The e-hailing industry in Malaysia has revolutionized urban transportation, reshaping the way people access rides through platforms such as Grab, MyCar, and AirAsia Ride. This paper explores the key factors influencing customer satisfaction and service quality in the Malaysian e-hailing market. As e-hailing services become more popular, especially in urban areas, understanding the drivers of customer loyalty and satisfaction is crucial for maintaining competitive advantage. This study investigates the roles of technology, driver behavior, pricing transparency, and safety concerns in shaping the customer experience. Technological infrastructure, including app functionality, AI-driven algorithms, and payment integration, plays a significant role in improving operational efficiency and customer convenience. The behavior of drivers, including professionalism, communication, and safety, is also a critical determinant of service quality. Moreover, dynamic pricing models, such as surge pricing, while necessary for demand management, often lead to customer dissatisfaction when not transparently communicated. Pricing transparency and clear communication are therefore essential in building trust and retaining customers. The paper also delves into regulatory challenges faced by e-hailing platforms, including inconsistent regulations across Malaysia’s states, which create operational inefficiencies. Additionally, safety concerns, particularly regarding driver background checks and data security, remain a significant challenge for the industry. By examining these factors, the study provides insights into how e-hailing platforms can enhance service quality, improve customer experiences, and increase long-term customer loyalty. The findings offer practical recommendations for addressing these issues and ensuring the continued success of e-hailing services in Malaysia.