Identified gaps: say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay Security is one of the vital aspects that need to be taken into consideration by a company like Grab that provides direct customer service. Safety is of concern to everyone involved as safety incidents in ride sharing companies are quite frequent and sometimes are not even reported. This is directly related to the company's goodwill and perceived value by customers, and any bad PR can severely damage the organization. Bellini et al., (2005) stated that tangible aspects such as safety and convenience for customers are representative of the company's image and quality (Zeithaml et al., 2006). Security concerns should be taken seriously by any organization like Grab that has a larger share in the market and has the potential to lose market leadership due to any unforeseen incident. According to research conducted by Balachandran et al. (2017), the second most influential factor on customer satisfaction is safety, after comfort. Therefore, e-hailing services like Grab should focus more on the issue of security in order to ensure optimal consumer satisfaction and add value to their service. Among the identified gaps, one of the main recognized problems is the lack of security of e-hailing services. passengers, especially women, as well as Grab, should invest in training their drivers by taking on more responsibility. People in Malaysia largely depend on Grab for their daily travel as it is the only e-hailing service currently available. Every day a large number of people use Grab services and a significant number of users are women. Female passengers do not feel very safe in driving Grab cars for transportation especially at night or traveling alone or both. There is also a driver development issue, as Grab needs to take more responsibility in the training and education aspect of its drivers. Grab should focus on a basic and standardized but short training and development program to ensure a level of service is provided. Survey Results: Based on the survey results, it is clear that more than half of the respondents believe that safety is important when choosing a mode of transportation. This can be interpreted as people prioritizing safety over waiting or travel times. This is a very important aspect and needs to be addressed accordingly. In response to the question whether Grab is a company that prioritizes safety, nearly 47% of respondents remained neutral while only 41% of respondents agreed with the statement. From the responses, it is clear that users do not usually associate Grab with the safety and security of passengers. From the graph on the right, it is clear that passengers want to ensure the safety of female passengers with Grab. Nearly 47% of respondents strongly agreed with the idea that Grab should take action to ensure the safety of women passengers. When asked whether Grab should improve its approach to passenger safety, nearly 48% of respondents agreed with that statement. Nearly 44% of respondents also believe that Grab should put effort into the training and development of its passengers. drivers. Grab should increase ownership with drivers and come up with a unified plan to provide a development program to ensure better customer experience and add value to the service.