A CONCEPTUAL FRAMEWORK FOR PUBLIC TRANSPORT SATISFACTION AMONG UNIVERSITY STUDENTS: ADAPTING SERVQUAL TO RAPID KL

Abstract

Public transportation systems play a crucial role in sustainable urban development; however, ridership rates in Malaysia remain below optimal levels, despite significant infrastructure investments. University students represent a key demographic for public transport utilization, but their satisfaction levels and usage patterns remain understudied in the Malaysian context. This study examines the perception of public transport services and customer satisfaction among National Defence University Malaysia (NDUM) students specifically regarding Rapid KL bus services, addressing critical gaps in understanding how service quality dimensions influence student satisfaction and subsequent usage patterns. A conceptual framework based on the adapted SERVQUAL model is proposed, focusing on six key dimensions: reliability and punctuality, tangible service environment, accessibility and convenience, safety and security, information and communication, and staff service quality. A quantitative research design is proposed to investigate relationships between perceived service quality and customer satisfaction.  Reliability and accessibility are expected to emerge as primary determinants of student satisfaction, while safety concerns and service frequency are anticipated to significantly influence usage decisions. The study will contribute to the theoretical understanding of public transport customer satisfaction in a public university. The research provides practical recommendations for service improvement, including enhanced reliability, improved information systems, and targeted strategies to increase public transport adoption among young adults. Policy implications encompass institutional and governmental levels, supporting sustainable mobility practices and social equity objectives. This conceptual study presents a comprehensive framework for understanding public transport customer satisfaction among university students, offering valuable insights for transportation planners, policymakers, and service providers seeking to enhance the effectiveness of public transport in Malaysia.