1.

Problem statement
The purpose of this study is to explore the factors that influence students' satisfaction
towards bus services in UEH. The study aims to understand the factors that make
students satisfied with the bus services and propose improvements to better serve the
students. We have some information such as:

UEH Shuttle Bus service includes 5 trips in the morning and 5 trips in the afternoon
for lecturers and students, divided into four main routes:

 Route 1: Departure from Turtle Lake → Dormitory 135 → Dormitory 43-45 →

Campus B → Campus N.
 Route 2: Departure from 291A Dinh Bo Linh → 85 Dinh Bo Linh → 153 Xo
Viet Nghe Tinh → Hoa Lu Stadium waiting room → Turtle Lake → Dormitory
135 → Campus N.
 Route 3: Departure from Dam Sen Park waiting room (Hoa Binh Street)→
Trung Vuong Hospital (Phu Tho Stadium) → Church → Campus B →
Dormitory 43 – 45 → Campus N.
 Route 4 (Prioritize lecturers and UEH officials): Departure from Campus B →
Campus N.

Operating hours:

 Route 1: The estimated departure time at Turtle Lake is 6:10 a.m., moving
sequentially to other pick-up points along the route and arriving at Campus N
at 7:05 a.m.
 Route 2: The departure time at 291A Dinh Bo Linh will be at 6:10 a.m., to
other stations along the route, stopping at Dormitory 135 at 6:35 a.m., then
going straight to Campus N and arriving at 7:05 a.m.
 Route 3: This is one of the earliest routes to Campus N - expected to arrive at
7:00 a.m. Route 3 is one of the key routes that will depart from the first station
at 6:05 a.m. and then move to other stations according to the schedule.
 Route 4: This is one of the top priority bus routes, dedicated to transporting
lecturers, officials, and many students. Route 4 will depart directly from
Campus B at 6:30 a.m. and arrive at Campus N at 7:00 a.m.

Ticket price policy: 5,000 VND / 1 turn for students and free for UEH lecturers.

In addition, the university will have a price support policy for students who are
eligible for tuition fee exemptions or have difficult circumstances. Based on the data,
we have a general overview of the scale of this service and can create questions for
each issue to evaluate the satisfaction of UEH students with UEH Shuttle Bus.
Conducting this research is essential because we can analyze many aspects that affect
students’ satisfaction with the bus service, as well as the consequences if the service is
not improved. We can determine whether it affects students’ commuting to school or
not, and from there, we can identify the shortcomings and improvements needed in the
school’s services to comprehensively improve the infrastructure and services that the
school is trying to provide to students. This creates a desirable learning environment
for UEH students in the future.

2. Research objective

Research subject: Factors affecting the quality of UEH Shuttle Bus service.

Respondents: UEH Students.

Values of Study: Provide policies/solutions to help UEH innovate and improve the
service quality of shuttle bus to attract more students.

Research objectives

 Identify the factors affecting the quality of UEH Shuttle Bus service.
 Study the current situation of factors affecting the quality of UEH Shuttle Bus
service.
 Measure the impact of these factors on the satisfaction of UEH students when
using the UEH Shuttle Bus system.
 Propose solutions to improve the satisfaction of UEH students when using the
UEH Shuttle Bus system.

III. Research Design

1. Our overall aims and approach

Test the satisfaction of UEH students as they use UEH shuttle bus
-> Quantitative approach (phương pháp định lượng) ( this is a method of
collecting information and data in the form of numbers, statistical data, to
obtain basic, general information about the research object, usually large
sample sizes. So in this research, we want to truly know about contributing
factors affecting students’ satisfaction -> this approach is suitable
1. The type of design we’ll use
Descriptive design ( nghiên cứu mô tả): It is a theory-based design method
created by gathering, analyzing, and presenting collected data.
2. How we’ll select participants
Population (tổng thể) : UEH students
Probability sampling (chọn mẫu ngẫu nghiên) : refers to the selection of a
sample from a population, when this selection is based on the principle of
randomization, that is, random selection or chance
+ Use simple random sampling: every individual in the population has an equal
chance (equal probability) of being selected for the sample
3. Our data collection methods
+ Survey: collecting data by asking someone directly
So we will ask people to fill out questionnaires themselves ( questionnair can
be multiple-choice answers or rating scales)
+ Secondary data: this data comes from previous studies on our topic
4. The procedures you’ll follow
· Operationalization (thao tác hóa)
 - the process of turning abstract concepts or ideas into observable and
measurable phenomena.
+ To deal with vague (mơ hồ) idea like students’ satisfaction, we need to
change it into measurable indicators
+ To measure this, we could create a questionnaires ( mẫu hỏi ) with a 5-point
rating scale from dissatisfaction to satisfaction and multiple choices
· Sampling plan: ( kế hoạch lấy mẫu)
- sample size: > 300 ( cho đại )
- criteria: UEH students
- How to contact: in person and on social media
- Collecting in 2 weeks
· Using SPSS to analyze data

IV. Research Limitations

Problem:
The school's resources allocated to the bus system are limited. If there are any
shortcomings or if it cannot fully meet the urgent needs of users, understanding and
trust are essential.
Population:
The scope and subjects of the study are limited to the UEH environment because this
is a private bus system developed by the school only for students and lecturers,
transporting passengers between the school's campuses. Therefore, it does not reflect
the overall situation of similar services in a wider area and target group.

V. Scope of study
Space: This research just combines and measures “The satisfaction” towards quality
service of UEH shuttle bus in A, B and N campuses by giving a questionnaire through
Google Form.
Time: Gathering and analyzing data start from 31/10/2023 till 30/11/2023

6. Research questions

 What is the current status of UEH shuttle bus service attitude and service
quality?
 What are the factors that impact and influence students’ satisfaction with
service attitude and quality of UEH shuttle bus service?
 What solutions will contribute to enhancing and improving the service attitude
and quality of current UEH bus service?

7. Concepts and relevant researches

7.1 . Some of relevant concepts

7.1.1. Solution
A solution is a method to solve problems, a way of studying and viewing phenomena
of nature and life, which can be drawn from the results that people perceive from
practice.

7.1.2. Quality

Quality is a concept that characterizes the ability to satisfy customer needs. Or rather,
quality is a complex category and has many different definitions. There are many
different views on quality such as:

 According to Joseph Juran & Frank Gryna (1988), quality is conformity to

needs. Armand Feigenbaum (1997) believes that quality is a customer decision
based on actual experience with the product or service, measured against
customer requirements. These requirements may be stated or unstated,
conscious or simply felt, are completely subjective and technical, and always
represent dynamic goals in a competitive market.
 Sharing the same view as Mr. Armand Feigenbaum, Russell (1999) believes
that quality represents the superiority of goods and services, especially
reaching the level where people can satisfy all needs and satisfy customers.
According to the American Society for Quality, "Quality represents the
excellence of goods and services, especially to the extent that they can satisfy
all needs and satisfy customers."
 According to Kaoru Ishikawa (Japan, 1990) "Quality is the satisfaction of
market needs". Meanwhile, the international organization for standardization
(ISO) - ISO 9000:2000 "Quality is the degree of satisfaction of a set of
attributes with requirements".
 According to Peter Senge, “Quality is a transformation in the way we think and
work together, in the way we measure and deliver and in the way we measure
success. We all work together to design and operate a value-added system that
includes quality control, customer service, process improvement, supplier
relationships and good community relationships. The communities we serve
and in which we operate at optimal levels for a common purpose.”

7.1.3. Satisfaction of customer

Until now, there have been many research articles on customer satisfaction.

 According to Sophia Bernazzani (2022), customer satisfaction (CSAT) is a

metric used to quantify the degree to which a customer is happy with a product,
service, or experience related to your business. This metric is calculated via
customer satisfaction surveys that ask how a customer feels about their
experience, with answers ranging between 'highly unsatisfied' and 'highly
satisfied'.
 According to Marta Szyndlar, customer satisfaction is a measurement that
determines how well a company’s products or services meet customer
expectations.

7.1.4. Service
  According to Wikipedia , service is an action or activity for which a consumer,
business, or government is willing to pay. Examples include the work of
barbers, doctors, lawyers, mechanics, banks, insurance companies, and more.
By using resources, skills, ingenuity and experience, service providers provide
benefits to service consumers. Services can be defined as intangible actions or
activities by which a service provider provides value to customers.
 According to Luu Ha Chi (2022), service is a creative activity of people, an
activity with its own unique characteristics in a developed society, with high
competition, elements of technological explosion, transparency in law and
government policy.

7.1.5. Shuttle bus

The nature of a shuttle bus is to shuttle through two fixed (near) points, with few stops
and with quite high frequency. "Shuttle Bus" has the following characteristics:

1. Shuttle bus between two points (usually short), distance 5-10 or several dozen
kilometers.

2. There are usually no stops in the middle of the road.

3. Vehicles operate at high frequency (many trips per day at fixed hours).

4. Usually provided free of charge (added service) to certain subjects.

7.2. Relevant researches

7.2.1. “Students' satisfaction of campus shuttling services: a Qualbus approach”

(2015).

Author:

1 Thomas Kolawole OJO, 1 Regina AMOAKO-SAKYI and 2 William AGYEMAN

1 Department of Geography and Regional PlanningUniversity of Cape Coast, Cape

coast, Ghana,ojothomas@ymail.com

2 Building and Road Research Institute Kumas

Abstract: The general aim of this research was to ascertain the relationship between
service quality and customer satisfaction. This was ascertained with the use of
QUALBUS dimensions and how each influences student’s satisfaction. The purpose
and reasons for using campus shuttle were also elucidated. The research methodology
was a cross sectional survey at the two designated bus stops for the University of Cape
Coast’s bus shuttling service at Old site (South campus) and Science (North campus)
of 300 questionnaires through simple random sampling. The reliability of the study
was tested by Cronbach's alpha. Frequency, percentage, correlation and regression
were used for the data analysis. Attempts to improve on service quality to influence
student satisfaction should be directed at assurance, tangibility, empathy and
receptivity variables. The study could have looked at all passengers‟ satisfaction
coupled with an in-depth interview of the transport officers.

Results:

 The results of the study indicate that 55% of the respondents were male; 70.2%
were aged between 20-24 years; 67.3% used the shuttle every other day; 50.5%
used the campus shuttle because of the lower transport fares; 83.7% used the
campus shuttle for educational reasons. Furthermore, the results revealed that
only reliability and empathy variable have a significant relationship with
student satisfaction because they have a p-value smaller than α = 0.05. Out of
68.2% of the future prospective campus shuttle bus users that presently utilize
the service for academic trips only, a mere 56% of them prefer the shuttle bus
above some other modes of transport.

7.2.2. “Assessment of Students’ Satisfaction And Propensity of Patronage of

Intra-Campus Shuttling Bus in Hussaini Adamu Federal Polytechnic, Kazaure:
A Qualbus Approach” (2017)

Author: 1 A.A Jolaoye, 2 A .O Salawu , 1 Department of Urban and Regional

Planning, 2 Department of Estate Management and Valuation: College of
Environmental Studies, HussainiAdamu Federal Polytechnic, Kazaure, Nigeria
Corresponding Author: A.A Jolaoye

Abstract: The general aim of this research was to investigate the effectiveness of the
Campus Shuttling bus operation through customer satisfaction (giống bài 7.2.1) and to
foresee the propensity of persistent patronage.The research focused respondents from
two major perspectives; this involved the students that have been using the bus service
and the future prospective users. The research methodology was a cross sectional
survey at the two designated bus stops for the HussainiAdamu Federal Polytechnic’s
bus shuttling service at Main campus (North Campus) and Campus extension (South)
for the former while accidental sampling approach was adopted for the latter campus.

Results:

 Male representing 64.5% while 35.5% are female. Respondents representing

73.3% is aged above 19 years. Respondents representing 43.2% use the campus
shuttle after every other day, 29.5% use it about twice a week, 18.2% use the
bus once in a week
 The independent variable i.e the shuttle bus users’ satisfaction has the means of
2.05. The table also reveals that among the four independent variables
tangibility has the highest means of 2.40. The next one is empathy with the
means of 2.34 followed by assurance and reliability with means of 2.27 and
2.01 respectively.

7.2.3. “A study on student’s satisfaction towards the campus transit system in

Universiti Sains Malaysia”( 2014)
Author: GHOLAMREZA KHORASANI 1 & LI ZEYUN 2

1 Research Scholar, Department of Transportation, Universiti Sains Malaysia, Penang,

Malaysia

2 School of Management, Universiti Sains Malaysia, Penang, Malaysia

Abstract :This article determines the level of satisfaction among the USM bus transit
system. The study is based on a survey carried out from the questionnaire that is
administered involving 400 students. All data is analyzed by SPSS software.
By using the descriptive analysis the level of satisfaction among the students towards
the facilities provided are examined. The findings show that the levels of satisfaction
among students are mixed. However, the majority of students are satisfied with the
facilities provided by the university. The findings of this study will help the company
or organization or the university to improve their service provided to the students in
achieving the student’s satisfaction due to the evaluation of satisfaction level for every
variables (facilities)

Results:

 In this research we have 2 types of variable that is male and female that
consists of 58% for male and 42% for female. Most USM students using bus
service are from 19-25 years old and the percentage is 89%, which is full time
students. The major race is Malay, Chinese and India with the percentage 95%.
 One sample test variable is which represents the value being influenced or
changed; which simply means it makes other variables change. For one sample
test, we consider the bus schedule is appropriate for students as an example; it
shows that most students are comfortable with the bus schedule. The
percentages show that the highest in this problem is 38% are neutral followed
by 33% who agree and the smallest percentage is 2% or strongly disagree. We
can conclude that even the highest percentage is neutral but the difference
between agree and strongly disagree is about 31% so it means that students are
comfortable with the bus schedule. Overall, the bus services in USM are
good enough represented with t value -10.687. Chi-square frequencies for the
bus services in USM are good enough. Most of the users of bus service are
students aged 19-25 years old and they are satisfied with the bus schedule that
is appropriate for students. This will help them to go to class on time with a lot
of buses provided with the efficiency bus schedule.

7.2.4. “Factors Affecting Students’ Satisfaction towards Bus Services in University”

(2014)

Author: Zahayu Md Yusof, Masnita Misiran, Lee Pei Pei and Ho Tian Tian

School of Quantitative Sciences, College of Arts and Sciences, Universiti Utara

Malaysia,
Abstract: The objective of this study is to explore factors that influence student
satisfaction on bus services in Universiti Utara Malaysia (UUM). Primary data were
collected by distributing direct questionnaire to four hundred students in UUM. A
factor analysis yielded three factors which are attitude of bus driver, reliability of the
buses and facilities of buses.

Results: The scale measuring students' confidence about "Bus amenities" has the
highest coefficient of 0.879. The scale of "Driver service attitude" has a reliability
coefficient of 0.858. The scale on “Buse reliability” has the lowest reliability
coefficient (0.821). Convergence of all these factors. Overall, this tool has high
reliability in measuring student satisfaction with university bus services and related
components.

7.3. Theories.

7.3.1. Factors Affecting Students’ Satisfaction Towards Bus Services in Campus

(2021, Sapiri, Hasimah, et al, International Journal of Service Management and
Sustainability)

According to SEM analysis, they can say that three off their hypotheses are significant
in the study. These are:

H1: University students have a low satisfaction level towards the bus service due to
the unreliability of the bus services.

H2: University students have a low satisfaction level towards the bus service due to
the bad quality of facilities of the buses and bus stations.

H3: University students have a low satisfaction level towards the bus service due to
the bad attitude of the bus drivers.

7.3.2. Assessment of Students’ Satisfaction And Propensity of Patronage of Intra-

Campus Shuttling Bus in Hussainiadamu Federal Polytechnic, Kazaure: A
Qualbus Approach (2017, A.A Jolaoye, A .O Salawu, IOSR Journal Of Humanities
And Social Science (IOSR-JHSS))

H1: There is a significant relationship between reliability and student satisfaction

about campus shuttle bus service.

H2: There is a significant relationship between assurance and students’ satisfaction

about campus shuttle bus service.

H3: There is a significant relationship between tangibility and students’ satisfaction

about campus shuttle bus service.

H4: There is a significant relationship between empathy and students’ satisfaction

about campus shuttle bus service.
H5: Marginal increase in the trip fare would not affect anticipatory patronage of the
campus shuttling bus.

H6: There is going to be prospective effectiveness in the future operation of the

campus shuttle bus.

7.4.Aproach.

7.4.1 Servqual and Servperf approach.

SERVQUAL stands for Service Quality, and it is a model that measures the gap between
customer expectations and perceptions of service quality. It was developed by
Parasuraman, Zeithaml, and Berry in 1988, and it consists of 22 items that cover five
dimensions of service quality: reliability, responsiveness, assurance, empathy, and
tangibles.

SERVPERF stands for Service Performance, and it is a model that measures the customer
perceptions of service quality. It was proposed by Cronin and Taylor in 1992, and it is based
on the same 22 items and five dimensions as SERVQUAL, but it does not consider customer
expectations.

-> In conclusion, SERVQUAL considers both expectations and perceptions, while

SERVPERF only considers perceptions. This implies that SERVQUAL is more
comprehensive and diagnostic, as it can reveal the gaps between what customers want and
what they get, and suggest areas for improvement
SERVQUAL is also more complex and time-consuming, as it requires customers to answer
twice as many questions as SERVPERF
SERVPERF is more simple and practical, as it only measures customer satisfaction with the
service performance. However, SERVPERF is also more limited and subjective, as it does
not account for the influence of customer expectations on service quality.

7.4.2 QUALBUS approach.