Author(s): Mohd Moinuddin Mudassir, Riazuddin Ahmed, Nafeesathul Basariya Mohamed Ismail and Md Faiz Ahmad
This study investigates the relationship between brand promise delivery and compensation transparency in quick-response domestic help services, with a focus on Urban Company’s 'Insta Help' initiative. Through a structured survey of 50 maids and 100 urban customers, this research evaluates user perceptions of fairness, trust, and service quality. Using correlation, regression, chi-square, ANOVA, and factor analysis, it is found that perceived compensation fairness has a strong and statistically significant impact on brand trust (r = 0.846, p < 0.001). ANOVA also reveals a significant variation in trust levels across perceived service quality categories. However, customer awareness of worker pay does not show a significant effect on reuse intentions. Principal component analysis identifies three latent constructs explaining over 97% of total variance. These findings suggest that brand trust in domestic services is heavily influenced by perceptions of fairness and quality rather than transparency alone.