This study is designed to evaluate the main factors affecting the bus service quality and customer satisfaction in bus services to travel from Phnom Penh to Poipet which are providing by private companies. It examines and explores the consumer expectation on service quality of bus transport through the SERVQUAL’s 5 dimensions such as tangible, reliability, assurance, empathy, and responsiveness. This research study is intended to collect data from participants to investigate the relationship among five components of service quality and customer satisfaction. The independent variable used throughout this study is overall satisfaction with bus transport service. Independent variables are specific service quality attributes which consist of service given, access, availability, time and environment. From the finding, on interesting finding was that in the question of customer’s reason to use the BTS of private companies in Cambodia, in which “suitable traveling” ranked last among other factor (location convenience, appreciate price, no choice, good service). Also, more than half of the respondents stated they maybe use the BTS again in the future, because there is no choice for them. Therefore, it can be clearly seen that this research was focusing at right point. Despite the fact that half of the respondents rated their satisfaction level of the “poor” level, and nearly half of the respondents rated their satisfaction level in “average” level. Nevertheless, not so many customers preferred to use the BTS because of its service convenience. Service quality is an important consideration in a successful service business. By the time, this research was conducted, the highly competitive market conditions in Cambodia’s bus transport service industry had forced service operators to deliver high-quality service to customers. In order to provide that, the service operators should first focus on understanding customers’ needs and their expectations before implementing the suitable service strategy to meet the customers’ needs.
Both public and private parts have given considerable keenness with respect to the perfect customer satisfaction in the current decades. Customer satisfaction has been a renowned point in advertising practice and educational research since Cardozo's (1965) a basic examination of customer effort, expectations and satisfaction. The service quality and customer satisfaction are associated with their definitions to their associations with alternate points of view in business. The service quality is an attracted assessment that mirrors the customer's perception of reliability, assurance, responsiveness, empathy and tangibility; and significant quality while satisfaction is more careful and it is affected by point of view of service quality, item quality and cost, also situational fragments and individual components. This paper concentrated on the literature on the key elements of this study which was service quality, customer satisfaction and expectation. In particular, the accompanying principle focuses were demonstrated about service quality, customer expectation, customer satisfaction, theory of SERVQAL, and related studies on Customer satisfaction and service quality. This study used a descriptive design, by exploring some of the literature that discusses on customer satisfaction and service quality how to improve the both public and private business parts in marketing practice.
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