Level of Passengers’ Satisfaction of Metro Mass Transit Ltd.’s Service Delivery in Koforidua, Eastern Region, Ghana

Abstract

The study is a survey method which investigated passengers’ level of satisfaction of Metro Mass Transit Ltd.’s (MMT) service delivery in Koforidua, in the Eastern of Ghana.  The objective was to evaluate the customer service quality dimensions that determine customer satisfaction. Literature establishing the relationship between customer service quality and customer satisfaction were reviewed. Because the passengers do not gather at the terminals for a long time, primary data were accidentally gathered from 200 passengers involving 112 males and 88 females which comprised 133 workers and 67 non-workers. Questionnaire of 17 questions involving 15 close-ended and 2 open-ended questions were administered. Tabulations, cross-tabulations, percentages, bar and pie charts were used to analyse and present data. The study revealed that about 60% of MMT passengers are satisfied; about 20% are indifferent, while the remaining 20% are dissatisfied. This indicates that a significant number of about 40% of the passengers could switch to other transport service providers at any time. In view of this, it is recommended among other things that staff are given regular practical customer service training to significantly improve their skills and capacity for improving quality of customer service delivery. When this is done, passengers’ satisfaction levels will increase and lead to customer loyalty. With this Metro Mass Transit Ltd. can cope with the keen competition in the road transport industry and guarantee sustainable corporate performance. In the absence of this, MMT, just like Omnibus Service Authority (OSA) and State Transport Corporation (STC), may sooner or later collapse, defeating the good intentions for setting it up.

Key words: service quality, customer satisfaction, indifferent, and dissatisfied, Metro Mass Transport.