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Model Applied: Oliver (1999)

Key Loyalty Drivers:

Cognitive Loyalty - Knowledge-Based:

Widest driver network and fastest response times.

Affordable prices compared to traditional services

Clear fare estimation, live tracking, and transparent payment options.

Seamless UX/UI design that outperforms local competitors.

Affecctive Loyalty-Emotional Attachment:

Friendly and professional driver interactions.

Regular discounts and personalized offers trigger positive emotions.

Grab’s green initiatives and community projects enhance brand image.

Reliable customer service that resolves issues promptly.

Conative Loyalty-Strong Commitment:

Deep integration of services (ride + food + delivery + pay) encourages users to stay within the Grab ecosystem.

GrabPay Wallet and GrabRewards create a psychological and financial investment in the brand.

Regular engagement through gamified experiences

Action Loyalty-Consistent Repurchase:

Users rely on Grab daily for transport, meals, and deliveries.

High retention rates supported by data-driven personalization.

Many users become advocates — leaving positive reviews or referring friends.

Grab’s app is deeply integrated into users’ daily routines

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Key players in the ride-hailing market in Vietnam in 2025

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Key players in the ride-hailing market in Vietnam in 2025

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Xanh SM: established in 2023

Grab: established in 2014

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Market Share Among Ride-Hailing Services in Vietnam in 2024

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Market Share Among Ride-Hailing Services in Vietnam in 2024

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Model Applied: Oliver (1999) Loyalty Model: Moving from Cognitive → Affective → Conative → Action loyalty.

Key Loyalty Drivers

Cognitive Loyalty - Knowledge-Based:

100% Electric Fleet: A clear, demonstrable advantage based on sustainability and modern technology.

Premium Service: Commitment to "5-Star" quality (clean, quiet, and consistently polite service).

Emotional Attachment (Affective Loyalty):

National Pride: Successfully fostering an emotional connection built on the concept of "Vietnamese using Vietnamese products."

To enhance customer commitment & consistency (Conative & Action Loyalty), they need to:

maintain the promise of premium, green service to deepen customer commitment.

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VPoint Ecosystem Integration: Xanh SM's loyalty program is integrated into the broader Vingroup ecosystem (of which VinFast and GSM are a part). Customers can earn VPoint rewards for their rides, which can be redeemed for other services and shopping within the ecosystem.

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A random screenshot of a Xanh SM passenger feedback on Threads 

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Xanh SM Emergency Button System (S2S)

Available for BOTH the driver and the passenger.

Activates an immediate emergency signal sent to the operations center or send signals to the nearest Xanh SM driver for swift support.

Enhance customer trust and brand transparency.

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Grab's intergration of services for customers

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Grab's intergration of services for customers

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