Factors Influencing Customer Satisfaction in Public Transport Sector: a Case of Matatus in Central Business District Nairobi-kenya

Abstract

Matatus are the main form of public transport that provides service to millions of Kenyans per day. The purpose of this study was to investigate the public transport service attributes that influence overall commuters’ satisfaction with a focus on the matatu as means of public transport in Nairobi Central Business District. This study was guided by the following specific objectives: To determine how matatu reliability influence customer satisfaction; to assess how the matatu service frequency influence customer satisfaction; to evaluate how matatu affordability influence customer satisfaction; to examine how matatu safety influences customer satisfaction and to determine how the condition of the matatus influence customer satisfaction. Government policies were used as moderating variable and the attitude and culture of the matatu crew, passengers and stakeholders were used as the intervening variable to help look at the relationship between the independent and dependent variable. The study adopted a descriptive survey research design. The choice of this design was informed by the fact that the researcher intended to get detailed information about the target respondents’ views and opinions concerning the topic under study. The target population were all commuters and service crew of 88 matatus plying from Gill House terminus with the sample size of 72. Random sampling was used to identify 2 respondents from each of the 72 vehicles sampled. A total of 144 respondents were approached and 133 of them gave valid data for analysis. Data was collected using structured questionnaires and interview guides. The data collected was analysed using the SPSS tool and presented using the frequency distribution tables in APA format. Based on the findings, this study established that a unit increase in reliability of the matatus transport would lead to 0.811 increase in the customer satisfaction in, Kenya. A unit increase in frequency of the matatus transport services would lead to 0.784 increase in the customer satisfaction in, Kenya. A unit increase in affordability of the matatus as a means of transport would lead to 0.642 increase in customer satisfaction in, Kenya. A unit increase in safety of the matatus industry would lead to 0.612 increase in customer satisfaction in, Kenya and a unit increase in condition of the matatu would lead to 0.578 increase in customer satisfaction in Kenya. This study concluded that reliability and frequency of the matatus industry are main factors influencing customer satisfaction in Kenya and should be embraced so as to increase customer satisfaction. The study recommends an increase in number of vehicles in every route especially in areas of high population. Matatu operators should set prices and fixed travelling schedule to enable the commuter properly plan their travel. Establish proper policies to ensure matatu drivers are well trained and properly supervised to ensure commuters’ safety. Measures to ensure conditions of the matatu vehicles put the commuter at ease or free from physical pain when boarding or riding the matatu. Further studies is suggested on factors influencing satisfaction in other modes of transport, sectors and labour conditions of the matatu crew in provision of service.