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The Assessment of Customer Satisfaction on Public Transportation Services in Dhaka

The Assessment of Customer Satisfaction on Public Transportation Services in Dhaka
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  1 Course Name: Marketing Research Course Code: MKT470 Section: 3 Research on The Assessment of Customer Satisfaction on Public Transportation Services in Dhaka Prepared for Dr. Muhammad Sabbir Rahman (DSR) Department of Marketing and International Business North South University Prepared by Rayen Hasan 1210263030 Urmi Rahman 1220158030 Farhat Sameem 1220984030 Shoumen Saha Ajoy 1310539630 Shakerul Kabir Khan 1311240030 A.H.M. Fahim 1311312630  2 Table of Contents Introduction  ............................................................................................................................................. 3 Research Objective  ................................................................................................................................. 5 Literature Review  .................................................................................................................................... 7 Customer Satisfaction and Loyalty Model  .............................................................................................. 9 Hypotheses  ............................................................................................................................................ 10 Methodology  ......................................................................................................................................... 11 Data Collection Method  ........................................................................................................................ 11 Reliability  .............................................................................................................................................. 12 Validity  ................................................................................................................................................. 12 Content Validity  .................................................................................................................................... 12 Sampling Design  ................................................................................................................................... 14 Data Analysis and Interpretation ........................................................................................................... 16 Demographic Profile of the Respondents  ......................................................................................... 16 Descriptive statistics  ......................................................................................................................... 18 Reliability Test  .................................................................................................................................. 18 Hypotheses Testing  ........................................................................................................................... 20 Limitations  ............................................................................................................................................ 21 Recommendations for Future Research  ................................................................................................ 21 Conclusion  ............................................................................................................................................ 22 References  ............................................................................................................................................. 23 Appendix  ............................................................................................................................................... 24  3 Introduction Dhaka is the capital city of Bangladesh and is known to be the city of crowds. Almost half of the populations of the entire country live in this capital city. Therefore, the demand for the  public transports is very high. Public transportation services are highly existent as most of the  people can’t own a privet car just because of having less income. As population is increasing, the need for transportations is also increasing. We can see that every month a large number of transportation vehicles are being introduced in the existing market because of high demand. In Bangladesh, there have variety of transportation modes such as roads, railways, waterways, and airways. The most significant mode of transportation in our country is road. It is also noted that  passengers’  selection of different types of public transports depends on the distance from their starting point to their final destinations. Passengers mostly prefer BUS service while traveling longer distances. On the other hand, they prefer CNG, Rickshaw and other types of small private transport while traveling to shorter distance. There have some factors that can influence people to choose public transports. Income of a  person is a major factor which can influence their selection of vehicles for transportation. High income level passengers mostly prefer Taxi services or likely to own a car for themselves. In contrast, lower income level people prefer BUS services. Density of population can also influence the demand for the transportations (Hocky& Young & Thomas, 2017) .  Within short distance and time, more riders can be served, if the  population density is high in the serving region. In any kind of service industry, quality is the most significant component to achieve customer satisfaction. In the context of Bangladesh, these public transportations are fulfilling the customer needs without ensuring the quality service. To get superior customer satisfaction, quality must be maintained. Thus it is clear that, only quality service in transportation industry can get more users. The performance of the public transportation depends on total number of employees in a transportation company, the nature of government rules on the use of fuels, operating and maintaining cost and the age of vehicles etc. (Aworemi &llori, 2008) .    4 Today, the only government owned transportation system available is called BRTC. But the number of transports under BRTC is few which are not enough to serve 100 % demands. The availability of transportation option within the city is limited to BUS and CNGs. Trains serve longer distance routes such as moving from a city to another city. Mostly, these are owned by the government that is serving passengers over the years. The world famous company UBER has stepped their wheels on our land last year  . It’s  been serving good so far. Hence, we can understand that the advanced technology has created massive impact in transportation industry. The procedure of calling a ride is based on mobile technology. Very few people in Dhaka know the usage of the technology. Although, Uber can carry only four people at once, it is very costly to hire. Hence, a large number of people still rely on public buses, leguna and CNGs. The private companies who basically run the  buses don’t have  any concerned regarding customer satisfaction. They only understand that there is a demand for the transportation systems among the people and these demand needs to  be fulfilled. The opportunities that are created by the passengers ’  needs can be achieved if proper marketing theories are applied. In the context of public transport services, researchers have also recognized the importance of passengers’ satisfaction. Some researchers have revealed that passengers’ satisfaction positively affects passengers’ loyalty on using p ublic transport services. (Wen 2005. Lai and Chen, 2011. Jen, 2011) The primary goal is to evaluate and investigate the customer satisfaction for private transport services in Bangladesh, which was never done before by any individuals with research skills. We think that it is necessary to conduct a research on it since it is related with our everyday life. Our focus is on Dhaka since it is known to be the city of crowds within the country. Research Question:   “The  assessment of customer satisfaction on public transport services in Dhaka ”    5 Research Objective The main purpose of this research paper is to find out the customer satisfactions on public transportation services in Dhaka both experimentally and theoretically. Our specific objectives are: 1.   To find out what is the current scenario of public transportation services in Dhaka. 2.   To find out the impact of quality, safety, perceived values, availability, image, customer  s’  satisfaction and the demand on public transportation services.
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