CHAPTER 1

INTRODUCTION

1.0 INTRODUCTION

Chapter one present a research background on factors influence passenger’s satisfaction on

light rail transit in Klang Valley. Moreover, this chapter emphasized the extensive issues

facing by LRT passengers on the services serve by LRT in Klang Valley. In addition, the

researcher contributes information on the research questions and research objectives.

Moreover, the significance of the research and limitation of this research are also included

in this chapter.

1.1 BACKGROUND OF STUDY

In contemporary market-oriented business environment, the society will influence the

satisfaction of passengers that links with the prospects of future service providers (Saw et

al., 2020). Besides that, the passenger satisfaction demonstrates the quality of the elements

in the product and services. The level of passenger’s satisfaction influenced by some factors

such as previous expectations and the actual functioning of the services because it apparent

after its consumption. Passenger satisfaction can measure through products or services

performances, perception, and expectation for the long-term achievement. The needs and

wants of the consumers are not rigid elements, it will always transformation from time to

time to influence on the current trend (Ilieska, 2013).

The important things that they had to alerts are about the passenger satisfaction in terms of

to ensure that passenger’s experience in the future becomes better. It is plays important
impacts to the total action of satisfaction based on the usage of products or services

(Spreng, MacKenzie, & Olshavsky, 2006).

Moreover, the other important of the satisfaction of the customer towards product or

services that they acquire is it will be one of the factors for company success and

competitiveness through ongoing performance and judgments of satisfaction level. In fact,

substantial relationship can occur between the commuter and corporation through high level

of satisfaction that received (Muzammil & Sehrish, 2010). Therefore, to consummate the

consumer’s satisfaction, it can be done through a survey which is relates with the

demographic, behaviour and intention (Powers & Bendall Valentine, 2009).

Nowadays, public transportation plays an important for people’s movement and mobility

and one of the alternative modes of transport that has become a priority for developing

countries to promote environmental, economic, and social well-being in upgrading the

quality of urban life (Haron et al., 2016). Therefore, public transport services will be very

important when it comes on improving demand for those services. Generally, public

transport, passenger’s level of satisfaction significantly affects their decision making when

choosing their primary travel option over personal modes (Coffel. K, 1995).

Moreover, public transportation service is part of the basic infrastructure and essential in

the development of a country. Consequently, the main reason of poor public transportation

usage and over- dependency on private cars is that most travellers prefer cars that are more

cost and time-effective than an unplanned public transport system (Almselati, et al., 2011).

The key elements to form convenient city are safety, affordability, mobility and

comfortability of the transport for the community.

As the capital city of Malaysia, Kuala Lumpur has one of the most modern transportation

systems in the region (Das et al., 2013). In framework of Malaysia, the public
transportation services in Klang Valley has existed a major transportation system because

of the rapid socio-economy development delightful place in this region. The development

of the city of Kuala Lumpur depends on the improvement and effectiveness of public

transport services. Klang Valley has a high population, and one of the very important things

to connect from one place to another is public transportation (Ghazali et al., 2017). Klang

Valley is known as Klang Valley Integrated Transit System as well as integrated transport

network that serve the area of Greater Kuala Lumpur LRT stations in Klang Valley consist

of two lines which are Ampang Line (AMG) and Kelana Jaya Line (KLJ). Light Rail

Transit (LRT) is one of the major urban rail transits which is being used to commute urban

commuters in Greater Kuala Lumpur (GKL) (Ghazali et al., 2017).

As a result, the most significant factors directly influencing the satisfaction level of the

passengers is the service quality because the quality of public transportation service in

Malaysia especially in Klang Valley as expert and were highlighted that the most effective

mode of transportation for Klang Valley is light rail transit (LRT) system (Fen et al., 2016,

Khalid et al., 2014). Hence, the user-friendly public transportation is essential to increase

the usage of public transportation. Therefore, the purpose of this research is to identify the

factors influence passenger’s satisfaction on light rail transit in Klang Valley. For better

understand the satisfaction levels of passengers based on their experience, it is important to

relate their opinion with their usage frequency and socioeconomic characteristics (Fen et

al., 2016).
1.2 PROBLEM STATEMENT

This research is to examine the timeliness, information quality that can influence

passenger’s satisfaction on Light Rail Transit in Klang Valley. Based on researcher

observation, there a lot of perspective and perception from the passengers about the

services that offered by the Light Rail Transit in Klang Valley. There are some problems

arise in Light Rail Transit in Klang Valley with lead directly towards passenger

dissatisfaction. The dissatisfaction element existing from the several factors for waiting

time, less consideration, safety, ineffective response, and poor facilities.

(a) Waiting Time

As passengers, they have been right to predict the time, estimate location, and get a

desired interactivity from the services that offered. The needs for effective and efficient

public transportation services are crucial to attract more people to use public transport

influences on waiting time where it shows the reliability of passengers to use the LRT

transportation as well as it will increase the usage of passengers on LRT. Moreover, the

most important contribution from consumers, which is generate company high-level

productivity (Wang, Yuen, Wong, & Teo, 2019).

Moreover, waiting time in transit travel is often seeming negatively and high-amenity

stops and stations are becoming increasingly popular as strategies for mitigating transit

passenger’s aversion to waiting. Thus, it will decrease the efficiency of passenger flow

and caused congestion in the station as well as cause increase the duration of waiting

time to another destination (Ghazali et al., 2017). For example, a poor public transport

ridership in Klang Valley is due to the unsatisfactory can cause public transport users

and inaccurate information on departure and arrivals this is also concern as the issue of

waiting time increased (Ghazali et al., 2017).

The continuous of lack issues of the light rail transit generates bad image toward the

passenger’s services. Apart from that, the passenger needed to change to private vehicles

due to waiting time. From the previous researchers, the issues as focus on providing

basic facilities at stations and stops as broadly as possible in transit systems, and a

particular focus on stops on low-frequency routes where this create the duration of

waiting time of passengers. Hence, the results from previous researchers shows and had

reported duration of time on average is about 1.21 times longer than the observed wait

time in Ampang Line LRT Station.

However, for LRT passengers waiting for transit vehicles to arrive as significantly

longer. This phenomenon is commonly expressed in terms of a waiting time multiplier

as well have negative perceptions of waiting time which turns out to negative

implications for passengers’ overall feelings about LRT transport. Nevertheless, waiting

areas cannot provide adequate space for passengers. Furthermore, an inadequate space in

waiting area could be seen at morning peak hours from 7.00 a.m. until 9.00 am and

evening peak hours from 5. 00p.m. until 7.00pm.

In consequence, an inadequate waiting space has terrific negative effects on passengers,

which results in delays and time loss. Besides, it positions rushed passengers to fight

over in order to catch a train. Apart from that, not only inadequate space causes delays

and time loss for passengers, but also contributes to increased levels of discomfort that

may be a health risk especially for elders and passengers with special needs. For

instances of problems faces by public transport in Malaysia are the time arrival delaying

in the Light Rail Transit (LRT) public transport modes. Passengers were unsatisfied with

the service quality provided by the LRT especially in terms of train punctuality and

frequencies.
This problem showed that even if the public transportation modernized, the service

quality is still lacking and not well implemented. Therefore, it will lead to consumer

dissatisfaction (Otsetova, 2017). These punctuality problems are the norms faced by

many captive passengers of public transportation in Malaysia. Consequently, it is

necessary to improve the quality of public transportation services in Malaysia to

encourage more passenger on usage public transport, thus reducing traffic congestion in

urban areas.

The waiting time linked with that passengers incur in a public transit network is one of

the main components of total transit travel charge (Fan et al., 2016). Hence, waiting time

has been widely used in waiting time cost estimation, it is not always a realistic

assumption considering heterogeneous passengers and different types of transit

services. 

Moreover, many studies considered the waiting times of passengers only at the origin,

while waiting times can also be incurred at transfer points and the destination, especially

for passengers with required arrival time (Fan et al., 2016). This disappeared knowledge

is problematic for efforts to increase transit use of passenger’s views of LRT service

play an important role in determining mode choice. The responsiveness plays pivotal

role in waiting time whenever passenger satisfaction on LRT.

(b) Less Consideration

The most serious issue concerning the public transportation system in Kuala Lumpur

is a lack of focus or consideration and coordination at all levels throughout the

system on the matter required by the passengers. Hence, this issues plays an

important role on public transports in Malaysia and becoming more extensive, and

facilities are below required levels, which dissatisfy the consumer needs and
 expectations hence the government does not actively promote public transportation,

and it is cause to lack of government focus on the problem (Zhao et al., 2018).

Thus, consideration known as attention where it is concerned with selective

processing of incoming sensory information. Moderately, consideration was shows

an awareness on what we choose to attend, not simply on the stimulation entering the

senses. Therefore, this problem highlights the empathy in terms of the passenger

feelings and emotions that based on the consideration on particular passenger who

needs service in LRT.

(c) Safety

There are several past related studies regarding the rail industry in Malaysia. The most

challenging part of passenger’s influence on safety and security because it reflects well

the perception of the quality offered by the operator. However, there are still limited

studies on smart card e-ticketing through framework can only be developed with more

resources in terms of journal database and time (Musa et al., 2019). Additionally,

researches on the rail industry that have been conducted by researchers in foreign

countries might not be applicable for Malaysia due to the different culture and norms.

Furthermore, critical understanding of passenger satisfaction in cyberspace towards

modernization e-ticketing cannot be achieved without a good appreciation of the factors

(Musa et al., 2019). In understanding the mechanisms of e-ticketing and the user of the

online passengers is a priority issue for practitioners competing in the rapid expanding

virtual marketplace as they will increase the sales. However, there will be issues arising

when has been replaced or repaired for a number of times, and still the same issue will

arise in the maintenance of the component. The interaction between the marketers and

online consumers is very important (Musa et al., 2019). Hence, the marketers will know

the demand in the market in order to improve the services and so forth.
(d) Ineffective Response

For passengers to used effective and efficient on usage of public transport it as well

considers the significant of fast response to their passengers. An ineffective response

causes the passengers to shift to private vehicle hence this issue creates to be continuous

increase the usage of private vehicle rather than public transportation. Thus, an

ineffective feedback from the rail operators gives negative impact as well as negative

image towards public transportation. Therefore, traffic signals as also an issue of

ineffective response where passenger used to determine the information from one place

to another place. Thus, it uses of time separation where are designed to reduce motor-

vehicle crashes at intersections involving conflicting traffic movements.

(e) Poor Facilities

In addition, the facilities of LRT are other issues that influence the passenger

dissatisfaction. The authority needs to consider the minority group of people.

According to the department of statistics Malaysia (2019), highlighted that 549,554 of

Malaysian disable are belonged to physical problem compared to a hearing problem,

vision problem and others. Figure 1.2(ii) demonstrates the category of disabilities

based on percentage. There a various issue on LRT in Kuala Lumpur. Besides that, at

the certain rail station, the carriage is higher than the platform. As example, in news

reported that the passenger front wheelchair got stuck in the platform gap at the Pusat

Bandar Puchong LRT station. Thus, the passenger needs to push upwards to the

carriage. Moreover, some of the passengers complained about malfunctions of

elevators (Yeen, 2017). This clearly indicates that the LRT in Kuala Lumpur is less

disabled friendly. Conversely, developed countries like Japan are disabled friendly.
 For instance, the officer is waiting at the station to assist the passenger at every

terminal. The malfunctions of the elevator will be figured out within a few hours.

Therefore, the authority needs to take into account the facilities layout of LRT to

ensure the minority groups are not neglected.

Figure 1.2(ii): The Category Of Disabilities Based On Percentage

(Source: Department of Statistics Malaysia, 2019)

1.3 RESEARCH QUESTION

1. Does the tangibility dimension of service influence the passenger satisfaction on LRT?

2. Does the assurance dimension of service influence the passenger satisfaction on LRT?

3. Does the reliability dimension of service influence the passenger satisfaction on LRT?

4. Does the responsiveness dimension of service influence the passenger satisfaction on

LRT?

5. Does the empathy dimension of service influence the passenger satisfaction on LRT?
 1.4 RESEARCH OBJECTIVE

1. To determine the tangibility dimension of service influence the passenger satisfaction

on LRT.

2. To determine the assurance dimension of service influence the passenger satisfaction on

LRT.

3. To determine the reliability dimension of service influence the passenger satisfaction on

LRT.

4. To determine the responsiveness dimension of service influence the passenger

satisfaction on LRT.

5. To determine the empathy dimension of service influence the passenger satisfaction on

LRT.

1.5 SIGNIFICANT OF STUDY

The research more emphasizes about the passenger’s satisfaction on light rail transit in

Klang Valley to the passenger’s satisfaction. The research objectives to identify the

primary service quality factors influence the passenger’s satisfaction on light rail transit in

Klang Valley. This significance of study is help to improve passenger’s satisfaction on

light rail transit in Klang Valley. The significant of this study is to help to analyses the

issues of the passenger’s satisfaction on light rail transit in Klang Valley. This research

will gather data and gain knowledge based on the light rail transit provided in Klang

Valley. The significant of the study to analyse the issues in LRT facing by the passengers

in Klang Valley in term of the services that provided to their passengers. This directly

helps to the passengers for their fulfilment of their needs and wants based on the LRT
services. This study aims to minimize the issues of the LRT and maximize the level of

passenger’s satisfaction.

The passenger satisfaction is an essential element to meet consumer expectation demand

of the services and to determine the level of quality services. Moreover, this research

helps the passengers who used LRT in Klang Valley to analyse the service quality issues

that affect the passenger satisfaction for instance increase of private vehicles, waiting

time, and modernization of ticketing system in LRT. Therefore, this study helps to

improve the LRT services to meet high level of passenger satisfaction.

1.6 RESEARCH SCOPE AND LIMITATION

The study focuses on factors influence passenger’s satisfaction on light rail transit in

Klang Valley. The scope of the study only focused on the LRT passengers in Klang

Valley. Moreover, this study scopes to analyses the issues of the LRT facing by

passengers in Klang Valley. The researchers only have three months gap to finish the

project, which is a limited time. The data from the respondents obtained through the

research questionnaire. Therefore, lack of prior research of this study one of the

limitations to gather the data of the wider scope.

1.7 ORGANIZATION OF REPORT

This report consists of five chapters. Chapters one provides factors influence passenger’s

satisfaction on light rail transit in Klang Valley. Therefore, chapters one also provides

background study, research problem, objective of research, research questions, scope of

study, significance of the study and limitation of the study. However, in chapter two will

be review on literature of the previous researcher, theories and models that have been

used by previous researcher for define the passenger satisfaction in LRT and also will

explained about theoretical framework. Moreover, in chapter three will briefly explained
 about research methodology, sampling, research design, measurement variables and

statistical model.

Other than that, in chapter four involved an analysis and finding of results of this

research. Last but not least, in chapter five will be discussing about the findings,

recommendation, limitations, and conclusion of this research.

CHAPTER 2

LITERATURE REVIEW

2.0 INTRODUCTION

Chapter two interprets the literature review of the dependent variable and

independent variables. Furthermore, the underpinning theory is apparently interpreted in this

chapter. An extensive range of literature that related to this research will be collected and

coordinated into a few categories which are passenger’s satisfaction on light rail transit in

Klang Valley as a dependent variable. Thus, the five dimension of service quality

(SERVQUAL) as the independent variable for this study. It includes the tangible, reliability,

responsiveness, assurance, and empathy. In our research, we will analyse an intensely

deliberate about the variables by reference to the other journal, website, newspaper, books,

and government report.

2.1 UNDERPINNING THEORY

According to the Parasuraman, Zeithaml, & Berry (1988), service quality

(SERVQUAL) is generally use to identify the quality of the elements in product and

services. Service quality is perceived as an overall quality of travel behaviour according

passenger’s viewpoint (De Oña et al., 2014). SERVQUAL as the service quality models

utilize to measure the service quality compare to customer’s perception before encompass
to the customer’s expectation (Bateson & Hoffman, 2011). Therefore, there were many

researchers have evaluated the service quality of public transport and explore which

aspects of the service are preferred by the passengers. SERVQUAL model determines the

gap between consumer’s expectation and perception towards product and services.

Measure the level of quality using service quality known as SERVQUAL created by

Parasuraman et al. (1985, 1988). This research model has used to measure the service

quality with the belief that perceived service quality is the output of the comparison

between the expected service and the actual delivered service. According to de Oña et al.,

(2016), proposed that the quality of service was a key element to attract people to use

public transport. SERVQUAL indicates that perception of customer is related the

difference between services received, and services anticipated. Therefore, this model has,

originally, come up with ten dimensions, but later, reduced to five which are reliability,

responsiveness, empathy, assurance and tangible (Parasuraman, Zeithaml, & Berry,

(1988).

The aim of this study used SERVQUAL instrument accordingly to identify the way to

management efficiently can improve the quality of the services. SERVQUAL model is

suitable and applicable for this study to investigate the levels of service quality with

interconnect the variables to achieve passenger’s satisfaction. SERVQUAL has

demonstrated to be useful the theoretical framework or research model which would ease

to fulfil consumer satisfaction (Isa, 2005).

Therefore, SERVQUAL model easily to determine the dimension of service influence the

passenger satisfaction on LRT. The gap of this study using SERVQUAL model to proven

that the service quality represents as higher it will influence the passenger’s expectation

to full need and wants. The gap of this particular model to demonstrate by the other
researchers to recognize as perfect instrument for analyses the quality of services (Brown

et al., 1993). Based on the LRT services SERVQUAL one of the appropriate instruments

to analyses the quality service with occupying the five dimension that are tangible,

reliability, responsiveness, assurance and empathy. LRT know as serving the city with the

high demand of public transportation and exploring the perception of passengers, the

model approximately able to detect their level of services towards passengers (Khalid et

al., 2014).

Figure 2.1: Service Quality (SERVQUAL) Model (Sources: Parasuraman, Zeithaml, &

Berry, 1988).

After calculate and mention the fundamental elements for service quality for determine

the five dimensions of the service quality. The SERVQUAL instrument categorize each

dimension generate the function into different purpose. It will interrelate the model to

achieve passenger’s satisfaction. The five dimension of the SERVQUAL model adopted

and associate with our research project clearly stated. (Parasuraman, Zeithaml & Berry,

1988). The model refines ten dimensions into five dimensions as follows:
1) Tangibility: The presence of the physical facility, equipment, workers and the

communication devices available at the service providing places.

2) Reliability: The ability to provide the promised services in term of accurately and

dependably.

3) Responsiveness: The eagerness to assistance consumer and provide service

instantaneously without fault.

4) Assurance: The knowledge and understanding of the employee as their ability to attract

consumer confidence.

5) Empathy: The readiness of the service with kindness and customized attention to

customer.

2.2 PASSENGER SATISFACTION

According to (Kotler et al., 2019) defined customer satisfaction as an individual’s feeling

of pleasure arising from comparing the actual result with the expectations of a certain

product or service. Service quality is the main component in accomplish consumer

satisfaction (Hellier, Geursen, Carr, & Rickard, 2003). Satisfaction is fulfilment response

from the consumers that review a products or services either its level of pleasurable.

Satisfaction can be defined as the overall attitude of the customers that react to the service

provider (Levesque & McDougall, 1996).

Passenger satisfaction of public transport service refers to a psychological state of

fulfilment or disappointment after relating the expectations of passengers about the

services provided by the public transport system with their overall emotions after

receiving the services (Zhang et al., 2020). The perception of passenger satisfaction can
be described as the satisfaction that a passenger receives through the fulfilment of their

expected needs by the particular service provider (Frinaldi et al., 2019).

Moreover, level of passenger satisfaction can be measure based on their previous

experience within the service received. The level of passenger satisfaction will be

increase if services that they received are achieve their need and expectation (Gerpott,

Rams, & Schindler, 2001). There are several indicators was suggested which is mostly

used by researcher and usually for whole service quality, expectation of services and

consumer satisfaction (Levesque & McDougall, 1996).

Therefore, if the service quality is in a high standard, it will lead to continuous

profitability (Leverin & Liljander, 2006). Therefore, by knowing the passengers’

satisfaction to use transit service can be a useful support for transit managers and

marketers who can define the most convenient strategies to satisfy existing passengers

and attract new ones. According to (Kotler et al., 2019) believes that the satisfaction is

among economic activities that make benefits and advantages for the passengers in

specific time and place to making the desirable changes in the receiver of the services.

The expectations from a provided service are mostly given by the prior experience as a

customer (Mudenda & Guga, 2017).

2.3 LIGHT RAIL TRANSIT(LRT)

Light Rail Transit (LRT) is a kind of transport modes that were built with electricity

powered known as Light Rail Vehicles (LRV) that carries passengers in dedicated lanes,

separated from motor vehicle traffic (Yaacob et al., 2020). Besides that, LRT is growing

rapidly in urban cities around the states, whereas provides a significant transit capacity in

huge demand requirement. LRT able to carry large numbers of passengers and its

operation at high speeds, which have more frequent stops. LRTs have no local emissions,
since motion are operated by electricity, and can be activated via on renewable energy

like wind and solar.

In addition, modern LRT vehicles are fully accessible for the wheelchairs, strollers and

shopping carts as well as accessible boarding through by the multiple doors. LRT vehicles

carry more than twice as many passengers as buses where LRT enhance the productivity

in order to meet passenger’s satisfaction. According to (Sathiaseelan et al., 2019), the

LRT network which is elevated is the wiser choice to preserve safety and provide reliable,

efficient and affordable rides for all Klang Valley commuters. Based on this statement,

this was enough to be proven that implementing the LRT at Klang Valley, Kuala Lumpur

will enhance more community to use the public transportation.

2.4 TANGIBILITY

Tangible can be defining as an appearing of the physical equipment’s, facilities,

technology and communication materials. Hence, variety of tangible elements as also

involves for example encompassing conditions, space layout and any services that will

influence to the level of passenger satisfaction (Kalidas MG, 2007). Subsequent, the

service of tangible elements also can be defined as quality of environmental physical that

refers to the information materials, appearing physical facilities, personal and any types of

physical features work that provides the services (Pasaribu et al., 2019). Tangibility is the

need for passengers which focus on physical facilities such as buildings and rooms, the

availability of parking lots, cleanliness, neatness and comfort of the room, equipment

completeness, communication facilities and employee appearance. This entire can shows

to the consumers about the service quality of the company and their images. Services are

intangible because the customers can able to see and knowledge from the company's

tangible services such as facilities and equipment, as well as workers’ behavior

(Parasuraman et al., 1985). The authority needs to consider the minority group of people

especially for disable person because it will avoid any accidents happens and will

encourage and have trustworthy on using LRT. In addition, if tangible element was

improving through service quality, it can lead to the increasing of passenger satisfaction

level (Yavas et al., 2004).

2.5 ASSURANCE

According to Parasuraman, (1988) assurance dimension reveal to the knowledge and

mutual understanding capability to attract customer confidence. The best attitude and

behavior of the staff between the customer influence the customer satisfaction (Neupane

& Devkota, 2017). Assurance demonstrates the understanding of the staff and how staff

conveys trust and loyalty towards customers (Parasuraman et al., 1985).

Assurance is also known as the organization providing its clients with a reliable and safe

service. There is an important connection between customer perception of service quality

and brand image and assurance has a beneficial effect on the picture of the brand. Hence,

the trust and loyalty of employees express the quality of service (Francis & Richard,

2017). This SERVQUAL dimension significant factor to analyses trust and confidence

level between the customers. The good communication skills easily to generate the

customer understandings clearly based on the question inquire.

Furthermore, the organization or industry must have good reputation with receive awards,

honours and recognize with good achievement. The evidence of the achievement

increases the level of trust and confidence for customers in the rail industry. Therefore,

assurance is particularly significant factor to produce the trust and confidence with the

particular, so customer frequently use the services with certainty (Sathiaseelan et al.,

2019). Perhaps staff of the industry normally understand the basic knowledge prospect of
the rail industry, it will easy them to answer the customer questions confidently. The

applicable training and development skills program provide to the staff to enhance their

primary skills it will influence the quality of the industry.

This training courses produce the higher number passengers frequently use the services

and improving staff understandings of the rail industry. The assurance dimension

significant prospect to quality and heavy predictor for customer satisfaction (Hartwig &

Billert, 2018).

2.6 RELIABILITY

Reliability is the ability to provide services as promised accurately and reliably.

Furthermore, reliability implies that the organization keeps its commitments,

trustworthiness towards the quality of the workers’ services to prevent anything from

going wrong. Reliability is known as one of the most significant factors in ensuring the

satisfaction and discontent of both passengers. It has capability to fulfil the services as per

promises in terms of consistent, regular and the important things is same as per consumer

request. It shows that dimension of the reliability is very important (Karatepe et al.,

2005).

Then, reliability also can be defined as capability to brings the services that had promised

to the consumer in terms of to fulfil consumer satisfaction (Jacob & Simons, 2004). The

example of the reliability is trust of the consumer towards service provided, precise

records and usefulness of the information given. The reliability also refers to the skills of

the staff in providing their services will affect to the customer trustfully and constantly as

well (Saraei & Amini, 2012). This led to confirm reliability as an important dimension for

creating consumer judgement.

Moreover, the general idea is that managers and employees of a firm should provide a

reliable service whilst reducing the unreliable customer services to achieve high

passenger satisfaction. Then, it meaning that if the services that received by the consumer

are not satisfied them, they will change to another service provider (Charkravarty,

Feinberg & Rhee, 2004). In developing the quality of public transportation services in

Malaysia should improve on the reliability of passengers because it will help to encourage

more passenger to use the LRT transportation.

2.7 RESPONSIVENESS

Responsiveness is the capability to assist the customer in order through contribute instant

services without any issues (Parasuraman, Zeithaml, & Berry, 1988). The punctual or

timely in order play vital role in parcel arrival service to fulfill customer satisfaction. The

responsiveness is the organization’s desire to assist customers, provide a timely and good

customer service, resolve problems that customers confront, and handle complaints. The

parcel industry is able to perform constantly and respond quickly towards consumer while

providing efficient services. The industry needs to coordinate their service towards

customer responsiveness smoothly in order without any problems. The staff role

emphasizes in responsiveness need to clarify the questioning by the consumer based on

the services.

Positive responsiveness leads the industry for their perspective healthy and long-term

profitability. The capability of the rail industry innovates to maximize the service quality

through minimize the human error and cost (Karcz & Slusarczyk, 2016).

2.8 EMPATHY
According to Parasuraman, (1988) the empathy defined as an additional caring and

attention that contribute to the customers. Empathy dimension target on the serving

additional consideration and caring by providing service because different customer

different attribute (Lien Yee & Daud, 2011). Sin et al. (2012) support that empathy can be

categorizing as progression of a commercial accord between two or more individual to

view the direction from others viewpoint. Empathy is a willingness to care, give personal

attention to passengers, give sincere and personal attention, including trying to understand

the desires of passengers is included in empathy. In addition, accessible services supplied

by organizations are also known as empathy in meeting or identifying particular customer

requirements. This implies that empathy reflects how the organization treats and looks

after its customer requirements and expects everyone to receive fair treatment by offering

the same quality service experience.

2.9 CONCLUSION

This chapter emphasize the significant study of the “SERVQUAL” five dimension, which

are tangibility, reliability, responsiveness, assurance and empathy impact towards the

customer satisfaction. There are adequate literature review sources for provision to use

the ‘SERVQUAL’ fundamental model to accomplish our research project. This chapter

highlight the argument and supportive statement of the various author to demonstrate our

research project. The previous journal resources highlight in this chapter based on the

independent variable and dependent variable.