined commuter experiences and service delivery models. Drawing upon a conceptual framework informed by the Social Exchange Theory, the research examines how the GrabCar driver’s display of sociality influences the perceived interaction quality of GrabCar Users and consequently their customer satisfaction. Using a structured survey instrument with Likert-scale items, data were collected from active GrabCar users and analyzed employing descriptive statistics, correlational analyses, and structural equation modeling (SEM). The findings reveal that while GrabCar drivers predominantly exhibit courteous expressions, which strongly enhance interaction quality, the effect of personal connection remains relatively modest. SEM results further indicate that interaction quality plays a significant mediating role in the relationship between GrabCar drivers' sociality and customer satisfaction, with both direct and indirect effects contributing to the overall service experience. These findings not only verify previous research on the importance of interpersonal communication in service interactions but also extend the theoretical discourse by highlighting the contribution of brief, respectful social exchanges in transient service encounters.