A STUDY ON THE RELATIONSHIP OF SERVICE QUALITY TO PASSENGERS’

SATISFACTION TO TRICYCLE TRANSPORTATION IN NABUNTURAN

Quantitative Research
Presented to the Faculty of
Senior High School Department
Assumption College of Nabunturan
Nabunturan, Compostela Valley Province

In Partial Fulfillment of
APP 5 (Practical Research)

Rosemarie Pacot

Elvie Napoles

Regine Mae Dinsay

Astley Reloj
 CHAPTER 1

INTRODUCTION

The Problem and its Background

Transportation plays a major role in the economic growth and development of

a country. And it is a major source of livelihood, employment and business

opportunity. Thus, the fact that customers became very vital in business, their

satisfaction is the most important tool that helps to increase sales and generate

profits in the business environment. Moreover, the importance of service quality and

customer satisfaction has been proven relevant to help improve the overall

performance of the business (Balaria, 2016).

In the Philippines, where roads are smaller, narrower and often congested,

tricycle population has increased considerably. Tricycles are considered one of the

most popular modes of transportation in the Philippines, due to their accessibility and

capability to drop off passengers at almost any point (Luansing, Pesigan & Rustico

Jr., 2015). Its structure is composed of a motorcycle connected to a sidecar which

serves as a cabin for the commuters who will be riding the vehicle. The tricycle can

only serve a limited amount of people at a time and the distance it can travel is

limited depending on the location of the tricycle itself. Along with this fact, there have

been some issues concerning riding tricycles, especially the discomfort passengers

are subject to when riding in the sidecar.

In Nabunturan, the increasing growth in the number of tricycles has come to

solve the mobility needs of many rural residents in the light of poor and inadequate

transport system poor road and conditions. It also comes along with a host of
opportunities including employment to tricycles mechanics and tricycle registration

and licensing. However, citizens especially the students encounter certain problems

whenever they ride on tricycles for the reason that some tricycles drivers disregard

the ordinances on the right fare one should be paying.. It is also founded that safety

issue as a constraint for people to choose tricycle as travel mode of choice. Pick

pocketing, overcharging facilities, overcrowding and lacks supervision are the most

related safety issue.

Review of Related Literature

Various books and intellectual studies are quoted and presented to establish

its relevance and significance to this study.

Service quality can be described briefly as a phenomenon considered within

the context of customer's expectations and perceptions about the service offered

(Yilmaz, 2011). Therefore, the same service can be perceived as high quality by a

customer and as a low quality by another customer. In other words, service quality

depends on the customer's perception (Kacukattan, 2007). Service quality is

antecedent to customer satisfaction (Caruana, 2008). Perceived service quality is a

result of individual service encounter between the service provider and the customer

during which the customer evaluates quality and develops satisfaction or

dissatisfaction (Bitner, 2005)

It is a common belief that it is very difficult measure the service quality

because of the differences in the meanings attributed to quality by each individual

customer (Ruetzler, 2005)

 According to Parasuraman (1988) service quality is defined as a comparison

between customer expectation and perception of service. Service quality in general

consists of 5 distinct dimensions: tangible, reliability, responsiveness assurance and

empathy. Bebko(2000) defined reliability as the ability to perform the promised

service dependably and accurately.Reliability of a service as the ability of personnel

to perform the desired service dependably, accurately, and consistently in order to

meet customer's expectations. Parasuraman, Berry &Zeithaml (1991) defined

responsiveness as the willingness of the service providers to assist the customer

and deliver prompt services. It shows how reactive an organization is towards

customers ( Cronin & Taylor,2000). Assurance can be stated as employees

knowledge and courtesy and the ability of the business and its employees to inspire

trust and confidence. Assurance can also be described as a function of other

dimensions such as reliability, tangibility, and responsiveness. Curry & Sinclair(2002)

defined sympathy as the caring of individualized attention that the providers provides

its customer.

Service quality includes both outputs in the end of production process, and

the way that service is provided or its form. Since services have abstract quality,

service quality has also abstract structure. Therefore, the term perceived service

quality is used rather than the term service quality. Perceived service quality is the

result of the comparison of expectations before services with real experience of

service and is considered as the difference between the expectations of service

receivers and their perception (Aymankuy, 2006). The abstract structure of services,

their consumption in where they are produced, their other sophisticated features

make the definition of service quality difficult (Ozkul, 2007).

 The measurement of service quality is sophisticated since the satisfaction of

the expectations of customers may not be always provided. In other words; service

quality depends on the perceptions of customers. The person providing service, the

technical result of service and general image of the company providing service affect

service quality (Kucukattan, 2007). People evaluate service quality get services.

Thereby, service quality varies from person to person. This difference mainly results

from the expectation of people. The education, culture, income, and society levels of

individuals are the factors which have impact on service quality. Service quality can

be stated as compatibility to expectations (Karahan, 2006)

The need of service has accompanied the need for quality service. People

have been after getting the best of the services they need, and being satisfied. Also,

everyone assuredly ask for the best transport, education, health, and tourism

services that they receive. Therefore, quality should be paid attention is services to

be provided. ( Karahan, 2006).

Passenger satisfaction in transportation context is created by the

comparison of pre-travel expectations and post-travel experience. Succinctly, when

experiences of passengers compared to the expectation result in feeling of

gratification, then satisfaction is created. In marketing literature, service quality and

customer satisfaction have been conceptualized as a distinct, but closely related

constructs (Siddiqi, 2011).

Passenger satisfaction involves the need of customers and their expectation

being met every time in the life cycle of the product or service. Satisfaction refers to

the customer's pleasure or displeasure that mainly results from comparing

expectation and the actual outcome. Subjectively, customer satisfaction is not

qualitative. Passenger satisfaction can be as the aggregate outcome of factors;

quality of service, level of meet up with the customer and factors on pricing

(Anderson, Fomell and Rust, 2005).

Good customer satisfaction has on effect on the profitability of near every

business. However, lack of customer satisfaction has an even larger effect on the

bottom line. Satisfied customers improve business and dissatisfied customer impair

business ( Anderson & Zanke, 2006). Passenger satisfaction is an asset that should

be monitored and managed just like any physical asset ( Sureshchander, Rajendran

& Kamalanabhan, 2008).

Customer satisfaction is regarded as the heart of all marketing activities.

According to Merchleit and Mantel (2008) the principal purpose of marketing in

service is to satisfy customer needs and wants. The ability to satisfy customer is

essential in service industry due to the fact that satisfied customer will reward firm

with favorable behaviors. In particular, researchers have found that enhancing

customer satisfaction will drive to higher future profitability (Anderson et.al., 2006),

increase customer's willingness to pay a higher price, make a good recommendation

and use the product or service frequency and develop customer loyalty (Formell,

2011).

According to Taruc (2015) states that as of 2012, there were over 658,675 for

hire tricycles and motorcycles operating in the Philippines, accounting for nearly

67.9% of the total for-hire vehicle population. Tricycles were legalized in October

1985- a few months before the People Power Revolution-when then-President

Ferdinand Marcos released Letter Instruction No. 1482, which recognized that the
tricycle plays an important role, in the existing public transportation hierarchy in

municipalities, where it is, in the most cases, the primary means of transportation.

Aside from Jeepneys, tricycles are the second most popular means of

transportation here in the Philippines. Tricycle or sometimes called as “ trike” is a

three- wheeled public utility vehicle consisting of a motorcycle and an attached

passenger’ s side car. The motorcycle is on the left side and a side car on the right

side. These strikes can be found everywhere in the country except on major or main

roads. They are painted colorfully and built in a variety of styles which differ from city

to city (Huerte, 2013).

On the mind of Adesanya(1998), the key factors that passenger consider in

any transport mode include: vehicle speed, the distance of journey, length, comfort,

convenience, cost, and reliability of alternative modes. He added that other attributes

include availability of specific travel modes, the size of the settlement and the age,

composition and the socio-economic status of the people making the journeys.

Johnpaul Ndiso (2010) states that personal hygiene is the principle of

maintaining a clean and a well groomed external body. Personal hygiene is very

important aspect in life because failure to have a clean body can increase chances

of one getting an infection or disease. Personal hygiene has got many implications;

away from getting sick, it can affect the social and psychological well-being of an

individual. A well groomed person has got a higher self-esteem.

Another safety concern is injury prevention. While a driver’ s job is typically

seen as being sedentary, there are a lot of physical demands involved as well.

Chaining up, tossing tarps over a flatbed, and even getting in and out of the truck

can be a recipe for slip and falls, shoulder injuries, and more. Better balance,
flexibility, core strength, and a healthy weight will all play a large role in injury

prevention. Injury prevention means more time driving and earning money, and less

time sitting at home wishing you were healthy and could work (Morley, 2018).

According to Anderson (2006) passenger satisfaction is directly proportional

to fare. If a passenger is satisfied with the service, then a slight increase in fare will

not affect their level of satisfaction.

Elobi and Mazulla (2009) conducted a research related to transportation and

they found out that customers want not only comfort ability but also cleanliness

affects their satisfaction level.

The relationship between service quality and passenger satisfaction

have positive relationship with two opposing perspectives (Beerli et al., 2005).

Several researchers suggest that service quality leads to customers satisfaction

(kassim & Abdullah, 2010). Contrarily, Eboli and Mazzulla (2012) see customer

satisfaction as one of the determinants to measure the quality of service.

Their relationship has sparked keen academic interest among researchers

over the years (Bitner, 2005). Although researchers generally agree regarding the

positive relationship between service quality and customer satisfaction, their causal

relationship, whether service quality causes customer satisfaction (Bolton and Drew,

2006) or customer satisfaction causes service quality (Bitner, 2005) is still an

argument. Dabholkar (2007) find that causal relationship is subjected to the service

situation, while on the other hand, Hellier (2009) argue that there is no relationship in

specific situations.

Expectations and perceptions, customer satisfaction and service quality are

the most significant variables in literature. The expected service quality refers to the
expectations of customers are satisfied with received service or not closely related to

whether their expectations come true or not (Yilmaz, 2007).

In the evaluation of service quality and providing customer satisfaction, the

perception of consumers play an extremely deterministic role (Altunisik, 2009). The

term of "perceived service quality" is used rather than service quality due to its

abstract structure. The relationship between expectations of customers before

service performance provided is informative about "perceived service quality" and its

way (Canuglo,2008).

Customers will be satisfied with the services that have been provided if the

services are in accordance with what they expected. So the service that fulfill the

customers expectation will give a positive influence on customer’s satisfaction and

so does the other way (Kotler, 2012)

The relationship between SQ and satisfaction is not clear. In the literature, SQ

usually accompanies satisfaction. This may be due to the similar nature of the two

variables, which both derive from the disconfirmation theory (Parasuraman et al.,

1988). Some authors think that customer satisfaction causes perceived quality and

others consider that SQ is a vehicle for satisfaction (e.g. Chen, 2008; Chou

Transportation

Tricycle Transportation also involves the Tricycle Regulation Unit (TRU)

which aims to seek and meet the highest transport safety standards for the satisfied and

comfortable public tricycle users, and it is their duty to ensure effective regulation of

tricycles for safe, comfortable and satisfied riding public using tricycle (Agustin, 2015).
 These are the violations that usually violated by the tricycle drivers and/or

operators: (a) overcharging, (b) overloading, (c) refusal to convey passengers, (d) reckless

driving, (e) discourteous and arrogance, (f) no trash bin, (g) drivers under the influence of

alcohol/smoking, and (h) colorum.

Rules and regulations of a department or unit play an essential role in a community

for it serve as basis if conflict will arise. If there will be any problem that may occur between

the concern parties, the concerned department should be the first agency to settle disputes

as it is their primordial duty to assist peace and order in terms of transportation. Under the

Municipality Ordinance No. 2014- 02 provides the rules and regulations that all operators or

drivers of motorized tricycle for hire must comply. While it is true that there are a total of

sixty- seven (67) listed rules and regulations in the ordinance but only few of them are being

compiled by the tricycle drivers and operators.These are the violations under Traffic Citation

Ticket (TCT) of Nabunturan, Compostela Valley Province.

(1) Driving recklessly with or without reasonable caution. (2) cutting in and out of

the traffic lanes. (3) cutting corner or blind curves. (4) making "U" turn in the approach or on

top of the bridge or elsewhere but not a street intersection. (5) overtaking or passing of

bridges, hills and along places where overtaking is prohibited. (6) coming out of side streets

or driveways. (7) racing on roads or street. (8) failure to stop on entering a "thru STOP

street". (9) failure to consider proper clearance when overtaking. (10) failure to observe the

right hand rule to yield the " the right of way" at highway intersection. (11) driving on the

wrong side of the street. (12) backing against the flow of traffic. (13) turning from wrong

lane. (14) improper start from park position. (15) driving without lights (head, back, signal

lights) during the hours prescribed by laws. (16) driving against the flow of traffic. (17)
driving or crossing the safety island not intended for MTH. (18) disregarding automatic

signaling devices. (19) speeding or fast driving (over 30 km./hr. -within Poblacion; 40 km/hr-

outside Poblacion). (20) entering a " Do not enter" sign. (21) disregarding "no left turn" sign.

(22) passing thru red light. (23) allowing passengers in excess of the seating capacity. (24)

obstructing or impending the free passage of other vehicles. (25) loading or unloading

passenger within a prohibited area. (26) soliciting passengers at the street corner. (27)

loading or unloading passengers in the middle of the road. (28) loading or unloading

passengers at the intersection. (29) failure to give right of way to police or other emergency

vehicles.

For parking an MTH or permit it to stand attended or unattended along National

Highways or in any roads within the municipality of Nabunturan to a manner as enumerated

below: (30) within an intersection. (31) on a crosswalk or pedestrian lane. (32) within six

meters of the intersection of the curb lines. (33) within four meters of the drivewat entrance

to any fire station. (34) within four meters of a Fire Hydrant. (35) in front of a private

driveway. (36) on the roadway side of any vehicle stopped or parked at the curb or edge of

the highway. (37) at any place where official signs have been erected prohibited parking.

(38) parking on sidewalk, path or alley not intended for parking. (39) failure to carry

Registration Certificate and Official Receipt of Payment of Registration Fee for current year.

(40) driving without horns or horns making startling sound. (41) driving with open muffler or

making unnecessary noise. (42) driving emitting excessive smoke. (43) driving with a

metallic tires. (44) driving with dirty, not legible or partly hidden number plates. (45) driving

motorcycle-for-hire with improvised front or rear plates without authority from LTO. (46)

driving without capacity markings plainly marked on both sides of the vehicle. (47) allowing
passengers to ride on step board or hitch to the motor. (48) driving motorcycle for hire

along the route/ zones district not prescribed by their MTOP without a special permit. (49)

driving motorcycle for hire with an invalid or delinquent license. (50) driving without

carrying one's driver's license. (51) driving without first securing a driver's license. (52)

operating motorcycle for hire with delinquent or suspended or invalid registration. (53)

driving a vehicle using a siren. (54) driving while under influence of liqour or narcotics drug.

(55) hostile or arrogant attitude of a driver towards lawful authority or improper conduct or

behavior like bribery, without prejudice to prosecution under the Revised Penal Code. (56)

transferring, lending or otherwise allowing anh person to use his driver's license for the

purpose of enabling such person to operate an MTH. (57) engaging, employing or hiring any

person to operate motorcycles for hire other than a duly licensed professional driver. (58)

failure or refusal of the motorcycle-for-hire to convey passengers to his/her destination.

(59) arrogance, hostility, and disrespect to passengers without valid reason. (60) selective

solicitation/ loading motorcycle-for-hire of passengers. (61) smoking while driving. (62)

driving without personal hygiene. (63) no garbage receptacle/ bin. (64) using cellular phone

while driving. (65) wearing slipper, sando and shorts. (66) no helmet for single motors and

(67) no side mirror.

Conceptual Framework

This study is anchored to the concept proposed by Parasuraman (1988) the

SERVQUAL scale which states that when perceived or experienced service is less

than the expected service; it implies less than satisfactory service quality, the

obvious inference is that service quality is more than satisfactory (Jain et al.,2004).

Service quality in general consists of five distinct dimensions: tangibility, reliability,

responsiveness, assurance and empathy.

 The service quality influence on passenger satisfaction particularly on a

service offering (e.g. transport service) is very important and deserves attention from

provides. Service quality variables of interest to transport services should therefore

be the focus of providers. Service quality variables of interest to transport services

should therefore be the focus of providers. Existing literature for example reveals

that behavior of personnel and specifically behavior of drivers, reliability of services,

speed of services, as well as availability seem to be the most crucial factors affecting

passenger’s satisfaction (Rabiul et al., 2014)

The relationship between service quality and satisfaction is complex due to

the intricate interplay between performance dimension used in quality judgments and

those used in satisfaction judgments. Quality is the totality of features and

characteristics of a product or service that bear on its ability to satisfy stated and

implied needs. In short term product or service features determine quality which then

satisfies consumer needs. Thus, the relationship between the 2 is as shown in

Figure 1.
 Independent Variable Dependent Variable

Service Quality

 Tangibility
Passenger’s Satisfaction
 Reliability
 Responsiveness  Speed

 Assurance  Compliance to TARIPA/ Laws

 Empathy  Cleanliness
 Driver’s Accommodation
 Driver's Hygiene
 Security
 Reached (route)

Figure1. Paradigm of the Study

Statement of the Problem

 The study aims to determine the relationship between service quality and

passenger’s satisfaction towards tricycle in Nabunturan. Here, the study sought to

answer the following questions:

1. What is the level of service quality of tricycle drivers in terms of:

1.1 Tangibility;

1.2 Reliability;

1.3 Responsiveness;

1.4 Assurance; and

1.5 Empathy?

2. What is the level of passenger's satisfaction to tricycle drivers in terms of:

2.1 Speed;

2.2 Compliance to TARIPA/Laws;

2.3 Cleanliness;

2.4 Drivers’ Accommodation;

2.5 Driver's Hygiene;

2.6 Security; and

2.7 Reached (route)?

3. Is there a significant relationship between service quality and passengers

satisfaction?

Hypothesis

This study tries to test the null hypothesis:

1. There is no significant relationship between service quality and passenger

satisfaction.
Scope and Delimitation

The focus of this study is directed to determine the relationship within service

quality and satisfaction of commuters of tricycle as mode of transportation. This

study is conducted specifically in Poblacion, Nabunturan Compostela Valley

Province with 50 participants. The participants are the commuters which are

randomly selected within Poblacion, Nabunturan. They are given a questionnaire

which concerns only on their satisfaction towards their experience to the drivers

service quality while commuting.

This study will only be conducted from October to February.

Significance of the Study

The findings of this study are specifically significant to the following:

Tricycle Drivers. This study will help them to develop new insights in

servicing strategies by being able to offer the best service to their passengers so as

to retain and maintain them.

Passengers. This study will help them to draw insights and provide

recommendations for the improvement of tricycle services that will lead them to

satisfaction and contentment.

Local Government Units (LGU). This will help them to monitor and

understand the economic contribution of transport industry in order to make strategic

decisions involved in the running of business. They will be provided with data on the

viability of transportation industry and thereby allocate some budget to fund this

industry. In the end, this will partly solve unemployment and will help in alleviating

poverty among the masses.

 Future Researchers. This study will help a researcher to expand knowledge

on tricycle services in Nabunturan. This will serve as reference to other researchers

and persuade to do more research using different indicators.

Definition of Terms

For clearer understanding of some concepts used in this study, the following

terms were conceptually and operationally defined.

Assurance. This refers to the employee's knowledge, courtesy and the ability

of the firm and its employees to inspire trust and confidence in their customers

(Berry, 2006). In this study, it refers to the driver's concern and attitude towards

passengers.

Driver's Accommodation. This refers to the services provided by the driver

for convenience or to satisfy the need of the passenger (Frazzani, 2016). In this

study, it refers to the concern and desire of the driver for assissting the passengers

Driver's Hygiene. This refers to the principle of maintaining a clean and well

groomed external body (Ndiso, 2017). In this study, this refers to how the driver keep

himself and his surroundings clean in order to maintain good health.

Empathy. This refers to caring, individualized attention provided to the

customers by their banks or service firms (Khurshid, 2008). In this study, it refers to

the attention and patience of the driver towards passengers.

Passengers’ Satisfaction. This refers to the emotional response to the

experiences provided by associated with particular products and services purchased

(Yi, 1990). In this study, it refers to how well the expectations of the passenger
concerning the services provided by the driver such as speed, compliance to

TARIPA, cleanliness, driver's accomodation, driver's hygiene and security.

Reliability. This refers to the ability to perform the promised service

dependably and accurately (Kalidas, 2007). In this study, this refers to the difference

in arrival time between the scheduled actual times.

Responsiveness. This refers to the willingness to help customers and to

provide prompt service (Zethaml, 2006). In this study, this refers to the speed of the

response of the driver toward the complaints of the passenger.

Security. This refers to the freedom from intentional harm and tampering that

affects both motorized and non-motorized travelers and may also include natural

disaster (Joewono, 2006). In this study, it refers to the passenger's concern for

safety.

Service Quality. This refers to the totality of features and characteristics of a

product or services that bear on its ability to satisfy stated or implied needs (Kotler et

al., 2002). In this study, it refers to tangibility, reliability, assurance, responsiveness

and empathy.

Speed. This refers to the measure of how fast something is moving and the

distance that an object moves in a given amount of time (Cobi, 1989). In this study,

this refers to the measured travelled time per unit.

Tangibility. This refers to the appearance of physical facilities, equipment’s,

communication materials and technology (Batool, 2008). In this study, it refers to

cleanliness, ambiance and maintenance.