Customer satisfaction analysis of metro bus service
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Date
2017-04-05
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Abstract
Metro Bus System (MBS) is operative in Lahore, Pakistan for last few months; it is a project that has a heavy financial liability on a developing nation while its justification is based on its claim of meeting the customers’ (passengers) requirement. This thesis aimed to find if MBS meets customer expectations and deliver them satisfaction especially in contrast with the other Public Bus Service (PBS) operating in the city.
SERVQUAL was used through survey technique by means of its 22 variables and five constructs to find customers’ expectations about a good bus service and their perception about the actual level of service delivered by both types of bus services. With the help of descriptive statistics and t test, it was found that customers are satisfied with MBS and their level of satisfaction is also higher than PBS since results showed that customers are not satisfied with PBS. The mean value of satisfaction from MBS is 0.44 and for PBS is - 0.16 (dissatisfaction as indicated by negative number), hence an overall advantage of MBS is 0.60; all the differences are statistically significant.
The main satisfying factor for MBS are safety, promptness and in time service, while the dissatisfaction was for convenient operating hours and personalized attention. The major contributors of customer dissatisfaction in PBS were delays and lack of promptness. MBS as per survey results is delivering satisfaction to customers and meeting their expectations but it has to maintain the current practices in long run and may focus on increasing its operating hours to further increase the satisfaction. PBS would require improving on delays and promptness of their service if they intend to increase the satisfaction.
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Dr. Tashfeen M. Azhar
Keywords
MS Management, Customer Satisfaction, Metro Bus Service