Chapter 1 Background of The Study Lucero Charlene1 Edited

QUEZON COLLEGES OF THE
Ballesteros, Cagayan
THE OVERALL SATISFACTION OF COMMUTERS OR PASSENGERS ON PROVINCILA BUSES
A THESIS PRESENTED TO THE FACULTY OF
QUEZON COLLEGES OF THE NORTH
BALLESTEROS, CAGAYAN
IN PARTIAL FULFILLMENT TO THE REQUIREMENTS
FOR THE DEGREE
BACHELOR OD SCIENCE I BUSINESS ADMINSITRATION
Major in MARKETING MANAGEMENT
BY
CHARLENE B. LUCERO
RESEARCHER
SCHOOL YEAR 2017-2018
OCTOBER 2017
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COLLEGE OF BUSINESS ADMINISTRATION-MAJOR IN MARETING MANAGEMENT

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APPROVAL SHEET
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ACKNOWLEDGEMENT
First and foremost, I thank God the Almighty for gives me this opportunity and carrying me
through this thesis successfully.
This thesis could not be have been completed without the support and encouragement from
several people. I am deeply indebted to my thesis adviser, Mr. Arden A. Aleste, MBA, for his
excellent direction, invaluable feedback, his constructive suggestions, detailed corrections,
support and encouragement played enormous role resulted in this successful requirements.
I would like to extend my gratitude to the academic professors, Mr. Jaylord Hights and Mr.
Ramil Tacata for helping me to correct and supply information to my descriptive study.
I would like to thank also the staff of the library to allow me to use the books that related to
my study. And also to my friends and classmates for their encouragement that I can finished
and passed it.
I also own thanks and appreciate to Lucero family for their encouragement, financially and
moral support.
Finally, this effort not be possible without my live in partner; his efforts and sacrifices have
been of great helped towards the completion of this thesis.
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DEDICATION
This study is dedicated to Almighty God, to Lucero family and to my loving and very
supportive future partner in life Gerome T. Manantan.
CHARLENE B. LUCERO
Researcher
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ABSTRACT
This descriptive study, which is an assessment “The Overall Satisfaction Of

Commuters/Passengers On Provincial Buses” in Region 2 particularly in the Municipality of
Ballesteros, Cagayan. Specifically, it aimed to determine the profile of the respondents, in
terms in of their age, gender, civil status, higher educational attainment,
occupation/position, and the best bus company they choose. It is also designed to gather
comments and suggestions of the respondents that related to the said study.
The above mentioned are hopefully discussed verifiable which will provide information to
the bus operators and owners on how their service quality affect to their commuters or
passengers satisfaction and to the other who engaged in this type of business.
This study, it was ascertained that reliability, service, comfort and safety influenced the
public bus commuters’ perception of the overall service quality. The implications of the
aforementioned findings for providers of public bus services are explained.
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PREFACE
This study is intended to student in partial fulfillment of their degree and to assess “ The
Overall Satisfaction of Commuters/Passengers on the Provincial Buses” in region 2
particularly in the municipality of Ballesteros, Cagayan. The content of this study is one step
to making the operator or owner of the bus company to serve the best quality service of its
commuters or passengers to satisfy their needs and wants. Through this study, an individual
who wants to involved in this field of business will be aware on the service quality that
brings to success.
This study consists of the following:
Chapter I Explain briefly the background of the study
Chapter II Deals with the related literature and studies
Chapter III pertains to the methods used in the study conducted
Chapter IV Deals with the result and discussion of the study conducted
Chapter V Give points and suggestions about the results of the study
After to accomplish this study, the researcher is hoping that it will give more knowledge to
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the future researcher because the researcher were given a lot of time in searching and
gathering of data and information to gain possible outcome for the five chapters of this
study and to acquire on the problem stated which will contribute to the existence of this
study.
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TABLE OF CONTENTS
Title Page--------------------------------------------------------------------------------------I
Approval Sheet------------------------------------------------------------------------------II
Acknowledgment----------------------------------------------------------------------------III
Dedication ------------------------------------------------------------------------------------IV
Abstract----------------------------------------------------------------------------------------V
Preface-----------------------------------------------------------------------------------------VI
Table of Contents---------------------------------------------------------------------------VII-IX
CHAPTER I BACKGROUND OF THE STUDY
Introduction----------------------------------------------------------------------------------1-2
Theoretical Framework--------------------------------------------------------------------3
Conceptual Framework--------------------------------------------------------------------4
Statement of the Problem----------------------------------------------------------------5-6
Hypothesis------------------------------------------------------------------------------------7
Objectives of the Study--------------------------------------------------------------------8
Significance of the Study------------------------------------------------------------------9-10
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Scope and Delimitation--------------------------------------------------------------------11
Definition of Terms-------------------------------------------------------------------------12-14
CHAPTER II REVIEW OF REATED LITERATURE AND STUDIES-----------------15
• Part I Conceptual Definitions--------------------------------------------------------16
• Part II Theoretical Literature Review-----------------------------------------------17-21
• Part III Empirical Literature Review--------------------------------------------------22-24
• Part IV Research Gap Identified-------------------------------------------------------25
Synthesis---------------------------------------------------------------------------------------26
CHAPTER III METHODOLOGY AND PROCEDURES---------------------------------27
• Research Design---------------------------------------------------------------------27
• Population of Study-----------------------------------------------------------------27
-VII-
• Sampling Procedures---------------------------------------------------------------27
• Data Collection-----------------------------------------------------------------------28
• Data Collection Tools---------------------------------------------------------------28-29
• Reliability and Validity of Data---------------------------------------------------29-30
CHAPTER IV PRESENTATION, ANALYSIS AND PRESENTATION OF DATA
I. THE PROFILE OF RESPONDENTS
•Frequency and percentage distribution of the respondents according to
the best bus they choose-------------------------------------------------------31
Age-----------------------------------------------------------------------------------32-33
Occupation-------------------------------------------------------------------------34
civil status--------------------------------------------------------------------------35
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Gender--------------------------------------------------------------------------------36
highest educational attainment-----------------------------------------------37
II. FREQUENCY AND PERCENTEGE DISTRIBUTION OF COMMUTERS OR PASSENGERS

SATISFACTION IN SERVICE QUALITY ON PROVINCIAL BUSES
•Frequency and percentage distribution of commuters/passengers satisfaction in

terms in safety and security--------------------------------------------------38

terms in the behavior/attitude of the operator and conductor
of the bus--------------------------------------------------------------------------39

terms in the quality/condition of the buses-----------------------------40

terms in cleanliness of designated terminals---------------------------41
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terms in cargo/parcel shipping service------------------------------------42

terms in comfort rooms, canteens, and other facilities---------------43

terms in the smoothness of journey---------------------------------------44

terms in comfort and convenience-----------------------------------------45

terms in accessibility of the bus---------------------------------------------46

terms in temperature/humidity of the bus------------------------------47

terms in ticketing reservation/online booking system---------------48

terms in staff and personnel-------------------------------------------------49

terms in fare----------------------------------------------------------------------50
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CHAPTER V SUMMARY, CONCLUSIONS AND RECOMMENDATIONS
Summary----------------------------------------------------------------------------------------51-53
Conclusions-------------------------------------------------------------------------------------54
Recommendations----------------------------------------------------------------------------55
Bibliography/Reference----------------------------------------------------------------------56-57
List of Tables------------------------------------------------------------------------------------58
List of Figures-----------------------------------------------------------------------------------59
List of Appendices-----------------------------------------------------------------------------60
• Appendix A------------------------------------------------------------------------------61
• Appendix B------------------------------------------------------------------------------62-
• Appendix C------------------------------------------------------------------------------
Questionnaire ----------------------------------------------------------------------------------
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CHAPTER I
INTRODUCTION
BACKGROUND OF THE STUDY
In many developing countries in Latin America, Africa and Asia, especially where the
development of railroads has been minimal, buses are a way of life. Most people do not own
a private motor vehicle, and it is the only way to get around a large city, and even more to
travel from one city to other. In Brasilia, a huge bus station serves the needs of poor people
going to/from Southeast or Northeast Brazil from/to the pioneer fronts areas of Amazonia
and Mato Grosso. However, bus transport is quite often marked by many insufficient (Iles
2005).In cities choked by heavy vehicular traffic of motorcycles (Vietnam) and automobiles
(China), transportation planning choices vary from the implementation of Bus Rapid Transit
schemes (Rede Integrada in Curitiba, Brazil, Trans milenio in Bogota, Colombia, Trans jakarta
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in Indonesia, BRT in Guangzhou, China) to the building of massive subway systems (Beijing,
Shanghai). The low level of development of bus services in some countries such as Cambodia
has led to analyses about the adaptation of bus service to the travel behavior of urban
dwellers (Choocharukul & Ung 2011) while several authors have focused on bus drivers’
behaviors (Park et al. 2011, Htun et al. 2012).
In this study, focuses on the bus transportation in the Philippines, we’re buses are
widely used, driver’s behavior questionable, and buses held responsible for much of urban
congestion and pollution. This study is based on field work in Region II, which has 3,451,410
of populations (Philippine Statistic Authority, QuickStat on Region II (Cagayan Valley)-August
2017 )), according to their various social classes: the upper-upper class (aristrocracy of the
community), the lower-upper class (high income, professionals, high level business
executives and owners of large business), the upper-middle class (well-educated and
achievement oriented), the lower-middle class (respectability is major objective), the upper-
lower class (blue-collar, semi-skilled workers), and the lower-lower class (poor educated and
poverty stricken) , and on observations made on repeated bus trips of the
commuters/passengers from Ballesteros, Cagayan to Manila and the nearby towns.
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According to official data, there are about 33,000 buses ply the roads of the country and the
streets of its cities particularly in mega city Metro Manila, and there are 13,067 registered
buses operated on provincial area (R.A No. 4136, Chapter II, Art. II, Section 5). The Victory
Liner is the oldest and largest bus line in the Philippines and has the reputation of being one
of the best. They have some of the most modern and cleanest buses and they advertise,
"We inspect our buses every day." The structure of the bus industry, making difficult the
collection of detailed data on traffic, bus loads, revenues of bus companies- is characterized
by the high number of private bus companies, some quite large (such as provincial buses
companies Victory Liner, more than 900 units in its fleet, DLTB (Dagupan Lines Philtranco),
but some quite small (a handful of buses). Bus companies are awarded franchises to run
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certain routes by a government agency, and LTRFB (Land Transportation Franchising and
Regulatory Board). Rates per kilometer are determined by public authorities, therefore
limiting competition on price, so that many bus companies try to maximize their revenues by
allowing on board more passengers than there are seats, therefore people stand in the aisle,
a major safety risk at higher speed travel on the highways than in traffic jams in Manila.
Competition is also ferocious for attracting passengers, with conductors on board barking
the name of the bus destinations of passengers waiting on the side of the road, and with
drivers frequently engaging in aggressive behaviors of cutting of trajectories of competing
buses and driving faster than speed limits or simple common sense would command.
The best top ten (10)buses in metro manila are Oyahami Trans (Manila City), DLTB
Co. Bus (Pasay City), Raymond Transportation (Manila City), The Fort Bus (Taguig City),
Dimple Star Transport Corporation (Manila City), Fairview to Ayala via MIA/Baclaran (Makati
City), Fairview to Ayala via MIA/Baclaran + Ayala Walkway (Makati City), Cilo Cruz to Ayala
Avenue via Zobel Roxas (Makati City), Victory Liner (Quezon City), Isarog Line (Quezon City).
Based from inquirer (today’s paper,section-Wednesday September 6, 2017) there are three
most dangerous bus operators in Metro manila, the Admiral Transport, Nova Auto
Transport, and Don Mariano Transit (based on the number of deaths, injured, and damage
on property). The inquirer tried to reach Claire de la Fuente (president of the integrated
metropolitan bus operators association) about the issue.
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THEORETICAL FRAMEWORK
Commuters or passenger’s satisfaction level is a result of comparing expectations about the

service quality as experience by the commuters or passengers. A commuter who is highly
satisfied with his experience is more likely to endorse to his relatives and friends. If the
commuter is not fully satisfied, it is more likely to consider other service of bus transport and
it is not enthusiastic about endorsing it to others. If the commuter is dissatisfied, it will no
longer to ride again and it will also be hard to convince them. If the owner wants continuous
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patronage of commuters the five levels of service quality, he will spend the greatest amount
of effort in convincing the dissatisfied commuters or passengers.
Buses operators/owners are responsible for transporting passengers safely from one
location to another. They work for public and private transportation services. They may also
be hired by schools and office. With public and private companies, the bus operators may
collect ticket, fares from passengers and help them with their baggage. They may also use
first aid kit in case of emergency. They must have excellent driving skills, numerical,
communication, inter-personal, and customer service skills.
Public transport are help to prevent traffic congestion because traffic congestion is high
during peak hours and help the public reduce some burden with a lower cost of living.
Taking public bus as daily transportation can help to reduce cost of living compared to other
public transport such as taxi.
A study along this line would be beneficial. Hence thus study entitled “THE OVERALL
SATISFACTION OF COMMUTERS OR PASSENGERS ON PROVINCIAL BUSES” is being
conducted.
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CONCEPTUAL FRAMEWORK
Tangibles
Reliability
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Customer
Responsiveness Satisfaction
Assurance
Empathy
INDEPENDENT VARIABLE DEPENDENT VARIABLE
Figure 1.1
Relationship between independent variable and dependent variable
From the above conceptual framework, researcher has found that the independent variable
and dependent variable are useful in this study. The dependent variable is customer
satisfaction can be measured through indicators such as fare price charged to customers,
comfort-ability of passengers, minimization of vehicle congestion, smoothness of the
transport operation and change of customers behavioral and the independent variable are
five dimensional elements of Service Quality which is Tangibility, Reliability, Responsiveness,
Assurance, and Empathy that influence the customer satisfaction towards the service quality
of the Provincial Transportation.
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STATEMENT OF THE PROBLEM
Generally, this study aims to determine the overall satisfaction of commuters/passengers on

provincial buses in Region 2 particularly in the Municipality of Ballesteros, Cagayan.
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Specially, this descriptive study aims to answer the following questions.
1. The demographically, the study is framed to answer the following:
● Name
● Address
● Sex
● Occupation
● Civil Status
● Highest Educational Attainment
● Areas or components of the following:
● Owners/Proprietors
● Commuters/Passengers
2. How commuters or passengers rate the following areas/components that best describe
from their experiences:
● safety and security
● behavior/attitude of the bus operator and conductor
● quality/condition of the bus
● cleanliness of the designated terminals
● cargo/parcel shipping service
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● comfort rooms, canteens, and other facilities
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● smoothness of journey
● comfort and convenience
● accessibility of the bus
● temperature/humidity of the bus
● ticketing reservation/online booking service
● staff and personnel services
● fare
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HYPOTHESIS
The following hypothesis will be tested statistically.
The researcher has formulated the hypothesis. There is a significant relationship between
the profile of the respondents and all the possible information gathered in this study.
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OBJECTIVES OF THE STUDY
After the study conducted, the researcher have two objectives:
General Objective
The main object of the study was to assess the overall satisfaction of commuters/passengers
on provincial buses in Region 2 particularly in the Municipality of Ballesteros, Cagayan.
Specific Objectives
● To determine the overall satisfaction of commuters or passengers on provincial bus

transportation
● To determine the experiences facing by the commuters/passengers
● To identify the means of transport used frequently by the urban community
● To determine the importance of the information, safety and security of public transport in
urban area
● To determine the perception of the commuters or passengers regarding the services of the
bus owner
● To know how bus owner compete to other bus companies
● To know how to develop new insights in marketing strategies by being able to offer the
best service to customer
● To determine the fare/prices setting as a customers’ satisfaction on provincial bus

transportation
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SIGNIFICANCE OF THE STUDY
The study would help a researcher to expand knowledge on urban public transport service in
Region 2. The study would help various urban transport service providers to develop new
insights in marketing strategies by being able to offer the best service to their customers so
as to retain and maintain them. The study would also help various stakeholders such as
government, bus owners and bus operators segment their target market so as to be in a
position to serve that niche very well and this would make the service providers to be
beyond competitors. The study would discover the factors influencing customer satisfaction
in urban public transport services by revealing the importance of attracting, acquiring
winning and retaining customers as a key success factor to win the competitive
environment.
The study will be beneficial to the following:
OWNERS : an individual who owns and operates a business whether

it is small or large.
COMMUTERS/PASSENGERS : commuting by bus or train incorporates the beneficial

effects of being physically active as most journeys will
involve walking to the station or stop but also include time
to read or talk to friends while traveling and commuters
had no longer walks to work within their commute had high
scores on the well-being test.
BALLESTEROS : as the business operation continues, paying taxes from the

bus operators/owners of the bus companies operation
continues. The Local Government of Ballesteros, Cagayan
may add more taxes paid from the establishments in the
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Ballesteros funds.
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GOVERNMENT : the department of transportation (DOT) is the executive

department of the Philippine government responsible for
the maintenance and expansion of viable, efficient, and
dependable transportation systems as effective
instruments for national recovery and economic progress.
FUTURE RESEARCHER : this descriptive study will be a help to the future

researcher who are interested to conduct future studies.
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SCOPE AND DELIMINATION
This study was carried out in the Municipality of Ballesteros, Cagayan basically concerning
with the assessment of the overall satisfaction of commuters/passengers on provincial buses
transport.
The researcher is given more than a month to investigate her study. In this research was
conducted to determine the overall satisfaction of commuters/passengers on provincial
buses establishments in Region 2 particularly in the Municipality of Ballesteros, Cagayan. The
researcher issued a questionnaire to the owner of the establishment and to the respective
commuters/passengers.
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DEFINITION OF TERMS
Age : refers to the how old the respondents during the

researcher conduct the study.
Assurance : a positive declaration intended to give confidence; a

promise.
Civil Status : is any of several distinct options that describe a person's

relationship with a significant other.
Commuters/Passengers : refers to people who commutes or travel regularly from

one place to another.
Customer Satisfaction : is a marketing term that measures how products or

services supplied by a company meet or surpass
a customer's expectation.
Dependent Variable : the dependent variable responds to the independent

variable. It is called dependent because it "depends" on the
independent variable. In a scientific experiment, you cannot
have a dependent variable without an independent
variable.
Empathy : the capacity to understand or feel what another person

is experiencing from within the other person's frame of
reference, i.e., the capacity to place oneself in another's
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position.
Hypothesis : a supposition or proposed explanation made on the basis

of limited evidence as a starting point for further
investigation.
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Independent Variable : an independent variable is the variable you have control

over, what you can choose and manipulate. It is usually
what you think will affect the dependent variable. In some
cases, you may not be able to manipulate the independent
variable.
Land Transportation Office(LTO) : is an agency of the Philippine governmentunder

the Department of Transportation and is responsible for
all land transportation in the Philippines, especially
implementing transportation laws, rules and regulations.
Land Transportation Franchising
and Regulatory Board(LTFRB) : is an agency of the Philippine government under

the Department of Transportationresponsible for
promulgating, administering, enforcing, and monitoring
compliance of policies, laws, and regulations of public land
transportation services.
Local Transit Authorities (LTA) : refers to the authority which regulates or

administers transportation related matters.
Public Transport : a shared passenger-transport service which is available

for use by the general public, as distinct from modes such
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as taxicab, carpooling, hired buses, and transportation
network companies, which are not shared by the general
public without private arrangement.
Reliability : refers to the quality of being trustworthy or of performing

consistently well.
Responsiveness : used for talking about how quickly and well
a person or organization reacts to something.
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Service Quality : an assessment of how well a delivered service conforms

to the client's expectations.
Statistics : it is the branch of mathematics that deals with the

collection, organization, analysis and interpretation of
quantitative data and such problems as experiment design
and decision-making.
Tangibles : capable of being touch or felt; or tangible objects
Traffic Congestion : is a condition on transport networks that occurs as use

increases, and is characterized by slower speeds, longer trip
times, and increased vehicular queuing.
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CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDY
This chapter intends to give theoretical in relation to the problem under the study whereby
numerous empirical studies carried out inside the area of Ballesteros,Cagayan are reviewed.
This chapter is divided into four groups:
• Deals with the conceptual definitions
• Deals with the theoretical literature review
• Deals with the empirical literature review
• Deals with the research gap identified
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PART I
Conceptual Definitions
This chapter tries to define key terms that will give more knowledge to the future
researcher.
Customer Service
Two terms need to be defined distinctively here; that is customer and service. People have
developed a number of phrases that illustrate the importance of the term customer. These
include: “a customer is always right, customer is king, give customer what they need, and
customer is an asset’ etc. Horn by (1989), parasuraman & Grewal (2000) define a customer
as an individual or business entity that buys the product, meaning that they acquire it
(regally, and probably but not necessary, physically) and pay for it.
Service is also performances, needs or efforts, risky to clients. They are also perishable,
variable and inseparable. Today, service is one of the most widely used and most poorly
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implemented terms in business. Customer Service is defined as a department or function of
an organization that responds to inquires or complaints from customer of that organization.
Customer service has gone beyond that definition in recent years.
Quality of Service (Service Quality)
There is no universally accepted definition of the quality of goods or services (Brown &
Swatz, 1989). However, due to the importance of quality and the need to study it, several
definitions have been established: Zeithaml (1988) defines quality as superiority or
excellence.
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PART II
Theoretical Literature review
This chapter will give an overview of literature that is related to the research problem. This
chapter will introduce the concept of customer satisfaction and perceived service quality by
urban public transport users.
Service Quality and Customer Satisfaction. There is a strong linkage between service and
quality dimensions (Anderson and Sullivan, 1993). But debate arises from whether customer
satisfaction in an antecedent of service quality judgments (Parasuraman et al; 1985) or the
other way round (Anderson and Sullivan, 1993; Cronin and Taylor, 1992; Taylor et al; 1994).
Delivering quality service is indeed an important marketing strategy (Berry and
Parasuraman, 1995), but the difficulty in defining service quality and customer satisfaction as
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well as problems in deploying to specific contexts current instrument for measuring such
contracts,represent important constraints for the organizations to approach their markets
(Berry and Parasuraman, 1995).
The foundations of service quality were viewed from widely accepted perspectivethe
SERQUAL mode and the technical/ fictional Quality Framework (Gronroos, 1983, 1990)
SERVQUAL,(Parasuraman et al; 1995) offers five dimensions of service quality to be
evaluated in any service setting; reliability, responsiveness, assurance, empathy and
tangibles, responsiveness, assurance and empathy are more concern with the service
process. Customers judge the accuracy and dependability (i.e. reliability) of the derived
service, but they judge the other dimensions as the service is being delivered. It was found
that although reliability is the most important dimension in meeting customer expectation,
the process dimensions (especially assurance, responsiveness and empathy) are most
important in exceeding customer expectations (Parasuraman et al; 1991). SERVQUAL
assumes that customers can articulate both their expectations of the general characteristics
of quality service and also their perceptions of actual service quality by a specific service
provide. It is therefore important to observe customers insight of service quality.
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Reasons for service quality absence should be detected from that finally some measures
should be detected from that and finally some measures should be taken to improve the
quality of service by Zenithal et al; (1990,p.35).
Apart from worldwide view on customer satisfaction in public transport sector, in Tanzania
many literature are talking of customer satisfaction as a necessary condition for the success
of any business. However, the fact that the topic of customer satisfaction is rich in literature,
only one study in public business done in Dar Es Salaam was found. Some of the related
studies in the field of customer satisfaction include study done by Ame, (2005).
Did a study on the effects of quality on satisfying and is a consequence on customer’s

behavioral intentions by using a case study of service firms in Tanzania. The study was set to
investigate the following: the causal order between perceive service quality and customer
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satisfaction, relationship between service quality and behavior intentions and relationship
between customer satisfaction and behavior intentions. Some of the things from the study
were: as regard to the causal order between service quality and customer satisfaction, it has
been found that the mediation power of customer satisfaction on service quality on the
customer satisfaction behavior intentions relationship. This finding has been constantly
observed for the industries studied using survey research. This implies in the end, that
customer satisfaction is the mediator between service quality and behavioral intentions.
It has also been observed from the qualitative study finding that evaluations of customer
satisfaction is also influenced moderated by a number of environment factors such a firm’s
offerings, customers, income levels, management culture, goal of the service provider. It has
also been found that service quality is influenced by management culture and employees
gender.
Furthermore, service quality is accepted as one of the elements of customer satisfaction

(Parasuraman, Zethaml and Berry, (1994)). But other factors in the service sector such as
price, product quality, as well as specific factors such as situational and personal factors have
an impact on customer satisfaction (Zeithaml and Bitner, (2000)). Their logical conclusion
was to increase satisfaction in order to induce customers to repurchase services from the
provider (Bou-llusa, CamisonZornoza and Escrig-tena, (2001)) and that satisfaction
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is also an antecedent to loyalty in attitude and in behavior (Rust and Zahorik, (1993); Yi,
1990; Dobholkar, (2000)). In the final analysis, service quality cannot be separated from the
concept of customer satisfaction. Further research has also identified also other factors such
as customer specific and situation factors as contributing to overall satisfaction (Zeithaml
and Bitner, (2000))
Customer Perception of Service Quality
There are several things influences on customer’s perception of service quality. Customer’s
expectations affect greatly on how they see the quality alongside their experience, needs,
and word- of mouth communication (Zeithaml. (1990, 21-22)) Details the ten main
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dimensions that affect on how customer perceives the service as follows.
“Ten Main Dimensions that Affect on how Customer Perceives the Service”
DIMENSION DEFINITION
Tangibles Appearance of facilities, personnel and communication

materials.
Reliability Ability to perform the promised service accurately
Responsiveness Willingness to help customers and to provide prompt

service
Competence Possession of the required skills and

knowledge to perform the service
Courtesy Politeness, respect, consideration and friendliness of

contact personnel
Credibility Trustworthiness, believability, honesty of the service

provider.
Security Freedom from danger, risk or doubt
Access Approachability and easy of contact
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Communication Keeping the customer informed in language they can

understand and listening to them
Understanding
to the customer. Making the effort to know customer’s and their need
The fare price and quality of vehicles are usually indicative of the range and type of service
available. Increasingly, companies are realizing that service is the best way to achieve
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differentiation and is what can give an operation a competitive edge in the transportation
sector.
In public transport, service is performed for the passengers by people. The emphasis on this
is on the passenger’s total experience. Indeed, from the passenger’s point of view; service is
the performance of the organization/vehicle owner and its/his or her staff; hence it is a
major tool for marketing of service. The passenger and the operators of the bus are
personally involved in the service transaction. The service is produced and consumed at the
same time and the experience is an essential element in the transaction. The basis of service
strategy is market segmentation, largely based on consumer service expectations. Successful
bus operators develop a service culture based on top commitment, management
consistency between policy and practice, and well developed channels of communication.
Because service people are a part of the product, a good service operator is essential
(Powers and Barrows, 1994).
Quality Service in Urban Public Transportation Sector
The notation of quality in service industry is largely tied to the understanding of the service
phenomenon. Four points can be identified as the characteristics of service:
a) Services are intangible
b) Services are activities (performance rather then things)
c) Service produced and consumed simultaneously
d) The consumer participates in the production process to some extent
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The quality of the service and customer satisfaction equals service quality delivered minus
quality expected. The value of service to a consumer equals service quality, both technical
and functional, divided by the price and other costs of acquiring the service. It is important
to note that, long-term customer will often pay premium for quality which they have
experienced, and liked, they provide free advertising through word –of-mouth and
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traditional accounting practices does not separate the cost of acquiring a replacement
customer. The attributes of service quality are tangible (physical evidence of the service),
reliability, responsiveness, assurance and empathy.
Travel Time and the Price of Leisure Theory
Johnson M. Bruce (2007) advocate that consumer choice theory is not designed to deal with
activities that have either space or time dimensions. This is because the theory is simple and
widely accepted. It is sometimes inappropriately used to study phenomena that have these
important dimensions. This model is currently misuse on urban transportation and indeed in
more traditional formulation of the choice between work and leisure.
Sustainability and the Interactions between External Effects of Transport Theory
Himanen V. et al (2005) explained that transportation causes various external effects with
respect to environmental functions, spatial organization, public health, and safety and
security. Furthermore, congestion is an external effect within the transport system. Starting
from the assumption that transport systems should fulfill sustainability criteria, the
aforementioned external effects become key target areas in a sustainable transport policy.
However, each of these target areas cannot be addressed in isolation, since there is
significant interaction between them. So, any considered measure should be assessed with
respect to its implications across the various target areas. It appears that, up to now, many
relationships have been understood over-simplistically, be it with respect to urban form and
mobility, the regulation of urban logistics, or alleged trade-offs between fuel efficiency and
safety.
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PART III
Empirical Literature Review
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This chapter explain the gaps deduced from different researches done on similar subjects
and hence try to bridge those gaps in line with this study objective.
Zaithaml, Berry & Parasuraman, (1991) suggests that, customer satisfaction is a function of
customer’s assessment of service quality, product and price. Customer satisfaction has also
been viewed as transaction specific in nature and an antecedent of perceive service quality
(Bitne, 1990). Eboli and Mazulla (2007) described service quality attributes important for
customer satisfaction with a bus transit service in Cosenza, Italia. Respondent were asked to
rate the importance and satisfaction with 16 service quality attributes (bus stop availability,
route characteristic, frequency, reliability, bus stop furniture, bus overcrowding, cleanliness,
cost, information, promotion, safety on board, personal security, personnel, complains,
environmental protection and bus stop maintenance).
The result shows that the latent variable important for global customer satisfaction is service
planning which is reflected in reliability, frequency, information, promotion, personnel and
complaint. For instance, Beirão (2007) conducted depth interviews in Porto to find out
dissatisfying factors. Customers reported waste time, too crowded, lack of comfort, time
uncertainty, lack of control, unreliability, long waiting times, need to transfer, they cannot
change route to avoid traffic congestion, lack of flexibility, and long walking time.
Edvardsson (1998) found that driver incompetence, punctuality and information were
important factors causing dissatisfaction.
Empirical Studies in the World
Friman et al. (Friman et al. 2001) conducted a mail survey to investigate factors affecting
customer satisfaction in public transport service in Sweden. The results showed that overall
cumulative satisfaction related to attribute specific cumulative satisfaction and remembered
frequencies of negative critical incidents (i.g., the driver behaves unexpectedly bad or the
bus is leaving before scheduled departure time).
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In yet another study, Friman (1998) examined the effect of quality improvements in public
transport on customer satisfaction and frequency of perceived negative critical incidents.
The studies were conducted in 13 regions in Sweden that were conducting quality
improvements in public transport. Data were collected before and after implementation.
Comparing passenger reaction is a way to understand the type of improvement that
increases customer satisfaction. The conclusion of this study is that customer satisfaction
influenced by quality improvements only to a limited extent. Adreassen (1995) conducted a
survey among public transport users in Norway. As a result, he argued that in order to keep
market share, public transport should provide service for different type of customers.
Differentiation of service will lead to increasing customer satisfaction because of higher
degree of congruence between supply and demand. Most important factors to work with
are travel time, fare level and design of public transport.
A literature review (Oktiani 2009) confirms that there is research with an aim to identify
unattractive and disappointing factors in public transport. For instance, Beirão (2007)
conducted depth interviews in Porto to find out dissatisfying factors.
Customers reported waste time, too crowded, lack of comfort, time uncertainty, lack of
control, unreliability, long waiting times, need to transfer, they cannot change route to avoid
traffic congestion, lack of flexibility, and long walking time. Edvardsson (1998) found that
driver incompetence, punctuality and information were important factors causing
dissatisfaction. Safety issues were found by Smith and Clark (2000) as a constraint for people
to choose public transport as travel mode of choice. Pick pocketing, overcharging facilitates
by overcrowding and lack of supervisor is important factors. UK Department for Transport
(2009) reported that young people (mostly male) involved in assaulting behavior, theft,
vandalism and criminal damage are a problem for public transport users.
Eboli and Mazzulla (2007) had used structural equation models to explore the impact of the
relationship between customer satisfaction and service quality attributes. Even though the
study involved on the students of the University of Calabria in the urban area of Cosenza
(Southern Italy), the model was able to identify variables such as service planning and
reliability as the latent variables having major effect on customer satisfaction.
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The route characteristics, network design and comfort are the other factors impacting
customer satisfaction. A study carried out on behalf of the Prime Minister’s Office in UK
attempted to gain an overall picture of the factors which make customers satisfied or not,
and to ascertain whether there are common factors across services (The Prime Minister’s
Office of Public Services Reform, 2004). If there are common drivers (as has been found in
other countries) then knowledge and understanding of these could be extremely useful at all
levels of public service management. The survey revealed that there are five factors that are
most important to customers across a wide range of public services. Most important is
delivery, not just in terms of delivering a final outcome, but in being perceived to keep
promises and recovery when things go wrong. This is followed, in rank order, by timeliness,
information, professionalism and staff attitude. The study made a recommendation that
there is a need to ensure that all five major drivers are addressed in policy making in order
to ensure that customers are satisfied with the services they receive.
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PART IV
Research Gap Identified
After reading different authors definitions, models and empirical literature written by
different researchers, researcher find that most of authors emphasize about customer’s
satisfaction, Customer perception of Service Quality, Quality of Service (Service Quality).
Therefore, a researcher find out that there was a need to study more about factors which
affect customer’s satisfaction on urban public transport.
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SYNTHESIS
The reviewed literature and studies have bearing to the present study for the fact that they
shed light in the content, process and expected output of the said research.
Majority of the researcher reviewed were conducting along the line of proving the overall
satisfaction of commuters/ passengers on provincial buses establishments in Region 2
particularly in the Municipality of Ballesteros, Cagayan.
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CHAPTER III
METHODOLOGY AND PROCEDURES
This chapter presents the description of the research strategies, sampling design and
procedures, variables and measurement procedures, methods of data collection, data
processing and analysis and validity and reliability.
Research Design
This was descriptive study design, whereby information and data was collected from the
field and analyzed through tables, charts, figures etc and which offer valuable insight that
compliment and expand the general truth which was gathered from the respondents. The
survey of this study was design as cross – sectional whereby data and information was
collected from the field and from different respondents (passengers, owners, conductors
and drivers).
Population of Study
The target population for the study includes the owner of the business, drivers, conductors,
passengers or commuters and the staffs from the identified population.
Sampling Procedures
According to Kothari (2004) sampling design and procedures involves the decision to the
type of sample and technique to be used in selecting the items for sample. However, due to
limited time and financial resources, the study was limited to a sample of 200 respondents.
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The sample was chosen from owners, drivers, conductors, passengers or commuters, and
staffs. The random sampling was employed during selection of respondents. The structured
and unstructured questionnaires was prepared and administered during data collection.
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Data Collection
Methods both primary and secondary data was collected for this study. In order to know the
views held by officials about urban public transport sector, discussions was held with some
officials from selected authorities.
Type of Data
The information of this research was gathered from both primary and secondary data.
Primary Data
The information was collected from the field (Ballesteros,Cagayan), through the following;
Owners of the business, Drivers of public vehicles, Conductors, Normal people (passengers
or commuters) and the staffs.
Secondary Data
This information was obtained from various sources like books, journals, newspapers,
internet and other documents.
Data Collection Tools
Data collection tools refers to gathering specific information required for providing relevant
information needed for the study. The major survey instrument was collection of primary
information using a structured and unstructured questionnaire. The questionnaire was
designed to collect relevant data and information intended to address the objectives of the
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study. In this regard, the questionnaire included questions properly set to collect
information required for writing this study.
Interview
This tool was employed to gather information by conducting face to face interview from
various respondents selected from owners, Drivers of public vehicles, Conductors, Normal
people (passengers or commuters) and the staffs in order to add more information
submitted by all respondents.
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Questionnaire
A list of questions was prepared and distributed to the selected respondents as one of the
tool for collecting relevant information from selected respondents (Owners, Drivers of public
vehicles, Conductors, Normal people (passenger or commuters) and staffs) for the purpose
of this study.
Observation
This tool was used in order to observe on how the urban public transport is organized and
scheduled with regard to the entire population of Region 2 particularly in Ballesteros,
Cagayan in customers’ satisfactions and this tool assisted researcher to observe the whole
process from where setting of prices with regards to numbers of roots, distance and entire
population. This tool enable researcher to present information through qualitative analysis
in chapter four.
Reliability and Validity of Data
Reliability
Reliability is defined as the quality of consistency or reliability of a study or measurement.

Measuring instrument is reliable if it provides consistent results (Kothari, 2004). That means
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if the same or different researcher repeats the study it should produce more or less the
same results. This improves reliability by standardizing the conditions under which the
measurement took place, thus external sources of variation such as boredom and fatigue
were minimized. Furthermore, the researcher designed direction for measurement with no
variation from group to group, and by asking similar questions to sampled respondents. SPSS
software was used to offers “reliability analysis statistic” The Reliability Analysis procedure
calculates a number of commonly used measures of scale reliability and also was provided
information about the relationships between individual items in the scale. Numbers of
different step was taken to ensure the reliability of the study.
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Validity. This is the most critical criterion and indicates the degree to which an instrument
measures what it is supposed to measure (Kothari, 2004). In order to achieve validity the
researcher ensured the measuring instrument provides adequate coverage of the topic by
containing adequate representative sample. Numbers of different steps was taken to ensure
the validity of the study: Data was collected from the reliable sources, from respondent who
has experiences in using public bus transport.
Data Analysis Data was cleaned before being used in order to ensure that their reliable and
valid. Data was cleaned to identify missing information, removing duplication, detecting
entry errors and checking for inconsistencies such as outliers. The questionnaires were
analyzed using the Statistical Package for social Scientists (SPSS) computer program. The
advantage of this package is that it can be used to analyze questionnaires with many
questions including both closed ended and open-ended questions (Kothari, 1995).
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CHAPTER IV
PRESENTATION, ANALYSIS AND PRESENTATION OF DATA
This chapter present the results of the study conducted.
I. THE PROFILE OF RESPONDENTS
Frequency and percentage distribution of the respondents according to the best bus they
choose
NAME OF BUS FREQUENCY PERCENTAGE
BBLC 65 32.5 %
GV Florida 77 38 .5 %
North Star 29 14.5 %
Gabriel Trans 26 13 %
Others,Please Specify 3 1.5 %
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TOTAL 200 100 %
Table 1.6
The table 1.6 shows that seventy-seven (77) of the respondents choose the GV Florida with
percentage of 38.5%, while sixty-five (65) choose BBLC which represent 32.5%; twenty-nine
(29) choose North Star which represent 14.5%; twenty-six (26) choose Gabriel Trans which
represent 13%; and 1.5% are choose in the line with others.
Therefore, majority of the respondents are most satisfied their experience in GV Florida bus
line. Because only GV Florida bus line has rest room inside the bus that ply in provincial area.
And out of the four (4) buses company in Ballesteros, only GV Florida have three (3) time
travel everyday so that they have more passengers to travel.
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Frequency and percentage distribution of the respondents according to age
AGE FREQUENCY PERCENTAGE
75-78 2 1%
71-74 2 1%
67-70 3 1.5 %
63-66 1 0.5 %
59-62 7 3.5 %
55-58 8 4%
51-54 11 5.5 %
47-50 16 8%
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43-46 15 7.5 %
39-42 14 7%
35-38 17 8.5 %
31-34 12 6%
27-30 26 13 %
23-26 23 11.5 %
19-22 25 12.5 %
15-18 18 9%
TOTAL 200 100 %
Table 1.1
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The table 1.1 shows that the age bracket of the respondents is observed as the highest
frequency from the statistical table, there are twenty-six (26) who ages 27 to 30 years old
which represents 13% of the total respondents.
Therefore, the commuters or passengers at these ages are capable to travel for a long hour
of journey. They have the patience to wait for their time travel and arrival, and
determination to work that away from there family. Usually at these ages are applying a job
and employed in metro manila.
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Frequency and percentage distribution of the respondents according to occupation
OCCUPATION FREQUENCY PERCENTAGE
Unemployed 84 42 %
Employed 34 17 %
Self-Employed 16 8%
Student 28 14 %
Government Worker 22 11 %
Professional 16 8%
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TOTAL 200 100 %
Table 1.2
The table 1.2 shows that majority of the respondents are unemployed numbering of eight-
four (84) which constitutes 42%; there are thirty-four (34) who are employed which
represent 17%; twenty-eight (28) are students which represent 14%; twenty-two (22) are
government worker which represent 11%; and sixteen (16) are self-employed and
professionals which represent 8%.
Therefore, during the interview most of the respondents are unemployed. They are traveling
in metro manila and nearby towns to seek job to support their family. They have the
determination to find a job because they are only high school graduate and college
undergraduate.
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Frequency and percentage distribution of the respondents according to civil status
CIVIL STATUS FREQUENCY PERCENTAGE
Single 90 45 %
Married 93 46.5 %
Separated 6 3%
Widow/Widower 11 5.5 %
TOTAL 200 100 %
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Table 1.3
The table 1.3 shows that most of the respondents are married numbering of ninety-three
(93) with the percentage of 46.5% of the total respondents. While ninety (90) are single
which represent 45%; eleven (11) are widow or widower which represent 5.5%; and there
are six (6) are separated which represent 3%.
Therefore, majority of the commuters or passengers are married that’s why they need to
travel everyday for their work because they prioritize and to support the needs and wants of
their family.
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Frequency and percentage distribution of the respondents according to gender
GENDER FREQUENCY PERCENTAGE
Female 128 64 %
Male 72 36 %
TOTAL 200 100 %
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Table 1.4
The table 1.4 shows that most of the respondents are female with the number of one
hundred twenty-eight (128) constituting of 64%, while seventy-two (72) are male which
represent 36% of the total respondents.
Therefore, during the interview majority of the respondents are female. It means that girls
have more patience to travel especially in a long hour of travel, and based on the result of
the survey, girls have perseverance to travel only to find job .
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Frequency and percentage distribution of the respondents according to highest

educational attainment
CHOICES FREQUENCY PERCENTAGE
Elem. Undergraduate 3 1.5 %
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Elem. Graduate 4 2%
High School Undergraduate 19 9.5 %
High School Graduate 49 24.5 %
College Undergraduate 73 36.5 %
College Graduate 50 25 %
Others,Please Specify 2 1%
TOTAL 200 100 %
Table 1.5
The table 1.5 shows that there are seventy-three (73) who reached college undergraduate
with the percentage of 36.5%; fifty (50) who are college graduate which represent 25%;
forty-nine (49) are high school graduate which represent 24.5%; nineteen (19) are high
school undergraduate which represent 9.5%; four (4) who are elementary graduate which
represent 2%; three (3) are elementary undergraduate which represent 1.5%; and there are
two (2) in the line of others.
Therefore, there are more college undergraduate compared to college graduate during the
interview. Most of them have low qualifications than to college graduate. That’s why they
can’t stop applying job until they will hire, some of them are traveling to its destination to
comply their requirements for their job.
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II. FREQUENCY AND PERCENTEGE DISTRIBUTION OF COMMUTERS OR PASSENGERS

SATISFACTION IN SERVICE QUALITY ON PROVINCIAL BUSES
Frequency and percentage distribution of commuters/passengers satisfaction in terms in
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safety and security
5-Very Excellent 41 20.5%
4-Excellent 133 66.5%
3-Need Improvement 24 12%
2-Not Satisfied 2 1%
1-Others, please specify 0 0
TOTAL 200 100%
MEAN 4.06(Very High)
Table 1.7
The table 1.7 shows that there are one hundred thirty-three (133) of the respondents who
rate to excellent which represents 66.5%; forty-one (41) rate to very excellent which
represents 20.5%; twenty-four (24) rate for need improvement which represents 12%; and
there are two (2) are not satisfied which represents 1% and in the line of others is zero.
Therefore, based on the statistical table, most of the respondents rate excellent in safety
and security of the bus when they travel with an overall weighted average mean of 4.06.
However, the commuters or passengers should always prioritized their safety and security
when they travel, and they should aware the history of the bus company in terms in
accidents.
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the behavior/attitude of the operator and conductor of the bus
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5-Very Excellent 52 26%
4-Excellent 122 61%
TOTAL 200 100%
Table 1.8
The table 1.8 shows that there are one hundred twenty-two (122) of the respondents who
rate to excellent which represents 61%; fifty-two (52) are rate to very excellent which
represents 26%; twenty-four (24) are rate for need improvement which represents 12%; and
there are two (2) are not satisfied which represents 1% and in the line of others is zero.
Therefore, most of the respondents rate excellent in the behavior or attitude of the
operators and conductors of the bus company with an overall average of 4.12. It means that
they are very high satisfied with the service of the operator and conductor of the bus for
being approachable and willingness to serve.
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the quality/condition of the buses
4-Excellent 110 55%
TOTAL 200 100%
MEAN 3.84(High)
Table 1.9
The table 1.9 shows that there are one hundred ten (110) of the respondents are rate to
excellent which represents 55%; fifty-two (52) are rate for need improvement which
represents 26%; thirty-two (32) are rate very excellent which represents 16%; and there are
six (6) who are not satisfied which represents 3% and in the line of others is zero.
Therefore, most of the respondents rate excellent in the quality or condition of the bus with
an overall average of 3.84. It means that they are high satisfied with the service, because
they prefer to ride a good quality of the bus so that they are most comfortable inside the
bus. Thus, the appearance of the bus will identify by commuters if it is safe or not.
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cleanliness of designated terminals
4-Excellent 96 48%
1-Others, please specify 1 0.5%
TOTAL 200 100%
MEAN 3.67(High)
Table 1.10
The table 1.10 shows that there are ninety-six (96) of the respondents are rate to excellent
which represents 48%; fifty-six (56) are rate for need improvement which represents 28%;
twenty-nine (29) are rate very excellent which represents 14.5%; and there are eighteen (18)
respondents rate not satisfied which represents 9% and 0.5% who rate in the line of others.
Therefore, most of the respondents rate excellent in the cleanliness of the designated
terminals of the bus company with an average of 3.67. However, not more than 50% of them
are only rate excellent because 9% are not satisfied with the cleanliness of the surroundings.
Thus, it is important to have clean surroundings so we can inhale fresh air but not the
disgusting odor.
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cargo/parcel shipping service
3-Need Improvement 39 19.5%
2-Not Satisfied 5 2.5%
1-Others, please specify 1 0.5%
TOTAL 200 100%
MEAN 3.86(High)
Table 1.11
The table 1.11 shows that there are one hundred thirty-one (131) of the respondents are
rate to excellent which represents 65.5%; thirty-nine (39) are rate for need improvement
which represents 19.5%; twenty-four (24) who rate very excellent which represents 12%;
and there are five (5) who rate not satisfied which represents 2.5% and 0.5% rate in the line
of others.
Therefore, most of the respondents rate excellent in the cargo or parcel shipping service
with an overall average of 3.86. It means that they are high satisfied with the service,
because they have the trust to ship their parcel that will receive the receiver with the handle
and care of the courier.
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comfort rooms, canteens, and other facilities
4-Excellent 104 52%
TOTAL 200 100%
MEAN 3.74(High)
Table 1.12
The table 1.12 shows that there are one hundred four (104) of the respondents are rate to
excellent which represents 52%; fifty-eight (58) who rate for the need improvement which
represents 29%; twenty-seven (27) who rate in every excellent which represents 13.5%; and
there are eleven (11) rate in not satisfied which represents 5.5% and in the line of others is
zero.
Therefore, most of the respondents rate excellent in the comfort rooms, canteens, and
other facilities of the bus company with an overall average of 3.37. It means that they prefer
to ride bus with comfort rooms inside the bus because always peeing is one of the problem
in a long travel and they are satisfy with the entertainment facilities inside the bus.
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the smoothness of journey
4-Excellent 144 72%
TOTAL 200 100%
Table 1.13
The table 1.13 shows that there are one hundred forty-four (144) of the respondents are
rate to excellent which represents 72%; forty (40) who rate to very excellent which
represents 20%; twelve (12)who rate for need improvement which represents 6%; and there
are four (4) who are not satisfied which represents 2% and in the line of others is zero.
Therefore, most of the respondents rate excellent in the smoothness of their journey with
an average of 4.10. However, respondents are very high satisfied with the service because
they have the trust to the bus operators or drivers of the bus that they will secured and safe
arrival.
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comfort and convenience
4-Excellent 140 70%
TOTAL 200 100%
Table 1.14
The table 1.14 shows that there are one hundred forty (140) of the respondents who rate to
excellent which represents 70%; forty (40) rate to very excellent which represents 20%;
nineteen (19) who rate for need improvement which represents 9.5%; and there are one (1)
who is not satisfied and in the line of others is zero.
Therefore, most of the respondents rate excellent in the comfort and convenience with an
overall average of 4.09. However, they are very satisfied with the service because they
assure that they are much comfortable and no hassle for them.
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accessibility of the bus
TOTAL 200 100%
Table 1.15
The table 1.15 shows that there are one hundred thirty-three (133) of the respondents are
rate to excellent which represents 66.5%; fifty (50) rate in very excellent which represents
25%; sixteen (16) rate for need improvement which represents 8%; and there are one (1)
who is not satisfied and in the line of others is zero.
Therefore, most of the respondents rate excellent in accessibility of the bus with an overall
average of 4.16. It means that they are very satisfied because the bus terminals are
accessible for them, they do not need to travel to take a reservation or they can use the
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online booking system on its bus company.
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temperature/humidity of the bus
TOTAL 200 100%
Table 1.16
The table 1.16 shows that there are one hundred twenty-seven (127) of the respondents
who rate to excellent which represents 63.5%; thirty-eight (38) rate to very excellent which
represents 19%; thirty-four (34) rate for need improvement which represents 17%; and
there are one (1) who is not satisfied and in the line of others is zero.
Therefore, most of the respondents rate excellent in the temperature or humidity of the bus
with an overall average of 4.01. It means that they experienced a good temperature of the
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air conditioned installed in the bus.
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ticketing reservation/online booking system
TOTAL 200 100%
MEAN 3.81(High)
Table 1.17
The table 1.17 shows that there are one hundred nine (109) of the respondents are rate to
excellent which represents 54.5%; fifty-seven (57) who rate for the need improvement
which represents 28.5%; twenty-nine (29) rate in very excellent which represents 14.5%; and
there are five (5) are not satisfied and in the line of others is zero.
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Therefore, most of the respondents rate excellent in the ticketing reservation or online
booking system with an overall average of 3.81. It means that they are high satisfied with
the service because most them are on time with their time travel, and the bus company has
no penalty if the commuters are not arrive on its time of reservation.
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staff and personnel
4-Excellent 114 57%
TOTAL 200 100%
Table 1.18
The table 1.18 shows that there are one hundred fourteen (114) of the respondents who
rate to excellent which represents 57%; sixty-four (64) rate to very excellent which
represents 31.5%; thirty (30) rate for need improvement which represents 10%; and there
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are three (3) are not satisfied and in the line of others is zero.
Therefore, most of the respondents rate excellent in staff and personnel with an overall
average of 4.18. It means that they experienced an approachable, friendly, and
accommodating staff and personnel.
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fare
TOTAL 200 100%
MEAN 4.0(Very High)
Table 1.19
The table 1.19 shows that there are one hundred twenty-five (125) of the respondents who
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rate to excellent which represents 62.5%; forty-nine (49) who rate to very excellent which
represents 24.5%; twenty-one (21) rate for the need improvement which represents 2.5%;
and there are five (5) are not satisfied and in the line of others is zero.
Therefore, most of the respondents rate excellent the fare of the bus with an overall average
of 4.0. It means that they are contented with the fare of bus according to its destination.
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CHAPTER V
SUMMARY
This chapter presents the synopsis of the specific major and problems of the study. It is also
presents the conclusion of the summary, and suggestions or recommendations for the
improvements based on the collected data.
Generally, this descriptive study aimed to determine the “ THE OVERALL SATISFACTION OF
COMMUTERS/PASSENGERS ON PROVINCIAL BUSES”. It also assesses how they rate the
service quality of the bus companies that based on their experiences.
The statistics tools to be utilized in the analysis of the weighted means, frequency and
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percentage distribution and to interpret of the respondents, the researcher will use the
scale/rating system provided below.
Scaling and its application:
• The scaling guide use the numbers 1-5 method
• 1 ------Lowest
• 5 ------Highest
SCALE OPTIONS ADJECTIVAL DESCRIPTION
4.99-5.00 Very Excellent Very High
3.99-4.00 Excellent High
2.99-3.00 Need Improvement Average
1.99-2.00 Not Satisfied Low
1.00-1.98 Others,please specify Very Low (comments)
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In gathering the necessary data for the study, questionnaires were floated to respondents,
and here is the summary of the result and computation of General Weighted Average.
Service Quality Performance Scale
1. Safety and Security 4.06
2. Behavior/attitude of the operator and conductor 4.12
3. Quality and condition of the bus 3.84
4. Cleanliness of terminals 3.67
5. Cargo/parcel shipping services 3.86
6. Comfort rooms, canteens, and other facilities 3.74
7. Smoothness of journey 4.10
8. Comfort and convenience 4.09
9. Accessibility of the bus 4.16
10. Temperature/humidity of the bus 4.01
11. Ticket reservation or online booking system 3.81
12. Staff and personnel service 4.18
13. Fare 4.09
General Weighted Average= sum of performance 3.68
scale divided by the number of indicators
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This could be attributed to the fact that the overall satisfaction of commuters or passengers
on provincial buses is high based from the general weighted average of means of 3.68. It is
hereby concludes that the bus company in provincial area particularly in Ballesteros,
Cagayan has a significant role in developing the economic conditions on the said
municipality and also in the whole region 2 and all over the country.
Therefore, it is concluded that
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CONCLUSIONS
High increasing motorization in metro manila, causes many problems in traffic congestion, a
high of pollution, a high consumption non-renewable energy resource, a threat to quality of
life and a high number of traffic accidents. Public transport should become the solution for
sustainable transport in the future, which is the reason to increase customer satisfaction.
High quality public transport not only keep customer to continue using public transport to
fulfill their travel demand but also attract potential customer.
The function factor has a strong influence on customer satisfaction and need a higher
attention to improve customer satisfaction. Tangibility, reliability, responsiveness, assurance,
and empathy are the crucial factor that is responsible bringing higher level of satisfaction.
The bus operator or owner need a feedback from their commuters because it is the common
and effective ways to identify the customer need and the way to satisfy them. The effort in
research is dedicated to develop an attractive and marketable public transport.
According to the results of this study, about two hundred (200) of the respondents majority
of them are rate excellent with the service quality of the public transport in urban area.
Thus, bus operator or owner wants continuous patronage of their commuters or passengers
they should maintain it and always get the feedback from their customer. And they should
also to pay attention the dissatisfaction services of the commuters otherwise disappointed
existing customer will turn their choice into private vehicles. The study should be conducted
annually to evaluate public bus transport performance and create some corrective
improvement to satisfy customer.
Additional analysis was carried out in region 2 particularly in municipality of Ballesteros,

Cagayan. The results showed that a service quality is most important in bus public transport.
According to the results of the study cleanliness of designated terminals, comfort rooms,
canteens and other facilities, quality or condition of the bus, ticket reservation or online
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booking system, and fare are pointed out because this related service quality of the bus
public transport has to improved to keep existing customer and to attract more customer.
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RECOMMENDATIONS
It is essential that public transport service focus on improving their designated terminals,
ensuring the comfort of the commuters or passengers to wait their time travel. And based
on the comments and suggestions of the respondents, bus operators and owner need also
to focus on improving to the cleanliness of the terminals and the canteens, comfort rooms
and other facilities services so that the commuters experience the best service and
comfortable to their journey.
It is recommended that public transport operators focus diligently on improving the comfort
of their service offering, especially if public transport is to compete effectively with private
motor vehicles. The introduction of a mandatory comfort rating for public transport may go
a long way in addressing the issue of comfort in public transport. However, such a rating
would need to be enforced by the law enforcement agencies.
There is also a need to improve the punctuality, ensuring timely arrival at destinations,
taking passengers to their exact destinations, providing reasons for the failure to arrive at
destination on time, and availability of timetables. However, this requires efficient planning
and scheduling systems that are, in turn, capable of addressing and minimizing the impact of
service interruptions. Thus, the planning system should improve both operational efficiency
and predictability of the service whilst also being flexible and reliable.
Improving the condition of public transport infrastructure may also improve the perception
of service. However, if the public transport infrastructure is neglected, the possibility that
commuters will eventually become dissatisfied, increases. It is thus essential that an
integrated public transport infrastructure programmed be developed.
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Public transport networks should be efficient. However, ongoing research and proper
consultation with both the commuters and other stakeholders should be prioritized before
the network is expanded in order to ensure that the needs of the commuters are matched
with the needs of the public transport service providers.
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BIBLIOGRAPHY/REFERENCES
BOOKS
Principles of Marketing.,Roberto G. Medina, Ph.D.,pg.25-26
Salesmanship.,Lilia B. Arante and Julita R. Gomez.,pg.59-61
INTERNET
https://www.merriam-webster.com/dictionary/age
https://www.google.com.ph/search?
http://www.thefreedictionary.com/commuter
https://en.wikipedia.org/wiki/Transportation_authority
http://www.businessdictionary.com/definition/service-quality.html
https://projects.ncsu.edu/labwrite/po/independentvar.htm
https://en.wikipedia.org/wiki/Department_of_Transportation_(Philippines)
http://www.telegraph.co.uk/news/health/news/11095120/Getting-the-bus-or-train-to-
work-makes-us-happier-than-driving-study-finds.html
Source: From field research, 2012
http://www.onlinelibrary.wiley.com.”
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http://www.sciencedirect.com/science/article
https://www.academia.edu/5420246/Bus_transportation_in_the_Philippinesad
http://repository.out.ac.tz/985/1/Andrew_Morris_kundi.pdf
https://psa.gov.ph/content/quickstat-region-ii-cagayan-valley-august-2017
https://en.yelp.com.ph/search?cflt=buses&find_loc=Manila%2C+Metro+Manila
https://en.wikipedia.org/wiki/Victory_Liner
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http://newsinfo.inquirer.net/63357/ltfrb-ranks-%E2%80%98most-dangerous%E2%80%99-
bus-companies
https://en.wikipedia.org
https://www.gvfloridatransport.com.ph/
http://www.ballesterosbusline.com/schedule.php
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LIST OF TABLES
No. Of Tables
1.1 Frequency and percentage distribution of the respondents according to age--------------------31
1.2 Frequency and percentage distribution of the respondents according to occupation----------32-33
1.3 Frequency and percentage distribution of the respondents according to civil status-----------34
1.4 Frequency and percentage distribution of the respondents according to gender---------------35
1.5 Frequency and percentage distribution of the respondents according to highest
educational attainment-----------------------------------------------------------------------------------------36
1.6 Frequency and percentage distribution of the respondents according to the best bus they choose--37
1.7 Frequency and percentage distribution of commuters/passengers satisfaction in terms in safety and
security--------------------------------------------------------------------------------------------------------------38
1.8 Frequency and percentage distribution of commuters/passengers satisfaction in terms in the

behavior/attitude of the operator and conductor of the
bus--------------------------------------------------------------------------------------------------------------------39

quality/condition of the buses---------------------------------------------------------------------------------40
1.10 Frequency and percentage distribution of commuters/passengers satisfaction in terms in cleanliness of

designated terminals---------------------------------------------------------------------------------------------41
1.11 Frequency and percentage distribution of commuters/passengers satisfaction in terms in cargo/parcel

shipping service----------------------------------------------------------------------------------------------------42
1.12 Frequency and percentage distribution of commuters/passengers satisfaction in terms in comfort

rooms, canteens, and other facilities-------------------------------------------------------------------------43
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smoothness of journey-------------------------------------------------------------------------------------------44
1.14 Frequency and percentage distribution of commuters/passengers satisfaction in terms in comfort and
convenience--------------------------------------------------------------------------------------------------------45
1.15 Frequency and percentage distribution of commuters/passengers satisfaction in terms in accessibility

of the bus------------------------------------------------------------------------------------------------------------46
1.16 Frequency and percentage distribution of commuters/passengers satisfaction in terms in

temperature/humidity of the bus-----------------------------------------------------------------------------47
1.17 Frequency and percentage distribution of commuters/passengers satisfaction in terms in ticketing

reservation/online booking system---------------------------------------------------------------------------48
1.18 Frequency and percentage distribution of commuters/passengers satisfaction in terms in staff and
personnel------------------------------------------------------------------------------------------------------------49
1.19 Frequency and percentage distribution of commuters/passengers satisfaction in terms in

fare--------------------------------------------------------------------------------------------------------------------50
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LIST OF FIGURES
Figure 1.1 The Conceptual Framework of the Study
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LIST OF APPENDICES
APPENDIX:
A. Curriculum Vitae
B. Pictorials
C. Letter of the Respondents
D. Questionnaire
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APPENDIX A
BIO DATA/CURRICULUM VITAE
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APPENDIX B
PICTORIALS
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PROVINCIAL BUS ESTABLISHMENTS HERE IN BALLESTEROS, CAGAYAN

GV FLORIDA BUS LINE
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BALLESTEROS BUS LINE CORPORATION
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MRC GOLDEN STAR/NORTH STAR
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GABRIEL TRANS
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APPENDIX C
LETTER OF THE RESPONDENTS
Ballesteros , Cagayan
COLLEGE OF BUSINESS ADMINISTRATION
S.Y. 2017-2018
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Dear Respondent/s:
Christian greetings!
The undersigned is currently conducting a thesis entitled “The Overall Satisfaction of

Commuters/Passengers on Provincial Buses”. In partial fulfillment of the requirements for
the degree of BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION major in MARKETING
MANAGEMENT.
In this connection, may I ask you to answer the questionnaire sincerely and honestly to help
me for the completion of this study. Rest assured that all data gathered will be treated with
utmost confidentiality.
Thank you for your support and time.
Sincerely yours,
CHARLENE B. LUCERO
Researcher
Noted by:
MR. ARDEN A. ALESTE, MBA
Dean
APPENDIX D
QUESTIONNAIRE
Objectives:
This questionnaire/instrument aims to gather remarks and comments of the respondents

related to the “The Overall Satisfaction of Commuters/Passengers on Provincial Buses”,
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this will be serve as a tool in the improvement and strengthening the Business for Total
Quality Management of Provincial Buses in this Municipality.
Part II. Information about the respondents.
Direction: Please supply the data needed and by checking (√) on the box provided.
Name: (Optional)
Address:
Age:
Position:
Sex:
Male Female
Civil Status:
Single Separated
Married Widow/Widower Others,please specify
Highest Educational Attainment:
Elementary Undergraduate College Undergraduate
Elementary Graduate College Graduate
High School Undergraduate Others,please specify
High School Graduate
Part II. Direction: Please rate the following areas/components in terms of indicators
provided by checking (√) the box/column that best describe from your experience.
Need Others ,
please
Very Excellent Improve- Not
QUESTIONS specify
Excellent ment Satisfied
1. How do you rate your safety and

security?
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2. What can you say about the
behavior/attitude of the operator and
conductor of the bus?
3. How do you rate the

quality/condition of the buses?
4. How do you rate the cleanliness of

the designated terminals?
5. How do you rate the cargo/parcel

shipping service?
6. How comfortable are you with their

comfort rooms, canteens, and other
facilities?
7. How do you rate the smoothness of

your journey?
8. How do you rate the comfort and

convenience?
9. How do you rate the accessibility of

the bus?
10. How do you rate the

temperature/humidity of the bus?
11. How satisfied are you with their

ticketing reservation/online booking
service?
12. How do you rate the staff and

personnel service?
13. How do you rate your fare?
14. What bus is the best for you?
Ballesteros Bus Line Corp. GV Florida Transport
Gabriel Trans North Star/MRC Golden Star
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Others ,please specify
15. What destination do you travel most?
Ballesteros-Tuguegarao Ballesteros-Ilocos Province
Ballesteros-Manila Others ,please specify
Ballesteros-Baguio
16. How many hours you take to travel your destination?
0-1 2-5 6-10 11-15 16-20 Others ,please specify
17. How many times you travel in a month?
0-1 2-5 6-10 11-15 16-20 Others ,please specify
18. What factors would most influenced you to satisfy your expectation about their services?
Color of the bus Ambiance
Fare/Price With Wi-Fi
With entertainment facilities With Restroom
Fully Air Conditioned Others ,please specify
Operators/Conductors service
19. What problem/s do you encounter when you travel?
Delayed time travel/arrival Sudden flat tires
Road Accidents Too much Stop Over
Traffic Loading/Unloading of passengers
Others ,please specify
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QUEZON COLLEGES OF THE

THE OVERALL SATISFACTION OF COMMUTERS OR PASSENGERS ON PROVINCILA BUSES

A THESIS PRESENTED TO THE FACULTY OF

QUEZON COLLEGES OF THE NORTH

IN PARTIAL FULFILLMENT TO THE REQUIREMENTS

FOR THE DEGREE

BACHELOR OD SCIENCE I BUSINESS ADMINSITRATION

Major in MARKETING MANAGEMENT

SCHOOL YEAR 2017-2018

QUEZON COLLEGES OF THE NORTH

COLLEGE OF BUSINESS ADMINISTRATION-MAJOR IN MARETING MANAGEMENT

QUEZON COLLEGES OF THE NORTH

COLLEGE OF BUSINESS ADMINISTRATION-MAJOR IN MARETING MANAGEMENT

QUEZON COLLEGES OF THE NORTH

COLLEGE OF BUSINESS ADMINISTRATION-MAJOR IN MARETING MANAGEMENT

QUEZON COLLEGES OF THE NORTH

COLLEGE OF BUSINESS ADMINISTRATION-MAJOR IN MARETING MANAGEMENT

This descriptive study, which is an assessment “The Overall Satisfaction Of

QUEZON COLLEGES OF THE NORTH

COLLEGE OF BUSINESS ADMINISTRATION-MAJOR IN MARETING MANAGEMENT

This study consists of the following:

Chapter I Explain briefly the background of the study

Chapter II Deals with the related literature and studies

Chapter III pertains to the methods used in the study conducted

QUEZON COLLEGES OF THE NORTH

COLLEGE OF BUSINESS ADMINISTRATION-MAJOR IN MARETING MANAGEMENT

CHAPTER I BACKGROUND OF THE STUDY

Statement of the Problem----------------------------------------------------------------5-6

Objectives of the Study--------------------------------------------------------------------8

Significance of the Study------------------------------------------------------------------9-10

QUEZON COLLEGES OF THE NORTH

COLLEGE OF BUSINESS ADMINISTRATION-MAJOR IN MARETING MANAGEMENT

CHAPTER II REVIEW OF REATED LITERATURE AND STUDIES-----------------15

• Part I Conceptual Definitions--------------------------------------------------------16

• Part II Theoretical Literature Review-----------------------------------------------17-21

• Part III Empirical Literature Review--------------------------------------------------22-24

• Part IV Research Gap Identified-------------------------------------------------------25

CHAPTER III METHODOLOGY AND PROCEDURES---------------------------------27

• Data Collection Tools---------------------------------------------------------------28-29

• Reliability and Validity of Data---------------------------------------------------29-30

CHAPTER IV PRESENTATION, ANALYSIS AND PRESENTATION OF DATA

I. THE PROFILE OF RESPONDENTS

•Frequency and percentage distribution of the respondents according to

the best bus they choose-------------------------------------------------------31

•Frequency and percentage distribution of the respondents according to

•Frequency and percentage distribution of the respondents according to

•Frequency and percentage distribution of the respondents according to

•Frequency and percentage distribution of the respondents according to

QUEZON COLLEGES OF THE NORTH

COLLEGE OF BUSINESS ADMINISTRATION-MAJOR IN MARETING MANAGEMENT

•Frequency and percentage distribution of the respondents according to

highest educational attainment-----------------------------------------------37

II. FREQUENCY AND PERCENTEGE DISTRIBUTION OF COMMUTERS OR PASSENGERS

•Frequency and percentage distribution of commuters/passengers satisfaction in

•Frequency and percentage distribution of commuters/passengers satisfaction in

•Frequency and percentage distribution of commuters/passengers satisfaction in

•Frequency and percentage distribution of commuters/passengers satisfaction in

•Frequency and percentage distribution of commuters/passengers satisfaction in

•Frequency and percentage distribution of commuters/passengers satisfaction in

•Frequency and percentage distribution of commuters/passengers satisfaction in

•Frequency and percentage distribution of commuters/passengers satisfaction in

•Frequency and percentage distribution of commuters/passengers satisfaction in

•Frequency and percentage distribution of commuters/passengers satisfaction in