کیفیت خدمات - توسعه شاخص کیفیت خدمات در ارائه قراردادهای تجاری اتوبوس

The measurement of service quality continues to be a challenging research theme and one of great practical importance to service providers and regulatory agencies. The key challenges begin with the identification of the set of potentially important dimensions of service quality perceived by passengers, current and potential. We then have to establish a way of measuring each attribute and identifying their relative importance in the overall calculation of satisfaction associated with existing service levels. Once a set of relevant attributes has been identified, this information can be integrated into programs such as monitoring and benchmarking, and even in contract specification. This paper, building on earlier research by the authors, investigates ways of quantifying service quality and comparing the levels within and between bus operators. The importance of establishing suitable market segments and the need to scale the service quality index for each operator to make meaningful comparisons is highlighted.

This study has progressed the development of SQI at a more detailed level within an organization than the previous pilot study. In addition we have developed and implemented a more rigorous way of identifying the importance weights to attach to statistically significant attributes that recognises the differences in scale between the utility expressions associated with each segment. This is crucial if one is to compare the performance of each segment (i.e., benchmark) meaningfully. The findings serve a number of purposes. From an operator perspective, they reveal what matters to actual customers and provide some signals as to which attributes need more effort in being marketed to potential patrons. Some of the identified influences on passenger satisfaction are not directly under the control of the bus operator and offer the challenge to influence others (e.g., local government) to contribute to making bus services more attractive. However, recognition of this within the framework of the broader set of influences on passenger satisfaction is very important.