THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION TOWARDS MYRAPID BUS SERVICES

The purpose of this research is to evaluate the customer perceptions towards service quality in the public transport services in Kuala Lumpur, Malaysia. Five dimensions from the service quality were measured in order to identify which dimensions play important roles towards customer satisfaction. The research uses questionnaires to collect data. 300 questionnaires distributed among the people who commute daily using the public transport. Data collection was done at selected bus station and based on convenience sampling. 221 usable questionnaires were collected for data analysis using SmartPLS. The results indicated that only reliability and tangibles are significant towards customer satisfaction while the other three dimensions are not supported. The results can be used by the service provider to study further on the customer perceptions towards their services. It can be used to improve their services and gain more trust from customer.