The Impact of Public Bus Service Quality on the Users’ Satisfaction: Evidence from a Developing Asian City

In a country where there is high level of car ownership, public buses considered as another modes transport that more sustainable. Despite that, very low bus ridership in Malaysia which questions the users’ satisfaction on its service quality. This study investigates role quality (tangibility, reliability, assurance, empathy and responsiveness) by utilizing SERVQUAL model towards satisfaction. A sample 300 questionnaires were obtained from users Kota Samarahan, case area. Using Partial Least Square-Structural Equation Model, results show tangibility, reliability responsiveness are significant factors influence Of factors, tangibility most critical factor provides imperative knowledge will be advantageous for stakeholders specifically policy-makers, ministries, town planners, local authorities operators strategizing policies plans could encourage usage.