Factores que influyen en la lealtad del usuario de servicios de transporte privado por aplicación: Casos De Uber y Didi

Abstract

This academic article analyzes the key factors influencing user loyalty towards private transportation platforms Uber and Didi in Guayaquil, Ecuador. Using a mixed-method approach, 384 user surveys and interviews with active drivers were conducted to identify the main elements affecting digital loyalty. Results indicate that safety—both physical and digital—is the most valued factor, followed by service quality, personalized experiences, and economic promotions. A direct relationship was found between user-perceived control and frequent use. The study highlights the role of personalization, driver interaction, and technological integration as central to user experience. It also explores how legal regulation and ethical perception impact platform trust. The research concludes that loyalty in digital mobility services is not limited to financial incentives, but is the outcome of a complex emotional and functional construct. It recommends implementing user-centered strategies involving sustainability, technological innovation, and social commitment to achieve lasting loyalty in competitive urban environments.