Original Research

Promoting customer advocacy in the ride-hailing sector: A generational cohort perspective

Estelle van Tonder, Daniel Petzer
South African Journal of Economic and Management Sciences | Vol 26, No 1 | a4670 | DOI: https://doi.org/10.4102/sajems.v26i1.4670 | © 2023 Estelle van Tonder, Daniel Petzer | This work is licensed under CC Attribution 4.0
Submitted: 18 May 2022 | Published: 10 February 2023

About the author(s)

Estelle van Tonder, School of Management Sciences, Faculty of Economic and Management Sciences, North-West University, Potchefstroom, South Africa
Daniel Petzer, Henley Business School Africa, Johannesburg, South Africa; and, Department of Marketing Management, Faculty of Economic and Management Sciences, University of Pretoria, Pretoria, South Africa


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.


advocacy; customer citizenship; generational cohort; ride-hailing; sharing economy


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Crossref Citations

1. The Impact of Customer Perceived Justice on Target-Based Customer Citizenship Behaviors: The Mediating Effects of Customer Trust and Affective Commitment
Ahmed Hassaan Ali, Jing Song
Review of Marketing Science  vol: 21  issue: 1  first page: 295  year: 2023  
doi: 10.1515/roms-2022-0063