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Relationship between service quality and user satisfaction: an analysis of

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Journal of Noakhali Science and Technology University (JNSTU), 3(1&2): 36-46 (2019)

Relationship between service quality and user satisfaction: an analysis of

Ride-Sharing Services in Bangladesh based on SERVQUAL dimensions
Tonmoy Dey1, Trisha Saha1, Muhammad Abdus Salam1,*, Sanjoy Kumar Roy2
1
Department of Management Information Systems, Noakhali Science and Technology University
2
Department of Tourism and Hospitality Management, Noakhali Science and Technology University
*Correspondence : abdus_salam0625@yahoo.com

ABSTRACT
The aim of this study was to explore the influence of service quality dimensions (SERVQUAL
dimensions) on the satisfaction level of RSS users in Bangladesh. The SERVQUAL dimensions
(assurance, empathy, reliability, responsiveness, and tangibles) were applied to develop the research
model and to carry further statistical analysis. A structured questionnaire was used to conduct
survey and collect data for quantitative analysis. A Multiple Linear Regression Analysis (MRA)
was used to analyze the data and to test the hypotheses with SPSS. In outcome, it is found that the
overall satisfaction of RSS users is above the satisfactory level. Moreover, the result of the
regression analysis supports only the three service quality dimensions and their influence on the
satisfaction level of RSS users (tangibles, responsiveness, and empathy). Rests of the dimensions
(reliability and assurance) were not significantly correlated with user satisfaction representing an
insight that RSS providers should disburse added focus on these service quality dimensions with a
view to ensuring improved user experiences and increased satisfaction.
Key words : Ride-sharing services; User satisfaction; Service quality; Servqual dimensions.

1. INTRODUCTION only the inter-city transportation system is

being transformed by RSS but also the social
Ride-sharing service (RSS) has become a
and economic statuses of different countries
rapidly spread and accepted innovation of
are being influenced by RSSs directly or
this technology-driven 21stcentury. RSS
indirectly (Man et al., 2019). Advancement
ensures on-demand transportation services
in information and communication
with the help of privately owned vehicles or
technology along with the easy accessibility
transport companies (networks) usually
of mobile data connection and smart phones
through a mobile app (location-aware)
are causing such disruptive technology to be
backing up by internet connection (Agatz et
more popular. Following the trend, RSS is
al., 2012). According to Bangladesh Road
now in vogue to all classes of people
Transport Authority’s (BRTA) ride-sharing
especially to all city dwellers in Bangladesh.
service guideline (2018), after the fulfillment
RSS was first introduced in Bangladesh’s
of personal requirements, RSS enables the
capital city, Dhaka, with local company
owners of private vehicles to share their
Pathao and US company Uber respectively in
vehicles to passengers in exchange for fare
2015 and 2016 (Husain, 2016). Considering
by applying internet-based online apps with
Dhaka’s massive consumer base, traffic
the help of smart phone technology.
congestion problem and increasing internet
RSSs are transforming the transportation penetration rate; a substantial number of
system of different urban areas around the local startups (some backed by foreign
world by reducing dependency on private investors) have come into the RSS business
vehicles, lowering energy usage and carbon in the last few years in Bangladesh.
emission, reducing time on transportation, Presently, 12 companies: Pick Me Limited,
and cutting daily costs of transportations. Not Computer Network System (CNS) Limited,
Relationship between service quality and user satisfaction
Obhai Solutions Limited, Chaldal Limited,
Pathao Limited, Ezzyr Technologies
Limited, Akash Technology Limited, Segesta
Limited, Shohoz Limited, Uber Bangladesh
Limited, Buddy Limited and Akij Online
Limited areen listed for providing ride-
sharing servicesin Bangladesh (BRTA,
2019). On the other hand, BRTA has
commenced issuing enlistment certificates to
the ride-sharing companies of BD from 1st
July 2019 with a view to ensuring proper
service management, safety, and customer
satisfaction (The Daily Star, 2019). Some of
these services are very good at providing
premium ride quality and quality services.
Others are not so great but get the jobs done
somewhat. Despite all RSS sare becoming
trendy day by day and operators are
gradually expanding their operations to most
of the divisional cities of Bangladesh. Now,
this service sector is being considered as one
of the most potential grounds for business in
Bangladesh. Although, RSSs have brought
dynamism in the daily life of the city
dwellers of Bangladesh removing traffic
congestion problems, dropping rate of
environmental pollution by reducing the
number of vehicles, and making life go
easier than ever. However, there remain
some questions regarding the service quality
of RSS providers in Bangladesh- Are the
RSS providers able to give prompt responses
to the users of Bangladesh? How much
commitment do they maintain in delivering
promised services? Do the providers have
willingness to consider the needs of the
users? Do RSSs are available whenever
demanded? Do RSSs truly meet users’
expectations? In Bangladesh, RSS service
guideline-2017 is in action and BRTA is
strictly monitoring the service providers
continuously (BRTA, 2018). However, some
recent unexpected incidents of users’
experience have set us think about the
reliability, responsiveness, commitment,
proximity, compassion issues of ride-sharing
service quality.
By service quality, it is meant that
conformation to the customer specification
and commitment (Zeithaml et al., 1988).
37
Zeithaml (1988) stated that customer’s
satisfaction is correlated with five service
quality dimensions- assurance, empathy,
reliability, responsiveness, and tangibles. On
the other hand, Kuo et al. (2009) identified
that there is significant relationship among
service quality, perceived value, customer
satisfaction, and post-purchase intention.
Moreover, users’ attitude, whether they are
satisfied or not, towards the service
providers, undeniably depends on the
promised and delivered service quality
(Homburg et al., 2011). Keeping these ideas
in mind, throughout this study, we tried to
explore the relationship between service
quality of RSS and their users’ attitudes
(more precisely user satisfaction) using
SERVQUAL dimensions from the
perspective of Bangladesh. Thus, the specific
objective of the study is-“to explore the
influence of service quality dimensions on
the satisfaction level of RSS users in
Bangladesh.”
RSSs are disrupting the way we commute in
our day to day life. The dimension of
possibilities faced by downtown citizens has
been changed through these new transport
alternatives and traveling by a private car is
now economical and easier without the
necessity of owning the vehicle (Haddad et
al., 2019). Chorfi et al. (2015) have carried
study on Smart Real-Time Ride-Share for
Riyadh City and have found that number of
vehicles in ride-sharing services has been
rising tremendously and that's why the
condition of traffic jam is getting
unendurable day by day but still the service
is being accepted by the city dwellers. Every
vehicle has the ability to adjust up to four
people comfortably but in most of the cases
these spaces remain unused because a large
number of users of ride-sharing services are
single-user. Chaudhry et al. (2018) found
that while in public transportation individual
security, support and compassionate growing
issues. The snappy demand and reputation of
ride-sharing services along with the lack of
transparency has enforced many countries to
develop regulations and policies for RSS
providers. However, the coin has another
Tonmoy et al.
side. A study by Ben-Dor et al. (2019) found
that greater mediocre vehicle possession
results in a 20% cutback of traffic in shared
automated vehicles scenarios.
With the increasing number of new users of
RSS, measuring customer satisfaction and
service quality have become paramount
issues from both user’s and service
provider’s perspectives. Kotler and Keller
(2012) mentioned that the consumers’
expectations about services come from
various sources such as advertising, previous
experiences and word of mouth. The term
satisfaction refers to the situation when a
client is pleased with either the product or
services. From the consumer viewpoint,
satisfaction is the measurement about how
much could the stakeholder meet or
outstripped customer expectations
(Kursunluoglu, 2011). According to Bitner
and Hubbert (1994), quality of service refers
to the approach which is formed based on the
assessment of behavior and service quality
constructs. Several researchers have found
that with tremendous quality of service,
consumers become happy and by ensuring
consumers' happiness a company can ensure
profitability (Arokiasamy & Huam, 2014;
Cronin Jr & Taylor, 1992; Shemwell et al.,
1998; Zairi, 2000). Moreover, organizations
will be able to provide high-quality services
ensuring customer satisfaction by defining
service quality and consumers' satisfaction
clearly (Rahman et al., 2017).
The most extensively and worldwide used
model for the evaluation of service quality is
SERVQUAL model. The service quality
measurement approach SERVQUAL is used
to compare and correlate consumers'
expectations before a service receive and
feelings after the actual service delivered and
the dimensions are: tangibility,
responsiveness, reliability, assurance, and
empathy (Parasuraman et al., 1985;
Zeithaml, 1988). Balachandran and Hamzah
(2017) in a study of ride-sharing service have
found that four factors of SERVQUAL
model which are tangible, reliability, price,
and promotion and coupon redemption have
significant and positive relationship with
38
ride-sharing customers’ satisfaction in
Malaysia. Several researches have focused
on the accessibility, discrimination,
regulations and the model of RSSs in
determining service quality and user
satisfaction (Aarhaug & Olsen, 2018; Cramer
& Krueger, 2016; Edelman & Geradin, 2015;
Linares et al., 2017).
Ghosh (2019) in one of her studies discussed
on the exploration of key performance
indicators for Bangladesh’s first RSS startup
Pathao and also analyzed the effect of service
offering by Pathao on users. In her another
study, the researcher did a gap analysis on
RSS users’ expectation and reality using
SERVQUAL dimensions taking Uber and
Pathao in consideration and found that all the
service dimension areas are to be improvised
in order to ensure customer satisfaction
(Ghosh, 2018). Another study by Islam et al.
(2019) tried to reveal users’ perception on
quality of RSSs in Bangladesh using a
descriptive statistics approach. On the other
hand, in a study by Kumar et al. (2019)
found that acceptance of RSSs by the users
in Dhaka city has changed the overall public
transpiration system. The study also found
that city dwellers now habitually prefer RSSs
instead of public transportation.
However no research has been conducted to
search relationship between service quality
and customer satisfaction based on
SERVQUAL dimensions in Bangladesh
considering all of the registered RSSs
approved by BRTA. Moreover, previous
studies lack proper quantitative analysis and
significant amount of sample size. This study
will explore the relationship to make a
significant contribution in this area.
2. METHODOLOGY
2.1 Conceptual Framework and
Development of Hypotheses
Five service quality dimensions
(SERVQUAL dimensions) suggested by
Zeithaml et al. (1988) were used for
analyzing the relationship between service
quality of RSS and satisfaction of ride-
sharing service users’. Explanations of the
Relationship between service quality and user satisfaction

service quality dimensions were discussed in H1: There is a strong relationship between
two particular works by the same authors. service quality of RSSs and satisfaction of
The components are described in the RSSs users’.
following table-
The key hypothesis of the study was further
Table 01: Explanation of the dimensions divided into five sub-hypotheses with a view
to justifying the research questions of the
SERVQUAL Explanation Sources study and consequently justifying the test of
Dimensions the key hypothesis. The five hypotheses are:
Tangibles It represents the (Parasuraman
physical et al., 1985) H1a: There is a strong relationship between
evidences as tangibility of the RSS and user satisfaction.
well as H1b: There is a strong relationship between
facilities of the
service responsiveness of the RSS and user
providers. satisfaction..
Responsiveness It represents H1c: There is a strong relationship between
willingness or reliability of the RSS and user satisfaction.
readiness of the
service H1d: There is a strong relationship between
providers to assurance of the RSS and user satisfaction.
provide H1e: There is a strong relationship between
services. empathy of the RSS and user satisfaction.
Reliability It represents
quick, error free
and consistent 3. RESEARCH MODEL
service
performance. The research model (Figure- 01) indicates
Assurance It represents the
knowledge, (Zeithaml et that service quality of RSS depends on the
skill and ability al., 1988) SERVQUAL dimensions (tangibles,
of the service responsiveness, reliability, assurance, and
providers, empathy). Therefore, in this study, user
safety and
security issues satisfaction was considered as the dependent
regarding variable and independent variables were-
service tangibles, responsiveness, reliability,
delivery, and assurance, and empathy jointly representing
courteous
behavior. the service quality of RSS. Moreover, key
Empathy It represents the hypothesis H1 was tested along with the five
intention of the sub-hypotheses (H1a, H1b, H1c, H1d, and
service H1e) in order to achieve the objective of the
providers to
give quality
study and to justify the key hypothesis H1.
attention to the
customers and
ability of the
service
providers to
understand Figure-01: Research Model
specific
customer- An econometric model was used to analyze
needs. the relationship between dependent and
Based on the discussion in the literature independent variables to explain the overall
review section and the conceptual framework findings. Hair et al. (2014) suggested that for
development section, a key hypothesis was analyzing the relationship between one
derived for obtaining the objective of the dependent variable and several independent
study: variables multiple regressions analysis can be

39
Tonmoy et al.

used. Hence, regression analysis with SPSS inconsisten

was run following this regression model- cies
US= α0+β1TA+β2RP+β3RE+β4AS+β4EM+ε Reliability RE RSS are (Butt & de
Where, US= User Satisfaction, α0=Intercept, (RE) 1 punctual Run, 2010;
βn=Partial change in dependent variable for RE RSS M. Kumar
2 providers et al., 2010;
one unit change in independent variable Randheer
provide
while other things remain constant, ε=Error promised et al.,
of the estimate, TA=Tangibles, RP= services 2011)
Responsiveness, RE=Reliability, AS= RE RSS
Assurance, EM= Empathy 3 providers
provide
3.1 Measurement Instrument consistent
quality
In order to ensure the validity of the services
measurement instruments, all the Assurance AS I feel safe (Butt & de
measurement items for each of the constructs (AS) 1 in my trips Run, 2010;
used in this study were taken from different AS Drivers Mikhaylov
previous studies. Measurement items are 2 have et al., 2015;
given with sources in the following table- adequate Ojo et al.,
knowledge 2014;
Table 02: Measurement Items of regarding Randheer
locations et al.,
Questionnaire
and traffic 2011)
Constructs Measurement Source rules
Items AS RSS
Tangibility TA RSS (Butt & de 3 providers’
(TA) 1 ensures Run, 2010; behavior
appealing M. Kumar instills my
physical et al., 2010; confidence
facilities Muthupand for next
TA Drivers are ian & trips
2 professional Vijayakum Empathy EM RSS (Butt & de
TA Each ar, 2012; (EM) 1 providers Run, 2010;
3 vehicle has Randheer look after Muthupand
spacious et al., the best ian &
seating 2011) interest of Vijayakum
facilities their ar, 2012;
Responsiven RP RSS (Butt & de customers Ojo et al.,
ess 1 providers Run, 2010; EM RSS 2014;
(RP) are always Ojo et al., 2 providers Randheer
willing to 2014; Ok et give special et al.,
help al., 2018; attention to 2011)
customers Randheer women,
RP My et al., children
2 Interactions 2011) and
with RSS physically
providers challenged
are clear persons
and helpful EM RSS
RP RSS 3 providers
3 providers have
ensure convenient
prompt operating
solutions to hours
service User US RSS is a

40
Relationship between service quality and user satisfaction

Satisfaction 1 pleasant (Koivumäk
(US) experience i et al.,
US I like using 2008)
2 the service
US I am
3 satisfied
with using
the RSS
3.4 Questionnaire Design and Data
Collection
A structured questionnaire was developed for
collecting data through survey method. In
this study, survey method was considered as
the most appropriate tool for collecting
quantitative data. The survey was conducted
on the Dhaka city dwellers of different ages
and professions who have RSS app installed
in their smart phones and used RSS at least
once or more. RSS service providers and
concerned authorities to Dhaka’s traffic
control system were brought under the study
population for analyzing organizational
view-point to the research problem. The
questionnaire was developed in English and
a five-point Likert scale ranging from 1
(strongly disagree) to 5 (strongly agree) was
used for collecting responses. Five-point
Likert scale was chosen as it is not
ambiguous to understand for the respondents
and it avoids cognitive favoritism (Revilla et
al., 2014). The questionnaire has two parts,
i.e. Part 01, and Part 02. Background
information of the respondents including
name, gender, age, occupation, mostly used
RSS, and the frequency of using RSS are
included in the Part 01 of the questionnaire.
On the other hand, measurement items are
included with five-point Likert scale as the
range of responses in Part 02. There were
different views and suggestions regarding the
sample size. However, a total of 191
responses were collected for conducting
statistical analysis from September 2019 to
October 2019.
applied to screen and clean data with a view
to removing unengaged data in Microsoft
Excel platform. Total of 16 data was
removed from the raw data file. Rest of the
175 engaged data was imported to SPSS
data sheet for further analysis. After
importing, internal consistency and reliability
of the data set were measured using
Cronbach’s Alpha Reliability Test. Some
descriptive statistical methods were applied
to summarize the overall responses. Finally,
all the hypotheses were tested using
regression analysis method.
4. RESULTS AND DISCUSSION
4.1 Background Information of the
Respondents
Table 03 represents the background
information of the respondents where
majority of the respondents were male
(65.7%). Among the respondents, 52% were
from 18-25 ages which were highest in
number. In addition to that 54.9% of the
respondents were service holder which
covers the maximum portion of the
respondents. The respondents were asked to
inform about the mostly used RSS in their
day to day life. Based on their responses
(55.4%) it was understandable that foreign
venture Uber was the most popular among
the RSSs in Bangladesh. However, local
startup Pathao was in the second position of
the preference list of the users. Another
insight could derive from the respondents
that they use RSSs frequently which is an
excellent mark of acceptance of such
disruptive technology.
Table 03: Summary of the Respondents’
Background Information
Variable Frequency Percentage
Gender Male 115 65.7%
Female 60 34.3%
Other 0 0%

3.5 Data Analysis Method Age 18-27 91 52%

28-37 40 22.9%
At first, data was collected from the
38-47 22 12.6%
respondents through Google form in excel 48-57 18 10.3%
format. Then standard deviation method was 58-Above 4 2.3%

41
Tonmoy et al.

indicates that user satisfaction on RSSs

Occupation Student 38 21.7% wasabove satisfactory level on a five-scale
Service 96 54.9% Likert scale (Vagias, 2006).
Business 23 13.1%
Self- 3 1.7%
Employed
Table 05: Descriptive Statistics
Unemployed 15 8.6% Constructs Mean Std. N
Deviation
User Satisfaction 3.9524 .80234 175
Mostly Uber 97 55.4%
used RSS Pathao 37 21.1% Tangibility 4.1010 .77127 175
(only Obhai/Obon 15 8.6% Responsiveness 3.9027 .77426 175
BRTA PickMe 5 2.9% Reliability 2.6799 .76419 175
approved Sohoz 8 4.6%
Assurance 2.7698 .84260 175
registered Buddy 6 3.4%
providers) Ezzyr 3 1.7% Empathy 3.7159 .78276 175
Chalao 4 2.3% Source: SPSS output
Akash Fast 0 0%
Drive
Gari Vara 0 0% 4.4 Hypotheses Testing
ULKA 0 0% The overall summary of the model is shown
in the Table 06 where the R2 value indicates
Frequency Rarely 31 17.7%
that the model explains roughly about 64.5%
of use per Frequently 110 62.9%
week Very 34 19.4%
of RSS users’ satisfaction in Bangladesh
Frequently which was good enough to support the
findings (Hinton et al., 2004). In addition to
4.2 Measurement Model that the ANOVA table (Shown in table 7)
represents the F value 24.375 which was
Each of the construct reliability was tested greater than the critical value and in addition
using Cronbach’s Alpha reliability test. to that associated p value was less than 0.05
Reliability value ranging from 0.50 to 0.70 indicating there was a significant impact of
implies moderate reliability; on the other independent variables on dependent variable
hand value above 0.70 represents high (Bland & Altman, 1995). That means there
reliability and value below 0.50 represents was a strong relationship between service
low reliability (Hinton et al., 2004). Table 04 quality of RSS and satisfaction of RSS
represents the reliability test of constructs users’. Hence, key hypothesis (H1) is
used in the study. Each of the value was accepted. However, all the service quality
highly reliable as all them are above 0.70. dimensions were not associated with the user
satisfaction significantly. Analyzing the data
Table 04: Reliability Test shown in the Table 08 it could be said that
Constructs Cronbach’s Alpha Tangibility, Responsiveness and Empathy
TA .828 dimensions were strongly associated with
RP .808 RSS users’ satisfaction with p value 0.03,
RE .754 0.038, and 0.000, respectively. That means,
AS .776 the significance value is less than 0.05(Bland
EM .783 & Altman, 1995). Hence, sub hypotheses
US .806 H1a, H1b, and H1e has been accepted.
Source: SPSS output
On the other hand, rests of the two
4.3 Descriptive Statistics dimensions (Reliability and Assurance) were
not significantly associated with RSSs users’
From the descriptive statistics, represented in satisfaction although they had positive
Table 05, mean values can be observed. correlations. Reliability and Assurance
Mean value of the user satisfaction construct dimension have p value .876 and .306

42
Relationship between service quality and user satisfaction

respectively, which was greater than ride-sharing services (Haddad et al., 2019;
0.05(Bland & Altman, 1995). Hence, sub Man et al., 2019; Mikhaylov et al., 2015; Ojo
hypotheses H1c, and H1d has been rejected. et al., 2014). Information regarding
customers’ expectation form ride-sharing
Table 06: Regression Model Summary service providers discussed in a study by
Model R R2 Adjusted Std. Ghosh (2018) are found comparable with the
R Square Error of finding of current study. Linares et al. (2017)
the also found these factors as challenges for
Estimate operational success of the ride-sharing
1 .681a .645 .614 .12192 service. On the other hand, rejection of
Source: SPSS output hypotheses H1c and H1d provides an insight
that RSS service providers should work more
Table 07: ANOVA on the reliability and assurance dimensions.
Model Sum Df Mea F Sig
Different studies on disruptive technology
of n Statis . like ride-sharing services came out with
Squa Squ tic these suggestions also (Ghosh, 2019; Haddad
res are et al., 2019; Islam et al., 2019). Some recent
1 Regres 46.93 5 9.38 24.37 .00 incidents of criminal activities using RSSs
sion 2 6 5 0a made users agonized about the service
Residu 65.07 16 .385 quality of RSSs. Moreover, before taking the
al 9 9 initiatives of vehicle registration by BRTA
Total 112.0 17 people having a driving license could easily
11 4 register and earn money by sharing their
Source: SPSS output
personal vehicles. This result showed in
many cases of unprofessionalism.
Table 08: Coefficients Punctuality of the drivers and failure in
Model Unstandardized Standardized t Sig. delivering promised services were also the
Coefficients Coefficients
B Std. Beta
reasons for creating dissatisfied users.
Error Therefore, RSS providers have many things
1 (Constant) 1.361 .373 3.652 .000 to improve in bringing reliability and
Tangibility .171 .078 .164 2.192 .030
Responsiveness .149 .071 .144 2.095 .038 assurance back in the users’ satisfaction
Reliability .010 .065 .010 .157 .876 spectrum. It will consequently help to attract
Assurance .061 .060 .064 1.027 .306 more potential users of RSSs and improve
Empathy .626 .068 .611 9.268 .000
Source: SPSS output their customer-base among Bangladeshi
community. These insights were parallel
4.5 Discussion with the findings of different studies on the
same topics (Chaudhry et al., 2018; Edelman
Acceptance of hypotheses H1a, H1b, and & Geradin, 2015; Ghosh, 2018; R. Kumar et
H1e indicates that tangibility, al., 2019; Ok et al., 2018).
responsiveness, and empathy dimensions
were significantly influential to the RSS 5. IMPLICATIONS
users’ level of satisfaction in Bangladesh.
Currently, users were satisfied with RSSs’ Findings of the study may contribute to the
physical facilities, professionalism of drivers area of RSS theoretically, methodologically
and service providers, customer support, and practically. In case of theoretical
convenient operating hour etc. Therefore, contribution, this study may enrich the
RSS providers should maintain such literature on RSS and related terms.
consistent quality in tangibility, Methodologically, use of SERVQUAL
responsiveness, and empathy dimensions. dimensions in analyzing the RSS users’
These findings are also discussed as satisfaction may give the future researchers
significant by other studies on app based some research insights in research design.
Practically, ride-sharing service providers

43
Tonmoy et al.
may get insights to make their user
experience better in SERVQUAL
dimensions and reduce service related
deficiencies with special focus on the
reliability and assurance dimensions.
6. CONCLUSION
This study aimed to explore the influence of
service quality dimensions on the satisfaction
level of RSS users in Bangladesh and
empirical evidence is being provided through
this study. The mean value of the user
satisfaction construct indicates that user
satisfaction on RSS is above satisfactory
level. However, the result of the regression
analysis supports the three service quality
dimensions’ influence on the satisfaction
level of RSS users and the dimensions are
tangibles, responsiveness, and empathy. On
the other hand, reliability and assurance
dimensions are not significantly correlated
with user satisfaction. It represents an insight
that RSS providers should pay more
attentions to these service quality dimensions
in order to amplify better user experience so
that more potential users can be attracted and
retained.
Limitations and Future Research
This study has some limitations. Firstly, only
SERVQUAL dimensions are used to explore
their relationship with RSS users’
satisfaction in Bangladesh. Hence, future
studies can include other service quality
dimensions or works may be done on the
extension of SERVQUAL dimensions.
Secondly, each construct has three
measurement items in case of this study.
Future studies can consider more items for
each construct. Finally, this study is run on
the basis of the people from Dhaka city.
More divisional cities covering RSSs can be
included in the future studies in order to
make the findings more vibrant.
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