The Impact of Service Quality Attributes on Customer Satisfaction of Bus Rapid Transit: a Case Study of Dart in Tanzania

Due to globalization and development in technology, public transport has been changing and improving rapidly which leads to changes in how public transport companies operate. These developments and changes in public transport and their corresponding attributes have implication on the customer satisfaction. Few studies have been conducted in assessing customer satisfaction in public transport and few were conducted in other countries. In Tanzania context there is scarce literature assessing the influence of public transport service attributes on customer satisfaction. Hence, the aim of this study was to assess the influence of service quality attributes on customer satisfaction of Bus Rapid Transport (BRT), in Dar es Salaam, Tanzania. In order to achieve this study objectives, a survey using self-administered questionnaires were conducted to 102 respondents in Dar es Salaam. Descriptive analysis, Correlation Analysis and Logistic Regression analysis were performed to assess the influence of service quality attributes to customer satisfaction of Bus Rapid Trust. The results of the study revealed that, in the context of service reliability, comfort and network design of BRT have significant positive influence on customer satisfaction in Dar es Salaam, Tanzania. The study concludes that service reliability, comfort and network design of BRT have significant positive influence on customer satisfaction of Public Transport in Dar es Salaam, Tanzania. Therefore, in ensuring successful organisation operations, management has to ensure that service quality attributes are managed well because they have the influence on the organisation performance.