International Journal of Education and Knowledge Management (IJEKM) 1(1): 1-11 (2018) Print ISSN: 2616-5198 Online ISSN: 2616-4698

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The Influence of Public Commuters Satisfaction towards Mass Rapid Transportation (MRT) Services among Kuala Lumpur Riders: A PLS-SEM Approach

Azmi Mat1 Norliza Saiful Bahry2 Nur Liana Kori3 Nini Hartini Asnawi4 Nor Fazalina Salleh5 Raslan Nordin6 Mohd Najib Md Saad7 Faculty of Business and Management1,2,3,4,5,6,7 University Teknologi MARA (UiTM), Malaysia1,2,3,4,5,6,7

Abstract The paper examined the relationship between service quality factors (Responsiveness, Reliability, Tangible, Safety and Security) and public commuter’s towards MRT service. The significant of this study is intended to help MRT Company to establish the service offered and identified the important aspects of training needed by staff to give a better service in satisfying their customer. This paper is based on sample of 100 customers who are the MRT users and have completed to answer a survey questionnaire that has distributed by the researcher. The objective of this study is to identify the most influence service quality dimension affecting public commuter towards MRT service, to investigate the relationship between service quality and public commuter’s satisfaction toward MRT services and also to determine the level of public commuter’s satisfaction toward MRT service. The paper uses means, Cronbach Alpha scale and Pearson Correlation analysis to analyse and propose the conceptual model on MRT company management. The study concludes that a service quality which is consist responsiveness, reliability, tangible, security and safety are factors affecting the public commuter’s towards MRT services. The service quality also can defined the significant relationship toward public commuter’s and the level public commuter’s satisfaction. Other than that, several useful recommendations were made regarding to the findings of this study. Keywords: Public Commuters Satisfaction; Mass Rapid Transportation (MRT) Services; Kuala Lumpur Riders

*Corresponding author: Azmi Mat1; Email: [email protected] Submission Date: 02 November 2018 Acceptance Date: 31 December 2018

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Introduction is a developing country where industry, commercial product, population and transported are being developed. Public transports are important for transportation raw material and products as well as the movement people. The progress of the city of Kuala Lumpur depends on the development and effectiveness of public transport services. Public transport service is part of the basic infrastructure and essential in the development of a country. As the capital of Malaysia, the city of Kuala Lumpur has one of the most modern transportation systems in this region (Amsori Muhammad Daset. Al., 2013).In Malaysia, for the first phase of Mass (MRT) Sungai Buloh-Kajang (SBK) Line has launched in December 2016 for the first phase. The first phase of MRT SBK Line will cover 12 stations from Sungai Buloh to Semantan over 24km. According to Chief Executive Officer of Land Public Transport Commission (SPAD), MRT offer discounts for students, people with disabilities, senior citizen and holders of weekly and monthly passes, ranging between 20 and 30 per cent. Public transport also plays an important role in the Malaysian citizen especially in an urban area. One of the importance of public transport is it can reduce traffic congestion in Malaysia especially during peak hours or any celebration days. It will reduce stop-start driving and fuel consumption. Public transport not only used by the local citizen but it also being used by the tourist who came to our country. As for the fares and ticketing, they have announced that fared ranged from RM1 to RM3.90 between the Sungai Buloh Station and Semantan Station. Only cash and Touch and Go cards will be accepted for the SBK Line for Phase One operations. The MyRapid card will not be usable on the SBK Line. For the 50% discount for senior citizens, students and the disabled (OKU), tokens with the concession fare will have to be purchased from the customer service office. In addition, MRT also provides the park and ride facilities at the Sungai Buloh that are fully owned and operated by MRT Corp. For the parking facilities, it will charge RM4.30 per entry for those who use the MRT service and only Touch ‘n Go cards can be used at the park and ride facilities. However, using public transport also may lead to several problems. One of the problems related to public transport in term of reliability. Reliability is measuring the ability of the service provider to perform the promised service dependably and accurately (Parasuraman et al., 1988; Ojo et al., 2014). Our former Prime Minister, Tun Dato' Sri Haji Abdullah bin Haji Ahmad has experience himself using public transport service and he was not satisfied with the service quality provided after used the service in term of punctuality and frequencies of train arrive this is because insufficient space to carry more passengers and others whereby the congestion occurred (Utusan, 2008). In addition, responsiveness is another dimension of quality in measuring service quality according to the (Parasuraman, et. Al.,1998). The responsiveness means the willingness to help customers and provide prompt service to the customers. The employees' behaviour have similarities with the service quality dimension of responsiveness, whereby may be related to assurance but with regard to to information rather than employee knowledge and courtesy scale (Thompson & Schofield, 2002). This showed the service quality dimension of responsiveness is related to the attitude of the driver or staff in public transports. On the other hands, public transports in Malaysia also are lacking in term of physical facilities. Physical facilities are one of the service quality dimensions which are tangible. Based on the study, public buses mostly not provided convenience facilities to

International Journal of Education and Knowledge Management (IJEKM) 2 https://rpajournals.com/ijekm the disabled persons who use the wheelchair to board. The ramps are mostly not provided by the public buses in order to give disabled person more convenience to use public transport. This is different in another country like Japan, Tokyo, which is their public transport system and the built environment, are fully accessible (Malay Mail, 2009). They have portable ramps in all train stations where there is a difference in height between the platform and train and stations masters are always ready to assist wheelchair users when requested. In addition, security also one of the service qualities dimension and play an important role in the public transport user. Based on the previous study, the users of public transport may involve in crime rate especially women has increased. According to Rohana Sham et al., (2013) women who live in urban area and depend on the public bus to commute to work into city centre were believed to have a routine journey on every weekend. Thus, they are potentially exposed to being the victim of crime. Many researchers have looked into the importance of customer satisfaction with public transport. Customer satisfaction is defined as a customer’s overall evaluation of the performance of an offering to date. This overall satisfaction has a strong positive effect on customer loyalty intentions across a wide range of product and service categories (Gustafsson, 2005). Customer satisfaction is important because many researchers have shown that customer satisfaction has a positive effect on an organization’s profitability. Due to this, the consequences of customer satisfaction and dissatisfaction must be considered. There is also a positive connection between customer satisfaction, loyalty and retention. Therefore, customer satisfaction, loyalty and retention are all very important for an organization to be successful (Harkiranpal Singh, 2006). There is a problem in term of responsiveness when the staffs lack soft skills when interacting with customers. According to Khairul Baharein (2013) stated that some respondents from the interview indicated that they were dissatisfied with the CSAs’ (customer service assistant) attitude that does not have eye contact and lack of smile when communicating. Besides that, the problem occurs in term of the reliability of public that is the punctuality of public transport. This issue has been raised by one of the respondents during the interview as one major deterrent for them to continue using the service as well as to attract new users as reliability for them to arrive on time to workplace and home are very crucial (Dzualhaimi Dahalan, et al., 2015). Other than that, there is a complaint made by the user in term of the tangible that is the cleanliness and unclear signage to guide the users to designated platform and schedule. If the users are the first time such as the tourist, they may face the difficulties to find the right platform for their public transport. Furthermore, some of the bus hubs were old and not under the transport service providers’ care (Dzulhaimi Dahalan, et. al., 2015). Based on the previous research, in term of safety and security, women have been targeted more by crime offenders since years ago compared to men, and this heightens women’s unsaved feeling. In addition, the back infrastructure especially walkways to and from the bus stop, poor design and maintenance of bus stop and buses, poor security measure, throughout the entire journey have further put women’s lives into the risk of crime victimization (Rohana Sham et al., 2013) The MRT is the public transport that is relatively new in Malaysia. There are very only a few studies been conducted that related to public commuter satisfaction toward MRT services. Therefore, this research will investigate the service quality and satisfaction among public commuters.

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Based on the above literature, the following hypotheses are developed: H1 There is a relationship between responsiveness and public commuters towards MRT services. H2 There is a relationship between reliability and public commuters satisfaction towards MRT services. H3 There is a relationship between tangible and public commuters satisfaction towards MRT services. H4 There is a relationship between safety and security and public commuters satisfaction towards MRT services.

Methodology For the purpose of this research, the researchers need to determine the population to gather the information needed in this study. The population that the researchers' target is the public commuters that have experienced on using public transportation. Thus, the population for this study is 400,000 passengers of public commuter per day (NA Jamalludin et. al., 2016).

Sampling Technique As there are many sampling techniques that can be used, for this study the researchers decided to use non-probability sampling techniques which is convenience sampling techniques that define as the collection of the information from the potential participants of the population who are available and agrees to participate in this research (Salkind, 2009). This convenience sampling technique is chosen because it is easy to be used and cost- effective where the questionnaires will be easy to distribute to the public commuter who use MRT services and it is also a very convenient way to generate the sample.

Sample Size The sample is a division of the population where few members were selected from the population (Salkind, 2009). There are no actual guidelines for the sample size selection. Hence, anecdotal evidence suggested that every required at least 100 to 200 respondents spending on the problem. This is because a sample size that is bigger than 500 might cause the problem in the assessment of overall fit (Hayduk, 1987). Therefore, 100 respondents were chosen to be a part of this study

Results and Findings Partial least squares (PLS) technique also known as components-based structural equation modeling (SEM) is used to analyze the data in this study. PLS-SEM can evaluate the psychometric properties by using the measurement model and estimate the parameters via the structural model (Chin, 1998). Hitherto, the objective of using PLS-SEM is to maximize the explained variance of the endogenous variables (i.e. quality pledge). Referring to Anderson and Gerbing (1988), the measurement model was first determined to measure the convergent and discriminant validity then followed by assessing the structural model. On the other hand, the bootstrapping method (500 re-samples) was used to determine the significance levels for loadings, weights and path coefficients (Chin, 1998).

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Measurement Model

The measurement model consists of relationships among the latent variables and their items/indicators. It is required to establish the construct validity for the measurement model before evaluating the structural model for hypothesis testing. Items in the measurement model need to demonstrate sufficient convergent and discriminant validity as a condition for establishing a structural model (Hair et al., 2006).

Convergent Validity Table 1.0 presents the items loadings, average variance extracted (AVE) and composite reliability (CR) of this study.

Table 1.0 Items loadings, AVE and CR Construct Items Loadings AVE CR Responsiveness QP1 0.857 0.717 0.953 QP2 0.819 QP3 0.887 QP4 0.846 QP6 0.826 QP7 0.863 QP8 0.798 QP9 0.874 Reliability EC3 0.775 0.668 0.889 EC4 0.760 EC5 0.855 EC6 0.874 Tangible BC1 0.860 0.744 0.946 BC2 0.861 BC3 0.867 BC4 0.886 BC5 0.842 BC6 0.859 Safety and Security PC3 0.849 0.737 0.918 PC4 0.838 PC5 0.891 PC6 0.856

Based on the above results, the items loadings of all indicators in this study ranging from 0.760 to 0.891 exceeded the required cut-off level of 0.60 (Bagozzi & Yi, 1988). Moreover, the composite reliability values for all the constructs that are ranging from 0.889 to 0.953 surpassed the threshold value of 0.70 (Hair et al., 2006) while the AVE values for each construct ranging from 0.668 to 0.744 exceeded the suggested value of 0.50 by Fornell and Larcker (1981). Hence, the convergent validity of this study was established.

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Discriminant Validity Table 2.0 shows the latent variable correlations with square root of average variance extracted in this study.

Table 2.0 Latent variable correlations with bolded square root of the AVEs Construct BC EC PC QP Responsiveness 0.862 Reliability 0.748 0.818 Tangible 0.749 0.709 0.859 Security and Safety 0.769 0.646 0.692 0.847

Note: Diagonals represent the square root of the AVEs while the off-diagonal entries represent the correlations between constructs After convergent validity was satisfied, then discriminant validity can be tested in order to identify the degree to which the measures of different constructs are distinct from one another and by assessing the comparison of correlations between constructs with the square root of the AVE for each construct (Fornell, & Larcker, 1981). Based on Table 2.0, the elements in the matrix diagonals which represent the square root of the AVEs are found to be greater in all cases than the off-diagonal elements in their corresponding row and column, therefore, demonstrating that discriminant validity was satisfactory.

Structural Model

Figure 1.0 Results of the Structural Model After the measurement model was satisfied, then the structural model was analyzed. The structural model in this study presents the hypothesized relationship between exogenous variables (i.e. Benevolence Climate, Egoism Climate and Principled Climate) and endogenous variable (Quality Pledge). Figure 1.0 shows the R² result for the structural model in this study. The explanatory power of the estimated model can be assessed by observing the R² of the endogenous construct. Hence, the R² value for this model was

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0.625, representing that 62.5% of the variance in quality pledge can be explained by all the exogenous variables in the model. Furthermore, based on Table 3.0, Benevolence Climate (b=0.531, p<0.01) and Principled Climate (b=0.236, p<0.10) were found to have a significant effect on Quality Pledge. However, Egoism Climate (b=0.082, p>0.05) was found to be insignificant to Quality Pledge.

Table 3.0 Results of Hypothesis Testing Std. Std. Hypothesis Relationship Beta Error t-value Decision H1 BC -> QP 0.5312 0.1001 5.3067** Supported Not H2 EC -> QP 0.0815 0.0862 0.9447 Supported H3 PC -> QP 0.2362 0.2362 2.1346** Supported

Similarly, results of t-value in this study also reported that only benevolence climate and principled climate have a significant relationship with quality pledge with the value of 5.3067 and 2.1346 respectively. While egoism climate t-value was 0.9447, which clearly shown an insignificant relationship with quality pledge among hoteliers. Therefore, based on the above results, H1 and H3 were supported, and H2 was not supported.

Discussion and Conclusion Research Objective 1 Based on Research Objective 1 which is “What are the most influence service quality dimension affecting public commuter’s toward MRT services?” the researcher can conclude that the most influence service quality factor were safety and security. Security also defined as the actual degree of safety from crime or accidents and the feeling of security resulting from that and other psychological factors. Most of the respondents believe that they never involved in any criminal incident when using the MRT. They feel safe to go anywhere when using MRT services. In the work of Tri Basuki Joewono and Hisashi Kubota, 2005, many people agree that the safety and security aspect in public transportation operation is very important, public transportation closely relates with human lives on a larger scale or in greater numbers as many passengers happen to be riding in one car.

Research Objective 2 From the Research Question 2, which is “What is the relationship between service quality and public commuter’s satisfaction toward MRT services?” it shows all the service quality factors significantly have a relationship with public commuter’s satisfaction. But the high strong relationship between public commuter’s satisfactions is safety and security. According to Hoffman and Bateson (2001), customer satisfaction is the comparison of customer expectation to perceptions regarding service encounter. Customer expectations are beliefs about service delivery that serve as a standard or reference points against performance is judged (Zeithaml et al, 2006

Research Objective 3

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Based on the finding result, most of the respondents indicated that they were satisfied with the statement “The public transport network has improved from time to time”. From this research, it can be helpful in order to improve the services provided by MRT. In addition, the respondents agreed with the statement of using the MRT, it is often quicker than making the same journey by car.

Recommendations Based on the findings obtained from this study, there have a few recommendations that in order to enhance customer satisfaction, the organization need to take some actions and measures in order to increase the present level of MRT services. MRT need to restructure their system in-term of information to the citizens about the availability of service and changes of prices in advance. For example, spread the changes of price into social media, news, the official website, etc. Besides that, the management of MRT needs to train their staff with the proper etiquette and attitude on how to communicate with the public commuters especially for the first time users. Next, the ticket counter need keep update in terms of environment, cleanliness and etc. Lastly MRT needs to develop auxiliary police for the safety users. Sometimes any cases might happen like the incident that might affect public commuter safety.

Recommendations for Future Research This study has some limitations. The study limited to examine only MRT users around Selangor area. It means that limited to geographical area and data analyzed only considering 100 questionnaires. Besides that, they can investigate customer satisfaction through other factors like SERVQUAL dimension. Next, for future research, we would like to suggest comparing the service quality with other public transportation like Light Rail Transit (LRT), KL , taxis and etc. Furthermore, other researches might be conducted using other methodology to get the data for example interview, online survey, observation and so on. Acknowledgements The authors gratefully acknowledge the initial support from our research assistant, Nur Amylia Nabila Binti Nasarudin, Faculty of Business Management, University Teknologi MARA Malaysia for her contribution to this study.

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