PurposeThe paper adapts and applies a modified SERVQUAL approach compliant with the EN 13816, a European standard on service quality in public transport. The purpose of the study is to provide a quality evaluation tool readily usable by transport operators willing to certify the service offered.Design/methodology/approachCorrespondence between the SERVQUAL and the standard is ensured by guaranteeing that the 15 attributes investigated encompass the eight macro‐areas of the norm. Primary data were collected by means of an on‐board survey conducted in Cagliari over a two week period.FindingsThe study shows the possibility to implement a SERVQUAL approach abiding by the requirements set by the EN 13816. The results illustrate a high degree of importance placed on attributes such as on‐board security, bus reliability, cleanliness and frequency, with these latter three characterized by the widest negative gaps between perceptions and expectations. The sole quantitative supply of transport does not seem to influence quality perceptions more than attributes such as staff courtesy and bus comfort.Research limitations/implicationsThe results are too specific to enable their generalization. Moreover, the SERVQUAL framework might be improved with the inclusion of additional attributes.Originality/valueThe study provides public transport operators with a tool characterized by a good degree of openness and flexibility, so to fit individual needs. It might also be of interest for practitioners wishing to explore the main drivers of satisfaction among transport users.

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Face to face (intercept/at home) and telephone surveys have been thoroughly investigated in the service industry literature. Regardless of this, the so far limited studies in the public transportation sector do not state clearly which method yields the better results. Besides, evaluating the more appropriate datacollection mode is a complex task, due to the many constraints imposed (e.g. time, budget, and so on). This paper will critically compare the results of two different surveys conducted in 2012 within the Cagliari metropolitan area by the local transit agency CTM, with the chief goal to evaluate which of the two administration methodologies produces the more reliable results. A total of 500 fairly long interviews with CTM's users and 714 short interviews with non users were collected through the telephone survey, whilst the on-board intercept survey resulted in 3173 interviews. The most significant strength of the telephone methodology referred to the possibility to reach non users and to elicit information on the reasons behind their decision to rely solely on private transport. On the other hand, the main strongpoint of the on-board methodology has regarded the high representativeness of the data collected, rich in information and qualitatively reliable. Therefore, the two approaches do not exclude each other, with on-board and telephone surveys that might be targeted at users and non users, respectively. Finally, this paper is expected to improve the knowledge of existing and likely demand for bus operators and offers valuable lessons for public transport agencies worldwide.

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