Influence of Service Quality on Customer Satisfaction: Empirical evidence from Dar es Salaam Rapid Bus Transit

Abstract

This explanatory study aimed at determining the influence of quality services on customer satisfaction for the Dar es Salaam Bus Rapid Transit customers. The study specifically determined the influence of service quality dimensions namely assurance, responsiveness, reliability, tangibility and empathy on customer satisfaction. A total of 123 research participants were selected using convenience sampling technique. The collected data were analysed by Binary logistic regression. The findings indicate that Tangibility, responsiveness, empathy and reliability had positive and significant effect on customer satisfaction. Findings also revealed that, assurance dimension had negative and insignificant influence on customer satisfaction. Thus, it is concluded that, empathy, responsiveness, tangibility and reliability are antecedents of customer satisfaction. Hence, it is recommended that, Dar es Salaam Bus Rapid Transit should offer quality service to its customers so as to retain them.

Keywords: Bus Rapid Transit, Customer’s Satisfaction, Service Quality