Service Quality and Customer Satisfaction of Public Transport on Cape Coast-Accra Route, Ghana

Abstract

This study is to investigate customer satisfaction using SERVQUAL model with regards to public transportation, specifically intercity bus on Cape Coast- Accra route in Ghana. The SERVQUAL method comprised five dimensions namely reliability, assurance, tangibility, empathy and responsiveness. These five dimensions comprise 26 attributes. The route purposively chosen was Cape Coast- Accra route on which 162 copies of self-administered questionnaires were served on passengers by systematic sample. The results indicate gaps in two of the five dimensions and 15 attributes were ascertained to have influenced perception of service quality leading to customer dissatisfaction. Recommendations for improvement in service quality resulting in customer satisfaction have been made.

Keywords: public transport, intercity bus, SERVQUAL, customer satisfaction