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With the rise of ubiquitous global ride-booking apps such as Uber, Lyft, and others, what do we really know about consumers' mindsets in the repeated utilization of using app-based taxi services? This book uses an empirical analysis on ridership in Jakarta, Indonesia. As the largest economy in Southeast Asia, Indonesia has diverse forms of public and ride-hailing transportation. The book positions value creation capabilities of ride-hailing apps among the myriad of urban transportation offerings in the largest city of Southeast Asia using Structural Equation Modelling and the context of the 7Ps as constructs. The book is therefore an essential tool for anyone - practitioners and academics alike - trying to understand consumer preferences in transportation choice modes in the context of emerging markets in Southeast Asia through the example of Jakarta.