Customer satisfaction analysis in bike sharing

Dockless bike-sharing is popular in China as it provides users with a sustainable and environment-friendly way to travel. Establishing a long-term profit model for the dockless bike-sharing industry is essential for the operators. This research estimates the factors that can improve user satisfaction, which is positively correlated with rental profit. The data, collected by online questionnaires, was analysed through exploratory factor analysis and confirmatory factor analysis to establish an appropriate structural equation model between these factors and user satisfaction. The results show a strong positive relationship between dockless bike-sharing, service, marketing strategy and user satisfaction, while a robust negative relationship is identified between unfavourable general effects and user satisfaction. Furthermore, the moderating effect between general effects and the dependent variable caused by dockless bike-sharing use was verified. Finally, the suppressing effect between marketing strategy and user satisfaction was confirmed.