Predictors of Customer Satisfaction with Mass Transit Transport Scheme: Evidence from an Emerging Economy

Abstract

Most mass transport businesses collapse due to problems ranging from financial impropriety, inadequate government financial support, and lack of qualified staff, among others. These problems manifest in poor service quality and its consequences, such as customer dissatisfaction and switching behaviour. This study investigates the relationship between mass transit service quality and customer satisfaction south-south States of Nigeria by moderating the effect of personal characteristics. To accomplish this, a cross-sectional survey research design was employed, and data was collected from 400 respondents drawn from commuters intercepted at various Mass Transit Parks in selected South-South states in Nigeria. The hypotheses were tested using multiple linear regression (MRA) through SPSS version 20. The study results show a significant positive relationship between availability, reliability, staff behaviour, service information about routes and customer satisfaction with mass transportation services quality. The result also showed that personal characteristics of mass transit staff moderate staff behaviour, service information about routes and comfort but do not moderate accessibility, availability and reliability. It was, therefore, recommended that mass transit operators should improve service quality by ensuring that mass transit buses are well maintained and clean, ensure that the buses or vehicles have scheduled time and follow those schedules to avoid passengers getting frustrated due to long waits or delayed movement and also provide the service information about routes to enhance customer satisfaction.