The Impact of Public Bus Service Quality on the Users’ Satisfaction: Evidence from a Developing Asian City

Abstract

In a country where there is a high level of car ownership, public buses is considered as another modes of transport that is more sustainable. Despite that, there is a very low level of public bus ridership in Malaysia which questions the users’ satisfaction on its service quality. This study investigates the role of public buses service quality (tangibility, reliability, assurance, empathy and responsiveness) by the utilizing the SERVQUAL model towards users’ satisfaction. A sample of 300 questionnaires were obtained from public bus users in Kota Samarahan, Malaysia as the case study area. Using Partial Least Square-Structural Equation Model, the results show that tangibility, reliability and responsiveness are significant service quality factors that influence users’ satisfaction of public buses in the case study area. Of the factors, tangibility is considered as the most critical factor that influence users’ satisfaction. This study provides imperative knowledge which will be advantageous for stakeholders specifically policy-makers, transport ministries, town planners, local authorities and service operators in strategizing policies and plans that could encourage the public buses usage.