The study towards quality service and passengers’ satisfaction level using bus terminal in Kota Bharu, Kelantan

The objective of this study is to examine the quality service and passengers’ satisfaction level using the Bus Terminal in Kota Bharu, Kelantan. Quality service is crucial in a company's operational activities because it has a great impact on customer satisfaction and loyalty. Service quality will be measured in five dimensions: reliability, responsiveness, empathy, assurance, and tangibles. Customers are the key to winning in the competition among business practitioners. Quality service is an important component of the marketing mix that has an impact on consumers. Quality service is an important component in influencing customers when it comes to increasing customer loyalty. The data analysed were collected from Malaysian citizens (aged 18 to 50 years old and above). This study discusses the findings of the study and examines whether the objectives of this study can be achieved. Conclusions and recommendations will be presented in the final chapter.