EFFECT OF SERVICE QUALITY ON CUSTOMER LOYALTY IN PUBLIC TRANSPORTATION

Abstract

ABSTRACT This study investigates the effect of service quality on customer loyalty in the public transportation sector in Kano Metropolis. Public transport systems are vital to cities' socio-economic development, providing essential mobility for large populations. Despite its importance, many public transport services struggle to retain loyal customers because of the perceived deficiencies in service quality. A total of 377 questionnaires were distributed to public transport users. Valid responses were analyzed using SPSS version 2.0 and Smart PLS 3.0. Findings from the study show that while affordability as an individual dimension of service quality does not have a statistically significant influence on customer loyalty, the overall construct of service quality has a significant and positive impact. Among the dimensions assessed, affordability and extent of service emerged as the most impactful in shaping overall perceptions of service quality. Meanwhile, comfort, extent of service, and reliability were found to significantly influence customer loyalty. The findings provide valuable insights for public transportation operators seeking to improve customer loyalty. By prioritizing service quality improvements, operators can enhance customer loyalty and ultimately, their competitive edge in the market. The study is suggesting that public transportation companies should significantly focus on safety, comfort, and affordability.