The Effect of Service Quality on Customers’ Satisfaction of Inter-District Public Bus Companies in the Central Region of Sarawak, Malaysia

Abstract

Service quality is a vital factor that influences customer satisfaction. For profit organizations such as public bus companies, high customer satisfaction is a sign for business success and the ability to create long-term relationships with their customers. This research is to assess the effects of service quality attributes on customers’ satisfaction towards service quality provided by inter-district public bus companies in the Central Region of Sarawak. The research adapted SERVQUAL model proposed by Parasuraman, Zeithaml and Berry (1988). A total of 400 respondents were obtained among inter-district public bus users through a convenient sampling method. The mean score for customers’ satisfaction was 2.24, which means the level of customer satisfaction towards the service quality of inter-district buses in the Central Region was low. Meanwhile, the result from the multiple regression analysis showed that service quality dimensions of empathy, assurance, and responsibility had significant effects on customers’ satisfaction. The inter-district public bus companies in the Central Region of Sarawak should improve their service quality by building and obtaining customer trust to keep existing customers and at the same time to attract potential customers. Good customers’ experience towards service and the power of word mouth are marketing tools to enhance business reputation relative to other competitors.

Service Quality and Customer Satisfaction: A Study of MyRapid in Malaysia

“…Thus, communication between employees and customer is significant because it is closely related to the consumers' perception and satisfaction. This is supported by research that deduced a positive relationship between responsiveness and customer satisfaction (Yao et al, 2014;Laisak, Rosli, & Sa'adi, 2021;Shafiq, Mostafiz, & Taniguchi, 2019). As such, the next hypothesis is created: H4: Responsiveness has a positive relationship with customer satisfaction.…”

“…By doing this, a company must view itself as a customer and understand the customer's demand to show its empathy to the customers in several ways. More importantly, several findings show that empathy is significantly influencing customer satisfaction, which indicates the importance of good empathy to ensure customer satisfaction (Yao, Siali, Darun, & Firdaus, 2014;Lwesya & Jaffu, 2017;Shafiq, Mostafiz, & Taniguchi, 2019;Laisak, Rosli, & Sa'adi, 2021). Based on the findings, the following hypothesis is: H2: Empathy has a positive relationship with customer satisfaction.…”

Influencing Factors of Community Logistics Service Satisfaction at Cainiao Station

“…Combining the content and characteristics of the logistics services provided by the community "Cainiao Station" and the specific content of the first-level indicators, the corresponding secondlevel indicators were reasonably adjusted, and an index system for evaluating the satisfaction of community logistics services provided by Cainiao Station was constructed, as shown in Table 1. The satisfaction index of community logistics services mainly consists of five aspects: tangibility, reliability, responsiveness, assurance, and empathy [9]. Among them, tangibility refers to the impact of the external image of community logistics on residents, mainly measured from five aspects: logistics service facilities of the community station, the appearance of service personnel, the attractiveness of facilities, the matching degree of facilities and services, and the cleanliness of the community station environment.…”

Airport service quality perception and flight delays: Examining the influence of psychosituational latent traits of respondents in passenger satisfaction surveys

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