Factors Influencing Perceived Service Quality and Satisfaction in Electric Bus Service in Khon Kaen University

Abstract

Environmental issues are a major concern for city governments around the world. Encouraging the use of electric public transportation to increase passenger numbers is an environmentally friendly alternative to road transport, it also helps reduce problems from using private vehicles. Understanding the factors influencing users on electric public transport is therefore essential to attract more passengers. The purpose of this research is to study factors influencing satisfaction in using public bus services through service quality assessment of Public Electric Bus of Khon Kaen University (KKU Smart Transit Electric Vehicle, KST-EV). This study collected data using a structured questionnaire from the service quality measure SERVQUAL, together with users' perceived environmental performance on service quality and satisfaction. There were 611 participants answering the questionnaire (n=611). The structural equation model (SEM) was used to analyze the relationship. Results indicated that reliability, assurance, and perceived environmental performance have a significant positive association with bus service quality, subsequently affecting the users’ satisfaction on KST-EV. Thus, improvements in various aspects of bus operations, including bus punctuality, convenient access to bus timetable information, appropriateness of service hours, facilities at the bus stop, driving behavior, speed, driving skills, and transition to electric buses will increase service quality and enhance passenger satisfaction. The results of the analysis can be applied to formulate policies improving the quality of bus services in Khon Kaen university.