Public transport in an era where sustainability matters are thoroughly concern and have to comply with customer needs and expectation, challenges certain research on how customers perceive service quality at this sector (Fonseca et al. 2010). For instance, in service quality concept, reliability identified as significant factor to measure customer satisfaction since it can affect the way of customer or non-customer perception related with their travel experience (Edvardsson 1998). Therefore, satisfaction measures has been used oftentimes in performance-based contracting (PBC) of public transport project (Fellesson and Friman 2009).
This report convey some theories from the course literature which consider customer satisfaction data in public transport and adresses some question following: Q1: What are the pros and cons of managing by numbers (objective and subjective, strategically and operationally) and Q2: In what way can measures/data on subjective experience contribute to transport policy making?A further discussion will be provided below.
The Pros and Cons of Measuring Objective and Subjective Data
Commence with the concept of service quality, satisfaction is an substantial idea which known as noted value to comply with customer expectation (Edvardsson 1998). Therefore, it is needed satisfaction measurement in perceiving quality of service whether for customer or non customer perception (Fellesson and Friman 2008). Moreover, converting satisfaction into qualitative data that can be used in service performance measurement are positive pace to obtain some particular information as consideration point on service provider strategy for better public transport system (Friman and Fellesson 2009). Such as the resut from Friman, Edvardsson and Gärling (1999) research which found that there are correlation between the negative critical occurence frequence and overall satisfaction level. For service provider point of view, the use of this measurement assist the way in managing public transport system and design related policy (Friman and Fellesson 2009).
On the other hand, some research shows that the quality enhancements is not necessarily influencing the satisfaction number of customer, yet only in particular scope (Friman 2004; Fellesson and Friman 2008). Service quality is presented in several dimensions such as reliable, safety, amenities, rapidity and punctuality (Parasuraman et al. 1985) not just considering satisfaction data. As Albert Einstein stated in Kaufmann, 2003:5 that ‘not everything that counts can be counted and not everything that can be counted counts’. It determine that measurement is significant part in effective management. Therefore, deeper research had been attempt to correlate between customer or non customer satisfaction level with service quality in public transport (Fellesson and Friman 2009). Consequently, the satisfaction survey should conducted in separate ways as second opinion in managing public transport since...