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Service quality of local transportation: Is it ready to be a choice for the tourist?

Jaikrajang, B. and Marchoo, W. (2014) Service quality of local transportation: Is it ready to be a choice for the tourist? In: 2nd Tourism and Hospitality International Conference (THIC 2014), 5-6 November 2014, Langkawi, Malaysia.

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This study explores service quality of local transportation provided in Surat Thani, the largest province in the southern region of Thailand.Service quality is widely measured in various contexts: retailing, mobile service, restaurant service, and tourism and hospitality service.However, the quality of local transportation services seems to receive less interest.Indeed, local transportation is one of the important factors indicating a good quality of life in the local community.Therefore, it is beneficial to understand how local people evaluate service quality of transportation that they use in their daily life.Research results indicate that most of the respondents agree that public transportation services are reliable, cleanliness of the buses is acceptable, and the fares are reasonable and affordable.Further multiple regressions analysis using factors of the SERVQUAL model showed that two factors of service quality - (1) assurance and reliability, and (2) perceived price- affected commuters‘ satisfaction more significantly than tangible factors (cleanliness of buses, comfort of seats) which were overlooked by commuters.

Item Type: Conference or Workshop Item (Paper)
Additional Information: ISBN:978-983-2078-83-8 Organized by: School of Tourism, Hospitality and Environmental Management, Universiti Utara Malaysia
Uncontrolled Keywords: service quality, SERVQUAL, local transportation, Surat Thani, Thailand
Subjects: G Geography. Anthropology. Recreation > G Geography (General)
Divisions: College of Law, Government and International Studies
Depositing User: Mrs. Norazmilah Yaakub
Date Deposited: 08 Mar 2015 03:41
Last Modified: 08 Mar 2015 03:41

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