Assessment of customer satisfaction in public transportation evidence from Gombe State Transport Service (GSTS)

It is undeniable fact that transportation is part of the daily rounds of activities and as such an essential component of the every human being. The study seeks to assess customer's satisfaction in public transportation evidence from Gombe State Transport Service (Gombe Line), with more empirical studies needed in the study area. The study used a quantitative approach and the data were collected through a survey, questionnaire method, which was adopted from previous studies as a data gathering instrument. The independent variables are Affordability and Safety, while the dependent variable is customer satisfaction. The population of the study is 994 and sampling size of 331 using Taro Yamane’s formula. Questionnaires were distributed for data collection which amounted to 331 using convenient sampling with 305 returned which signifies 92% response rate. Data analysis was conducted through statistical techniques such as descriptive statistics and multiple regression using SPSS software version 26 in which the result indicated that Affordability has significant influence on customer satisfaction, whereas Safety has insignificant relationship on customer satisfaction. The study recommended that management should work hard to improve Gombe State Transport Service (GSTS) affordability and be able to guarantee safety of passengers to enhance customer satisfaction which leads to customer retention.