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Measuring Customer's Satisfaction on Bus Transportation View metadata, citation and similar papers at core.ac.uk brought to you by CORE provided by The Touro College and University System Touro Scholar New York School for Career and Applied New York School of Career and Applied Studies Studies (NYSCAS) Publications and Research (NYSCAS) 2014 Measuring Customer's Satisfaction on Bus Transportation Rabiul Islam Mohammed S. Chowdhury Touro College, [email protected] Mohammad Sumann Sarker Salauddin Ahmed Follow this and additional works at: https://touroscholar.touro.edu/nyscas_pubs Part of the Marketing Commons Recommended Citation Islam, R., Chowdhury, M. S., Sarker, M. S., & Ahmed, S. (2014). Measuring customer's satisfaction on bus transportation. American Journal of Economics and Business Administration, 6(1), 34-41. This Article is brought to you for free and open access by the New York School of Career and Applied Studies (NYSCAS) at Touro Scholar. It has been accepted for inclusion in New York School for Career and Applied Studies (NYSCAS) Publications and Research by an authorized administrator of Touro Scholar. For more information, please contact Timothy J Valente [email protected]. American Journal of Economics and Business Administration 6 (1): 34-41, 2014 ISSN: 1945-5488 ©2014 Science Publication doi:10.3844/ajebasp.2014.34.41 Published Online 6 (1) 2014 (http://www.thescipub.com/ajeba.toc) MEASURING CUSTOMER’S SATISFACTION ON BUS TRANSPORTATION 1Rabiul Islam, 2Mohammed S. Chowdhury, 1Mohammad Sumann Sarker and 1Salauddin Ahmed 1School of Economics, Finance and Banking, College of Business, University Utara Malaysia, 06010 UUM, Sintok, Kedah, Malaysia 2Department of Marketing and Management, Touro College, New York Received 2014-04-09; Revised 2014-04-30; Accepted 2014-05-23 ABSTRACT The purpose of the study is to examine the factors measuring customers’ satisfaction, especially the impact of service quality on customers’ satisfaction in public transportation industry in the university town of Sintok located in Kedah province of Malaysia. In order to assess the relationships between service quality and customer satisfaction survey http://www.scientificjournals.org/journals2007/articles/1003.htmdata were collected from 300 Bus commuters. All hypotheses were tested using Pearson correlations, controlling for the background variables of gender, marital status, ethnicity and education. The results indicate that hypotheses 1 through 5 were supported. Using multiple regressions as a basis for causal paths, a model was developed that examined the influence of all five dimensions of service quality on customers’ satisfaction. The model explained 26.9% of the variance which indicates that 26.9% of the changes in the dependent variable are explained by the independent variables. Altogether, independent variables explained 26.9% of the variations. Keywords: Customer Satisfaction, Public Transportation, Service Quality, Environment, Service Dimension 1. INTRODUCTION the personnel especially bus driver behavior in relation to service frequency has an impact on customer Satisfaction can be defined as an experience of satisfaction. Friendliness behavior of the bus driver can fulfillment of an expected outcome. Satisfaction or satisfy customers by developing better communication dissatisfaction with a program or facilities is influenced and knowledge of its customers’ needs (Disney, 1998). by prior expectations regarding the level of quality As far as frequency is concerned, frequent services (Sigala, 2004). Satisfaction depends on numerous increase satisfaction and urban transportation patronage factors and there is no dearth of literatures on this (Taylor et al ., 2008). Additionally Andreassen (1995) subject. To generate the factors leading customer claimed that customer (dis) satisfaction in public tran satisfaction we look at some research studies done in finally, the layout of the platform or the station, this field. Studies conducted that customers want the especially for buses. Reliability, convenience and best service quality and responses as well to what they responsiveness are also considered to be important in want (Zheng and Jiaqing, 2007). customer satisfaction (Cavana and Corbett, 2007). According to Anderson et al. (2007) which affects Consumer choices affect the perceived level of operation customers’ satisfaction is the operation failures of the (for example, the length of the path and travel time and services such as delay of transportation. This creates bias the number and length of service, frequency of bus to customers, resulting in dissatisfaction. Friendliness of services). Waiting time for long, failure to provide Corresponding Author: Rabiul Islam, Finance and Banking, College of Business, University Utara Malaysia, 06010 UUM, Sintok, Kedah, Malaysia Science Publications AJEBA 34 Rabiul Islam et al . / American Journal of Economics and Business Administration 6 (1): 34-41, 2014 information of occasional delays and lack of good company itself. Based on research that has been made, waiting environment are other factors are other causes of the quality of bus services is the main thing has been the customer dissatisfaction (Bielen and Demoulin, 2007). area of interest in marketing research. Service is called the backbone of the industries Quality is defined as adherence to customer ensuring the rising and development of the economies specifications (Parasuraman et al ., 1988) which sought (Esteban et al ., 2002). Lytle and Timmerman (2006) to meet the criteria that customers want. Measuring the showed that service orientation is the path which adds quality of service is important to ensure that customers value to the customer and creates satisfaction. It, also, continue to visit the business for repeat purchases. In gives a competitive advantage and leads to the transport business principles apply. If the customer development and profitability. is satisfied with the performance of the bus, the Tran and Kleiner (2005) define public transportation customer will return and use the same bus. Also likely (herein referred to as PT) as a conveyance that provides customers will continue to use the bus service which continuing general or special transportation to the public: she feels will satisfy their needs. Trolleys, busses, subways, rail and ferry boats. The Parasuraman et al . (1988) suggest using the 10 authors, also, show that public transportation plays a construction quality of service, but was reduced to 5, significant role as it improves the quality of our day to comprising: day life by expediting traffic saves money and creates • Tangibles: Tangible equipment required to render new jobs. In support of this argument we can cite the establishment of University Utara Malaysia in as an services and the presentations of service staff • example the establishment of this university in Sintok Reliability: The actual implementation, in a timely followed by few other universities in its vicinity has had manner, of the committed services • the greatest impact on the economy, particularly on the Responsiveness: The willingness of service population of Sintok. Additionally it led to the rapid personnel to offer speedy services development of economic relationship between Sintok • Assurance: Professional knowledge, good manners and other adjacent areas such as Changlun, Jitra and Alor and trustworthiness of service staff Star. Existence of communication systems such as roads, • Empathy: The provision of convenient and followed by the existence of transport infrastructure has considerate services to customers, catering to their opened up opportunities for companies that provide specific needs transportation, especially bus. Bus services in Sintok and There have been plenty of research studies in the its surrounding areas exist to facilitate university field of customer satisfaction in Public Transportation student’s movement in and out of campuses. but we do not know of any study done in this area As reported by the commuters, the Bus services related to bus services in Sintok area of Kedah provided by High Bay Racking (HBR) in this region are Province in Malaysia. The present study is aimed at engulfed with numerous problems such as waiting for a filling that gap in the body of literature. long time for the bus services (both public and university Additionally, a research like this is essential to transportation), higher rate of bus fare for smaller assess and improve service delivery and design, distances compared to greater distances. In addition the because it will provide management with data that quality of the bus services (bus conditions, punctuality they can use in making inferences about the customers and driver’s norms and conduct, insufficient schedule of (Wilson et al ., 2008). Thus the results of this study buses, less number of buses). All these suggest that the should be proved useful for academics; business in the quality of the bus services has deteriorated and the field of marketing and management researchers of customers’ satisfaction has decreased and in some cases customer satisfaction and service quality especially in the scenario is even worst (lack of air condition in the service sector organizations. buses). These prevailing situations, therefore, call for The researchers plan to study the impact of service greater quality of bus services and enhanced satisfaction quality on customer satisfaction in public transport of passengers, more bus services and link to far greater sector of Sintok city in the province of Kedah, number
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