Service quality of local transportation: Is it ready to be a choice for the tourist?
This study explores service quality of local transportation provided in Surat Thani, the largest province in the southern region of Thailand.Service quality is widely measured in various contexts: retailing, mobile service, restaurant service, and tourism and hospitality service.However, the quality...
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| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | http://repo.uum.edu.my/13316/1/34.pdf http://repo.uum.edu.my/13316/ http://www.thic-uum.com/ |
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| Summary: | This study explores service quality of local transportation provided in Surat Thani, the largest province in the southern region of Thailand.Service quality is widely measured in various contexts: retailing, mobile service, restaurant service, and tourism and hospitality service.However, the quality of local transportation services seems to receive less
interest.Indeed, local transportation is one of the important factors indicating a good quality of life in the local community.Therefore, it is beneficial to understand how local people evaluate service quality of transportation that they use in their daily life.Research results indicate that most of the respondents agree that public transportation services are reliable, cleanliness of the buses is acceptable, and the fares are reasonable and affordable.Further multiple regressions analysis using factors of the SERVQUAL model showed that two factors of service quality - (1) assurance and reliability, and (2) perceived price- affected commuters‘ satisfaction more significantly than tangible factors (cleanliness of buses, comfort of seats) which were overlooked by commuters. |
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