TABLE OF CONTENTS
CHAPTER ONE
INTRODUCTION
1.1
Background of the study
1.2 Statement
of problem
1.3 Research Questions
1.4 Research Objective
1.5 Research Hypothesis
1.6 Significance
of the study
1.7.
Scope and limitations.
1.8.
Definition of terms
CHAPTER TWO
THEORETICAL FRAMEWORK /LITERATURE
REVIEW
2.1
Theoretical framework
2.1.1
The Spatial Interaction Concept
2.1.2 Customer Satisfaction and Service Quality
2.1.3
Confirmation and disconfirmation theory of customer satisfaction
2.1.4 Services Quality Parameters
2.1.5
Various theories of customer
satisfaction
2.2
Literature Review
2.2.1 Customer Satisfaction in Transportation Context
2.2.2 Definition and
Measurement
2.2.3 Customer Satisfaction for Auto Mode
2.2.4 Customer
Satisfaction for Transit Mode
2.2.5 Quality of
Service
CHAPTER THREE
METHODOLOGY
3.1 The Study Area
3.2 Research Design
3.3 Respondents
3.4 Questionnaire
3.5 Procedure
3.6 Data analysis
CHAPTER FOUR
ANALYSIS AND
INTERPRETATION OF DATA
4.1.
Presentation of Data
4.1.1.1.
Section A- Personal Data of Users
4.1.2. Ajumose
Public Transport Operators
4.1.2.1.
Personal data of operators
4.2
TEST OF HYPOTHESES
4.2.1. TEST OF HYPOTHESIS 1
4.2.2.
TEST OF HYPOTHESIS 2
4.2.3.
TEST OF HYPOTHESIS 3
CHAPTER FIVE
SUMMARY, CONCLUSION AND
RECOMMENDATIONS
5.1
Summary
5.2
Conclusion
5.3
Recommendations
REFERENCE
QUESTIONNAIRE
CHAPTER ONE
INTRODUCTION
1.1 Background
of the study
Customer satisfaction is
crucial for the success and survival of any business. It is one of the
important determinants of loyalty. That’s why; it is a key aspect of companies’
strategic planning. Customer satisfaction is a sense of pleasure and bliss as
one feels after purchase or usage. Before making a purchase, customers have
some expectations about the performance of product and services. If the
products meet or exceed their expectations then it can be said that customers
are satisfied and delighted. On the other hand, when actual performance does
not meet or falls below their expectations it can be said that they are
dissatisfied. Organizations know that one satisfied customer tells his/her
feelings regarding products and services to five other people while on the
other hand one dissatisfied customer tells his/her experience to ten other
people that creates a bad impression among existing as well as new customers
(James, 2010). And customers with the passage of time measure how much service
providers add value in their service that influences their satisfaction level.
As previous studies indicated a significant relationship exists between service
quality dimensions and customer satisfaction (Sachdev and Verma, 2004). The
five dimensions tangibility, reliability, assurance, empathy and responsiveness
are positively correlated with satisfaction of customers and they contribute a
lot to customer satisfaction (Parasuraman et al., 1988; Arokiasamy and
Abdullah, 2013).
Satisfaction is defined as an
experience of fulfillment of an expected outcome. Sigala (2004) sees
satisfaction or dissatisfaction with a program or facilities influenced by
expectations regarding the level of quality. Satisfaction depends on numerous
factors and there is no dearth of literatures on this subject. Previous studies
explained that customers want the best service quality and responses as well to
what they want (Zheng and Jiaqing, 2007).
According to Anderson et al. (2007) explained that operation
failures of services such as delay of transportation as a factor that affects
customers’ satisfaction and this creates bias to customers and thereby
resulting in dissatisfaction. Studies further explained friendliness of the
personnel especially bus driver behavior in relation to service frequency to
have an impact on customer satisfaction, by bringing better communication and
knowledge of its customers’ needs (Disney, 1998). Taylor et al., (2008)
explained that frequent services increase satisfaction and urban transportation
patronage. Study by Cavana and Corbett (2007) see reliability, convenience and
responsiveness as important factors that bring about customer satisfaction.
Consumer choices affect the
perceived level of operation such as the length of the path, travel time, the
number of service and frequency of bus services. Waiting time for long, failure
to provide information of occasional delays and lack of good waiting
environment are other factors or causes of customer dissatisfaction (Bielen &
Demoulin, 2007). Esteban et al., (2002) defined service as the backbone of the
industries which ensure the rising and development of the economies. Studies by
Lytle and Timmerman (2006) revealed that service orientation is the path which
adds value to the customer and creates satisfaction, and also gives a
competitive advantage thereby leads to development and profitability. In 2005,
Tran and Kleiner defined public transportation as a conveyance that provides
continuing general or special transportation to the public. It was further
revealed that public transportation plays a significant role as it improves the
quality of our day-to-day life by expediting traffic saves money and creates
new jobs.
Over the last two decades, the
urban public transport was devaluated on the score of functional aspect, and it
could supply the increased requirements more difficult. In general, local
transit providers supply the urban transit services due to the efficiency in
Nigeria. From the literature, it is evident that satisfaction is essential
component for economic success (Stauss and Neuhaus, 1997, Muffatto and
Panizzolo, 1995). The consumer will be satisfied if the service gives value for
him or her (Dumond, 2000). In case of public transport, the purchase decision
is routine (Józsa, 2005), the majority of passengers regularly use the bus
routes. It is evident that public transit provider has to pay attention to the
unsatisfied commuters because of the negative word-of-mouth communication, the
complaining, and the switching.
Further, several previous
researchers have determined the segments from the perspective of choice to
travel mode (Krizek and El-Geneidy, 2007; Bekhor and Elgar, 2007). In general,
metropolitan areas were preferred in the field of urban public transport and very
little has been published on those towns where the inhabitant might choose
between bus service and individual transport. Little or no attention has been
giving to analysis of customers’ satisfaction in public transport in Ibadan,
Oyo-State, Nigeria, hence this study.
1.2 Statement of problem
Transport
needs of major cities in Nigeria now present significant challenges for policy
makers as unpredictable shifts in population dynamics in response to the need
for employment, housing, and sustenance continues. The expansion of the cities
in Nigeria, coupled with increasing urban population, results in greater demand
for transport provision. This demand has, however, not always been met, and
efforts to provide adequate transport infrastructural facilities are ad hoc,
uncoordinated, and poor (Aderamo 2008).
Commonly
identified urban transport problems in Nigerian cities are long waiting times
for buses, traffic congestion, parking difficulties, air pollution, and traffic
accidents (Asiyanbola 2007; Aderamo 2010; Ashiedu 2011). This is because of the
increasing travel demand and preferences in using private vehicles in Nigerian
cities (Afolabi 2008; Banjo 2008). To prevent more problems caused by the rise
in demand for urban transport and increase in private motorization, it is
highly recommended by many researchers as well as public decision makers to
provide an attractive public transport service as an alternative transport mode
in many cities (Banjo 2008, Federal Government of Nigeria 2010).
To
improve the public bus transport system in Ibadan, it is important to elicit
insights from actual passengers of the system about changes they would like to
see to better meet their needs. This is because the provision of public bus
transport services is passenger-centered. By identifying the key dimensions
that offer value and influence passenger satisfaction, alternative bus
strategies can be devised so that more people (especially private Car owners)
opt in favor of this service. In turn, this would alleviate the present traffic
congestion and related problems faced by the city of Ibadan and its population.
Previous
studies on public bus transport services at national and local levels focused
on constraints (Aworemi 2009; Aderamo 2010), impacts (Gbadamosi2009; Ashiedu 2011),
and the effect of congestion on vehicle movement (Ibitoye et al.2012), but
there is scant literature on passenger satisfaction with levels of public bus
service provision in Nigerian cities. To keep and attract more bus passengers,
public bus transport must have high service quality to satisfy and fulfill a
wider range of different passenger needs. Increases in passenger satisfaction
are translated into retained markets, increased use of the system, new
customers, and more positive public image.
To
accomplish these ends, transit needs reliable and efficient method for
identifying the determinants of service quality from customer perceptions.
Thus, the focus of this paper is to investigate the service quality attributes
that influence customers’ satisfaction with the public bus transport system in
Ibadan.
1.3 Research Questions
1) What extent are the customers satisfied
with public transport in Ibadan?
2) What quality services rendered by
public transport service to their customers?
3) Does bus driver behaviour have effect
on customers’ patronage?
4) Does waiting time of the customers’
have any significant effect on public transport patronage?
5) Does pace-setter Company have adequate
modern technology and infrastructure to meet the satisfaction of their
customers?
1.4 Research Objective
The
general objective of the study is to examine the influence of customers
satisfaction on public transport service.
Specific
Objectives
The
specific objectives of this study are:
1) To
assess the extent which the customers are satisfied with public transport
service
2) To
describe the quality services rendered by public transport company to their
customers
3) To
examine the influence of bus driver behavior on customers’ patronage
4) To
correlate the influence of waiting time of customers on public transport
patronage
5) To
ascertain the influence of adequate technology and infrastructure of
pace-setter company in meeting the customers’ satisfaction
1.5
Research Hypothesis
H1:
There is no significant relationship between customers’ satisfaction and public
transport service
H2:
There is no significant association between bus driver’s behaviour and
customers’ patronage
H3:
Waiting time of customers have no significant relationship with public
transport patronage
1.6
Significance of the study
The
study is very useful to the Oyo state Government so that further improvement
can be made in the aspect of management and general operation. It also portrays
the usefulness of the public transport to the people of Oyo state (especially
the users and operators of the public transport) on how to utilize and maintain
the public transport efficiently.
The
study is also useful to other tertiary students, who may want to research
further on public transport in the nearest future; it serves as a guide to
writing similar report. The study is also useful to the Government of other
states that wants to balance their cards on the advantages the provision of
public transport may have on their states.
1.7. Scope and limitations.
Many
problems were encountered during the course of the research work. Problems
like: The collation of the research data which was not easy; from
collation, sorting and picking relevant materials was a stressful task. Another
is that most of the questionnaires distributed to the operators and users were
not filled because of their educational status (illiterates). The use of face
to face interview was adopted mostly, which was another work entirely. The risk
involved in transporting from one place to another, and the total cost of
transporting was on the high side.
Vital
information on the part of the operators was not revealed; such as: their
income and some other relevant ones. Time assigned for the research (2
semesters) was also constraints and thus limit the quantity of data
collection.. Prolonged time would have led to more accurate data. Lastly, some
vital questions on the questionnaire were left unanswered by the operators and
users because the Ajumose vehicle is always overcrowded, and ones the bus
leaves for its destination, it is always a difficult task to attend to users
and fill questionnaires at the same time (for operators); and also stand and fill
questionnaires (for users).
The
financial resources available for the study also made it impossible to
administer more questionnaires. It also limits the researcher visit to our
entire respondent in various location of the state. Personal interview were
however stated objectives administered on some of respondent to have a wider
coverage of information on the subject matter. However, the above constraint
and problems notwithstanding the necessary information were obtained to achieve
the objectives.
1.8. Definition of terms
Route:
A vertical or horizontal way taken by vehicles in getting from a starting point
to a destination.
Automobile: A road vehicle typically with four wheels,
powered by an internal combustion engine or electric motor, and able to carry a
small number of people.
Congestion:
The state of temporal hold-up on the road, due to the high-rate of vehicles
plying the road at a particular time. It is predominantly during the peak
periods.
Facilities:
An amenity or resources necessary for doing something.
Fare Structure:
The system set-up to determine how much is to be paid by various passengers
using a transit vehicle at any giving time.
Operator: A
person who controls equipments and machines such as vehicles.
Pollution:
The presence in, or introduction into the environment of substance on things
that harmful or poisonous effects.
Private public transport: Public
transport provided by private individuals, private companies or organizations,
group provision and many more, which does not include the government
participation in its provision.
Public Transport:
A system of vehicles such as buses and trains that operate at regular
times on fixed routes and used by the public.
Service:
These are the action of helping or doing work for someone.
Shuttle:
A form of transportation that travels regularly between two or more places.
Transit:
The carrying of people, goods, or materials from one place to another.
Transportation: The movement of people, goods, services, and
information from one place to another via a particular medium (railway, road,
water, and air), for a particular purpose, and at a particular time.
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