The world has witnessed the proliferation of the sharing economy.The past decade has created a future-oriented and new way of consumption through the proliferation and innovation of a non-traditional business model of sharing economy business.The "collaborative consumption" model,known as the sharing economy,refers to a consumption method in which people share underutilized resources and products without ownership（Cohen and Kietzmann 2014）.These sharing economy businesses include online accommodation sharing platforms like Airbnb,app-based bike-sharing platforms like Mobike,and real-time ride-hailing platforms like Uber.Among them,the business that shows remarkably rapid growth is mobility-related,more specifically the ride-hailing business.As soon as the Ride-hailing business emerged,it presented a new paradigm for global mobility based on steady development,rapid growth,diffusion,and technological innovation.With the rapid increase in the number of market participants in the ridehailing service,the market witnesses fierce market competition（Babar and Burtch 2017）.Therefore,maintaining customer satisfaction and building solid customer loyalty has become one of the core goals of the sharing economy business.In this context,CRM’s importance is a priority,especially in ridehailing services around the world.Indeed,the fierce competition between Uber and Didi Chuxing in the Chinese market reminds us of the importance of customer-focused marketing and CRM strategies in the sharing economy business.Uber’s case in China explicitly reflects the significance of customer loyalty in the ride-hailing industry.Didi Chuxing provides high value-added services to customers from the beginning of business（Wang 2019）,customeroriented marketing and CRM strategies occupied the vantage ground in the Chinese market.As a result,despite the worldwide brand reputation,Uber has relinquished its market share in China by selling its take to Didi Chuxing.As ride-hailing services are a niche market with huge investments around the world,marketing professionals are striving to address fierce competition,customer retention,customer complaints,and regulatory issues.Besides,with the rapid growth of the sharing economy,scholars also conducted considerable empirical research on sharing economy and ride-hailing service.Nevertheless,the relevance of the current study stems from the following reasons.This study attempted to approach customer loyalty,customer trust,and positive WOM information using the theoretical model of Expectation Confirmation Theory（ECT）devised by Oliver（Oliver 1980）.Much literature（Spreng and Chiou 2002;Oliver and De Sarbo 1988;Tse and Wilton 1988;Hong et al.2006）based on the ECT model has conducted research focusing on customer satisfaction rather than customer loyalty.This study attempted to explain the gap between customer satisfaction and customer loyalty by applying the ECT model.The literature on the causal relationship between WOM using the ECT framework and customer loyalty is lacking.Therefore,this study theoretically intends to contribute to the literature on customer loyalty,customer trust,and WOM and provide better insight into the use of the ECT framework in vehicle sharing services.In addition,from a practical point of view,it attempted to contribute to the establishment of marketing and CRM strategies for the current ride-hailing platform business.To achieve the purpose of this study,a study was conducted by combining literature research and empirical analysis.First,the sharing economy’s academic concept and ride-hailing service were examined,and the current status was examined.Next,we tried to help understand constructs through the literature on the ECT model,which is the basic framework of this study.Also,we examined how the ECT framework was applied in previous studies.Subsequently,the literature on WOM,trust,and customer loyalty was reviewed as an element added to the ECT model,and the research model was developed as the basis.Next,data were collected through a questionnaire,and an empirical study was conducted.This study’s subject is residents in China,and 345 samples were selected as the final sample of this study.The data obtained through the questionnaire were subjected to conduct frequency analysis and exploratory factor analysis through SPSS 26.0.Next,a structural equation model was developed and analyzed using AMOS 24.0 to confirm the relationship between measurement concepts.Finally,the hypothesis was tested through SEM analysis,and the results are as follows.Using ECT as a theoretical basis,the study’s framework enlightens that positive WOM information was found to have a positive effect on expectationconfirmation,which is a prerequisite variable for customer satisfaction and a positive effect on the evaluation of perceived performance.Through this,it can be seen that vehicle sharing service users are affected by positive word of mouth information obtained from other users in the process of subjective evaluation of the service after using the service.Next,perceived ease of use,perceived usefulness,perceived price fairness,and perceived safety,which are the constructs of subjective evaluation of services,perceived ease of use,and perceived price fairness,are found to affect expectation-confirmation positively.If it is judged that the sharing service is easy to use,and the price is reasonable,it turns out that customers perceive the performance in a better way.In this study,it was found that these findings lead to customer satisfaction,and it was found that customer satisfaction had a positive effect on trust and recommendation intention,respectively.It has also been found that customer trust contributes to the improvement of referral intentions.In summary,it can be seen that customers feel satisfied after experiencing the match of their expectations,and through this series of processes,they build trust and loyalty to the ride-sharing company.Several implications can be suggested from the results of this study.The spread of positive WOM information contributes to customer satisfaction,trust,and customer loyalty while establishing a virtuous cycle structure that affects the formation of recommendation intentions to other customers.Therefore,vehicle sharing companies must establish strategies to manage customer satisfaction and trust through continuous relationship marketing and CRM so that accumulated customer satisfaction can lead to customer loyalty.In this process,word of mouth marketing and much effort should be made for the ease of use of customers by enhancing price competitiveness such as various discount benefits and improving UX/UI designs.These customer-oriented strategies will maintain customer trust in service quality and improve customer loyalty.However,this study also contains limitations.The sample in this study is limited to residents in China.Therefore,it may not be accurate to broaden and generalize the implications of this study.In future studies,it is expected that more insightful results can be derived if the profile of the research subject is diversified and analyzed.Also,there are limitations on recommendation intention,a dependent variable of this study.Since this study is limited to research on recommendation intention,not actual recommendation behavior,future research will study the gap between recommendation intention and actual recommendation behavior to further reliably explain the importance of forming recommendation intention.Future research will be able to provide better implications for customer management in the ride-hailing service market by supplementing these limitations.