RELATIONSHIPS BETWEEN SERVICE QUALITY,

CUSTOMER SATISFACTION AND CUSTOMER

LOYALTY TOWARDS THE INTRODUCTION OF
COMMUTER WOMENS COACH (ktmb)
AZLIN ZANARIAH BAHTAR (MILT)
ABSTRACT
This study focuses on the service of public
transportation in KL
The main purpose of this study is to identify the
level of customer satisfaction & loyalty of women
towards the implementation of womens coach.
277sets of questionnaires were fully answered
obtained from 3 main stations; KL Sentral, Mid
valley and Bandar Tasik Selatan.
90% were satisfied and satisfied with the service
but believe that improvements are needed.
INTRODUCTION
Definition of transportation: ..Movement of people, goods,
services and information.. Agunloye & Oduwaye (2011)
Public Transportation (PT) is vital in developed and developing
countries because it can transport a large number of people
especially in the urban area during peak hour Agunloye &
Oduwaye, (2011)
The existence of PT can reduce the traffic congestion and
makes travelling be more conveniet Rohana, Ismah & Che
Anizaliana (2002), Yeung (2012), Barabino, Deiana, Tilocca &
Barabino (2012) and Mazzulla & Eboli (2006).


Cont
YEAR RIDERSHIP
2010 96, 022
2011 97, 531
2012 34, 847, 247
The number of passengers increased annually (refer table
above) website of KTMB
60% of the passengers are women Utusan Online (27 April
2010) & The Star Online (28 April 2010)

Table 1: Number of riders in 3 years
PROBLEM STATEMENT
PT is beneficial as it can reduces cost, time and travelling to
office is easier.
However, as the number of passenger increased, many cases
were reported; picked pocket and sexual harassment website
of KTMB and The Star Online.
Due to that issues, Pink Coach was introduced in 2010 where
only women and boys under 12 of age can board it.
The purpose is to ensure the safety and make the elderly and
pregnant women feel more comfortable.
RESEARCH OBJECTIVES
To examine the relationships between service
quality with customer satisfaction
To examine the relationship between service
quality with customer loyalty
To examine the relationship between
customer satisfaction with customer loyalty
SCOPE OF STUDY
Total number of passengers of top 5 stations in
2012 were 12, 389, 953 people.
300 set of questionnaires were distributed at the
top three stations as highlighted in the table.
No Station Total
1 KL Sentral 5, 765, 557
2 Bandar Tasik Selatan 1, 730, 201
3 Mid Valley 1, 706, 481
4 Serdang 1, 666, 485
5 Kajang 1, 521, 229
Table 2: Number of riders in 5 main stations
FRAMEWORK
Service
Quality
Corporate Image
Overall Satisfaction
Loyalty
H1
H2
H3
H4
H6
H5
Figure 1: Framework initiated by Yeung (2012) in her research titled;
Relationships among Service Quality, Image, Customer Satisfaction and
Loyalty in a Hong Kong Franchised Bus Company.
FRAMEWORK
Service
Quality
Customer
Satisfaction
Customer
Loyalty
H1 H2
H3
Figure 2: Relationships among Service Quality, Corporate Image of KTMB,
Customer Satisfaction and Customer Loyalty towards the
Introduction of Commuter Pink Coach (KTMB)
LITERATURE REVIEW SERVICE
QUALITY
Quality can be defined as conformance & consistence which product
will served will function as promised by the provider Kotler (2012),
Iacobucci, Ostrom & Grayson (1995)
Servequal is a method to measure customers perceived quality
across the service quality industry. The elements are tangible,
reliability, responsiveness, assurance and empathy Barabino,
Dieana & Tilocca (2012), Mazzulla & Ebolli (2006)
There were many factors that were used to evaluate the quality of bus
services in previous studies. But as for this study, the factors used were;
frequency, number of stations, cleanliness & interior, comfort, security
& safety and availability of seats
LITERATURE REVIEW CUSTOMER
SATISFACTION
Kotler (2012) argued that satisfied customers are easier to retain BUT
according to Yeung (2012) and Brog & Kahn (2002), satisfied
customers will not determine customer behaviour and loyalty
Customer satisfaction is all about meeting with customers
requirements and expectation based on what providers had promised
Yeung (2012), Schiffman, Kanuk & Wisenblit (2010)
Any operation failure either internal or external will definitely affect
customer satisfaction Kostakis (2009)
LITERATURE REVIEW CUSTOMER
LOYALTY
Customer loyalty is defined as ..a deeply held
commitment to rebuy or to repatronized a preferred
product or service consistently in the future.., quoted
by Yeung (2012)
For this study, Behavioural Loyalty is more suitable
where by definition is means, customers actual
behaviour to repeat purchases of goods or services
and will recommend the products to others Yeung
(2012)
HYPOTHESES STATEMENTS
H1: Service quality has a significant and
positive relationship with customer
satisfaction
H2: Customer satisfaction has a significant and
positive relationship with customer loyalty
H3: Service quality has a significant and
positive relationship with customer loyalty

RESEARCH METHODOLOGY
It employed a descriptive research where it seeks to describe
and to determine the level of relationships between variables.
Distributed 300 sets of questionnaires to women commuters
but only 277 were fully answered.
The sets were distributed at the top three stations; KL Sentral,
Bandar Tasik Selatan and Mid Valley
Analyses used were; Reliability Test, Frequency Distribution,
and Correlation Analysis.
FINDINGS RELIABILITY TEST
Variables Cronbachs Alpha N. of Items
Service Quality 0.911 10
Customer Satisfaction 0.981 8
Customer Loyalty 0.972 7
Table 3: Strength of Variables
FINDINGS
FREQUENCY
DISTRIBUTION
Items Elements Percentage
Age 15 20 7.9%
21 25 26.7%
26 30 39.4%
31 35 17.7%
35 40 8.3%
Marital Status Married 59.2%
Single 40.8%
Occupation Government 14.4%
Private Sector 53.1%
Students 23.8%
Others 8.6%
Frequency Everyday 17.3%
Almost everyday 57.4%
Once a week 5.1%
Others 20.2%
Years of Experience Less than a year 10.8%
More than a year 39.7%
More than five years 38.3%
Others 11.2%
Awareness of Pink Coach Yes 98.6%
No 1.4%
What do the women think Great 87.7%
Fine 12.3%
Overall Satisfaction Yes 92.1%
No 7.9%
Overall Loyal Yes 94.4%
No 5.8%
Table 4: Summary of the Women Commuters Demographic Data
FINDINGS CORRELATION
ANALYSIS
Service
Quality
Customer
Satisfaction
Customer
Loyalty
Service
Quality
Pearson
Correlations
1 0.772** 0.725**
Sig. (2 Tailed) 0.000 0.000
N 277 277 277
Customer
Satisfaction
Pearson
Correlations
Sig (2 Tailed)
N
0.772**
0.000
277
1
277
0.877**
0.000
277
Table 5: Relationships between Variables
** Correlation is significant at the 0.01 level (2-tailed).
CONCLUSION
The purposes of the introduction of the Pink coach are to make women
commuters feel safer and a lot more comfortable while they are on board
as previously many cases were reported on sexual harassment, pick
pocketing and pregnant women were not able to get seats.
After four years of the introduction of Pink Coach Commuter, researcher
can conclude that women today are satisfied with the service provided but
the figures shown do not representing all women commuters.
Base on table four, respondents overall satisfaction and loyalty are 92.1%
and 94.4% respectively. This data can be supported by figures in table five
as the findings showed that the relationships are significant and positive
which this indicates that when the quality of service is good, commuters
will be satisfied and the satisfaction will lead to loyalty.
RECOMMENDATION
Though that, base on the open ended question, 57.8% respondents said
they are fully satisfied with the Pink Coach, 33.9% said they are satisfied
but believe that the management can improve the service in future and
only 8.3% said they are not satisfied and complaint that men were on the
Pink Coach and require the people in charged should monitor this
situation more seriously.
Although the percentages of dissatisfaction commuters are relatively low,
the management of KTMB should address the issues quickly as the figure
of 8.3% may increase if there is no necessary actions taken place. The
active actions from the management will decrease the level of
dissatisfaction and able to stop the spreading of worth of mouth.
THANK YOU
&
SELAMAT MENYAMBUT
RAMADHAN