CONCLUSION
To summarize, the present paper tried to reveal the
important factors measuring customer satisfaction in Bus
transportation services provided by HBR in the city of
Sintok located at the province of Kedah, Malaysia.
Findings indicate that satisfaction in customers varies in
line with the service dimensions which affect total
satisfaction. More precisely, the results indicated that
customers present a moderate to strong level of
satisfaction along the line of service dimensions. The sub
criteria “route safety”, “service of personnel”, “service
inside the bus” comprises the strong points of the
company. To summarize, the overall result show that
service quality attributes influences overall customer
satisfaction in using public bus transport. High quality
public bus transport not only keep customer to continue
using public bus transport to fulfill their travel demand but
also attract potential customer. The examination of the
literature provide some interested results: Behavior of
personnel and specifically behavior of bus driver,
frequency of services, reliability of services as well as
time and particularly waiting time seemed to be the most
crucial factors affecting customer satisfaction within other.
These lead to the conclusion that HBR, to continue
its satisfactory bus services for greater productivity
and enhanced performance, must give due importance
on these factors.