Abstract
The objective of this study is to prioritize the service quality attributes in order of importance to choice riders so that strategies can be designed to bridge the gap between expectations and perceptions of choice riders toward the existing bus services and bus services could be improved or redesigned to make it an attractive and alternative choice for choice riders in the Kolkata city. The SERVQUAL approach has been used to assess the expectation and perceptions of choice riders toward bus service attributes and primary data collected by means of field survey and an online survey by contacting choice riders in the Kolkata city. Corrected Importance weight of attributes which includes the heterogeneity in user responses is used to rank the attributes. Safety, comfort, and travel time related attributes are most important to choice riders. It might be a great help to service providers wishing to understand the requisite of choice riders for utmost satisfaction while taking bus rides.
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