An Application of Importance-Performance Analysis (IPA) for Evaluating City Bus Service Quality in Cambodia
Keywords:
Importance-Performance Analysis, Service quality, Users’ expectations, Users’ perceptions, User Satisfaction, CambodiaAbstract
The purpose of this paper is to evaluate the service quality of city bus in Cambodia. In this research, Importance-Performance Analysis (IPA) was applied with the focus on assessing the city bus service quality from the users’ viewpoints. In order to evaluate the service quality, the twenty-four items were grouped into five different factors concerning Bus Services, Bus Stop Facilities, Driver Attitude, Vehicle, and Bus Capacity with the use of five-point Likert scale. On a five-point Likert scale, face to face survey was performed to grasp the users’ expectations and perceptions on the service quality, resulting from 500 respondents. The IPA, a strategic tool, is composed of four quadrants namely: (1) Concentrate Here; (2) Keep up the Good Work; (3) Low Priority: and (4) Possible Overkill, resulting to identify the attributes of service which need to be improved immediately and the ones which are not essential currently, the ones which are overestimated, and the criterions that are satisfactory. Finally, the graphical results play a critical role for the government authorities/agencies to find out the focus areas for an improvement of city bus service quality.
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