Chapter 3: Research Methodology

Chapter 3

Research Methodology
3.1 Research Overview

Research comprises "creative work undertaken on a systematic basis in order to

increase the stock of knowledge, including knowledge of man, culture and society,
and the use of this stock of knowledge to devise new applications.” It is used to
establish or confirm facts, reaffirm the results of previous work, solve new or existing
problems, support theorems, or develop new theories. A research project may also be
an expansion on past work in the field.

Research is basically the procedure of verdict solution to a problem subsequently over

and done with study and exploration of the situational aspects. It is congregation
information required to answer a question, and thereby assist in solving a problem.

3.2 Review of Literature

3.2.1 Objectives of Literature Review:

1. To study the concept of service quality and customer satisfaction in public

transport.

2. To intelligibly access the intrinsic aspects of SERVQUAL model.

3. To foresee and illuminate the crucial factor that influence customer satisfaction.

4. To implicit the illiteracy regarding relationship between service quality and

customer satisfaction

Review 1: Determinants of Customer Satisfaction of Service Quality: City bus

service in Kota Kinabalu, Malaysia

This paper focuses on various components of satisfaction level of customer travel in

public transport. For identifying the different components factor analysis has been
used to evaluate 24 variables. Basic dimension has been used to analyzing the data
were comfort, accessibility and service. Sample size was 987 respondents drawn by
the researcher and convenience sampling method was applied in this study.
 Chapter 3: Research Methodology

The result revealed that there were a slightly difference in satisfaction between
minibus and bus transit. The study gave an insight that over crowdiness, insouciance
of the operating staff and safety were prominent factors identified by the respondents
which affects satisfaction level of customers in public transport.

Review 2: Passenger’s Satisfaction with Public Bus Transport Services in

Ghana: A Case Study of Kumasi–Accra Route.

The purpose of this research was to study the customer satisfaction in public transport.
The main objectives of this study was to clarify the impact of travellers satisfaction
level of individual administration segment on the general administration quality
rating, the study utilizes double logistic relapse model. Sample size was 500
respondents was in questioned by the researcher and random sampling method was
applied in this study.

The results of this study exposed that 15%, 63.2%, 20.8% and 1% respondent
suspected that service quality gave by people in public transport transport was great,
great, moderate and characterless separately.

It has also been concluded in this study that traffic safety was inimically influencing
the customer satisfaction.

Review 3: Service Quality and Customer Satisfaction in Public Transports

This paper gives emphases on the determinants of service quality and their impact on
customer satisfaction. The main aim of this paper was to identify the factors of service
quality and to study the impact of service quality on customer satisfaction in public
transport and to discovers the relationship between service quality and customer
satisfaction in a public transport service taking into account both internal and external
perspectives. Sample size was 100 respondents and random sampling method was
applied.

The result that reliability, security, speed, comfort and punctuality were most
intertwined aspects which directly influence towards customer satisfaction. The study
has also been concluded that there was a positive relationship with significant effect
between service quality and customer satisfaction.
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Review 4: Service Quality and Customer Satisfaction in Public Transport Sector:

An Empirical Study

In this study researcher highlights the most important issue of public transport. The
main aim of this study was to study the impact of service quality in public transport,
to study the customer satisfaction level and to find out the irrefutability between
service quality and customer satisfaction.

Sample of 120 irrepressible respondents were choosen and random sampling method
was applied in this study. SERVQUAL model was used to frame the questionnaire.
For analyzing the data and getting the results regression model has been used. The
result revealed that there was an incorruptible relationship with significant effect on
service quality and customer satisfaction.

Review 5: Service Quality of Malaysian Public Transports: A Case Study in

Malaysia

This research is an exposition of the Service Quality dimensions that has become the
indisputable factor in influencing the Service Quality of public transports in Lembah
Bujang area, Kedah Darul Aman, Malaysia. The objective of this research is to find
the verifiable relationship between free variables which is substantial, unwavering
quality and responsiveness measurement that impacts the Service Quality of people in
general transports. Here by open transports we mean transports and taxis and which
Service Quality measurement forcefully impacts the Service Quality.

On account of this study it was inferred that there was a positive correlations between
Service Quality and tangible, reliability and responsiveness of Service Quality
dimensions. The vivid picture of the study professed tangible dimension was most
eminent which focuses on Cleanliness/Comfortable and other ineffable physical
facilities. For the future research it can emphatically decide the other important
factors that influences the service quality of the public transport.

Review 6: Measuring Commuters’ Perception on Service Quality Using

SERVQUAL in Public Transportation

The present time of hoisted globalization, expects “public transportation service

(PTS)” to introspect affectability to the quality of service provided. In this degree, this
study analyzed the customers' recognition on administration quality offered by people
 Chapter 3: Research Methodology

in general transport administrations. The SERVQUAL scale was regulated to quantify

the suburbanite's recognition on service quality.

The study uncovered that the client desire in respects with administration quality were
given by the public transport were overall satisfied. This study uncovered that the
services gave by public transport were met the desire of client. There was a
noteworthy relationship between overall service quality and the five dimension of the
instrument (reliability, assurance, tangibility, empathy and responsiveness).

The study concluded that the service quality conveyance meets the view of
consumers. When all is said in done, individuals of twin urban areas of “Hyderabad
and Secunderabad” are promoted with the service quality conveyance by public
transport services. This paper draws out an service quality picture which can be
embraced by different urban communities whose populace's special conditions relies
on upon open transportation administrations.

Review 7: Public Transport Service Quality- A Measurement

For most of the developing countries, fettle transportation is holds a forefront because
of its contribution in national and regional, economic, social, cultural development.
Transport service quality and satisfaction level have been focused in the paper.
SERVQUAL approach was imposed for evaluating the difference between passenger
perception and expectations of service quality. It is expected that the passenger gets
formidable service in all respects. For this study, 120 respondents were taken as
sample size by using convenience sampling technique and also SERVQUAL
instrument was used to identify the gap between expectation and perception of
passengers.

The study analyzed that there was a significant positive relationship between service
quality and customer satisfaction in public transport. This study also concluded that
the most of the customers were satisfied with the service quality provided by public
transport.

The study was carried out with grate forethought and its major finding revealed that
majority of the passengers felt idyllic with the service quality provided by the public
transport corporation.
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Review 8: The Examination of the Consumer Satisfaction in the Urban Public

Transport

This paper looks at the respondent’s assessment of the transport administration inside
urban public transport. Sample size was 160 respondents, Researcher has done an
observational study and discovered backing for the examination questions. The
customer satisfaction with the transport service was in medium level.

The after effects of this examination show that sort of the portions have critical effect
on impact on perceived quality gaps of ten service attributes. Researcher focused on
four fragments of the travel market and underlined the most essential qualities. As
indicated by significance satisfaction examination researcher may decide quality
administration assignments for supplier, transport service can prosper, on the off
chance that it is modest, style, fast and tried and true.

Review 9: Tourists’ Perceptions of the Quality Of Public Transportation Services

in the Accra Metropolis: A SERVQUAL Approach

Everywhere throughout the world, consumers are begging public transport service
suppliers to effort to give quality support of their customer bases and not to be enticed
in just the monetary profits. The push of this is to inspect tourists' impression of the
nature of public transportation services inside the “Accra Metropolis, Ghana” utilizing
a SERVQUAL approach. The SERVQUAL scale was altered to help in assessing how
tourists see public transportation service inside this locale. . “Accidental sampling
procedure was used to collect samples from 200 forthcoming tourists at selected
transport terminals.”

The outcome uncovered that there was a perception with respect to the services
offered by public transport. The desire was higher than the perception of client with
respect to service gave by public transport. The study exposed that the tourists had an
obstinate impression of public transport service inside the city. The suggestion for this
study is that it is proposed to give solid premise to more unflinching studies into this
marvel.
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Review 10: The Satisfaction Analysis for the Performance of Public Transport
Urban Areas

This unflinching, unfazed study was attempted to explore the execution of public
transport service, measuring the level of satisfaction of public transport clients as far
as societal desires, decide the impact of the level of satisfaction of public transport
service on the triumph over open transport.

The outcomes of present research demonstrated that the execution of open transport
goes unnoticed in giving services to the clients of public transport. The primary need
of the impenetrable desires or ungenerous state of mind of public transport clients to
get advantaged treatment or change of public transport service is a pointer of
availability, combination, incomparable, unspeakable, limit, smooth and quick,
helpful, security, simple, auspicious, methodical, productive. From the present
research it concluded that demonstrates that public transport client satisfaction has a
positive and huge impact on the execution of public transport, any expansion in broad
daylight transport execution markers it will likewise impact the increment in
satisfaction of clients of public transport.

Review 11: Factors Affecting Travellers’ Satisfaction with Accessibility to Public

Transportation

This research applies a binomial model to analyze the parametric relationship between
the level of travellers’ satisfaction with accessibility to public transport services and
the socio-economic as well as mode-related variables (such as gender, age,
occupation, public transport connectivity, car ownership etc.). The study also
estimates the likelihood of travellers‟ satisfaction for each survey year using a
German Mobility Panel (1997-2008).

The results indicate a remarkable relationship between the explanatory variables and
satisfaction with accessibility to public transport. The probabilistic estimate also
shows that there is a time variant, impromptu effect of satisfaction with accessibility.

Review 12: Assessing Customer Satisfaction Level of Transport Services Using

SERVQUAL

This was a twofold study, carried out in Pakistan. Firstly, to find out the impact of
SERVQUAL model dimensions on customer satisfaction, and secondly, to measure
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the satisfaction level of customers using transport services. Volunteer impulses were
accumulated from 200 sample size and random sampling was applied. The study
implied three tools namely - descriptive statistics, regression and correlation analyses.

Findings of the study depict that all the dimensions of the SERVQUAL were
positively correlated with customer satisfaction. “Empathy” was most incisively
correlated with customer satisfaction as compared to other dimensions. As far as
regression analysis is concerned; manipulated R2 values showed that 66.2% customer
satisfaction was affected due to independent variables. Descriptive analysis
accentuated the overall satisfaction of customers with Daewoo bus service with a
mean value of 3.008 which reveals that customers are satisfied yet do not accolade
Daewoo service. There is a need to incessantly improve Daewoo’s fare strategies in
accordance with its users. And, to think with agility to provide inalienable comfort to
their customers. This study is an imprint for Daewoo Express to adhere to agenda that
is most apparent for the customers.

Review 13: Service Supply and Customer Satisfaction in Public Transportation:

The Quality Paradox

This research investigates the relationship between the objective performance

measures of public transport services and the satisfaction alleged by tourists.
Information were gathered in six different European urban areas. Three aims of
service execution measures were gotten for every city from the “UITP Millennium
Database”. Three subjective satisfaction characteristic measures were acquired from
“Benchmarking in European Service of Public Transport (BEST 2001),” replied by
6,021 respondents altogether. Notwithstanding subjective trait measures, whole
satisfaction was likewise utilized as a subjective measure. A few correlational
investigations expected that the relationship amongst satisfaction and service offered
in public transport is unsafe.

The outcome uncovered that there was a patina of progress yet really there was
absence of co-operation between transport supply and recurrence satisfaction may rely
on upon scarcity of coordinating supply with interest. Such a confuse not being
reflected in the relationship amongst perceived and offered seat accessibility could
mirror the way that the shortage in recurrence is adjusted for by expanded vehicle
capability. At any rate, the information propose that an expansion in seat accessibility
 Chapter 3: Research Methodology

is noted by explorers. The negative association between normal speed and travel time
may neat the sort of travel. A long excursion is unavoidably tedious even in a quick
moving vehicle. Transport frameworks with umpteen long separation suburbanite
adventures may hence score lower on saw travel time than frameworks essentially
comprising of inward city transports utilized for short trips picked specially over
strolling.

Review 14: Measuring Commuters’ Perception on Service Quality Using

SERVQUAL in Delhi Metro

The present study focuses on the determining the service quality of “Delhi Metro
DMRC in NCR India.” A sample of 1200 respondents from various stations of “Delhi
metro in Delhi NCR” was chosen through “non-probability convenience sampling”.
Exploratory factor analysis was directed and it was found that “Reliability, Assurance,
Tangibles, Empathy, and Responsiveness” customers likewise assume security as a
parameter for service quality. Security incorporates Separate compartment for ladies
and the metro station ought to be close to their office. So in view of these conclusions
“Delhi Metro” ought to focused on their security in conveying satisfaction to the
“Delhi Metro” clients.

The outcomes demonstrated that there are five general dimensions of service quality:
“Reliability, Assurance, Tangibles, Empathy, and Responsiveness.” In any case,
another trap of exchange ought to be tuned in by “Delhi Metro” that a change of
Security may make the clients tractable. Which implies firms ought to have the
direction to perform an otherworldly administration so that most extreme fulfillment
can be given. The study was an addendum to the comprehension and appropriateness
of SERVQUAL model in “Delhi Metro”. Dissimilar to, “PZB's” measurements of
administration quality viz., “Reliability, Assurance, Tangibles, Empathy, and
Responsiveness Delhi Metro” consumers likewise expect security as a parameter for
administration quality. Security incorporates Separate compartment for ladies and the
metro station ought to be close to my office. So in light of these conclusions Delhi
Metro ought to hold fast to their security in conveying fulfillment to the Delhi Metro
clients.
 Chapter 3: Research Methodology

Table 3.1

S. Author Title Objectives Geographi Sample Findings /

No Name cal Area Size, Suggestion
. Covered Sample
Method,
Test Used
1 Harifah Determin- To find out Kota SS- 987 1. There were a
Mohd Noor, ants of determinants of Kinabalu, Respond- slightly difference
Na’asah Customer customer Malaysia ents in satisfaction
Nasrudin Satisfaction satisfaction of SM- between minibus
and Jurry of Service service quality Random and bus transit.
Foo (2014) Quality: Sampling2. Overcrowdiness,
City bus Tests insouciance of the
service Used- operating staff and
Factor safety were
Analysis prominent factors
identified by the
respondents which
affects satisfaction
level of customers
in public transport.
2 Eric N. Passenger’s To explain the Kumasi, SS-500 The results of this
AIDOO, Satisfaction effect of Accra Responde study exposed that
William with Public passengers nts 15%, 63.2%, 20.8%
AGYEMAN Bus satisfaction level SM- and 1% respondent
G, Jane E. Transport of individual Random thought that service
MONKAH Services in service component Sampling quality provided by
and Francis Ghana on the overall Tests the public transport
K. service quality Used- was excellent, good,
AFUKAAR rating, the study binary moderate and
(2013) employs binary logistic insipid respectively.
logistic regression regression It has also been
model. model concluded in this
study that traffic
safety was
 Chapter 3: Research Methodology

inimically
influencing the
customer
satisfaction.
3 Filipa Service The main aim of Portugal SS-100 The result that
Fonseca, Quality and this paper was to Responde reliability, security,
Sofia Pinto Customer identify the factors nts speed, comfort and
and Carlos Satisfaction of service quality SM- punctuality were
Brito (2010) in Public and to study the Random most intertwined
Transports impact of service Sampling aspects which
quality on Tests directly influence
customer Used- towards customer
satisfaction in correlation satisfaction. The
public transport. and study has also been
regression concluded that there
was a positive
relationship with
significant effect
between service
quality and
customer
satisfaction.
4 Rida Service To study the Pakistan SS-100 The result revealed
Khurshid, Quality and impact of service Responde that there was an
Dr. Customer quality in public nts incorruptible
Hummayou Satisfaction transport, to study SM- relationship with
n Naeem, in Public the customer Random significant effect on
Sana Ejaz, Transport satisfaction level Sampling service quality and
Faiza Sector of and to find out the Tests customer
Mukhtar and Pakistan: An irrefutability Used- satisfaction.
Taha Batoo Empirical between service regression
(2012) Study quality and model
customer
satisfaction.
5 Zaherawati Service To discover the Malaysia SS-169 there was a positive
 Chapter 3: Research Methodology

Zakaria Quality of irrefutable Responde correlations between

Zaliha Hj Malaysian relationship nts Service Quality and
Hussin Public between SM- tangible, reliability
Mohamed Transports independent convenien and responsiveness
Fajil Abdul variables which is ce of Service Quality
Batau tangible, Sampling dimensions. The
Zuriawati reliability and Tests vivid picture of the
Zakaria responsiveness Used- study professed
(2010) dimension that Correlatio tangible dimension
influences the n and was most eminent
Service Quality of regression which focuses on
the public model Cleanliness/Comfort
transports. able and other
ineffaable physical
facilities.
6 Kokku Measuring examined the Hyderabad SS-512 The study exposed
Randheer, Commuters’ commuters’ and Responde that the customer
Ahmed A. Perception perception on Secunderab nts expectation in
AL-Motawa on Service service quality ad, India. SM- regards with service
and Prince Quality offered by the random quality were
Vijay. J Using public transport Sampling provided by the
(2011) SERVQUA services Tests public transport
L in Public Used- were overall
Transportati Correlatio satisfied. This study
on n and exposed that the
regression services provided by
model the public transport
were met the
expectation of
customer. There was
a significant
relationship between
overall service
quality and the five
dimension of the
 Chapter 3: Research Methodology

instrument
(reliability,
assurance,
tangibility, empathy
and responsiveness).
7 Dr. R. Public To identify the Tamilnadu SS-120 The study analyzed
Kavitha Transport Service Quality Responde that there was a
(2015) Service gap between nts significant positive
Quality- A expected service SM- relationship between
Measuremen and perceived convenien service quality and
t service. 2. To find ce customer
the level of Sampling satisfaction in
satisfaction of Tests public transport.
passenger of the Used- This study also
public transport Correlatio concluded that the
service. n and most of the
regression customers were
model satisfied with the
service quality
provided by public
transport.
8 Ida Ercsey The To examines the Hungary SS-160 The results of this
and Laszlo Examination user’s evaluation Responde research indicate
Jozsa (2009) of the of the bus service nts that type of the
Consumer SM-quota segments have
Satisfaction sampling significant impact
in the Urban and non- on perceived quality
Public random gaps of ten service
Transport Sampling attributes. Study
Tests also concluded that
Used- four segments of the
Correlatio transit market and
n and emphasised the
regression most important
model characteristics.
 Chapter 3: Research Methodology

According to
importance
satisfaction analysis
it may determine
quality management
tasks for provider,
bus service can
flourish, if it is
cheap, flair, speedy
and dependable.
9 RY Tourists’ To examine Ghana SS-165 The result revealed
Nutsugbodo perceptions tourists’ Responde that there was a
(2013) of the perception of the nts negative perception
quality of quality of public SM-quota regarding the
public transportation sampling services offered by
transportatio services and non- the public transport.
n: random The expectation was
a Servqual Sampling higher than the
approach Tests perception of
Used- customer regarding
Paired services provided by
sample t- public transport.
test The study
concluded that the
tourists had an
intractable
perception of public
transport services
within the
metropolis.
10 Adris.A.Putr The To investigate the Makassar, SS-178 The results showed
a1 Jinca, M. Satisfaction performance of Indonesia Responde that the performance
Yamin Analysis for public transport nts of public transport
Bambang the services, SM- goes unheeded in
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Riyanto Performance measuring the random providing services

Agus Taufik of Public level of Sampling to the users of
Mulyono Transport satisfaction of Tests public transport.
(2014) Urban Areas public transport Regressio The main priority of
users in terms of n Model the impregnable
societal expectations or
expectations, ungenerous attitude
determine the of public transport
effect of the level users to get
of satisfaction of privileged treatment
public transport or improvement of
services public transport
services is an
indicator of
accessibility,
integration,
inimitable,
ineffable, capacity,
smooth and fast,
convenient, safety,
easy, timely,
orderly, efficient.
11 Mintesnot Factors To analyse SS-300 The results indicate
G. Affecting relationships Responde a remarkable
Woldeaman Travellers’ between the nts relationship between
uel and Rita Satisfaction explanatory SM- the explanatory
Cyganski with variables and random variables and
(2011) Accessibilit perception/satisfac Sampling satisfaction with
y to Public tion with Tests accessibility to
Transportati accessibility to Binomial public transport.
on public Model The probabilistic
transportation. estimate also shows
that there is a time
variant, impromptu
effect of satisfaction
 Chapter 3: Research Methodology

with accessibility.
12 Raja Irfan Assessing To find out the Pakistan SS-200 Findings of the
Sabir, Sara Customer impact of Responde study depict that all
Javed, Satisfaction SERVQUAL nts the dimensions of
Wasim Level of model dimensions SM- the SERVQUAL
Ahmad, Transport on customer random were positively
Nabila Noor Services satisfaction, and Sampling correlated with
and Hafiza Using secondly, to Tests customer
Mubeen SERVQUA measure the Correlatio satisfaction.
Munir L satisfaction level n and “Empathy” was
(2014) of customers using Regressio most incisively
transport services n Model correlated with
customer
satisfaction as
compared to other
dimensions. As far
as regression
analysis is
concerned;
manipulated R2
values showed that
66.2% customer
satisfaction was
affected due to
independent
variables.
13 Margareta Service To analyzes the Sweden SS-6,021 The result revealed
Friman and Supply and relationship Responde that there was a
Markus Customer between the nts patina of success but
Fellesson Satisfaction objective SM- actually there was
(2009) in Public performance random lack of co-operation
Transportati measures of public Sampling between transport
on: The transport services Tests supply and
Quality and the Correlatio frequency
Paradox satisfaction n Analysis satisfaction might
 Chapter 3: Research Methodology

perceived by depend on paucity

travelers. of matching supply
with demand.
The negative (and
counterintuitive)
correlation between
average speed and
travel time might
unadulterate the
type of travel. A
long journey is
unavoidably time-
consuming even in a
fast moving vehicle.
14 Anjali Measuring To measure the Delhi, SS-1200 The result revealed
Sharma and Commuters’ service quality of NCR, India Responde that customer expect
Dr. A.K Perception Delhi Metro nts Security as a
Mishra on Service DMRC in NCR SM- non- parameter for
(2014) Quality India probabilist service quality.
Using ic Security includes
SERVQUA convenien Separate
L in Delhi ce compartment for
Metro Sampling women and the
Tests metro station should
Factor be near to my office.
Analysis So based on these
conclusions Delhi
Metro should adhere
to their security in
delivering
satisfaction to the
Delhi Metro users.
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3.3 Research Gap

In present era, the bus service is a crucial part of life and this sector all over the world
has faced challenges for survival and that of matching the expectations of the
customers. The public transport all over the Rajasthan has similar set up and they can
only differ on service quality.

There is increasing evidence that service quality is linked with customer satisfaction.
But no empirical research has so far been undertaken to explore the service quality in
Rajasthan roadways. Thus a gap exists in the research in this area of importance,
which has motivated the researcher to undertake this research work

It is a concept that has aroused considerable interest and debate in the research
literature because of the difficulties in both defining it and measuring it with no
overall consensus emerging on either. Nowadays, roadways buses are crucial for day
to day life so this topic has become a popular of academic investigation and has been
acknowledged as a key factor in keeping the service quality and sustaining satisfying
relationships with customer. Therefore, this study proposes to bridge the research gap
by studying “A Study of Customer Satisfaction in Public Transportation System
(With special reference to RSRTC, Jaipur)”

3.4 Relevance of the Study

1. To the Public Transport:

This research will be very important for the public transport. Public transport will
come to understand how to satisfy impregnable customer and how to retain them.
The study will provide customer impetus and give suggestion to the public
transport. This will further help them to improve their productivity & competence.
It will also provide information regarding the impediment factors those contribute
towards dissatisfaction and give imminent suggestion to retain potential
customers.

2. To the prospective customers of the public transport:

The study will be useful for the customer of the public transport. It will provide
brief knowledge regarding internal satisfaction in concerning the SERVQUAL
 Chapter 3: Research Methodology

model and the different dimensions such as: Responsiveness, Assurance, tangible,
Empathy, Reliability.

3. To the academicians, researchers and students:

The research will prove beneficial for academicians, students and readers
interested in methods and procedures of Service Quality research especially for
SERVQUAL model and customer satisfaction. This research will inform them
about the customer satisfaction and service quality in public transport.

3.5 Objective of the Study

1. To determine the customers’ perception on services offered by RSRTC.

2. To evaluate the existing services offered to the passengers by RSRTC.

3. To determine service quality attributes that has influence the satisfaction level
of passengers.

4. To know the measures adopted by RSRTC to prevent accidents and security of

passengers.

5. To access awareness level of passengers regarding RSRTC services.

3.6 Hypotheses

Based on the available information following hypothesis has been formulated:-

Ho1: There is no significant difference in the level of customer satisfaction within the
selected determinants of customer satisfaction

Ha1: There is a significant difference in the level of customer satisfaction within the
selected determinants of customer satisfaction

H02: There is no significant association between selected determinants of Customer

satisfaction and Customer satisfaction.

Ha2: There is a significant association between selected determinants of Customer

satisfaction and Customer satisfaction.

H03: There is no significant difference in the level of customer satisfaction between

the selected determinants of customer satisfaction.
 Chapter 3: Research Methodology

Ha3: There is a significant difference in the level of customer satisfaction between the
selected determinants of customer satisfaction.

3.7 SCOPE OF THE STUDY

Public transport occupies an important place in the lives of human beings, so this
study becomes elegant. Customers are imposition regarding service quality in public
transport and public transport is facing incivility regarding customer dissatisfaction.
The study is conducted with special reference to Rajasthan. Jaipur is the region
undertaken for the study in the state of Rajasthan. For this purpose with the help of
questionnaires results are drawn. Aim of the study is to learn about the customer
satisfaction in public tranport. The result would induct benefit for public transport.
This would infallibly improve the public transport scenario in Rajasthan.

3.8 UNIVERSE OF STUDY

A sampling plan is detailed outline of which measurement will be taken at what times,
on which material, in what manner, and by whom. The criteria of sampling plan
undertaken are as follows:

Table 3.2 Universe of Study

1. Target Population or Universe Customer of Public Transport

2. Sampling Method Simple Random Sampling Method

3. Sample size 450 Customer of Rajasthan Roadways

4. Area of Survey Jaipur

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Figure 3.1 The Scientific Research Method

RESEARCH PROBLEM

RESEARCH EXISTING SOURCES

FORMULATE AN OBJECTIVES & HYPOTHESES

PREPARE QUESTIONNAIRE

DATA COLLECTION

DATA ANALYSIS

REPORT RESULTS

3.9 RESEARCH DESIGN:

Present study is an empirical study of A Study of Customer Satisfaction in Public
Transportation System (with special reference to RSRTC). This study is based on
descriptive and exploratory research. The research design has been adopted so as to
suit in present study based on primary data which is collected through questionnaire.
The respondents are selected on the basis of simple random sampling.
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Sampling Design

Since the population is infinite sample will be determined by using “Morgan formula
to determine sample from infinite population”.

Where:

n = Sample Size for infinite population

Z = Z value (e.g. 1.96 for 95% confidence level)

P = population proportion (expressed as decimal) (assumed to be 0.5 (50%)
M = Margin of Error at 5% (0.05)

Hence, by using Morgan formula with the population proportion 50%, the required
sample size is 386. There may be the possibility of non-response by customers hence
sample will be taken as 450.

Questionnaire Framing

Questionnaire is a list of a research or survey questions asked to respondents,

and designed to extract specific information. It serves four basic purposes: to (1)
collect the appropriate data, (2) make data comparable and amenable to analysis, (3)
minimize bias in formulating and asking question, and (4) to make questions
engaging and varied.

In present study, structured questionnaire has been framed using determinants of

SERVQUAL model. The five determinants tangible, reliability, responsibility,
assurance and empathy has been incorporated in the questionnaire to collect the
perception of the customer (passengers) of RSRTC.

To conduct this study, 450 customers of RSRTC have been surveyed. In the present
study various tools of analysis are used depending upon the nature, need and
suitability of the data available and to study A Study of Customer Satisfaction in
Public Transportation System (with special reference RSRTC). Various tests are
applied on the data collected to get significant output and results. Findings,
suggestions, limitations and further scope for the study are also discussed.
 Chapter 3: Research Methodology

In the present study closed-ended restricted questionnaire has been used for designing
the questionnaire. The independent variable used in this study is overall satisfaction
with Public transport service. Dependent variables is specific service quality
dimension which consist

S. No. Dependent Variable Independent Variables

1 Customer Satisfaction Responsiveness

2 Assurance

3 Tangible

4 Empathy

5 Reliability

To conduct this study, 450 customers have been surveyed. The survey has been
conducted in various localities of Jaipur.

A “Likert item” is a statement that the respondent is asked to evaluate in a survey. In

the example below, the statement, “The checkout process was easy” is a Likert item.
The table as a whole is the Likert scale. Likert scale used for preparing questionnaires
is as follows:-

Please select the number below the best represents how you feel about the
organization services:

Strongly Strongly
Agree Neutral Disagree
Agree Disagree

Services given by
the organisation is 5 4 3 2 1
satisfactory

Basic Amenities of
5 4 3 2 1
organisation is good
 Chapter 3: Research Methodology

3.10 Data collection methodology

For the study being done, considering both primary and secondary data will be
inappropriate. So, to get relevant information from the population primary data will
be collected from the sample. The main advantage with the collection of primary
data is that the researcher and the respondent will have personal contact and that
would help in minimizing errors, if any.

1. Primary Data:

 Personal interview – data from the employees of the organizations will be

collected through a personal interview.

 Structured questionnaire – a close ended questionnaire will be used to collect

data from the passengers.

2. Secondary Data:

 RSRTC reports and other governmental publishing

 Company’s annual reports

 Books

 Internet

 Articles from Magazines, journals & Newspapers

3.11 Data analysis

The aim of this study is to measure overall customer satisfaction and investigates the
related service quality attributes that influence the most. Questionnaire is the most
common tool to investigate the similar aim. The data that were collected will be
analyzed using statistical method.

In the present study, for analysis the data statistical tools such as percentage analysis
have been used. The data is placed in a tabular form and pie charts are
drawn.Statistical tools (SPSS) were used for data input and analysis.
 Chapter 3: Research Methodology

Questionnaire based Five Likerts which is called

ordinal data

Converted ordinal data to continuous data using

arithmetic mean

So that Parametric test has been used for testing the

hypothesis

Correlation
Regression
One Sample t test

In the present study initially, reliability test is used to know whether data is reliable or
not afterward various parametric tests are used in the present study for testing the
hypothesis, which are as follows:

 Correlation Analysis

 Regression Analysis

 One Sample t-test

Reliability Test:

Cronbach’s Alpha

“Cronbach’s Alpha is a constant of internal stability. It is generally used as an

evaluation of the reliability of psychometric test for a example of examinees. It was
first called alpha by Lee Cronbach, as he had envisioned enduring with further
coefficient in 1951.

Cronbach’s Alpha can be engraved as a purpose of the number of test items and the
average inter-correlation between the items. Below, for theoretical purposes, shows
the formula for standardized Cronbach’s alpha.”
 Chapter 3: Research Methodology

Here, K is equivalent to the number of items, c-bar is the average inter-item

covariance between the item and v-bar equivalents the average variance.

KMO and Bartlett Test

“The KMO index has the same goal. It checks if we can factorize efficiently the
original variables. But it is based on another idea. The correlation matrix is always the
starting point. We know that the variables are more or less correlated, but the
correlation between two variables can be influenced by the others. So, we use the
partial correlation in order to measure the relation between two variables by removing
the effect of the remaining variables4 . The KMO index compares the values of
correlations between variables and those of the partial correlations. If the KMO index
is high ( 1), the PCA can act efficiently; if KMO is low ( 0), the PCA is not
relevant. Some references give a table for the interpretation of the value of the KMO
index obtained on a dataset.”

“The Bartlett’s test compares the observed correlation matrix to the identity matrix. In
other words, it checks if there is a certain redundancy between the variables that we
can summarize with a few number of factors. If the variables are perfectly correlated,
only one factor is sufficient. If they are orthogonal, we need as many factors as
variables. In this last case, the correlation matrix is the same as the identity matrix. A
simple strategy is to visualize the correlation matrix. If the values outside the main
diagonal are often high (in absolute value), some variables are correlated; if most
these values are near to zero, the PCA is not really useful.”

Multiple Correlation Analysis

“Multiple Correlation analysis is related in the sense that both deal with relationships
among variables. The correlation coefficient is a measure of linear association
between two variables. Values of the correlation coefficient are always between -1
and +1. A correlation coefficient of +1 indicates that two variables are perfectly
related in a positive linear sense, a correlation coefficient of -1 indicates that two
variables are perfectly related in a negative linear sense, and a correlation coefficient
of 0 indicates that there is no linear relationship between the two variables. For simple
linear regression, the sample correlation coefficient is the square root of the
 Chapter 3: Research Methodology

coefficient of determination, with the sign of the correlation coefficient being the
same as the sign of b1, the coefficient of x1 in the estimated regression equation.”

Multiple Regression Analysis

“Regression analysis is widely used for prediction and forecasting, where its use has
substantial overlap with the field of machine learning. Regression analysis is also
used to understand which among the independent variables are related to the
dependent variable, and to explore the forms of these relationships. In restricted
circumstances, regression analysis can be used to infer causal relationships between
the independent and dependent variables. However this can lead to illusions or false
relationships, so caution is advisable, for example, correlation does not imply
causation.”

One Sample T-Test

“The one-sample t-test is used when we want to know whether our sample comes
from a particular population but we do not have full population information available
to us. For instance, we may want to know if a particular sample of college students is
similar to or different from college students in general. The one-sample t-test is used
only for tests of the sample mean. Thus, our hypothesis tests whether the average of
our sample (M) suggests that our students come from a population with a know
mean (m) or whether it comes from a different population.

The statistical hypotheses for one-sample t-tests take one of the following forms,
depending on whether your research hypothesis is directional or non-directional. In
the equations belowm1 refers to the population from which the study sample was
drawn; m is replaced by the actual value of the population mean. The statistical
hypotheses are identical to those used for one-sample Z tests.”

One Way ANOVA

“The one-way analysis of variance (ANOVA) is used to determine whether there are
any significant differences between the means of two or more independent (unrelated)
groups (although you tend to only see it used when there are a minimum of three,
rather than two groups).
 Chapter 3: Research Methodology

Analysis of variance (Analysis of Variance) is a general method for studying

sampled-data relationships. The method enables the difference between two or more
sample means to be analysed, achieved by subdividing the total sum of squares. One
way ANOVA is the simplest case. The purpose is to test for significant differences
between class means, and this is done by analysing the variances. Incidentally, if we
are only comparing two different means then the method is the same as the t-test for
independent samples. The basis of ANOVA is the partitioning of sums of squares into
between-class (SSb) and within-class (SSw). It enables all classes to be compared with
each other simultaneously rather than individually; it assumes that the samples are
normally distributed. The one way analysis is calculated in three steps, first the sum of
squares for all samples, then the within class and between class cases. For each stage
the degrees of freedom (df) are also determined, where df is the number of
independent `pieces of information' that go into the estimate of a parameter. These
calculations are used via the Fisher statistic to analyse the null hypothesis.”

3.12 Limitations:
1. Data collection for sample will be from Jaipur city only.

2. Respondents might refuse to furnish.

3. Confrontation with inarticulate respondents.

4. Respondents might give inauthentic information.

5. Organizational personnel’s might be unwilling to provide required data.

6. The published and unpublished secondary data available on Internet has its own
limitations, as many of them are the author’s own views and not a generalized
perception. Further, the respondents often times do not portray a true picture and
opinion.
 Chapter 3: Research Methodology

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Questionnaire