Evaluation on the Customer Satisfaction in Intercity Bus Transportation Using Analytic Hierarchy Process Model

Abstract

Intercity bus transportation involves bus services that serve the general public and operates on a regular schedule to different destinations. It makes important connection between two or more areas that are not in close distance. Due to stiff competition from other transportation modes, bus service providers need to improve their services by examining and understanding their customers’ preference. The objective of this paper is to propose a conceptual framework with Analytic Hierarchy Process (AHP) model to identify the priority of decision criteria in the selection of intercity bus transportation companies among the passengers. AHP model provides solution to this Multi Criteria Decision Making (MCDM) problem by decomposing the problem into a hierarchical structure. The proposed AHP model is illustrated with the case study among the passengers in Malaysia who have experienced the route from Kampar to Penang in Malaysia. The decision criteria studied in this paper are service provided, accessibility, time, environment and availability. Besides, this study also aims to determine the most preferred intercity bus transportation company among Transnational Express, Kesatuan Express and Konsortium Express with AHP Model. The results of this study show that Transnational Express is the most preferred intercity bus transportation company followed by Kesatuan Express and Konsortium Express. Service provided and accessibility are ranked as the top two decision criteria by the passengers. This study provides recommendations to intercity bus transportation companies to improve the service quality and customers’ satisfaction level among the passengers in different parts of Malaysia.