The study on service quality towards students’ satisfaction on online bus ticket booking platform

The purpose of this study was to determine the relationship between the dimensions of SERVQUAL Model and students’ satisfaction on online bus ticket booking platform. The dimensions of SERVQUAL Model consisting of reliability, assurance, responsiveness, and tangibles. This study exploited the service quality of the online platforms by utilizing sample represented by UMK PC campus fourth-year students’ satisfaction who study at Faculty of Entrepreneurship and Business (FKP). Simple random sampling was being used in this study and questionnaire will be distributed to 265 students. The results of the study determined that reliability, responsiveness and tangibles have significant relationships with students' satisfaction on online bus ticket booking platforms while assurance has not. This study is vital to researcher to investigate how the service quality of the online bus ticket booking platform gives an impact on student satisfaction. On top of that, by knowing how service quality gives impacts on the student satisfaction, the researcher can find out what customers expect from a E-ticketing service system of public transport and how it should be delivered by the service provider, so that the service provider can improve on its service quality to fulfill customer’s expectation and increase satisfaction, thus boost sales, revenue growth and develop continuously.