Dr. V. Locsin Street, City of Dumaguete 6200

SENIOR HIGH SCHOOL DEPARTMENT
Dr. V. Locsin Street, City of Dumaguete 6200
TABLE OF CONTENTS
CHAPTER 1: The Problem and The Scope Page
Introduction…………………………………..………………………………….............3
Statement of Hypothesis..………………….……………………………….....…….....6
Statement of the Problem………………….…………………………………….......…6
Significance of the Study………………………………………………………...…..…7
Scope and Delimitation of the Study……..……………………………………...........7
Review of Related Literature and Studies
Related Literature………………………………………………….……...........8
Related Studies….……………………………………………………………..11
Theoretical Framework………………………………………………………...……...16
Conceptual Framework….……………………………………………………............19
Research Methodology
Research Design…………………………………………………………..…..20
Research Respondent………………………………………………….....…..20
Research Environment…………………………………………………..........21
Research Instrument…………………………………………………….........24
Data Gathering Procedure……………………………………………….…...24
Statistical Treatment of Data………………………………………................24
CHAPTER II: Presentation, Analysis and Interpretation…………………….....26
CHAPTER III: Summary of Findings, Conclusion and Recommendations
Summary of Findings……………………………………………………….....34
Conclusions…………………………………………………………………….36
Recommendations………………………....................................................37
Definition of Terms
Conceptual Terms………………………………………………………….….38
Operational Terms…………………………………………………….............38
References………………………………………………………………………....…..39
Appendices………………………………………………………………………….….41
LIST OF FIGURES
Page
Figure 1. Shows the Conceptual Framework of the Study 19
Figure 2. Shows the Map Dumaguete City 21
Figure 3. Shows the Map the Dumaguete Ceres Terminal 22
Figure 4. Shows the front view of the Dumaguete Ceres Terminal 23
QUALITY OF SERVICE THAT CERES LINER BUS COMPANY OFFERED Page 2 of 52

CHAPTER I
THE PROBLEM AND ITS SCOPE
Introduction
Transportation is a system wherein it helps to move a person from one place
to another. It is indeed very important to every individual living and striving hard to
survive in this world. With the continuous changes of the situations and the rise of
problems on our country, still the effort of the Department of Public, Works and
Highways (DPWH) remains. They continue to look for solutions to the problems
they encountered.
The Accountancy, Business and Management, Grade 12 students of Asian
College, Dumaguete City conducted a research study that aims to know the. This
research will cater all the point of views of every commuters.
Service quality is generally visualized as the sum of customer perceptions of the
entitled “PERCEPTION OF COMMUTERS ON THE QUALITY OF SERVICE
THAT CERES LINER BUS COMPANY OFFERED” (Johns,1992). The difference
between service quality and satisfaction is perceived service quality is a global
judgment,or attitude, relating to the superiority of the service. Whereas satisfaction
is related to the specific transaction (Parasuraman, Valarie, Zeithaml & Berry,
1988). Customers form service expectations from many sources, such as past
experiences, word of mouth, and advertising. In general, customers compare the
perceived services with the expected service (Voss, Parasuraman & Grewal,
1998). If the perceived service falls below the expected service, customers are

dissatisfied and if the perceived service quality is above the expected level, it
creates satisfied customers (Andreassen, 1995). Marketers need to understand
that customers are more than mere consumers of service quality output; they are
co-producers of the quality process (Gronroos & Ojasalo, 2004). According to
Berry, Parasuraman and Zeithaml (1988) service quality has become a significant
differentiator and the most powerful competitive weapon (Clow & Vorhies, 1993),
which many service organizations possess. Successful companies add benefits to
their offering that not only satisfy customers but surprise and delight. Delighting
the customers is a matter of exceeding expectations (Rust & Oliver, 2002). Public
transportation is defined as transportation by a conveyance that provides
continuing general or special transportation to the public; excluding school buses,
charter and sightseeing service. Public transportation includes various modes
such as buses, sub ways, rail, trolleys and ferry boats (Tran & Kleiner, 2005).
Public sector organizations including transportation services are created by
governments with an intention not to compete in the open market, rather their
objective is to fulfill the needs of common public. As public transportorganizations
grow older and matured, the quality of service dwindles down with public being left
with no option but to accept what is offered (Andreassen, 1994). To help this
situation the concept of quality need to be introduced into public transportation for
meeting the quality expectations of the public (Ancarani & Capaldo, 2001).
Management of public transportation have to take focused initiatives such as carrot

and stick policy for the managerial cadre to perform better and encourage them
with autonomy to act (Brysland & Curry, 2001).
Competitive advantage benefits customers and service quality is one of the
mechanisms to achieve this (Clow & Vorhies, 1993). Service quality is recognized
as one of the important areas on which public organizations
including transportation services are focusing in present times (Ancarani &
Capaldo, 2001). Hood (1995) in his research has revealed dimensions which lead
to better quality in public services such as better experience management,
adopting corporate style of functioning, bench marking activities, competitive
based work environment, optimization and better planning of organizational
resources, more focus on service quality output generation. Though service quality
is an important aspect in public transportation, there is very less research
being done to explore this issue (Friman, Edvardsson, and Garling, 2001). Hence
to a large extent it’s a virgin area to investigate. Today people from across India
and other parts of the world have formed a major potential work force in twin cities
of Hyderabad and Secunderabad. The most convenient and cheapest travel is
public transportation services. Every day 3.8 million people travel through public
transportation services. In such a scenario, systematic research aimed at
measuring the commuters’ perception on service quality offered by the public
transport services will be beneficial to consumers and service producers. In his
study Andreassen (1995) opined a similar objective of public transportation
achieving satisfaction which meets public expectation.

The present study focused on the following objective, to measure and assess the
level and significance of service quality perception of the commuters on
SERVQUAL scale given by Parasuraman et al (1988) additionally including cultural
dimension.
STATEMENT OF HYPOTHESIS
This research study entitled Perception of Commuters on the Quality of
Service that Ceres Liner Bus Company Offered shall be tested at 0.05 level of
significance
Ho. The quality of service offered by Ceres Liner is not significantly
effective.
Ha. The quality of service offered by Ceres Liner is significantly
effective.
STATEMENT OF THE PROBLEM
This research study entitled Perception of Commuters on the Quality of Service
that Ceres Liner Bus Company Offered seeks to answer the following questions:
1. What is the demographic profile of the passengers in terms of :
1.1 Gender;
1.2 Age;
1.3 Marital Status and
1.4 Length of experience of commuting a Ceres lines?

2. To what extent is the perception of the commuters on the quality of service
that Ceres Liner Bus Company offered?
3. Does the perception of commuters on the service offered by Ceres Liner
shows that it is significantly effective?
SIGNIFICANCE OF THE STUDY
This study is considered both beneficial and significant to the following
concerned:
COMMUTERS
This study is beneficial to the commuters because they are in need of public
transportation. Commuters are the bloodline of the company. Without them Ceres
company would not exist.
COMPANY
This study is beneficial to the Ceres Company because this serves as a
basis of modifying or adding any form of service that will encourage commuters to
continue commuting via the bus company. Besides, being the leading
transportation company in the province of Negros Oriental this would be a great
opportunity for them to glimpse a new avenue on the type of service they offered.
SCOPE AND DELIMITATION OF THE STUDY
This study entitled Perception of Commuters on the Quality of Service that
Ceres Liner Bus Company Offered specifically bounded on the parameters of

determining the extent of commuters on the service offered on the bus company
as perceive. The main respondents of the study are the commuters and employees
of the aforementioned company. Researchers ask the demographic profile of both
respondents and their perceptions, further questionnaires are floated specifically
at the research environment for purposes of gathering the data. The researchers
used the random sampling technique on the part of the commuters while a census
sampling for the part of the employees.
All data gathered therein are statistically treated by using waited mean for
the extend of the perceptions of commuters, percentage frequency distribution for
the demographic profile of both respondents and Pearson Product Moment
Correlation shall be used in determining the significant difference.
REVIEW OF RELATED LITERATURE AND STUDIES
This section presents the significant information that supports the study in
literature form taken from credible source as thoroughly reviewed by the
researchers.
Related Literature
Public transport by bus is the mainstay of the transportation system in an
economy (Agarwal et al. 2011). Although modes of travel in most developed
countries are increasingly dependent on the
car(seeBanisterandBerechman2000),causing a downward trend in demand for

transport in most industrial economies, public transport by bus remains an
important mode of transportation. Bus transport services are provided by public,
private or mixed corporations in a highly regulated environment. In addition,
important constituents of the transport infrastructure are essentially (semi-) public
goods. Therefore, there are economic reasons for a significant degree of state
intervention in this area, mainly based on the recognition of a variety of market
failures (e.g., Kerstens1996).Over the last two decades, serious concerns about
possible regulatory failures have resulted in a reassessment of the role of
government in organizing this sector (Glaister et al. 1990). In view of these
concerns,it is of great interest to investigate whether public transport’ operators-
work in a technically efficient manner (e.g., achieve economic goals such as
minimizing costs or maximizing output). An effective and solid measure of
efficiency can make a significant contribution to the discussion of the relative merits
of the supply of public and private transport services. Since the early 1980s,
various techniques for estimating frontier have been developed to determine the
best practices in any industry. Frontier methods are used to distinguish between
efficient and inefficient production and to estimate the degree of (in) efficiency. Not
surprisingly, frontier methods have found their way into the transport sector, and
studies on the productivity and efficiency of almost all transport modes are now
available in the literature. A comprehensive study of parametric and non-
parametricfrontiermethodsandempiricalfindingsforurbanpublictransportation has
been published by De Borger et al. (2002). Our study presented below attempts to

fill a gap in the available literature. While an overview of the pioneering studies on
public transport operators has recently appeared (e.g., von Hirschhausen and
Cullmann 2010), a thorough investigation of frontier methods and empirical results
for public transport is not yet available.
Other literature states that public transport users are most likely to have
used the Metlink website (75%) or information available at the stop/station/wharf,
including Real Time Information boards (71%). Printed timetables (35%),
smartphone app. or widget (29%) and the Metlink Call Centre (12%) are less
commonly used.
More than three-quarters of public transport users (77%) reported having
used multiple sources of public transport information in the last three months. Only
one in five (20%) had used a single information source and 3% reported not having
used any public transport information in the last three months. The average
number of sources of public transport information used is 2.3.
Most public transport users (89%) are satisfied to some extent with the
public transport information currently available, including 16% who are extremely
satisfied. Only 4% express any dissatisfaction. Levels of satisfaction are similar,
irrespective of the source of public transport information currently used, ranging
from 90% among those using a smartphone app. or widget to 84% of Metlink Call
Centre users.
To improve the provision and quality of public transport information further,
users would like to see: • more Real Time Information boards installed (4%); • more

regular checks to ensure that the current Real Time Information boards are
operational and accurate (3%); • making the Metlink website more user-
friendly/easier to navigate (3%); and • improving the text alert service to ensure
that texts arrive early enough to be useful (3%).
Related Studies
Research on service quality has been done from various aspects from a
very long time, sufficient research has been contributed by (Gronroos, 1982; Berry,
Zeithaml, & Parasuraman, 1985; Parasuraman, Zeithaml, & Berry,1985; Zeithaml,
Parasuraman, & Berry, 1985; Brady & Cronin, 2001) in developing the service
quality concept. There is a need for conceptual changes to be built as the present
concept of service quality does not fit the multidimensional situations across
nations. (Cronin and Taylor, 1992; Brady and Cronin, 2001) in their study argued
that there is a need to address multidimensional aspect of service quality.
The issue of measuring service quality across several service sectors has
been explored by researchers like (Parasuraman et al, 1985; Parasuraman, Berry,
& Zeithaml, 1991; Koelemeijer, 1991; Cronin & Taylor, 1992; Vandamme & Leunis,
1993; Parasuraman, Zeithaml, & Malhotra, 2005). Though SERVQUAL as a
measurement tool used in numerous studies, it was tailored to fit a particular sector
and context, like E-S-QUAL for electronic sector and SERVPERF for service
preference. Hence there is a scope for SERVQUAL to be further modified for
universal standardization (Parasuraman et al, 1991).

The issue of improving service quality where by organization can derive
competitive advantage has been investigated by (Reicheld and Sasser, 1990;
Berry, Zeithaml, &Parasuraman, 1990; Hensel, 1990; Berry, Parasuraman, &
Zeithaml, 1994; Berry & Parasuraman, 1997; Glynn & Brannick, 1998; Johnston &
Heineke, 1998; Harvey, 1998). Service quality has been used as an ingredient in
understanding consumer behaviour. A positive consumer behaviour on service
quality will lead to higher returns (Zahorik & Rust 1992; Boulding, Kalra, Staelin, &
Zeithaml, 1993; Zeithaml, Berry, &Parasuraman, 1996; Liu, Sudharshan, & Hamer,
2000).The framework for measuring service quality in public transportation ref
figure 1, envisages the generic dimensions tangibility, reliability, responsiveness,
assurance and empathy given by (Parasuraman et al, 1988) model for measuring
service quality.
Population specific characteristics and public transportation specific
determinants influence the generic dimensions. Hence the construct of service
quality measurement is modified to suit the present study context, Svensson
(2004) in his study has laid the importance of customizing a particular model to
match the study context. Service quality in public transportation system constitutes
of internal and external factors which affect the commuter’s perception towards the
public transport services (Middleton, 1998a).
Internal factors such as strategic issues (Lee, Lee, & Lee,2006), top
management commitment, service quality standards (Middleton,1998b),
monitoring systems (Deegan, 2002; Gray, 2002; Alexandre & Short, Dec 1995/Jan

1996), customer complaints handling system (Kotler & Kavin, 2008) and external
factors such as alternative services (e.g. private services, auto-rickshaws, own
vehicles) (Evans & Shaw, 2001; Michel, 1999), frequency of traveling and
timings(Flem & Schiermeyer, 1997; Galetzka, Gelders, Verckens, & Seydel, 2008)
convenience and comfort (Regis, 1996), climate, ego, social status,
professions(Sanchez, 1999).
The possibility of demographic character based customer ratings of service
performance can also be measured. Lim, Bennett, and Dagger, (2008) have
identified the importance of demographic characteristics in measuring service
quality. Demographic characteristics such as age (Kumar & Lim, 2008), income,
education etc can be taken into consideration tomeasure the service quality and
can receive different service performance ratings. However, the bias seems
todiminish when service fairness is considered. It appears that customer
perceptions with regard to demographic characteristics are more powerful and
important determinants of overall satisfaction.
Customers expect justice in regards to fair service delivery. Interestingly,
significance appears to exist between the opinions of customers across various
demographical characteristics for service fairness (Snipes, Thomson, & Oswald,
2006).
Service quality is also influenced by local or national culture of a particular
country. Karen and Boo (2007) in their research have appealed to the researchers
to add cultural dimension to service quality studies as the traditional SERVQUAL

dimensions may not be meaningful in all situations and contexts. Culture is the
epicenter of a society. It guides the way people live, think, behave, perceive things,
and build attitudes. Plethora of research has been done on culture being a
dimension having a significant effect on consumer behaviour with regards to
service consumption (Mattial, 1999). Winsted (1997) had investigated dimensions
related to behavior of American and Japanese service consumption. In comparison
to these both countries, Americans preferred quality, delivery and
cooperativeness, Japanese preferred coordination and customization. Cross-
cultural consumer behaviour shows exhibition of different attitudes, countries
which are developing like India, where consumers are low on registering complain,
since they are not exposed to higher quality in any walk of their life. Countries
which are developed like USA, where high quality is the order of life, consumers
won’t compromise on quality issues, they tend fast towards complaining. Liu and
McClure (2001) focused their research in studying cultural differences in consumer
behaviour and found similar outcomes. Malhotra, Ulgado, Agarwal, and Baalbaki,
(1994); Malhotra, Ulgado, Agarwal, Shainesh, and Wu, (2005) has proved that
there is a difference of perception on service quality among customers in
developing and developed nations, they have identified ten factors related to
social, cultural and economic environment which play role on customers
assessment of service quality perception.
The pioneering study done by Hofstede (1991) in which he had studied
about national cultures in line with four service quality dimensions of competence,

communication, credibility and courtesy. The study also took into consideration two
cultural dimensions as power distance among organizations and presence of
individualism or collectivism in the society. Data was collected from a large sample
of above one hundred thousand employees of IBM across seventy two countries,
twenty languages and duration was from 1967 to 1973. Paul and Alain (1996) have
tried to explore the culture issue of service quality. They assessed the service
quality using SERVQUAL on ten variables: reliability, responsiveness,
competence, access, courtesy, communication, credibility, security,
understanding/knowing the customer, and tangibles. The study was conducted to
compare the service quality among customers of border areas of Mexico and
America. They have found significant differences existing among customers of
Mexico and America in relation to service quality. Five dimensions as suggested
by the researchers were taken for the study as tangibility, reliability,
responsiveness, assurance and empathy. In a particular study Kang and James
(2004) have identified that the five dimensions of SERVQUAL are important for
measuring the service quality delivery. Using these generic dimensions the service
quality scale developed by (Parasuraman et al., 1988) was modified to suit to the
present study subject by adding sixth dimension as “culture”. Collectivism identified
by (Hofstede, 1991) was considered as a cultural aspect for this study, collectivism
highlights the importance and respect of overall group behaviour rather than
individual. The group exhibits integrity in collectivistic values which influence the
service design and service delivery. A study done by Rugimbana (2007) in

Malaysia on youth revealed that young population(collective) has three individual
groups Chinese(Confucius), Indian and local Malya. He found that there was
significant influence of collective values in the adoption banking services.
The potential application of SERVQUAL scale is, it can help a wide range
of service organizations in assessing perceptions of service quality (Buttle, 1996).
It can also help in identifying areas requiring managerial attention and action to
improve service quality (Kettinger & Lee, 1997). Managerial implication given by
Kang, James, and Alexandris, (2002) reveals that SERVQUL will enable managers
to measure the internal service quality and external service quality, so as
employees understand theirrole in delivering quality to customers. In addition, the
availability of this instrument will stimulate much-neededempirical research
focusing on service quality and its antecedents and consequences.
THEORETICAL FRAMEWORK
Economic impact of quality-Why quality is important
Product differentiation and competitive advantage
Conventional theory recognizes two generic strategic alternatives for
developing a sustainable competitive advantage. The first is product
differentiation, and the second is overall cost leadership (Porter, 1985). Quality
control is a crucial element of the first of these. Although product differentiation can
take many forms, superior quality is the most common basis of differentiation
(Crosby, 1979, 1984; Deming, 1982: Kiechel, 1981). If customers see a clear-cut

quality advantage, they usually favor that product, without trying to weigh all other
factors.
A preoccupation with quality on the part of customers has become
increasingly recognized and quality has become the key to gaining competitive
advantage. Firms today know that they cannot afford to ignore quality. Japanese
domination of the marketing the second half of the twentieth century, through the
manufacture of exceptional quality products, had a significant effect on he balance
of payments in Western Europe and the USA. It became crucial, therefore, for
manufacturers to lift competitiveness in Europe and North America to meet the
quality of the reliable products offered by Japanese competitors.
This because even more apparent with the rapid development of
“GLOBALIZATION”. In a competitive global market, with its fragmented and
deregulated markets, it soon became apparent to management that companies
could not survive without quality. Profitability and long-term sustainability
depended on it.
Service is often seen as a complex phenomenon. According to Grὅnroos
(1990) a service is an activity or series of activities of more or less intangible nature
that normally, but not necessarily, take place in interactions between customer and
service employees and/or physical resources or good and/or system of the service
provider, which are provided as solutions to customer problems. Public services
focus on a benefit for the society or its citizens therefore they have the
responsibility and accountability by its existence. They provided the following

characteristics: effective, simple, transparent, efficiency, timely, responsive and
adaptive (Suwarno & Ikhsan 2006). In order to benefit both users and service
providers there should be a strong relationship between communication,
competence, courtesy, credibility, and security, which was then grouped into one
dimension, namely assurance. The quality of services that was offered will be
discern when customers give feedbacks and complaints. These are the key drivers
for improving different aspect of business and may help the provider to develop a
sustainable company. In the first place of our study we include individual
characteristics of the employees and commuters such as gender, age, marital
status and length of experience. These variables provides explanations accounting
to the quality of service that Ceres Liner Bus Company Offered.

CONCEPTUAL FRAMEWORK
To facilitate a clearer understanding on the flow of the study, the researchers
designed this conceptual framework.
To facilitate a clearer understanding on the flow of the study, the
researchers designed this conceptual framework.
Independent Variable Dependent Variable
Demographic profile of the
commuters in terms of:
1.1 Gender;
1.2 Age;
1.3 Marital Status; Perception of Commuters on the
1.4 Length of experience of Quality of Service that Ceres Liner
commuting a Ceres Bus Company Offered.
lines and
1.5 Length of work
experience of the
company
Figure 1. Shows the Conceptual Framework of the Study

RESEARCH METHODOLOGY
This section presents the research method of the study entitled Perception
of Commuters on the Quality of Service that Ceres Liner Bus Company Offered as
Research Design, Research Respondent, Research Environment, Research
Instrument, Data Gathering Procedure as well as the Statistical Treatment of Data.
RESEARCH DESIGN
The research design that the researchers choose for the research is
descriptive correlational form of study design because it seeks to describe the
current status of a variable or phenomenon and know the relationship of the factors
involve. The researcher does not begin with a hypothesis, but typically develops
one after the data is collected. Data collection is mostly observational in nature. It
really fits for the research.
RESEARCH RESPONDENT
The main respondents of the study are the commuters of the
aforementioned company. Researchers ask the demographic profile of the
respondents and their perceptions, further questionnaires are floated specifically
at the research environment or purposes of gathering the data The researchers
used the random sampling technique on the part of the commuters while census
sampling for the part of the employees.

RESEARCH ENVIRONMENT
The study is to be conducted in Dumaguete City which is known to be “The
City of Gentle People”. The City is also dubbed as a “”University Town” for having
four (4) universities apart from numerous academic institution in such a small town.
The research will be done at the Ceres Liner Bus Company because the
researchers will ask the perceptions of the commuters on the quality of service that
the Ceres Liner Bus Company offered.
Figure 2. Shows the Map Dumaguete City

Figure 3. Shows the Map the Dumaguete Ceres Terminal

Figure 4. Shows the front view of the Dumaguete Ceres Terminal

RESEARCH INSTRUMENT
The study uses researcher-made questionnaire checklist to gather the
needed data for the respondent’s profile. The draft was drawn out based on the
researchers’ readings, previous studies relevant to the study. In part 1 of the study,
the researcher will use the self – made questions related to the respondents’
profile. In part 2, the researcher made use of the checklists to determine the
perceptions of the employees and commuters on the quality of service that Ceres
Liner Bus Company offered.
DATA GATHERING PROCEDURE
Before the survey questionnaire will be distributed to the respondents, the
researchers shall first ask permission from the Ceres Liner Bus Company and to
the commuters as well. After the approval of the letter, the researchers will
distribute the questionnaire among the respondents. When they are through with
the questionnaire they will be retrieved; data will be tallied and statistically treated
with the help of statistician.
STATISTICAL TREATMENT OF DATA
This research study entitled Perception of Commuters on the Quality of
Service that Ceres Liner Bus Company Offered upon and after the data gathering
shall be statistically treated using the following tools.

Frequency-percentage distribution shall be used in terms of the
demographic profile of the passengers and employees of Ceres Liner.
In terms of the extent of the perception of commuters, weighted mean shall
be applied and Pearson Product Moment Correlation will be for the significant of
the Perception of Employees and Commuters on the Quality of Service that Ceres
Liner Bus Company Offered.

CHAPTER II
PRESENTATION, ANALYSIS AND INTERPRETATION OF DATA
This section of the research study presents that data elicited out of the
survey conducted by the researchers. This study is entitled The Perception of the
Commuters on the Quality of Service that the Ceres Liner Bus Company Offered
which aims to measure the variables such as the demographic profile of the
respondents who are the commuters of the Ceres Liner Bus in Dumaguete City
which pertains to the following aspects as to age, gender, civil status and length of
experience in commuting Ceres Lines. The demographic profiles of the commuters
are measured and such all data are presented in a tabular format with the
corresponding discussion.
DEMOGRAPHIC PROFILE OF THE RESPONDENTS
TABLE 1.1 GENDER
VARIABLE FREQUENCY PERCENTAGE
FEMALE 30 54.5%
MALE 25 45.5%
TOTAL 55 100.0%

Table I shows the gender distribution of commuters who responded in this
research study. Out of a total respondent of 55, 30 of them are female while 25 are
for male. This reflects that there are more female commuters involve in commuting
the Ceres Lines.
TABLE 1.2 AGE
18-25 YEARS OLD 37 67.27%
31 AND ABOVE 11 20%
26-30 YEARS OLD 7 12.73%
TOTAL 55 100%
Table 1.2 shows the age of commuters who responded in this research. It is
therefore that majority of the vendors are at the bracket age 18-25 years old,
bracket age 31 and above has 20% of respondents while bracket age 26-30 years
old has 12.73% of respondents.

TABLE 1.3 CIVIL STATUS
SINGLE 34 61.82%
MARRIED 16 29.09%
PREFER NOT TO SAY 4 7.27%
WIDOW 1 1.82%
TOTAL 55 100%
Table 1.3 shows the civil status distribution of the commuters who responded in
this research study. There are 61.82% single respondents, 29.09% married
respondents, 7.27% prefer not to say respondents and only 1.82% widow
respondent.

TABLE 1.4 LENGTH OF EXPERIENCE IN COMMUTING CERES LINES
7 YEARS AND ABOVE 28 50.90%
1-3 YEARS 13 23.64%
BELOW 1 YEAR 7 12.73%
4-6 YEARS 7 12.73%
TOTAL 55 100%
Table 1.4 shows the distribution of commuters’ length of experience in commuting
Ceres Lines. Data shows that majority of them have been in the business for over
7 years now and that has been their means of transportation.

TABLE 2 EXTENTS OF THE PERCEPTION OF THE COMMUTERS ON THE
QUALITY OF SERVICE THAT CERES LINER BUS COMPANY OFFERED
VARIABLES VERBAL WEIGHTED

INTERPRETATION MEAN
The cleanliness of the stop/ STRONGLY AGREE 3.49
station/wharf
Your personal safety at the STRONGLY AGREE 3.28
stop/station/wharf
The ease of getting on the STRONGLY AGREE 3.27
vehicle from the
stop/station/wharf
Personal security during this STRONGLY AGREE 3.25
trip
The stop/station/wharf being STRONGLY AGREE 3.25
easy to get to
The ease of getting on/off the AGREE 3.20
vehicle
The travel time AGREE 3.20
The attitude of the driver or AGREE 3.16
staff
The information available at AGREE 3.16
the stop/station/wharf
The helpfulness of the AGREE 3.14
driver/staff
Having enough seats available AGREE 3.09
Ease of getting information AGREE 3.06
about public transport routes
and timetables
COMPOSITE MEAN AGREE 3.21

REFERRENCE SCALE:
3.25-4.00 STRONGLY AGREE
2.50-3.24 AGREE
1.75-2.49 DISAGREE
1.00-1.74 STRONGLY DISAGREE
Table above shows the distribution of how the commuters perceived the quality
service that Ceres Lines offered. As shown in table 2 which is the extents of the
perception of the commuters on the quality of service that Ceres Liner Bus
Company offered, it can be implied that most of the respondents strongly agree
and satisfied on the cleanliness of the stop/ station/wharf. The passengers
perceived the travel time as the average factor that must be improve to fully satisfy
the customers. The ease of getting information about public transport routes and
timetables is the factor that the passengers is less likely to agree. The perception
of the passengers is significantly effective. As an evidence that their composite
mean 3.2. Further from the given data, the null hypothesis shall be rejected.

TABLE 3 SIGNIFICANT DIFFERENT ON THE PERCEPTION OF COMMUTER
ON THE QUALITY OF SERVICE THAT CERES LINER BUS COMPANY
OFFERED
Variable Composite Verbal Standard P- Findings Decision Conclusion
Mean Interpre- Error value
tation
Commuter 3.21 Agree 0.03 0.07 0.07>0.05 Reject Ho Significant
Accept Ha
Table 3 shows the Perception of Employees and Commuters on the Quality of
Service that Ceres Liner Bus Company Offered. Through the gathered data during
the conduct of the study, it was clearly stated on the evidence that the study itself
with a confidence level of 0.07. Results show that the P-value of 0.07 as which is
greater than the 0.05 level of significance. Therefore, the study stressed that there
is a need to reject the null hypothesis (Ho) and thus accept the alternative one (Ha)
which states that “There is a significant Perception of Commuters on the Quality
of Service that the Ceres Liner Bus Company Offered.”

CHAPTER III
SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS
This chapter presents the summary of findings that has been found out in this
research study, concluding statements of the researchers as to their results and
the ample recommendations which shall be treated at an outmost consideration.
The main intent of this research is to determine the Perception of Commuters on
the Quality of Service that the Ceres Liner Bus Company Offered.
This research intentionally seeks to answer the following questions:
4. What is the demographic profile of the passengers in terms of :
4.1 Gender;
4.2 Age;
4.3 Marital Status and
4.4 Length of experience of commuting a Ceres lines?
5. To what extent is the perception of the commuters on the quality of service
that Ceres Liner Bus Company offered?
6. Does the perception of commuters on the service offered by Ceres Liner
shows that it is significantly effective?

SUMMARY OF FINDINGS
1. What is the demographic profile of the passengers in terms of:
1.1 GENDER. In this research, researchers have arrived to the statement
that in the study there are more responses from female customers who has
been patronizing the service than those of males.
1.2 AGE. It can be inferred in this study that most customers belonging to
the age bracket of eighteen to twenty-five (18-25) years old which is at fifty-
seven percent (67.27%) of the total respondents. They are most likely to
be students and/or young professionals present during the conduct of the
study.
1.3 CIVIL STATUS. Based on the gathered data, most respondents belong
to the single status group. It is more because of the reason that they are
mostly students and/or young professionals who participated in the study.
1.4 LENGTH OF EXPERIENCE IN COMMUTING CERES LINES.
Accordingly, most respondents have said that they have been patronizing
the service for over seven (7) years now. They are mostly those that are
constantly buying the service every now and then.
2. TO WHAT WEIGHTED MEAN FOR THE EXTENTS OF THE PERCEPTION OF
THE COMMUTERS ON THE QUALITY OF SERVICE THAT CERES LINER BUS
COMPANY OFFERED?

There is a 3.21 weighted mean for the customers’ extent of perception regarding
to the quality of service that Ceres Lines Bus Company offered. This result has
been interpreted verbally as to “strongly agree”.
3. DOES THE PERCEPTION OF COMMUTERS ON THE SERVICE OFFERED
BY CERES LINER SHOWS THAT IT IS SIGNIFICANTLY EFFECTIVE?
Basing on the results which have a P-Value of 0.07 which is greater than the level
of significance of 0.05, this is a competent evidence for one to reject the null
hypothesis (Ho) and accept the assumption of the alternative one (Ha). To
summarize things up, this research has found out that perception of commuters on
the service offered by Ceres Liner shows that it is significantly effective.

CONCLUSIONS
At any point of a research, the researchers as tasked to established
significant conclusions based and prior to the results of the study. Out of this study
entitled “The Perception of the Commuters on the Quality Service that Ceres Liner
Bus Company Offered”, the researchers therefore conclude that cleanliness of the
stop/station/wharf has a vital effect especially on the commuters. The passengers
perceived the travel time as the average factor that must be improve to fully satisfy
the customers. The ease of getting information about public transport routes and
timetables is the factor that the passengers is less likely to agree. Continuing the
quality of service that Ceres Lines rendered will give satisfaction to the commuters.
The perception of the passengers is significantly effective. As an evidence that
their composite mean 3.2. Further from the given data, the null hypothesis shall be
rejected.
As prior to the assessment of the research, it is therefore concluded that
commuters are satisfied with the quality of service Ceres Liner Bus Company
offered.

RECOMMENDATIONS
Based on the findings of the research study entitled Perception of Commuters on
the Quality of Service that the Ceres Liner Bus Company Offered it is therefore
that the research pin up the following statements of recommendations that shall
be treated in a manner with full considerations such as:
1. The Ceres Bus Liner Company should maintain the proper cleanliness of
the station/stop/wharf;
2. The Ceres Bus Liner Company should provide enough seats for the
commuters;
3. The attitude of the employees of Ceres Bus Liner Company should be
pleasing and approachable;
4. The employees of the Ceres Bus Liner Company should be more helpful for
the convenience of the commuters;
5. Commuters should be more patient and kind in return for the service
rendered by the employees of Ceres Bus Liner Company.

DEFINITION OF TERMS
To facilitate a clearer understanding on the different terminologies in this
research, the researcher defined it operationally and conceptually.
CONCEPTUAL DEFINITION OF TERMS
Company- refers to any entity that engages in business.
Perception- a belief or opinion, often held by many people and based on how
things seem.
Transportation- refers to the means of transferring from one place to another.
OPERATIONAL DEFINITION OF TERMS
Employee- a person who was hired to perform a service for wages or salary and
is under the other’s control. The employees of Ceres Bus Liner Company who
provides their services and expertise to the customers or commuters.
Commuters- a person who travels some distance. The commuters who ride the
Ceres bus around the Province of Negros Oriental. They are the benefactors of
the services being offered.
Service- the action of helping or doing work for someone. The assistance that the
employees performed to satisfy the costumers or commuters of the Ceres Bus
Liner.

REFERENCES
Agarwal S, Yadav SP, Singh SP (2011) DEA based estimation of the technical
efficiency of state transport undertaking in India. Opsearch 47(3):216-230.
Banister D, Berechman J (2000) Transport investment and economic
development. UCL Press, London
De Borger B, Kerstens K, Costa A (2002) Public transit performance: what does
one learn from frontier studies? Transp Rev 22(1):38
Edvardsson, B. and Roos, I. (2003). Customer Complaints and Switching Behavior
– A study of Relationship Dynamics in a Telecommunication Company. Journal of
Relationship Marketing, 2 (1&2), 43-68
Gronroos, C. (1990). Service Management and Marketing-Managing the Moments
of Truth in Service Competition. Massachusetts: ,Maxwell MacMillan
Glaister S, Starkie D, Thompson D (1990). The assessment: economic policy for
transport. Oxf Rev EconPolicy 6:1-21
Kerstens K (1996) Technical efficiency measurement and explanation of French
urban transit companies. Transp Res A 30:431-452

Parasuraman, A., Zeithaml, V.A and Berry, L. (1985). A Conceptual Model of
Service Quality and its Implication for Future Research. Journal of Marketing, 49,
Fall, pp. 41-50.
Suwarno, Y. and Ikhsan, M. (2006). Standar Pelayanan Publik di Daerah
Von Hirschhausen C, Cullmann A (2010) A nonparametric efficiency analysis of
German public transport companies. Transp Res, Part E, Logist Transp Rev
46(3):436-445
Almotawa, A and Aljid, P. (2001). Measuring Commuters’ Perception on Service
Quality Using SERVQUAL inPublic Transportation,pp. 22-24
INTERNET SOURCE
https://www.diva-portal.org
https://www.researchgate.net
http://pkai.org/pdf/standar%20pelayanan%20publik.pdf
https://www.merriam-webster.com
https://oxforddictionaries.com
https://www.businessdictionary.com
https://dictionary.cambridge.org
https://www.researchgate.net/publication/49610972

APPENDICES
CURRICULUM VITAE
Name : LOURDGELYN I. AUSTERO
Date of Birth : October 27, 2000
Civil Status : SINGLE
Place of Birth : DUMAGUETE CITY, NEGROS ORIENTAL
Name of Mother : Geraldine Austero
Name of Father : Leonardo Austero
Cellphone Number :09350780657
Address : Sacsac, Bacong, Negros Oriental
Educational Information
Elementary : Bacong Central School
High School : Ong Che-tee High School
Senior High : ASIAN COLLEGE- Dumaguete Campus
Seminars and Trainings Attended/ Organizational Affiliation
NONE

CURRICULUM VITAE
Name : MARY CHRISTINE BATAL
Date of Birth : August 8, 2000
Name of Mother : Edna Batal
Name of Father : Richard Batal
Cellphone Number : 09497959282
Address : Ajong, Sibulan Negros Oriental
Elementary : ANTERO UY ROA ELEMENTARY SCHOOL
High School : NEGROS ORIENTAL HIGH SCHOOL
NONE

CURRICULUM VITAE
Name : VICSHEN BUCTOLAN
Date of Birth : August 11, 2001
Name of Mother : Robelyn Buctolan
Name of Father : Vic Buctolan
Address : San Jose Extention, Taclobo, Dumaguete City
Elementary : Pio Macahig Memorial Central School
High School : Maria Macahig Memorial National High School
NONE

CURRICULUM VITAE
Name : MELBERT ESTOLLOSO
Date of Birth : AUGUST 10, 2000
Name of Mother : Marlina Estolloso
Name of Father : Roberto Estolloso
Address : Tandayag Amlan, Negros Oriental
Elementary : BOLOC-BOLOC ELEMENTARY SCHOOL
NONE

CURRICULUM VITAE
Name : JENNIFER FERNANDEZ
Date of Birth : January 27, 2001
Place of Birth : Tambojangin Amlan, Negros Oriental
Name of Mother : Rosemarie Fernandez
Name of Father : Wilfredo Fernandez
Address : Tambojangin,Amlan Negros Oriental
Elementary : MARTIN C. BENJAMIN MEMORIAL ELEMENTARY SCHOOL
High School : AMLAN NATIONAL HIGH SCHOOL
NONE

CURRICULUM VITAE
Name : RESCHIL INTIG
Date of Birth : FEBRUARY 18, 2001
Place of Birth :NAGBALAJE STA. CATALINA, NEGROS ORIENTAL
Name of Mother : Cecilia J. Intig
Name of Father : Enrique J. Intig
Address :Sto. Rosario Heights, Junob, Dumaguete City
Elementary : NAGBALAJE ELEMENTARY SCHOOL
High School : DUMAGUETE CITY HIGH SCHOOL
NONE

CURRICULUM VITAE
Name : ABEGAIL MARABABOL
Date of Birth : JULY 18, 2000
Name of Mother : Rexie Marababol
Name of Father : Nelson Marababol
Address : Tandayag Amlan, Negros Oriental
Elementary : TANDAYAG ELEMENTARY SCHOOL
High School : AMLAN NATIONAL HIGH SCHOOL
NONE

CURRICULUM VITAE
Name : CLAIRE ANTONETTE MIRA
Date of Birth : June 12, 2000
Name of Mother : Ana Mira
Name of Father : Clinton Mira
Address : Lower Bagacay, Dumaguete City
Elementary : TALOOT CENTRAL ELEMENTARY SCHOOL
NONE

CURRICULUM VITAE
Name : GINO REBOYA
Date of Birth : JANUARY 31, 1999
Name of Mother : Geraldine Reboya
Name of Father : Noli Reboya
Cellphone Number :
Address : Dumaguete City
Elementary : CITY CENTRAL ELEMENTARY SCHOOL
High School : PAMPLONA NATIONAL HIGH SCHOOL
NONE

CURRICULUM VITAE
Name : QUEENCYNTH JEDD SANDOVAL
Date of Birth : AUGUST 26, 2000
Name of Mother : Jenine Sandoval
Name of Father : Edgar Sandoval
Address : Dumaguete City
Elementary : GILIGAON ELEMENTARY SCHOOL
High School : GILIGAON HIGH SCHOOL
NONE

CURRICULUM VITAE
Name : ALFRED QUINTANO
Date of Birth : APRIL 6, 2000
Name of Mother : Dionela Tubil
Name of Father : Serafin Tubang
Address : Valencia, Dumaguete City
Elementary : MAAYONGTUBIG ELEMENTARY SCHOOL
High School : DAUIN NATIONAL HIGH SCHOOL
NONE

CURRICULUM VITAE
Name : GERALD YUSORES
Date of Birth : FEBRUARY 19, 1999
Name of Mother : Recarda Yusores
Name of Father : Danny Yusores
Cellphone Number :
Address : Cadawinonan, Dumaguete City
Elementary : JUNOB ELEMENTARY SCHOOL
High School : JUNOB NATIONAL HIGH SCHOOL
NONE

Dr. V. Locsin Street, City of Dumaguete 6200

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SENIOR HIGH SCHOOL DEPARTMENT

Dr. V. Locsin Street, City of Dumaguete 6200

Figure 1. Shows the Conceptual Framework of the Study 19

Figure 2. Shows the Map Dumaguete City 21

Figure 3. Shows the Map the Dumaguete Ceres Terminal 22

Figure 4. Shows the front view of the Dumaguete Ceres Terminal 23

QUALITY OF SERVICE THAT CERES LINER BUS COMPANY OFFERED Page 2 of 52

THE PROBLEM AND ITS SCOPE

Transportation is a system wherein it helps to move a person from one place

The Accountancy, Business and Management, Grade 12 students of Asian

research will cater all the point of views of every commuters.

Service quality is generally visualized as the sum of customer perceptions of the

entitled “PERCEPTION OF COMMUTERS ON THE QUALITY OF SERVICE

THAT CERES LINER BUS COMPANY OFFERED” (Johns,1992). The difference

between service quality and satisfaction is perceived service quality is a global

judgment,or attitude, relating to the superiority of the service. Whereas satisfaction

is related to the specific transaction (Parasuraman, Valarie, Zeithaml & Berry,

experiences, word of mouth, and advertising. In general, customers compare the

QUALITY OF SERVICE THAT CERES LINER BUS COMPANY OFFERED Page 3 of 52

creates satisfied customers (Andreassen, 1995). Marketers need to understand

co-producers of the quality process (Gronroos & Ojasalo, 2004). According to

which many service organizations possess. Successful companies add benefits to

transportation is defined as transportation by a conveyance that provides

continuing general or special transportation to the public; excluding school buses,

charter and sightseeing service. Public transportation includes various modes

Public sector organizations including transportation services are created by

objective is to fulfill the needs of common public. As public transportorganizations

Management of public transportation have to take focused initiatives such as carrot

QUALITY OF SERVICE THAT CERES LINER BUS COMPANY OFFERED Page 4 of 52

with autonomy to act (Brysland & Curry, 2001).

Competitive advantage benefits customers and service quality is one of the

as one of the important areas on which public organizations

including transportation services are focusing in present times (Ancarani &

to better quality in public services such as better experience management,

adopting corporate style of functioning, bench marking activities, competitive

based work environment, optimization and better planning of organizational

is an important aspect in public transportation, there is very less research

of Hyderabad and Secunderabad. The most convenient and cheapest travel is

transportation services. In such a scenario, systematic research aimed at

measuring the commuters’ perception on service quality offered by the public

transport services will be beneficial to consumers and service producers. In his

study Andreassen (1995) opined a similar objective of public transportation

achieving satisfaction which meets public expectation.

QUALITY OF SERVICE THAT CERES LINER BUS COMPANY OFFERED Page 5 of 52

level and significance of service quality perception of the commuters on

SERVQUAL scale given by Parasuraman et al (1988) additionally including cultural

This research study entitled Perception of Commuters on the Quality of

Ho. The quality of service offered by Ceres Liner is not significantly

Ha. The quality of service offered by Ceres Liner is significantly

STATEMENT OF THE PROBLEM

This research study entitled Perception of Commuters on the Quality of Service

1. What is the demographic profile of the passengers in terms of :

1.3 Marital Status and

1.4 Length of experience of commuting a Ceres lines?

QUALITY OF SERVICE THAT CERES LINER BUS COMPANY OFFERED Page 6 of 52

2. To what extent is the perception of the commuters on the quality of service

that Ceres Liner Bus Company offered?

3. Does the perception of commuters on the service offered by Ceres Liner

shows that it is significantly effective?

SIGNIFICANCE OF THE STUDY

This study is considered both beneficial and significant to the following

company would not exist.

This study is beneficial to the Ceres Company because this serves as a