The role of dissonance reduction and co-creation strategies in shaping smart service satisfaction - the case of Uber

Ride-sharing apps have both positive and negative impact in our daily lives. To study the negative impacts especially personal safety issues, this study explores the reaction of ride-sharing app users to such safety issues. We contextualise our study using a scenario based survey. We found empirical support to all the hypotheses by surveying 421 individuals. This study contributes to the information systems literature in providing ways to apply dissonance reduction techniques that are a strong predictor of satisfaction. In addition, this study extends the dimensions of service quality to better suit ride-sharing apps.