Abstract

Environmental pollution along with global warming warned by the WHO has concerned people around the world, particularly travelers who travel by gas vehicles. This can be a tremendous challenge to the gas vehicle industry which has to find new solutions to retain their customers and profits to sustain their businesses in this industry. Thus, all gas vehicle firms must understand the factors influencing travelers’ discontinued intentions. This research aims to investigate how perceived usefulness influences traveler satisfaction and loyalty which leads to a decision to stop using the gas vehicles. 700 data were collected from Thai and Malaysian people (350 data each). The SEM technique was employed to analyze the data. Findings showed that perceived usefulness influenced traveler satisfaction in both countries. Next, satisfaction and perceived usefulness influenced traveler loyalty in both countries. Meanwhile, only satisfaction and loyalty influenced discontinued intention in Thailand whereas, in Malaysia; satisfaction, loyalty, and perceived usefulness influenced discontinued intention. Finally, loyalty mediated a relationship between perceived usefulness and discontinued intention in Thailand.