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Assessment of Service Quality and Satisfaction from Passengers Perspective to Inform Bus Operator Decision Making Norhayati Yahy

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Assessment of Service Quality and Satisfaction from Passengers Perspective to Inform Bus Operator Decision Making Norhayati Yahy Assessment of Service Quality and Satisfaction from Passengers Perspective to Inform Bus Operator Decision Making Norhayati Yahya Thesis Submitted for the Degree of Doctor of Philosophy School of Civil Engineering & Geosciences Newcastle University November 2013 This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognise that its copyright rests with its author and that no quotation from this thesis and no information derived from it may be published without acknowledgement. Table of Contents CHAPTER 1: INTRODUCTION .................................................................................. 1 1.1 INTRODUCTION ................................................................................................... 1 1.2 RESEARCH MOTIVATION ..................................................................................... 2 1.3 AIM AND OBJECTIVES ......................................................................................... 5 1.3.1 Aim .................................................................................................................................. 5 1.3.2 Objectives ...................................................................................................................... 5 1.4 CASE STUDY ....................................................................................................... 6 1.5 FRAMEWORK OF THESIS ...................................................................................... 6 2 CHAPTER 2 : LITERATURE REVIEW .............................................................. 8 2.1 INTRODUCTION ................................................................................................... 8 2.2 OVERVIEW OF UK BUS POLICY .......................................................................... 8 2.2.1 UK Transport Policy from Mid 1980s up to the late 1990s ........................... 9 2.2.2 UK Transport Policy Late 1990s up to 2000 .................................................... 12 2.2.3 UK Transport Policy in Early 2000s ................................................................... 13 2.3 QBP INITIATIVES .............................................................................................. 16 2.4 THE CHALLENGES OF QUALITY CONTRACTS (QCS) ......................................... 18 2.5 AN INTRODUCTION TO QUALITY ....................................................................... 21 2.5.1 Service Quality as the ‘intangible’ characteristic of overall Quality ........ 22 2.5.2 The underlying dimensions of Service Quality ................................................. 22 2.6 BUS SERVICE QUALITY MEASUREMENT ........................................................... 25 2.6.1 Gap Measurement of Service Quality ................................................................. 29 2.6.2 Satisfaction as the Measurement of Service Quality ...................................... 30 2.6.3 Understanding Behaviour Change Due to Quality Initiatives ..................... 31 2.7 SERVICE QUALITY AND PASSENGER SATISFACTION IN TRANSPORT .................... 32 2.7.1 Methods to measure quality from passenger perspective ............................. 42 2.7.2 Defining Cross Hair ................................................................................................. 44 2.7.3 Application of ISA to the bus industry ................................................................ 45 2.8 STATISTICAL TECHNIQUES ................................................................................ 46 2.8.1 Factor Analysis .......................................................................................................... 46 2.8.2 Cluster Analysis ......................................................................................................... 51 2.8.3 Ordered Logit Regression (OLR) ......................................................................... 54 i 2.9 SUMMARY ......................................................................................................... 58 3 CHAPTER 3: METHODOLOGY ....................................................................... 61 3.1 INTRODUCTION ................................................................................................. 61 3.2 DESIGN METHODS USED IN RESEARCH ............................................................. 62 3.3 CASE STUDY ..................................................................................................... 64 3.4 IDENTIFICATION OF EVALUATION FRAMEWORK ............................................... 73 3.5 QUESTIONNAIRE DESIGN .................................................................................. 76 3.5.1 Section 1: Current Journey .................................................................................... 77 3.5.2 Section 2: Perception of Service Quality and Bus Service Improvement . 78 3.5.3 Section 3: Demographic Characteristics ........................................................... 80 3.6 DESCRIPTION OF SURVEYS ................................................................................ 80 3.6.1 Preliminary testing of questionnaire ................................................................... 81 3.6.2 Pilot Survey ................................................................................................................. 82 3.6.3 Main Survey ................................................................................................................ 83 3.7 DATA SCREENING ............................................................................................. 85 3.8 DATA ANALYSIS METHODS .............................................................................. 86 3.8.1 Stage 1: Descriptive Analysis ................................................................................ 89 3.8.2 Stage 2: Importance and Satisfaction Analysis (ISA)..................................... 89 3.8.3 Stage 3: Factor Analysis (FA) ............................................................................... 90 3.8.4 Stage 4: Cluster Analysis (CA) ............................................................................. 91 3.8.5 tage 5: Ordered Logit Regression (OLR) .......................................................... 92 3.9 CRITICAL REVIEW OF ANALYSIS APPROACH ...................................................... 97 3.10 SUMMARY ..................................................................................................... 98 4 CHAPTER 4 : CHARACTERISING USERS AND PERCEPTIONS ................ 99 4.1 INTRODUCTION ................................................................................................. 99 4.2 GENERAL CHARACTERISTICS OF RESPONDENTS ............................................. 100 4.2.1 Characteristics of Overall Sample Compared to Tyne and Wear Population ............................................................................................................................... 100 4.2.2 Characteristics of Sample by Type of Bus Service: SR and NSR .............. 102 4.2.3 Respondents’ Journey Details ............................................................................. 104 4.2.4 Type of ticket used .................................................................................................. 108 4.2.5 Summary of Characteristics of Users of Bus Service ................................... 109 4.2.6 Characterictics of the Sample ............................................................................. 110 ii 4.2.7 Descriptive Analysis of the 17 quality attributes ........................................... 111 4.2.8 Analysis to Compare the Two Types of Bus Services (NSR and SR) ....... 113 4.2.9 Approach 2: Assume data is categorical ......................................................... 123 4.2.10 Gap Analysis ............................................................................................................ 125 4.3 SUMMARY ....................................................................................................... 131 5 CHAPTER 5 : IMPORTANCE SATISFACTION AND FACTOR ANALYSES OF PASSENGERS’ PERCEPTION .......................................................................... 133 5.1 INTRODUCTION ............................................................................................... 133 5.2 PERCEPTION OF QUALITY USING IMPORTANCE AND SATISFACTION ANALYSIS (ISA) ...................................................................................................................... 133 5.2.1 ISA of Overall Respondents ................................................................................. 139 5.2.2 Perception of Quality Using Importance Satisfaction Analysis (ISA): Analysis by NSR and SR ...................................................................................................... 145 5.2.3 Analysis of Importance - Satisfaction Analysis (ISA) by Journey Purpose: Work ……………………………………………………………………………………………………………………………....148 5.2.4 Analysis of Importance and Satisfaction Analysis for – Leisure Purpose ……………………………………………………………………………………………………………………………....152 5.2.5 Analysis at Disaggregated level journey purpose of work for both services (NSR and SR) ......................................................................................................... 154 5.3 PASSENGER PERCEPTIONS OF SAFETY AS A QUALITY ATTRIBUTE .................. 160 5.3.1 Personal Safety using bus services .................................................................... 160 5.3.2 Personal
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