A Study on Factors Affecting Customer Intention to Use the Express Bus
Main Article Content
Abstract
The improvement of transit service quality is an essential need in developing urban and interstate transportation. Local government, as well as bus service companies, should understand the behavioral intention of passengers to meet their expectations and requirements. This paper aims to highlight such behavioral decisions and investigate dominant factors that influence customers’ decision to use the express bus service. The study explores the case of express bus companies in Tay Ninh province, Vietnam. By using the structural equation model approach to analyze the data collected from 295 passengers, who have experience in using the express bus, the results reveal that service quality has a significantly positive relationship with both perceived value and corporate image. Specifically, customer satisfaction and organizational image also positively influence behavioral intention. Meanwhile, service quality indirectly affects behavioral intention through perceived value and corporate image. Based on the findings, we provide some insightful managerial implications and recommendations to managers of bus carriers, and valuable practical suggestions to policymakers in the local government of Tay Ninh province to improve the service quality to encourage more citizens to use the express bus.
Keywords:
Express bus, service quality, perceived value, corporate image, behavioral intention.
References
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[52] I.G.M.Y. Bakti and S. Sumaedi, P. Transqual: A service quality model of public land transport services, Int. J. Qual. Reliab. Manag. 32 (2015), pp. 534-558.
[2] Duy Nguyen, Long, Stephen O. Ogunlana, and Do Thi Xuan Lan, A study on project success factors in large construction projects in Vietnam, Engineering, Construction and Architectural Management, Vol. 11 No. 6 (2004), pp. 404-413.
[3] Nguyen Thi Tuyet Lan, Do Thi Thanh Huyen and Nguyen Thi Phuong, Main solutions to develop rural traffic in Vietnam till 2020, J. Econ. Dev. 184 (2012), pp. 57-62.
[4] R. Ladhari, A review of twenty years of SERVQUAL research, Int. J. Qual. Serv. Sci. 1 (2009), pp. 172-198.
[5] M.D. Clemes, C. Gan, T.H. Kao and M. Choong, An empirical analysis of customer satisfaction in international air travel, Innov. Mark. 4 (2008), pp. 50-62.
[6] W.T. Lai and C.F. Chen, Behavioral intentions of public transit passengers - The roles of service quality, perceived value, satisfaction and involvement, Transp. Policy 18 (2011), pp. 318-325.
[7] Nguyen Trong Hoai, Ho Quoc Tuan, Analysis of traffic choice behavior of urban Vietnamese: Case Study of Ho Chi Minh City and Can Tho. Journal of economics and development, No.215, 2015, p.51-58.
[8] V.A. Zeithaml, L.L. Berry and A. Parasuraman, The behavioral consequences of service quality, J. Mark. (1996), pp. 31-46.
[9] Z. Yang and R.T. Peterson, Customer perceived value, satisfaction, and loyalty: The role of switching costs, Psychol. Mark. 21 (2004), pp. 799-822.
[10] C.F. Chen, Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan, Transp. Res. Part Policy Pract. 42 (2008), pp. 709-717.
[11] S. Fujii and H.T. Van, Psychological determinants of the intention to use the bus in Ho Chi Minh City, J. Public Transp. 12 (1) (2009), pp. 6.
[12] V.A. Zeithaml, Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence, J. Mark. (1988), pp. 2-22.
[13] Y.H. Chang and C.H. Yeh, A survey analysis of service quality for domestic airlines, Eur. J. Oper. Res. 139 (1) (2002), pp. 166-177.
[14] S. Sumaedi, I.G.M.Y. Bakti, N.J. Astrini, T. Rakhmawati, T. Widianti and M. Yarmen, Public Transport Passengers’ Behavioural Intentions: Paratransit in Jabodetabek-Indonesia, Springer Science & Business Media, 2014.
[15] J.J. Cronin Jr., M.K. Brady and G.T.M. Hult, Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments, J. Retail. 76 (2000), pp. 193-218.
[16] R. Hussain, A. Al Nasser and Y.K. Hussain, Service quality and customer satisfaction of a UAE-based airline: An empirical investigation,
J. Air Transp. Manag. 42 (2015), pp. 167-175.
[17] A. Parasuraman, V.A. Zeithaml and L.L. Berry, Servqual: A multiple-item scale for measuring consumer perc, J. Retail. 64 (1988), pp. 12.
[18] K.M.N. Habib, L. Kattan and M. Islam, Model of personal attitudes towards transit service quality, J. Adv. Transp. 45 (2011), pp. 271-285.
[19] K. Hu and W. Jen, Passengers’ perceived service quality of city buses in Taipei: Scale development and measurement, Transp. Rev. 26 (2006), pp. 645-662.
[20] T.B. Joewono and H. Kubota, User satisfaction with paratransit in competition with motorization in indonesia: anticipation of future implications, Transportation 34 (2007), pp. 337-354.
[21] R.Y. Cavana, L.M. Corbett and Y. Lo, Developing zones of tolerance for managing passenger rail service quality, Int. J. Qual. Reliab. Manag. 24 (2007), pp. 7–31.
[22] S.M. Irfan, D.M.H. Kee and S. Shahbaz, Service quality and rail transport in Pakistan: A passenger perspective, World Appl. Sci. J. 18 (2012), pp. 361-369.
[23] M.D. Prasad and B.R. Shekhar, Impact of service quality management (SQM) practices on Indian railways-a study of South Central Railways, Int. J. Bus. Manag. 5 (2010), pp. 139.
[24] M. Bouman and T. Van der Wiele, Measuring service quality in the car service industry: building and testing an instrument, Int. J. Serv. Ind. Manag. 3 (1992), pp. 4-16.
[25] J.J. Cronin Jr and S.A. Taylor, Measuring service quality: a reexamination and extension, J. Mark. (1992), pp. 55-68.
[26] R.J. Burke, J. Graham and F. Smith, Effects of reengineering on the employee satisfaction‐customer satisfaction relationship, TQM Mag. 17 (2005), pp. 358-363.
[27] J.S. Chou and C.-P. Yeh, Influential constructs, mediating effects, and moderating effects on operations performance of high speed rail from passenger perspective, Transp. Policy 30 (2013), pp. 207-219.
[28] J.L. Heskett, T.O. Jones, G.W. Loveman, W.E. Sasser and L.A. Schlesinger, Putting the service-profit chain to work, Harv. Bus. Rev. 72 (1994), pp. 164-174.
[29] J.F. Petrick, The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions, J. Travel Res. 42 (2004), pp. 397-407.
[30] P.E. Boksberger and L. Melsen, Perceived value: a critical examination of definitions, concepts and measures for the service industry, J. Serv. Mark. 25 (2011), pp. 229-240.
[31] L. Eboli and G. Mazzulla, Relationships between rail passengers’ satisfaction and service quality: A framework for identifying key service factors, Public Transp. 7 (2015), pp. 185-201.
[32] D. van Lierop and A. El-Geneidy, Enjoying loyalty: The relationship between service quality, customer satisfaction, and behavioral intentions in public transit, Res. Transp. Econ. 59 (2016), pp. 50-59.
[33] R.L. Oliver, A cognitive model of the antecedents and consequences of satisfaction decisions, J. Mark. Res. (1980), pp. 460-469.
[34] R.L. Oliver, Whence consumer loyalty?, J. Mark. (1999), pp. 33-44.
[35] B.E. Hayes, Measuring Customer Satisfaction: Survey Design, Use, and Statistical Analysis Methods, ASQ Quality Press, 1998.
[36] I. Fečikova, An index method for measurement of customer satisfaction, TQM Mag. 16 (2004), pp. 57-66.
[37] M. Rekar and J. Orbanic, Quality Management at Slovenian Railways., Rail Int. (1996).
[38] M. Zeelenberg and R. Pieters, Beyond valence in customer dissatisfaction: A review and new findings on behavioral responses to regret and disappointment in failed services, J. Bus. Res. 57 (2004), pp. 445-455.
[39] B. Babin and W. Harris, Consumer Behavior: CB, South-Western, Cengage Learning (2012).
[40] E. Nathanail, Measuring the quality of service for passengers on the Hellenic railways, Transp. Res. Part Policy Pract. 42 (2008), pp. 48-66.
[41] N. Nguyen and G. Leblanc, Corporate image and corporate reputation in customers’ retention decisions in services, J. Retail. Consum. Serv. 8 (2001), pp. 227-236.
[42] A. Elgin and V. Nedunchezhian, An analytical study into the effects of service quality on the perception of domestic airline image with special reference to frequent fliers at Trivandrum city in India, Eur. J. Soc. Sci. 29 (2012), pp. 521–527.
[43] M. Jo Hatch and M. Schultz, Bringing the corporation into corporate branding, Eur. J. Mark. 37 (2003), pp. 1041-1064.
[44] C.G. Walters, Consumer Behavior: Theory and Practice, McGraw-Hill/Irwin, 1974.
[45] C.W. Park, B.J. Jaworski and D.J. Maclnnis, Strategic brand concept-image management, J. Mark. (1986), pp. 135-145.
[46] J.W. Park, R. Robertson and C.L. Wu, The effect of airline service quality on passengers’ behavioural intentions: A Korean case study, J. Air Transp. Manag. 10 (2004), pp. 435-439.
[47] J. de Oña, R. de Oña, L. Eboli, C. Forciniti and G. Mazzulla, Transit passengers’ behavioural intentions: the influence of service quality and customer satisfaction, Transp. Transp. Sci. 12 (2016), pp. 385-412.
[48] W. Jen and K.C. Hu, Application of perceived value model to identify factors affecting passengers’ repurchase intentions on city bus: A case of the Taipei metropolitan area, Transportation 30 (2003), pp. 307-327.
[49] D.J. Bartholomew, F. Steele, J. Galbraith and I. Moustaki, Analysis of Multivariate Social Science Data, Chapman and Hall/CRC, 2008.
[50] M.B. Barbara, Structural equation modeling with AMOS: Basic concepts, applications, and programming, (2001).
[51] L. Eboli, C. Forciniti and G. Mazzulla, Formative and reflective measurement models for analysing transit service quality, Public Transp (2017).
[52] I.G.M.Y. Bakti and S. Sumaedi, P. Transqual: A service quality model of public land transport services, Int. J. Qual. Reliab. Manag. 32 (2015), pp. 534-558.