CHAPTER ONE

INTRODUCTION

1.1 Background of the study

Passenger’s 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. Passenger’s satisfaction is a sense of pleasure and bliss as one feels after purchase or usage. Before making a purchase, Passengers have some expectations about the performance of product and services. If the products meet or exceed their expectations can it can be said that Passengers 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. Transport agencies know that one satisfied Passenger tells his/her feelings regarding products and services to five other people while on the other hand one dissatisfied Passengers tells his/her experience to ten other people that creates a bad impression among existing as well as new Passengers (James, 2010).

And Passengers 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 Passenger satisfaction (Sachdev and Verma, 2004). The five dimensions tangibility, reliability, assurance, empathy and responsiveness are positively correlated with satisfaction of Passengers and they contribute a lot to Passengers satisfaction (Parasuraman et al., 1988; Arokiasamy and Abdullah, 2013).

Satisfaction is defined as an experience of fulfilment 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 Passengers 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 Passengers’ satisfaction and this creates bias to Passengers 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 Passengers satisfaction, by bringing better communication and knowledge of its Passengers’ 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 Passengers satisfaction.

Passenger 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 Passengers 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 Passengers and creates satisfaction, and also gives a competitive advantage thereby leads to development and profitability.

In 2005, Tran and Kleiner defined bus serviceation as a conveyance that provides continuing general or special transportation to the public. It was further revealed that bus serviceation 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 inter cities transportation services 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 Buea municipality. From the literature, it is evident that satisfaction is essential component for economic success (Stauss and Neuhaus, 1997, Muffatto and Panizzolo, 1995). The passenger will be satisfied if the service gives value for him or her (Dumond, 2000). In case of bus service, 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 inter cities transportation services 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 given to the analysis of Passengers’ satisfaction with bus service in Buea municipality, hence this study.

1.2 Problem Statement

Transport needs of major cities in Buea municipality 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 Buea municipality, 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 Buea municipality 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 Buea municipality 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 bus service as an alternative transport mode in many cities (Banjo 2008, Federal Government of Buea municipality 2010).

To improve the public bus transport system in Buea municipality, 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 services is passenger-centred.

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 Buea municipality and its population.

Previous studies on public bus 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 Buea municipality 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 Passengers, and a more positive public image.

To accomplish these ends, transit needs a reliable and efficient method for identifying the determinants of service quality from Passengers’ perceptions. Thus, the focus of this paper is to investigate the service quality attributes that influence Passengers’ satisfaction with the public bus transport system in Buea municipality.

 1.3 Research Questions

1. To what extent are the Passengers satisfied with Musango bus service in Buea municipality?
2. What quality services are rendered by Musango bus service to their Passengers?
3. Does Musango bus driver behaviour have an effect on Passengers’ patronage?
4. Does the waiting time of the Passengers’ have any significant effect on bus service patronage?

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