Abstract
In a highly competitive market, service providers are often expected to enhance their profitability by delivering superior service quality. This principle is evident among many public transportation providers in Malaysia, who strive to elevate the passenger experience through refined service offerings. The objective of this study is to examine the factors influencing repatronage intentions among public transportation users in Malacca, Malaysia, using the Service Experience Equity (SEE) framework. To demonstrate the causal connections between the variables, a regression analysis has been employed. The findings reveal that service atmosphere and personnel interactions significantly impact users' willingness to continue using these services. The study emphasizes the importance for management to prioritize customer experience by investing in service environment strategies that foster user engagement and discourage customer churn. It further underscores that both the overall service experience and the quality of employee-customer interactions are critical determinants of future patronage. Consequently, it is recommended that transportation service providers leverage these elements to create a competitive edge, thereby encouraging repeat usage and building long-term customer loyalty.
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