Abstract
The results highlight that viewing the app as straightforward to navigate enhances both perceived usefulness and the overall ride‑ordering experience. By contrast, perceived ease of use reflecting operational simplicity has an insignificant impact on user satisfaction, contradicting the predominant earlier studies in digital‑service research. In addition, perceived usefulness, which signifies the system values significantly, impacts users’ experience and satisfaction, while user experience influences satisfaction. The study provides valuable insight and practical implications for Uber managers and app developers seeking to improve satisfaction levels, particularly in emerging markets. Even though the study was conducted among Uber users in Gauteng Province, it established a basis to explore regional discrepancies and incorporate broader factors such as responsiveness, assurance, and digital payment preferences in future research.