SERVICE QUALITY SATISFACTION OF PUBLIC BUS SERVICE: A STRUCTURAL EQUATION MODELING APPROACH

The relationships between service quality and satisfaction of public bus service were investigated using structural equation modeling. Customers of a campus bus service were chosen to demonstrate the analysis. Service quality was operationalised along three dimensions, namely the bus itself, its driver and the service per se. The customers' satisfaction was evaluated in terms of voluntary use, service fee and overall service. The analysis found the existence of significant relationships and supported the notion that service quality influences satisfaction. Although not all dimensions of the service quality had a direct influence on the satisfaction level, the three dimensions of service quality were found to intertwine to achieve a combined effect.