Memahami kehendak pelanggan perkhidmatan bas awam menggunakan SERVQUAL dan model Kano
In Malaysia, bus is one of the most important public transport especially in linking housing areas to cities. Customer satisfaction and important attributes of public bus service have to be identified in order to encourage its usage. This paper reports on the integrated approach of SERVQUAL and K...
| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Penerbit ukm
2007
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| Online Access: | http://journalarticle.ukm.my/1833/ http://journalarticle.ukm.my/1833/ |
| Summary: | In Malaysia, bus is one of the most important public transport especially in linking housing
areas to cities. Customer satisfaction and important attributes of public bus service have to be
identified in order to encourage its usage. This paper reports on the integrated approach of
SERVQUAL and Kano model to categorise a major public bus service attributes and their
customer satisfaction in order to maintain the strong attributes and to improve on the weak
ones based on the resulted Kano categories. This paper also discusses the steps towards
decision making based on the integration of SERVQUAL and the Kano’s model so that they
complement each other. Such approach aims to help the service provider to not only be able to
measure their customer satisfaction, but also to prioritise improvement efforts in order to
strengthen the weak attributes, and to expedite the development of innovative services through
the identification of attractive attributes and to improve on them in the future. A total of 150
sets of questionnaire, which consist of demography, SERVQUAL and Kano’s parts, have been
administered in the Klang Valley, and a total of 133 sets of that have been filled up completely
and were analysed using SPSS and Kano’s classification. Analyses by gender and ethnic have
also been done. Finally results of the analyses and a number of suggestions for improvement
based on the findings are given |
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