Research findings analysis and interpretation

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CHAPTER FOUR

RESEARCH FINDINGS: ANALYSIS AND INTERPRETATION

4.1 INTRODUCTION

This chapter attempts to analyse questionnaire findings regarding customer satisfaction with the two land transport companies involved in the present study: a publicly-owned company (referred to as Company ‘A) and a privately-owned company (referred to as Company ‘B’). Satisfaction rates of customers of both companies are also compared against each other in Chapter Five to illustrate which company provides more satisfactory services to its customers. Seventy questionnaires were distributed to the passengers of Company ‘A’ and sixty to the passengers of Company ‘B’.

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Fifty questionnaires were completed by passengers of each company and returned to the researcher. This gives response rates of 71.4% and 83.3%, respectively. These return rates are acceptable response rates. Passengers who declined to participates either they claimed that they were not interested in the survey, whereas some other claimed they did not have the time to complete the questionnaire.

4.2 FACTORS MOTIVATING CUSTOMERS TO DEAL WITH THE COMPANY ‘A’

Responses to the factors that have motivated the customers of this company are presented in Table 4.1 and illustrated in Figures 4.1 to 4.3. Factors motivating customers are divided into three groups: Reliability and Customer Service (RCS) factors (eight factors), Convenience and Accessibility (CA) factors (nine factors) and On-Board Services (OBS) (five factors). Responses to the eighteen statements are illustrated in Table 4.1. To facilitate data analysis, responses to the “Strongly Agree” and “Agree” groups were combined and presented in Figures 4.1 to 4.3 as “SA/A”. Similarly, for the “Disagree” and “Strongly Disagree” groups were combined as “DA/SDA”. The “No View” responses (NV) were left as it is. Table 4.1 indicates that between 4% and 20.0% of responding passengers declined to express their views. This indicates their indifference to the questionnaire items. Table 4.1. Reasons for choosing to travel with Company ‘A’

Variables

SA

A

NV

DA

SDA

CA

Convenient reservation and ticketing 76.0 16.0 8.0 0.0 0.0

CA

Prompt and accurate reservation and ticketing 44.0 40.0 16.0 0.0 0.0

CA

Good checking-in service 44.0 44.0 12.0 0.0 0.0

CA

Frequent journey programme 40.0 40.0 20.0 0.0 0.0

CA

Convenient journey schedule 36.0 48.0 12.0 4.0 0.0

CA

Seat allocation 28.0 56.0 16.0 0.0 0.0

RCS

Courtesy of employees 28.0 56.0 16.0 0.0 0.0

RCS

Employees’

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