International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
Service Quality and Customer Satisfaction in Public
Transport Sector of Kenya: A Survey of Shuttle Travelers
in Kitale Terminus
David Nyongesa Murambi
P.O. Box 2283- 30200, Kitale, Kenya
E-mail: dmurambi@yahoo.com
Prof. Henry M. Bwisa
Professor, Jomo Kenyatta University of Agriculture and Technology, P. O. Box 62000-00200,
Nairobi, Kenya, School for Human Resource Development, Entrepreneurship and Procurement
Department
Email: bwihem@gmail.com
DOI:
10.6007/IJARBSS/v4-i9/1167
URL: http://dx.doi.org/10.6007/IJARBSS/v4-i9/1167
Abstract
Public transport is important in economies since it permits the movement of factors of
production and finished goods to the market. Economic survey of 2009 indicates that about
11.5% of the work force is employed in the transport industry. Customers, who are travellers,
are the driving force of all firms survival and expansion, as they strive to satisfy customer
needs. This study sought to investigate service quality and customer satisfaction in public sector
in Kenya by undertaking a survey of shuttle travelers in Kitale. This study was guided by the
following specific objectives: finding out the influence of travel time on customers satisfaction.
The study was conducted in Kitale town at the shuttle terminus. The review of literature
indicated that most of the studies had been conducted on taxis and Matatus in Kenya yielded
mixed results. Hence it was worth to conduct the study. The research used survey design and
the target population was all shuttle travelers in Kitale town. The information from shuttle
office indicated that on daily basis about 3100 travelers use shuttles hence a sample size of 310
travelers was selected using simple sampling technique. The questionnaires and interview
schedules were used to collect data. The data was analyzed using computer and presented in
table using percentages. The regression was used to find out the influence of travel time,
availability of information at booking office and frequency of route change on customers
satisfaction. The study found that 76% of customers satisfaction was explained by independent
variable. Travel time, information and frequency of route change were significant to customers
satisfaction.
Key words: Service quality, Customer satisfaction, and Travel time
402
www.hrmars.com
International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
1. Introduction
In many countries, major investments are being made in public transport systems to make
them more competitive vis--vis other means of transport, most notably private cars. New
services are being developed and old ones are being improved (Friman and Fellesson, 2009).
However, an increase in supply (qualitatively or quantitatively) will not automatically lead to a
corresponding increase in demand and satisfaction (Fujii and Kitamura 2003, Mackett and
Edwards 1998). To make sure that investment really attracts both the existing and the potential
customers envisaged, knowledge of satisfaction and service performance should provide
policymakers and operational managers in public transport with valuable information.
Quality is increasingly becoming a strategic issue in the Western world (Bergman and Klefsjo,
2003). One of the main reasons for the successes of Japanese industry in the 1970s and 1980s
was that the Japanese realized early that quality concept should emanate from the
requirements and expectations of the customers (Bergman and Klefsjo, 2003). This perception
played a vital role in bringing about success (Bergman and Klefsjo, 2003). Today service quality
has become more vital than ever before because service providers have realized that they have
to provide customer-perceived value, if they want to stay in business. As global competition
increases, customers have more varieties to choose from and of course service quality will
become their priority when spending their (customers) money, especially as they try to
maximize the value in return as well as satisfaction for every unit of money spent.
Customer satisfaction is considered to be the most important factor whether it is meant for a
product or a service. In case of failure to satisfy the customers the company will be replaced by
others and when industries offering various services, have to be more vigilant because there is
a special attitude that plays an important role attracting and retaining the customers (Khurshid,
Naeem, Ejaz, Mukhtar ,and Batool,2012). The underlying assumption is that there is a direct link
between the actual service and the customers perception of it. To increase public transport
use, the service should be designed and performed in a way that accommodates the levels of
service required by customers (Beiro and Cabral 2007). According to Khurshid et al. (2012), the
current crises of the world have affected a lot of people and organizations as well. One of the
most important factors behind these crises was the shortage and increased prices of petroleum
products. Inflation increased and as a reaction layoffs, started taking place. Because of lesser
job securities, it resulted in less affordability of the luxuries. It became difficult for people to
afford many things personal transport was also one of those luxuries and people had to rely on
public transport.
1.1. Statement of the Problem
Public transport is significant for economic growth and economic development since it
facilitates the movement of labor, raw materials, finished commodities and creation of
employment in the economy (Cavanna and Cornbelt, 2007) the public transport permits firms
and people that do not own units of carriage to transport their commodities (Poleen 1993) The
organizations and people that use public transport need to be assured that their goods will
403
www.hrmars.com
International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
reach the desired destinations and in good time (Annabel 2005) The study also disclosed the
following factors that affect public transport or couriers when transporting cargos. The
conditions of the vehicles, qualifications and experience of the drivers, traffic officers, weighing
bridge officials, and state of the roads. Kariuki (2006) found state of the vehicle and experience
of the drivers as the main factors that influence service quality of taxis service in Nairobi Kenya.
Oliver (1980) summarized factors that influence customers satisfaction in buses as follows:
punctuality, road worth of the buses, courtesy of the operators experiences and skills, price
ticket and safety of the passenger as well as cargos. However Mosi (2010) found ticket price,
punctuality and reliability as the main factors that influence customers satisfaction in bus
transport in Kenya. The study found that majority of the companies and Matatus in Kenya do
not operate on fixed schedules, unpredictable fares, frequently change route and unsafe
destinations/booking offices and Matatus in Kenya do not operate on fixed schedules ,charge
fixed fare but majority operate but according to the demand.
Therefore basing on above contradictions finding one missing link is worth to investigate the
quality and customers satisfaction. Also, the findings created an insight on factors that
influence customers satisfaction in public transport.
2. Literature Review
Edvardsson (1998) showed in his research that customer (dis)satisfaction depends on the usage
of the information that the business can dig out from its customers. One way of getting such
information is through customer complaints. He found that the driver plays a significant role on
the (dis)satisfaction of the customer, and that because the driver, usually, does not know the
customers needs and expectations and in many cases it is something that leaves the driver
indifferent. Also, he showed that the combination of information and the driver is the key
success for customer satisfaction, as the driver is the main means of interaction with the
customers. Moreover, he found a singularity. He noticed that the unhappy and dissatisfied
customers continued to utilize public transportations and that was because of the nature of
public transportation. Moreover, friendliness of the personnel especially bus driver behaviour
in relation to service frequency has an impact on customer satisfaction. Friendliness behaviour
of the bus driver can satisfy customers by developing better communication and knowledge of
its customers needs (Disney, 1998). As far as frequency is concerned, frequent services increase
satisfaction and urban transportation patronage (Taylor et al., 2008).
Additionally, Andreassen (1995) claimed that customer (dis)satisfaction in public transportation
depends on three things: ticket price, price level and, finally, the layout of the platform or the
station, especially for buses. Furthermore, he separates customers
in two categories: one category are the ones who use public transportation very often and they
are considered expert users, to those who are not often users and they are not considered
experts. He found that (dis)satisfaction varies according to the above three factors (price, ticket
price and layout) to two categories of customers. Expertise users consider those three factors
very important in contrast to those who are not expertise in the use of public transportation. To
404
www.hrmars.com
International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
conclude, underlining that public transportation is an area with low utility (low customer
satisfaction) due to low rate of accordance between customer needs and the provided services.
Moreover, reliability and convenience are these factors which are considered to be important
in customer satisfaction. Specifically, reliable and convenience transportation means increased
customer satisfaction (Cavana and Corbett, 2007). Furthermore, reliability, travel time and
comfort are considered to have a great impact on customer satisfaction in relation with the
type of the trip. For instance, those who utilize buses for professional reasons consider time as
the most important dimension and particularly in buses. An interesting result is that the price of
the ticket is not considered being significant and does not affect customer satisfaction directly
(Beira and Cabral, 2007)
Anderson et al., (2007) observed that operation failures of the services affect customers
satisfaction. An operation failure, such as a possible delay of a transportation means, creates
bias to customers, resulting to unsatisfied customers. Further, he showed that customers have
the trend to blame the service provider for everything that happens, even if the service failure
is affected by external or internal factors. On one hand, it showed that interaction has a major
impact between customers and personnel which may create satisfaction and on the other hand
operation failures reduce the interaction between customers and personnel, and that is
because customers are becoming biased by the work force of a public transportation company.
Focusing on factor time Bielen and Demoulin (2007) showed that customer satisfaction is
being determined by dimension waiting time, in which three determinants are included;
perceived waiting time, satisfaction which is related with information in occasion of delays and
finally with satisfaction which is related with the waiting environment. As long as the above 3
determinants function well, customers will stay satisfied. Also, waiting time is considered to be
crucial as it plays an intermediate role between satisfaction and loyalty link.
3. Research Methodology
The study used a descriptive survey research design. The target population was the users of
shuttle transport services between Kitale and Eldoret. This route was chosen because it is the
first route to operate seven seater public transport services. Two oldest operators, 64 and
Kangaroo shuttles were used for the study. On average both Saccos got 1622 customers daily
to and from Eldoret. Target respondents were be persons that are in the range between 15 and
60 that have the experience of using public shuttle transport. The ages range 15 and 60 years
old are chosen because people in these age bracket have a routine commute travel behavior
and probably have taken public shuttle transport as their mode of choice.
Simple random sampling technique was used to select 310 customers from a total of 1622
customers expected daily. A detailed semi structured questionnaire was be used to collect data.
According to Kothari, (1999) the questionnaire tool is most appropriate since a quantitative
data capture is a necessity, which can only be obtained directly from the respondents.Data was
collected using questionnaires which were administered by the researcher.. The questionnaires
were tested and retested for the validity to measure the ability of tools to collect the intended
data. The reliability of the tools was also checked by the same procedure. The preliminary data
405
www.hrmars.com
International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
on the test and retesting yielded 0.5 alpha. This was above the range for the suitability of the
tools.
4. Research Findings and Discussion
4.1. Respondents Characteristics
The findings of the study indicated that among the 310
respondents that were selected from the sample of the study, 169 (45.5%) were male and 227
(54.5%) were married, close to a third 100(32.1%) were aged between 36-45 years old and 40
(29.9%) had secondary level education and 39 (29.8) were professionals indicated in table 4.1
Table 4.1: Table of Status
FREQUENCY
(%)
Male
169
(54.5)
Female
141
(45.5)
Single
83
(26.9)
Married
227
(73.1)
15-20
12
(3.8)
21 -25
69
(22.1)
26- 35
92
(29.8)
36 - 45
100
(32.1)
46 60
38
(12.2)
Above 60
(0.0)
GENDER
Marital status
Age
406
www.hrmars.com
International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
Educational level
None
44
(14.2)
Primary
23
(7.5)
Secondary
93
(29.9)
Tertiary
76
(24.6)
University
74
(23.9)
Student
52
(16.8)
Self employed
141
(45.5)
Businessman
71
(22.9)
Civil servant
50
(16.0)
Professionals
92
(29.8)
Occupation
More than half of the respondents 182 (58.6%) possessed a driving license (Fig 4.1) and a
similar percentage had access to a private car.
4.2.1 Travel Time
The table below shows the respondents perception of the elements of travel time on
customers satisfaction
Table 4.4 Travel time
Factors
SD
SA
Short travel time
3 (%1)
12 (4%)
11 (4%)
154 (50%)
130 (42%)
punctuality
3 (1%)
12 (4%)
11 (4%)
154 (50%)
130 (42%)
Minimal stoppage on the way
1 (0%)
8 (3%)
9 (3%)
160 (52%)
32 (43%)
4.2.2. Short Travel Time
The finding of the study indicate that 92%(284) of the passengers require short time to be
satisfied while 4% of the passengers respondents did not find short time travel as factor that
influenced their satisfaction. However 4% of the passengers respondents were neutral about
the shorter time travel.
407
www.hrmars.com
International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
4.2.2.1 Punctuality
The finding of this study indicates that 50 % (154) agreed that punctuality was a factor that
contributed to customers satisfaction. Also 42 % (130) strongly agreed that punctuality was
significant factor to customers satisfaction. The finding of this study indicated 92% (284) of
passenger respondents either agreed or strong agreed that punctuality contributed to
customers satisfaction. The finding of the study concurred with Kariuki (2006) which found
punctuality and reliability of the vehicle as significant factors for passengers satisfaction.
4.2.2.2 Minimal Stoppage on the Way
The of the study from table 4.2 show that 93% [292] either agreed or strongly agreed that
minimal stoppage on the way contributed to passengers satisfaction. The finding of the study
was similar to the findings of Elobi and Mazzilla (2009) which found that frequent stoppage on
the way contributed significantly to customers dissatisfaction.
4.2.2.3 Availability of Information
The table below shows the response of factors of availability of information to passengers.
Table 4.5. Availability of Information.
FACTORS
SD
SD
Departure information
3 (1%)
4 (2%)
2 (0%)
61 (20%)
240 (77%)
Destination information
3 (1%)
4 (2%)
2 (0%)
61 (20%)
240 (77%)
Time taken information
2 (0%)
6 (2%)
2 (0%)
61 (20%)
240 (77%)
Driver information
1 (0%)
3 (1%)
4 (1%)
68 (21%)
234 (75%)
4.2.2.4 Departure Information
The finding of the study shows that 97% (301) either agreed or disagreed that information
about the departure time was important factor that contributed to their satisfaction. However,
findings in the table 4.3 indicate that 3% of passenger respondents did not find departure
information
as
a
factor
that
contributed
to
passenger
satisfaction.
The finding of the study was similar to Bielen and Demoulin (2007) found that information
departure on time reduced passenger waiting or coming late
4.2.2.5 Destination Information
The finding of the study on table 4.3 indicates that 97% of passenger respondents cited that
information about their destination contributed their satisfaction while 3% of passengers
respondents either strongly disagreed or disagreed that information about their destination
influenced their satisfaction.
408
www.hrmars.com
International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
Anderson et al. (2007) found that trains and aero planes passengers cited availability of
information about their destination as a factor that contributed to passenger satisfaction. The
study showed that adequate information made passengers to be stranded at their intermediate
destinations.
5. Summary, Conclusions and Recommendations
5.1 Summary
The finding of the study indicate that majority of the passengers require short time to be
satisfied while a few of the passengers respondents did not find short time travel as factor that
influenced their satisfaction. Secondly, punctuality was a factor that contributed to customers
satisfaction. Finally, most respondents strongly agreed that minimal stoppage on the way
contributed to passengers satisfaction.
5.2 Conclusion
The finding of objective one indicated that all the serqual attributes on served influences
significantly the overall satisfaction of public transport shuttle transport. It can therefore be
concluded that travel time, punctuality, clear information, good staff behavior and assured
board security are attributes that attract and satisfy customers to shuttle transport. On relative
importance of the attributes, the findings of the regression analysis indicated that frequent
departures and clear information were positively and significantly related to overall customer
satisfaction of shuttle transport. It can therefore be concluded that customers are attracted to
public shuttle transport because of frequency departures as most travelers are conscious of
time.
5.3 Recommendations
It is recommended that, shuttle owners should invest their resources on improving quality of
services delivered. Adequate travel and service information should be supplied to travelers
whenever it is needed. Shuttle SACCOs should increase their fleets to sustain the demands of
frequent departures and reduce travel time by purchasing new vehicles.Respondents were on
overall satisfied with the services provided by shuttle services. Service providers should engage
in needs assessment periodically to provide the key attributes that meet these needs.
To ease congestion in Kenyas major cities, the government should set up transport service that
provides complementary services to shuttle transport service.
Acknowledgement
I am indebted to JKUAT for allowing me to undertake Msc. Degree Programme. I am obliged to
register my sincere gratitude to my supervisor, Prof. Henry Bwisa, for his guidance, support and
409
www.hrmars.com
International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
constructive criticism during the preparation of this project. His wealth of knowledge,
experience, immense wisdom and understanding contributed greatly to the success of this
study
References
Andreassen, T.W. (1995). Customer (Dis) satisfaction with public service: The case of
public transportation.
Journal of services marketing, 9(5):30-41.
Annabel, J. (2005). Complacent car addicts or aspiring environmentalist. Identifying travel
Segments using attitude theory,Transport Policy Vol 12 (1) 65-78
Aworemi, J.R, Salami, A.O, Adewoye, J.O, Ilori (2008) Impact of socio economic
characteristics on formal and informal public transport demand in Kwara state,
Nigeria.African Journal of Business management,2(4) 72-76.
Babakus, E. and Boller, G.W (1992). An empirical assessment of the SERVQUAL scale,
Journal of Business Research. 24(3):253-268
Beirao, G. and Sarsfield Cabral, J.A. (2007). Understanding attitudes towards public transport
and private car: A qualitative study. Transport policy, 14(6):478-489
Bergman Bo and KlefsjoBengt (2003), Quality, from customer needs to customer satisfaction.
McGraw-Hill.
Bowen, D.E (1986) Managing customers as human resources in service organizations,
Journal of Human Resources Management, 23(3):371-383.
Cronin, J. J. & Steven A. T.(1992). Measuring service quality.A Re-examination and
Extension.Journal of marketing, 56(3):55.
Eboli, L. and Mazulla, G. (2007). Service quality attributes affecting customer satisfaction for
Bus transit: Journal of public transportation,10(3) 21-34.
Edward,D.(1986).The essential leadership principles from the father of
quality Publisher-Amazon.
Edvarson, B (1998) Causes of customer dissatisfaction.Studies of public transport by
incident method.Managing service quality. An international journal,8(3)189-1
critical
410
www.hrmars.com
International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
197.
Friman, M. (2004).Implementing Quality improvements in public transport. Journal of
transportation, 12(4), 49-66
public
Fujii, S. and Kitamura, R. (2003). What does a one month free bus ticket do to habitual
drivers? An experimental analysis of habit and attitude change. Journal of
transportation, 30(1) 81-95
Gartersleben, B. and Uzzel (2007).Affective appraisals of the daily commute.Comparing
perception of the drivers, walkers and users of public transport.Environment and
behavior.International Journal of scientific and Technology research,8(3) 202-204.
Gronroos, C. (1994). A service quality model and its marketing implication,European journal of
marketing, 18(4), 36
Gronroos, C.( 2000). Service management and marketing: A customer Relationship
Approach.John Wiley and sons.
Department for transport (2003). Understanding customer
Department for transport.
needs. United Kingdom: UK
Parasuraman, A., Zeithmal, V.A. Berry, L.L. (1988). SERVQUAL: A Multiple-item scale for
measuring consumer perceptions of service quality. Journal of Retailing, 64(1)12-40.
Beirao, G. and Sarsfield Cabral, J.A. (2007).
Understanding attitudes towards public transport and private car: A qualitative study.
Transport policy,14(6) 478-489.
Khurshid, R. Naem, H, Ejaz, S., Mukhatar, F. and Batool, T. (2012). Service quality and
customer satisfaction in Public Transport sector of Pakistan: An Empirical study:
International Journal of Economics and management,1 (9) 24-30.
Kungaba C. and Mikhailov A. (2010).The effectiveness of SERQUAL in measuring service quality
and the impact of Technology on customer satisfaction, Masters Thesis, Karlstads University.
Mackett, Rodger L., and Marion Edwards (1998).The impact of New urban Public Transport
systems: will the expectations be met? Journal of transportation,32(4) 231-245.
Oliver R.L (1980) A cognitive model of the Antecedents and consequences of satisfaction
decisions.Journal of marketing research,17(4) 460-469.
411
www.hrmars.com
International Journal of Academic Research in Business and Social Sciences
September 2014, Vol. 4, No. 9
ISSN: 2222-6990
Parasuraman, A., Berry, L.L and Zeithmal V.A (1991). Refinement and reassessment of the
SERVQUAL scale. Journal of Retailing, 66(3):247-264.
Pullen, W.T (1993), Definition and measurement of quality of service for local public
transport management: Transport Reviews,security Journal, 13(3):247-264.
Richter, J.M. Friman, M. and Garling, T. (2008a). Soft transport policy measures: Results of
implementation.International Journal of sustainable transportation, 5(4) 199-215.
Smith, M.J. and Clarke, R.V. (2000).Crime and public transport.
Crime and public transport. A review of research
Straddling S. Careno, M., Rye T. and Noble A. (2007). Passenger perceptions and ideal urban
bus journey experience.Transport policy, 14,
Tyrinopoulos and Antoniu (2008). Public transit use satisfaction variables and policy
implication, 26(3):373-395.
UK Department for Transport (2009). Young people and crime on public transport (online).
http: www.dft.gov.uk.
Van Vugut, M.,Van Lange, Paul A.M. and Meertens, R.M (1996). Commuting by car or public
transportation? A social dilemma analysis of travel mode judgements.
European Journal of
Social Psychology, 26(3) 373-395.0
412
www.hrmars.com
