Customer satisfaction towards public transport at Butterworth, Penang (case study on Konsortium Mutiara Bus)

Public transportation plays an important role in the country and seen as part of a
solution for sustainable transport in the future. In order to ensure the successful of public
transport, the level of customer satisfaction became one of crucial factor in industry. The
level of customer satisfaction became one of measure to ensure that customer satisfy with
the service provided by bus operator. Customer satisfaction can be defined as expectation
toward service offered and the actual performance of service provided. High level of
customer satisfaction leads to favorable results such as higher rates of customer retention,
positive word of mouth and higher profits to bus operator. Hence, this paper mainly focused
on level of customer satisfaction toward Konsortium Mutiara Bus services at Butterworth,
Penang. Three factors were identified in this research to measure customer satisfaction
which is reliability, comfort and safety that involve 382 respondents. The method used was
quantitative method by using stratified sampling technique. The results from the study will
unveil the level of customer satisfaction toward services provided by Konsortium Mutiara Bus
and determine the most significant factor that can influence customer satisfaction