Service quality, customer satisfaction pattern consumption of panorama Melaka : an empirical investigation

Hawa, Ismail (2012) Service quality, customer satisfaction pattern consumption of panorama Melaka : an empirical investigation. Masters thesis, UTeM.

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Abstract

This research is about the Service Quality dimensions become the major determinant in influence the service quality of public transports in Malacca. The objective of this research is to assess the service quality gaps between consumers' perceptions and expectations regarding the service quality provided by the PMCT as the public stage bus service provider, to identify attributes that need to be improved from the perspective of PMCT consumers, to determine the passenger's satisfaction level of the service quality provided by the PMCT as the public stage bus service provider, and also to determine the relationship between service quality dimensions and customer satisfaction. Methods: A cross-sectional study was conducted from 14th May to 25th May 2012.The questionnaires used is the modified SERVQUAL questionnaire, consisting of 36 items of service quality attributes. The questionnaires were personally distributed to the respondents at the domestic terminal, Melaka Sentral and the bus stop area near UTeM (Kampus Bandar). To ensure that the questionnaires are filled correctly, a brief explanation about the research purpose and how to answer the questionnaires were explained to the respondents. All questionnaires were distributed one to one. A total of 106 questionnaires were collected at the end of the survey. A statistical package for the social science (SPSS) version 18.0 was used for data analysis purpose. The functions used are; (1) Scale: Reliability Analysis, (2) Descriptive statistics: Frequencies and Descriptive (3) Compare Means: Means, OneSample t-test, and Independent-Samples t-test, and (4) Correlate: bivariate functions. Results: For all service quality dimensions, the total mean score of consumer's perception are all lower than the expectations total mean scores. Comparison of means indicated that the priority of improvement by dimension is from tangibility, followed by responsiveness, empathy, reliability, and assurance dimension. The result also indicates that there are positive correlations between all service quality dimensions and customer's satisfaction. The assurance dimension has the most influence with the customer satisfaction. Conclusion: This research has measured the expectations and perceptions of the PMCT consumers regarding service quality delivered by PMCT as the public bus service provider. The findings revealed that there are gaps between consumer's expectations and perceptions which indicate the service quality is unsatisfactory.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing research -- Statistical methods, Customer services,Consumer satisfaction
Subjects: H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Faculty of Technology Management and Technopreneurship > Business Start-Up Unit
Depositing User: Noor Rahman Jamiah Jalil
Date Deposited: 12 May 2015 07:01
Last Modified: 28 May 2015 04:38
URI: http://eprints.utem.edu.my/id/eprint/14461
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