Measuring service quality in urban bus transport: a modified SERVQUAL approach

Purpose – The paper adapts and applies a modified SERVQUAL approach compliant with the EN 13816, a European standard on service quality in public transport. The purpose of the study is to provide a quality evaluation tool readily usable by transport operators willing to certify the service offered. Design/methodology/approach – Correspondence between the SERVQUAL and the standard is ensured by guaranteeing that the 15 attributes investigated encompass the eight macro‐areas of the norm. Primary data were collected by means of an on‐board survey conducted in Cagliari over a two week period. Findings – The study shows the possibility to implement a SERVQUAL approach abiding by the requirements set by the EN 13816. The results illustrate a high degree of importance placed on attributes such as on‐board security, bus reliability, cleanliness and frequency, with these latter three characterized by the widest negative gaps between perceptions and expectations. The sole quantitative supply of transport does not seem to influence quality perceptions more than attributes such as staff courtesy and bus comfort. Research limitations/implications – The results are too specific to enable their generalization. Moreover, the SERVQUAL framework might be improved with the inclusion of additional attributes. Originality/value – The study provides public transport operators with a tool characterized by a good degree of openness and flexibility, so to fit individual needs. It might also be of interest for practitioners wishing to explore the main drivers of satisfaction among transport users.