Pengaruh Kualiti Perkhidmatan Teksi Terhadap Kepuasan Pengguna di Kuantan

Abstract

Taxi is one of the public transportations that always received complaints from customers due to its low quality service. Things become more critical when they have to compete harshly with Uber and GrabCar which are considered more favorable as they offer cheaper cost, easy access and more friendlier. The purpose of this study is to measure the effect of service quality of taxi service in Kuantan on customer satisfaction by applying 6 variables of which 5 variables of SERVQUAL model and one additional variable of the price factor. In all six variables; reliability, tangibility, assurance, empathy, responsiveness and price were tested to examine its relationship with on customer satisfaction. Six hypotheses were tested in this study. Questionnaires were distributed to 100 taxi users in Kuantan. Data was analyzed using Structured Equation Modeling PLS 3. Results showed that tangibility, responsiveness and price had a positive and significant effect on customer service, with reliability and empathy having positive but insignificant effect. However, assurance had negative effect on customer satisfaction. The totality of customer satisfaction towards taxi services are however not only influenced by the six variables stated. As the analysis suggests, these variables contributes only 71.1% of variances in customer satisfaction, indicating that other variables (28.9%) influence customer satisfaction.