Quality Performance of Rapid Bus Operation in Georgetown, Penang
Keywords:
Public Transport, Service Quality, SERVQUAL Dimension, Rapid BusAbstract
Service quality is an evaluation of how well a delivered service fulfilled client's expectations. The theory of “service quality” depends on several factors. This study, the researchers have relied on SERVQUAL attributes which comprise reliability, responsiveness, empathy, tangible and assurance. An overview concerning poor service quality provided by Rapid Bus has lessen the confidence of users to use public bus in Georgetown, Penang. In accordance with problems arise mentioned, seven main objectives were determined to analyze level of service quality in this empirical study. Since the sample size is large, this research has been conducted using non probability sampling technique. Also, cross-sectional survey has been applied to collect data from 417 respondents. The data acquired was evaluated by using correlation and regression technique. This indicator is a proper tool to determine service quality by taking respondents' expectations and perceptions on service quality offer. Additionally, the arrangement of questionnaire consists of Section A (demographic of respondents), Section B (service quality) and Section C until G (SERVQUAL). In this study, the main finding views that responsiveness is the most dominant dimension which affects service quality of Rapid Bus in Georgetown, Penang.
References
Abas, A. (2019, December 18). New Straits Times: Loke: Malaysia Eyeing to Become Logistics Hub. Retrieved from New Straits Times: https://www.nst.com.my/news/nation/2019/12/549019/loke-malaysia-eyeing-become-logistics-hub.
Agrawal, R. (2008). Public Transportation and Customer Satisfaction. Global Business Review 9(2): 257-272.
Aziz, A., & Mohamad, J. (2020). Public Transport Planning: Local Bus Service Integration and Improvements in Penang, Malaysia. Planning Malaysia, 18(13).
Azmi, E. A., Nusa, F. M., & Rahmat, A. K. (2018, October). Service Attributes Influencing Declining Ridership of Public Rail Operation Based on Passenger Experience Survey in Klang Valley. In AIP Conference Proceedings (Vol. 2020, No. 1, p. 020026). AIP Publishing LLC. https://doi.org/10.1063/1.5062652.
Baharom, N. (2014). The Study of Services Quality by Rapid Kuantan Bus (Doctoral dissertation, UMP).
Bakti, I. G. M. Y., & Sumaedi, S. (2015). P-TRANSQUAL: A Service Quality Model of Public Land Transport Services. International Journal of Quality & Reliability Management.
Brohi, S. N., Pillai, T. R., Asirvatham, D., Ludlow, D., & Bushell, J. (2018, March). Towards Smart Cities Development: A Study of Public Transport System and Traffic-Related Air Pollutants in Malaysia. In IOP Conf. Ser. Earth Environ. Sci (Vol. 167, p. 12015).
Ceylan, C., & Ozcelik, A. B. (2016). A Circular Approach to SERVQUAL and HOLSAT: An Implementation Suggestion. Journal of Hotel & Business Management, 5(1), 1-10.
Dagun, S. M. 2006. Busway, Terobosan Penanganan Transportasi Jakarta. Jakarta:Pustaka Sinar Hrapan. Hal126.
Demir, A., Talaat, K. & Aydinli, C., (2015). The Relations among Dimensions of Service Quality, Satisfaction, Loyalty, and Willingness to pay more: Case of GSM Operators Service at NorthernIraq. International Journal of Academic Research in Accounting, Finance and Management Sciences, 5(4), pp.146-54
Dermawan, A. (2019, September 14). New Straits Times: Transforming Penang's transportsystem. Retrieved from New Straits Times: https://www.nst.com.my/news/nation/2019/09/521306/transforming-penangs-transport-system.
Donnelly, M., Dalrymple, J.F., Wisniewski, M. and Curry, A.C., (1995), ‘The Portability of the SERVQUAL Scale to the Public Sector’, Proc. 1st TQM World Cong., Sheffield. https://doi.org/10.1007/978-94-011-0539-23.
Govender, J.P. & Naidu, K., (2011). Evaluating Service Quality in the Durban Freight Transportation Industry. Journal of Transport and Supply Chain Management, 5(1), pp.108-22.
Gronroos, C. (1990). Service Management and Marketing. Lanham: Lexington.
Holweg, M., (2005). The three dimensions of responsiveness. International Journal of Operations & Production Management, 25(7), pp.603-22.
Imam, R. (2014). Measuring Public Transport Satisfaction from User Surveys. International Journal of Business and Management, 9(6), 106−114. https://doi.org/10.5539/ijbm.v9n6p106
Johnston, R. (1997). “Identifying the Critical Determinant of Service Quality in Retail Banking: Importance and Effect”, International Journal of bank marketing, Vol.15, No.4, pp. 111-116. https://doi.org/10.1108/02652329710189366.
Junaida Ismail, Aishah Musa, Mahadir Ladisma @Awis, Sharunizam Shari, Siti Hajjar Mohd Amin & Afida Arapa (2011). Influence of Reliability Dimension on Services Performance for USM Library. Elixir Management & Art Online Journal. Vol37, pp 3696 -3699
Kim, Y.K. & Lee, H.R., (2011). Customer Satisfaction Using Low-Cost Carriers. Tourism Management, 32(2), pp.235-43.
Lim, A. (2020, April 2). Paultan.org: Vehicles Registrations in Malaysia – 31.2 mil as of 2019. Retrieved from Paultan.org: https://paultan.org/2020/04/02/vehicles-registrations-in-malaysia-31-2-mil-as-of-2019/.
Lin, W.-B., (2007). The Exploration of Customer Satisfaction Model from a Comprehensive Perspective. Expert Systems with Applications, Volume 33, p. 110–121.https://doi.org/10.1016/j.eswa.2006.04.021.
Liu, Y., Siali, F., Darun, M.R. & Ismail, M.F., (2014). Service Quality and Customer Satisfaction: Rapid Kuantan in Kuantan Route, Malaysia. In Socio-Int 14 International Conference on Social Sciences and Humanities. Istanbul, Turkey, 2014. OCERINT.
Luke, R., & Heyns, G. J. (2020). An Analysis of the Quality of Public Transport in Johannesburg, South Africa Using an Adapted SERVQUAL Model. Transportation Research Procedia, 48, 3562-3576. https://doi.org/10.1016/j.trpro.2020.08.095
Lwesya, F. & Jaffu, R., (2017). Customer Service Quality Management in Public Transport: The Case of Rail Transport in Tanzania. International Review, 3-4, pp.102-17.
Parasuraman, A., V. A. Zeithmal, and L.L. Berry. (1988). SERVEQUAL: A Multiple Item Scale for Measuring Customer Perceptions of Service Quality. Journal of Retailing, 64(Spring): 12-40.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A Conceptual Model of
Service Quality and Its Implications for Future Research. Journal of Marketing, 49, 41- 50.
Saadon, M. S. I., Salim, A. H., Othman, M. R., Nor, D. A. M., Mokhtar, F. S., Nordind, N., & Nordin, L. (2020). Maritime Transportation Quality Evaluation for Penang Island, Malaysia. Journal of Critical Reviews, 7(8), 1357-1362. http://dx.doi.org/10.31838/jcr.07.08.274
Sam, E.F., Hamidu, O. & Daniels, S., (2018). SERVQUAL Analysis of Public Bus Transport Services in Kumasi Mtropolis, Ghana: Core User Perspectives. Case Studies on Transport Policy, 6(1), pp.25-31.
So, S.-h., Kim, J., Cheong, K. & Cho, G., (2006). Evaluating the Service Quality of Third-Party Logistics Service Providers Using the Analytic Hierarchy Process. Journal of Information Systems and Technology Management, 3(3), pp.261-70.
Van Oort, N. (2016). Incorporating Enhanced Service Reliability of Public Transport in Cost-Benefit Analyses. Public Transport, 8(1), 143-160.
Wakefield, K.L. and Blodgett, J.G. (1999), “Customer Response to Intangible and Tangible Service Factors”, Psychology and Marketing, Vol. 16 No. 1, pp. 51-68. https://doi.org/10.1002/(SICI)1520-6793(199901)16:1%3C51::AID-MAR4%3E3.0.CO;2-0
Wantara, P., 2015. The Relationships among Service Quality, Customer Satisfaction, and Customer Loyalty in Library Services. International Journal of Economics and Financial Issues, Volume 5, pp. 264-269.
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Service Marketing: Integrating Customer Focus Across the Firm (4th ed.). New York, NY: McGraw-Hill/Irwin.
Zeithaml, V.A., Bitner, M.J. & Gremler, D.D., (2017). Services Marketing: Integrating Customer Focus Across the Firm. Seventh Edition ed. McGraw-Hill Education.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Fazeera Zul’ Azman, Nurul Afizah Nadzri, Junaida Ismail, Intan Syahriza Azizan
This work is licensed under a Creative Commons Attribution 4.0 International License.
