ADDIS ABABA UNIVERSITY

SCHOOL OF GRADUATE STUDIES

COLLEGE OF DEVELOPMENT STUDIES

CENTRE FOR ENVIRONMENT AND DEVELOPMENT

TOURISM DEVELOPMENT AND MANAGEMENT PROGRAM

FACTORS AFFECTING TOURIST SATISFACTION IN TAXI SERVICE AT

BOLE INTERNATIONAL AIRPORT

A Research project submitted to the School of Graduate Studies of Addis

Ababa University in partial fulfilment of the requirement for the Degree of
Master of Arts in Tourism Development and Management

Prepared By: DEMEKE KIBRU

Advisor: TAMIRAT T. (PhD)

ADDIS ABABA UNIVERSITY

ADDIS ABABA, ETHIOPIA

JUNE, 2020

i|P ag e
 ADDIS ABABA UNIVERSITY
SCHOOL OF GRADUATE STUDIES
COLLEGE OF DEVELOPMENT STUDIES

CENTRE FOR ENVIRONMENT AND DEVELOPMENT

TOURISM DEVELOPMENT AND MANAGEMENT PROGRAM

FACTORS AFFECTING TOURIST SATISFACTION IN TAXI SERVICE AT

BOLE INTERNATIONAL AIRPORT

BY
DEMEKE KIBRU

Approved by Board of Examiner

______________________ _________________ _______________________

Chairman, Department Signature Date

_________________________ _________________ ______________________

Research Advisor Signature Date

__________________________ __________________ ______________________

Internal Examiner Signature Date

__________________________ _________________ ______________________

External Examiner Signature Date

ii | P a g e
 Declaration
This is to certify that Mr. Demeke Kibru has carried out his project on the topic entitled "Factors
Affecting Tourists’ Satisfaction in Taxi Service at Bole International Airport." The project is the
outcome of my effort and study and that all sources of materials used for the study have been
duly acknowledged. I have produced it independently except for the guidance and suggestion of
the research advisor: this study has not been submitted for any degree in this university or
another university. In partial fulfilment of the requirements for the award of
the Degree of Master of Arts Degree in Tourism Development and Management with the
regulation of the University and the accepted standards with respect to originality.

By: Demeke Kibru

Signature: __________________________

Date: __________________________

This thesis has been submitted for examination with my approval as University
advisor.

Name: Tamirat Tefera (PhD)

Signature: ____________________________

Date: _______________________________

iii | P a g e
 Acknowledgement
First I would like to express my deepest gratitude to my advisor Tamirat Tefera (PhD) for his
unreserved and timely support in checking and giving constructive & fruitful comments
continued guidance and great support for the successful accomplishment of this research.

Next, my deepest gratitude goes to my brother Kalegeta Kibru and Demis Zeberga for their
unconditional love and support.

My classmates; Abraham Berihun, Abraham Fentaw, Aduga, Atsede, Aysheshem, Demisew,

Kibrab, Kidist, Kokeb, Lili, Tsehay, Moti, Muluken, Yamlaksira, Yisfalign, Yoseph, Zebenay
and my dear friends Abatneh Mengist (MSc), Admasu Zergaw (MSc), Asteraye Enyew (MSc)
Meselu Beyene (MSc) for encouraging and pushing me to finish the research, thank you guys for
your support, love and affection. Share my happiness and be proud because you are honoured.

Above all, I glorify the Almighty God for the strength, courage and inspiration he gave me
throughout the period of my studies.

iv | P a g e
Contents page
Declaration................................................................................................................................ iii

Acknowledgement .................................................................................................................... iv

List of tables ............................................................................................................................. ix

List of figures ..............................................................................................................................x

Acronyms/abbreviations ............................................................................................................ xi

Abstract ................................................................................................................................... xii

CHAPTER ONE: ........................................................................................................................1

INTRODUCTION ......................................................................................................................1

1.1. Background of the Study...................................................................................................1

1.2. Statement of the Problem ..................................................................................................3

1.3 Objectives of the Study ......................................................................................................5

1.3.1. General Objective .......................................................................................................5

1.3.2. Specific Objectives .....................................................................................................5

1.4. Research Question ............................................................................................................6

1.5. Significance of the Study ..................................................................................................6

1.6. Scope of the Study ............................................................................................................7

1.7. Limitation of the Study .....................................................................................................7

1.8. Organization of the Study .................................................................................................8

1.9. Definition of Key Terms ...................................................................................................8

CHAPTER TWO: .......................................................................................................................9

LITERATURE REVIEW ............................................................................................................9

INTRODUCTION ......................................................................................................................9

2.1. Theoretical Framework .....................................................................................................9

2.1.1. Concept of Service .....................................................................................................9

v|Page
 2.1.2. Characteristics of Services ..........................................................................................9

2.1.3. Quality ..................................................................................................................... 11

2.1.4. Service Quality ......................................................................................................... 11

2.1.5. Measurements of Service Quality ............................................................................. 12

2.1.6. Concepts about Customer and Customer Satisfaction................................................ 17

2.1.7. Customer .................................................................................................................. 17

2.1.8. Satisfaction ............................................................................................................... 17

2.1.9. Customer Satisfaction ............................................................................................... 17

2.1.10. Service Quality Vs Customer Satisfaction............................................................... 18

2.1.11. Service Quality and Customer Satisfaction in the Transportation Sector: ................ 19

2.1.12. Service Quality in Transportation ........................................................................... 19

2.1.13. Customer Satisfaction in Public Transportation ...................................................... 20

2.1.14. Quality Indicators of Taxi Transportation Service ................................................... 20

2.2. Empirical Literature Review ........................................................................................... 23

2.3. Conceptual Framework and Hypothesis .......................................................................... 27

2.3.1. Conceptual Framework Modified RESCA model ..................................................... 27

2.3.2. Hypothesis Development .......................................................................................... 28

CHAPTER THREE:.................................................................................................................. 29

RESEARCH DESIGN AND METHODOLOGY ...................................................................... 29

INTRODUCTION .................................................................................................................... 29

3.1. Description of the Study Area ......................................................................................... 29

3.2. Research Design and Approach ....................................................................................... 29

3.3. Data Sources ................................................................................................................... 30

3.4. Target Population of the Study ........................................................................................ 30

3.5. Sample and Sampling Techniques ................................................................................... 30

vi | P a g e
 3.5.1. Sampling Method ..................................................................................................... 30

3.5.2. Sample Size .............................................................................................................. 30

3.6. Data Collection Method and Instrument .......................................................................... 32

3.6.1. Data Collection Method ............................................................................................ 32

3.6.2. Questionnaire Development...................................................................................... 32

3.7. Data Analysis and Presentation ....................................................................................... 33

3.8. Reliability and Validity Analysis .................................................................................... 34

3.8.1. Reliability................................................................................................................. 34

3.8.2. Validity .................................................................................................................... 35

3.9. Data Quality Assurance .................................................................................................. 36

3.10. Ethical Consideration .................................................................................................... 36

CHAPTER FOUR: .................................................................................................................... 37

RESEARCH ANALYSIS AND FINDINGS ............................................................................. 37

Introduction .............................................................................................................................. 37

4.1. Results and Discussion.................................................................................................... 37

4.2. Demographic Characteristics of the Respondents ............................................................ 37

4.2.1. Gender of Respondents ............................................................................................. 38

4.2.2 Age of Respondents................................................................................................... 38

4.2.3. Types of Tourist ....................................................................................................... 38

4.2.4. Respondents Nationality ........................................................................................... 39

4.2.5. Educational Status of Respondents ........................................................................... 40

4.2.6. Reason for Traveling ................................................................................................ 41

4.3. Descriptive Analysis of Service Quality Measurement .................................................... 42

4.3. 1. Reliability Test ........................................................................................................ 43

vii | P a g e
 4.4. Descriptive Statistics of The Level of Agreement of the Respondent’s Perception towards
Variables of the Research ...................................................................................................... 44

4.4.1. Customers Perception on Reliability of Taxi ............................................................. 44

4.4.2. Customers Perception of Safety of Taxi .................................................................... 46

4.4.3. Customers Perception of Security of Taxi ................................................................. 46

4.4.4. Customers Perception of Comfort of Taxi................................................................. 47

4.4.5. Customers Perception of Price Affordability of Taxi ................................................ 49

4.4.6. Customers Perception of Driver’s Professionalism ................................................... 50

4.5. Customer Satisfaction ..................................................................................................... 51

4.6. Inferential Statistical Analysis ......................................................................................... 52

4.6.1. Correlation Analysis ................................................................................................. 52

4.7. Model Assumption .......................................................................................................... 55

4.7.1 Normality Test .......................................................................................................... 55

4.7.2. Multi-Collinearity Test ............................................................................................. 57

4.8. Hypothesis Testing ......................................................................................................... 62

4.9. Discussion of Results ...................................................................................................... 62

CHAPTER FIVE: ..................................................................................................................... 65

Summary of Findings, Conclusions and Recommendations ....................................................... 65

Introduction .............................................................................................................................. 65

5.1. Summary of Findings ...................................................................................................... 65

5.2. Conclusion ...................................................................................................................... 67

5.3. Recommendations........................................................................................................... 69

5.4. Limitations and Directions for Future Research .............................................................. 71

Reference .................................................................................................................................. 72

viii | P a g e
List of tables
Table 3.1. Reliability Analysis……………………………...……………………………………37

Table 4.1. Gender of Respondents ............................................................................................. 40

Table 4.2. Age of Respondents .................................................................................................. 46

Table 4.3. Type of Tourists ....................................................................................................... 46

Table 4.4. Respondents Nationality ........................................................................................... 47

Table 4.5. Cronbach`s Alpha of Data Reliability ....................................................................... 49

Table 4.6. Descriptive Statistics of Reliability Dimension ......................................................... 46

Table 4.7. Descriptive Statistics of Safety Dimension................................................................ 46

Table 4.8. Descriptive Statistics of Security............................................................................... 47

Table 4.9. Descriptive Statistics of Comfort .............................................................................. 50

Table 4.10. Descriptive Statistics of Price Affordability ............................................................ 51

Table 4.11. Descriptive Statistics of Driver Professionalism ...................................................... 52

Table 4.12. Descriptive Statistics for Grand Mean ..................................................................... 53

Table 4.13. Overall Customer Satisfaction Level ....................................................................... 55

Table 4.14. Correlation Analysis ............................................................................................... 56

Table 4.15. The Normality Tests, Descriptive Statistics ............................................................. 58

Table 4.16. Multicollinearity Analysis ....................................................................................... 60

Table 4.17. Model R Square Adjusted R Square Std. Error of the Estimate ............................... 60

Table 4.18. Anova ..................................................................................................................... 61

Table 4.19. Multiple Regression Analysis ................................................................................ 61

Table 4.20.Summary of Research Hypotheses…………………………………………………..64

ix | P a g e
List of figures
Figure 3.1: A Conceptual Framework of Service Quality on Tourist Satisfaction…….………29

Figure4.1: Bar Chart of Sex and Educational Status…………………………………………...42

Figure 4.2: Bar Chart of Sex and Purpose of Visit………………….….……….……………..43

Figure 4.3: Bar Chart of Sex and Educational status…………………….…………………….44

Figure 4.4: Regression Standardized Residual………………………………………………...59

x|P ag e
Acronyms/abbreviations
SERVPERF Service-performance

SERVQUAL Service Quality

SNNPR Southern Nation Nationality and People Region

SPSS Statistical Package for Social Science

VIF Variance Inflator Factor

xi | P a g e
 Abstract
The main objective of the research was to assess factors affecting tourist’s satisfaction in taxi
service at Bole international airport. A structured questionnaire was used to gather the relevant
data from a sample of 365 respondents who were selected by using a purposive sampling
technique. The questionnaire was developed based on six dimensions of modified RESCA model.
In the methodology part, the collected data are analyzed using descriptive statistical tools like
mean, correlation and multiple regression analysis and also the collected data were analyzed by
using SPSS version 22. The main findings of the study revealed that all the six satisfaction
affecting factors, (reliability, safety, security, and comfort, price affordability and driver’s
professionalism) have a positive relationship with taxi passenger’s satisfaction. Also, six
hypotheses were tested to examine the effect of these variables have on customer’s satisfaction.
The multiple regression analysis results proved that five of the factors (safety, security, comfort,
price affordability & driver professionalism) have a positive and a significant effect on
customer’s satisfaction while the remaining one factors (reliability) having a positive but
insignificant effect. Besides, the result of this study revealed that customers were most satisfied
with the security of taxi followed by driver professionalism, price affordability, safety comfort
and reliability. Furthermore, the results of the analysis showed that these predictor variables
collectively contributes to the 90.6% variation in customer satisfaction indicating that there are
other unmentioned variables (9.4%) that influence the satisfaction of customers. Based on the
findings of the study, the researcher forwarded some recommendations to taxi management.

Keywords: Tourist satisfaction, taxi service, Quality factors.

xii | P a g e
 CHAPTER ONE:

INTRODUCTION
This chapter introduces the background of the study, statement of the problem, the objective
of the study, research questions, and significance of the study, the scope of the study,
limitation of the study and the organization of the paper.

1.1. Background of the Study

In a highly competitive environment, virtually all companies are forced to be more
customers oriented. Some scholars like Atalik & Arslan, (2009) agreed that the level of
customer satisfaction determines repeat sales, word-of-mouth recommendations, and
customer loyalty. Superior service quality has become a major differentiator in producing
customer satisfaction (Atalik & Arslan, 2009).

Service quality is the ability for service providers to match expected service with perceived
service to achieve customer satisfaction. Therefore, the quality of land transport services is
an overall passenger evaluation of the performance of public transport. The higher the
public transport service performance, the more positive the perception of passengers on the
quality of service from public transport services and vice versa (Seth et al., 2005).

Service quality can be accessed with the SERVQUAL scale (Khan and Fasih, 2014).This
scale measures the quality of service before and after the consumption of a service, with five
dimensions. Namely: Tangibility (visible elements of a service), Reliability (the ability for a
service provider to assure customers of reliable and proper service), Responsiveness (how
fast service providers respond to customer queries/ the willingness for service providers to
assist customers and provide prompt services), Assurance (the process of acquired
knowledge being showcased by staffs in executing their term of preferences during service
delivery) and Empathy (the ability for a service provider to pay attention to individual
customer demands/individualization of service).

Customer satisfaction is the result of a customer's comparison of perceived quality and

actual service performance (Abd-El-Salam et al., 2013). This comparison may lead to

1|P ag e
customer satisfaction or dissatisfaction. Satisfaction implies that there is a positive feeling
created in a customer or recipient of a service. Such feeling is induced by satisfying
customer expectations and successful supplier performance (Abd-El-Salam et al., 2013).

Transportation is the movement of people and goods from one place to the other. It is a
means by which goods (raw material, production equipment, operating inventories, semi-
finished goods and finished goods), as well as people, can get to or be made available where
they are needed for commercials or non-commercial purposes, as at when desired
(Kamaruddin et al., 2012).

For measuring the quality in transport service McKnight et al., (1986) proposed that the
RECSA model is effective. Namely: Reliability (providing reliable service to the
customers), convenience (accessibility of the service, waiting time, ease of payment), safety
(driving standards of the drivers, the conditions of the vehicles), comfort (availability of
good seats, ventilation systems), and finally price affordability (the ability of the passengers’
to pay for their transit service). However, Emanuel and Solomon (2015) suggest that drivers
are the main service providers in transportation and as a result, they affect passenger
satisfaction. For that reason, they modified the RECSA model by adding drivers’
professionalism as one dimension.

Taxi transport in the country in general and in the study area, in particular, plays an
important role as a transportation alternative. At Bole international airport there are about
1500 taxis and categorized into 3 groups. Namely: yellow, Avanza, and ze-lucy taxi group.
Under the yellow taxi group, there are 6 associations and about 454 taxis are available. The
second group (Avanza) consists of 18 associations and 800 taxis, and on the third/ze-lucy
group, 250 taxis are available. This show at Bole international airport there is an adequate
taxi to accommodate the customer. However, the customer’s feedback on taxi services was
not at a satisfactory level. So, in this study, the researcher intends to identify the factors that
affecting tourist’s satisfaction towards taxi service quality at Bole international airport.

2|P ag e
1.2. Statement of the Problem
Nowadays competition among the competitors becomes a kind of survival in business. In
this competitive world, the customers become more demanding and expect to be served
better by the services organizations. Hence, the public transportation industry faces the
challenge of providing high-quality services for customers. The previous research pointed
out that delivering high-quality service plays a competitive advantage to satisfy the
customers (Seth, Deshmukh and Vrat, 2006). Therefore, providing superior service should
be concerned as an important strategy by the public transportation industry to satisfy its
customers.

Roopa Singh, Imran Akhtar Khan (2012) proposed that for a company wins customer
satisfaction is more important than retaining customers. It is because once the company wins
customer satisfaction, the customers would become loyal to the company. Therefore,
keeping the existing customers is more profitable and involves minimum cost than attracting
a new customer. Lost customers are very disastrous. They found that the cost of getting a
new customer is 5-12 times greater than the cost of retaining the old customer in terms of
time, money, and a resource. If a customer is not satisfied with a taxi company, he will look
for another that can satisfy their needs (Kosyakova, Shuravina, 2014).

In this study, customer satisfaction should become a primary goal for the public
transportation industry. As suggested by Roopa Singh, Imran Akhtar Khan (2012), customer
satisfaction is a very important influence on the customer to purchase product and services
repeatedly and positive words of mouth to their friend, relatives, and family, also provides
good recommendation for the company to improve in the future. For instance, satisfied
customers would be more likely to tell others about their favourable experience. Therefore,
customer satisfaction can also increase the probability of the customers return to their
services (Roopa Singh, Imran Akhtar Khan, 2012). In contrast, dissatisfied customers would
be more likely to switch to the competitors or complain to the services provider if their
services are below the customer's expectations. Furthermore, they intend to tell the poor
services of the company to their friends, relatives, or their family. This will damage the
reputable industry in the future.

3|P ag e
In Bole international airport taxi transportation has grown rapidly. Total numbers of taxis
are around 1500 and categorized into 3 groups. Namely: Avanza, yellow and ze-lucy taxi
group. However, the need of the tourist is still not satisfied with the current taxi
transportation service. The dissatisfaction encountered in the study area from a decrease of
reliability, limited research on the working conditions of service providers in this taxi
service, the reasons for passengers dissatisfaction have not been explored in detail, high
traffic congestion, Safety issues (related to driver professionalism), quality issues (low
quality of vehicle and service), Illicit behaviour (competition for passengers, criminal
activities),low traffic awareness and Overpricing (week negotiating position of customers)
and also even if the drivers do hold the virtues of a perfect driver sometimes the state of
many taxies about the proper timely maintenance headlights, indicator lights, rain wipers
and the like is not that much satisfactory. Those problems to reach the destination affect
tourist satisfaction. If service quality is in good condition the customer will get greater
satisfaction in using the service. However, in this case, the tourists are still not satisfied with
the service.

In the context of public transport, McKnight et al., (1986) used the RESCA model in the
public transport sector and found out that competence and courtesy combined with
assurance influencing the perception of quality. Furthermore, Emmanuel et al., (2015)
investigated the relationship and effects of service quality on commuter satisfaction in
minicab taxi services of Cape Coast, Ghana. For the study, the modified RESCA model is
applied by adding the driver’s behavior as a dimension, because drivers are the main service
providers in transportation and as a result, they affect passenger satisfaction. In our country
Ethiopia, Gobezie Getachew (2019), examined the Impact of Transportation Service Quality
on Customer Satisfaction: in Debre Markos city, stated that the combination of reliability,
security, comfort, safety and convenience together have a significant effect on customer
satisfaction. Furthermore, Degwale et al., (2019) conducted a study on Customers
Satisfaction of Urban Public Transport Service Delivery in Selected 3 Cities of SNNPRS.
Namely: Sodo town, Hawassa city and Hosanna town by using SERVQUAL model reported
that the level of the existing urban transport service is at an infant stage and mostly
underdeveloped, moreover they identified that satisfaction in urban public transport service
in the selected city is below 50%. A study conducted by Gizate Gija Omo (2017) on service

4|P ag e
quality and customer satisfaction in public transport of Gamo Gofa zone concluded that
passengers of Gamo Gofa Zone public transport users are not satisfied with the perceived
services of five quality dimensions of the model and it enforces the public transport
providers to focus on passengers expectations.

As could be seen from the above, almost all of them are concentrated on assessing customer
satisfaction regarding the transport sector as well as the application of some models.
However, none of these was devoted to assessing tourist satisfaction towards taxi service
quality in the study area. By taking into account the above-identified gap, the researchers
organized those factors that affect tourist’s satisfaction in taxi services quality into six major
factors. Namely: reliability, safety, security, comfort, price affordability and driver
professionalism and intend to assess factors affecting tourist satisfaction towards taxi
service at Bole international airport.

1.3 Objectives of the Study

1.3.1. General Objective

The general objective of this study is to assess factors affecting tourist’s satisfaction towards
taxi transport service at Bole international airport.

1.3.2. Specific Objectives

The specific objectives of the study focus on the following objectives:

1. To analyze the relationship between service quality (Reliability, Safety, Security,

Comfort, Price Affordability and Drivers Professionalism) with tourist satisfaction
among taxi service at Bole international airport.
2. To measure the level of general satisfaction of the taxi service users at Bole
international airport.
3. To ascertain the tourists view towards driver professionalism.

5|P ag e
1.4. Research Question
The following questions will address in the study:

1. What is the relationship between service quality (reliability, safety, Security,

Comfort, Price affordability and Driver professionalism) and tourist satisfaction at
Bole international airport?
2. What looks like the level of general satisfaction of the taxi service users at Bole
international airport?
3. How to ascertain the tourists view towards driver professionalism.

1.5. Significance of the Study

The study helps various transport service providers at study area in particular and in the
country in general, to develop new insights in marketing strategies by being able to offer the
best service to their customers to retain and maintain them. Also, the research findings
suggest the company come up with a better way of providing service by identifying those
hindrance factors that has brought a negative feeling towards customers in the process of
taxi service provision. The study also helps various stakeholders such as government, taxi
owners and taxi operators segment their target market to be in a position to serve that niche
very well and this makes the service providers are beyond competitors. The study also helps
policymakers in the country to understand the economic contribution of the taxi transport
industry for them to make strategic decisions involved in the running of the business. It also
helps for Addis Ababa University College of development studies as the existing document
on the issue of taxi transport and customer satisfaction. Besides, the finding of the study
used as a basis or reference for those persons who want to conduct further study on aspects
concerning the relationship between taxi service quality and tourist satisfaction. Lastly, the
study help for the researcher in equipping Skill, knowledge and experience of conducting
such kind of research by going through all ups and downs for the study, and it serves as
partial fulfilment of the requirements of Masters of Art in Tourism Development and
Management from Addis Ababa University.

6|P ag e
1.6. Scope of the Study
This study focuses on assessing the relationship between tourist satisfaction and taxi service
quality at Bole international airport. To study this, the modified RESCA model namely:
(Reliability, Safety, Security, Comfort, Price Affordability and The driver’s
professionalism) would be used. Geographically the study limited at Bole international
airport because including all taxi transport in the city is not manageable to the researcher
due to financial and time limitation. Methodologically the researcher selected the mixed
research approach that enables the researcher to use statistical tools and uses both
descriptive and explanatory research designs. Besides, the data would be collected from the
tourists (both domestic and international) that are used taxi from their stay to Bole
international airport from March 1-April 12, 2020. Up to march 20 the researcher targeted
on international tourists. However, after March 20, the researcher included domestic tourists
because since the time international tourists are become less due to the impact of
coronavirus (COVID 19) around the world.

1.7. Limitation of the Study

The research is limited to those customers who have a travel experience with taxi transport
at Bole international airport. Hence, the result only represents the perception and attitude of
tourists who use the taxi service at Bole international airport, and this may not precisely
indicate the whole taxi service user in general because in the country there are many taxis.
Hence, further research needs to take from different cities, to make the findings precisely
indicates the Ethiopian taxi service users. The study is also limited to assessing factors
affecting tourist’s satisfaction towards taxi service at Bole international airport. Different
bottlenecks hamper the smooth flow of the research, such as tourists’ negative perception of
the research questionnaires’ to fill, the emergence of coronavirus (COVID 19) this cause the
absence of international tourist and shift the researcher opinion on the target population of
the study, i.e. initially the researcher intended to make the research on international tourist
but for the above-mentioned obstacle, the researcher included both domestic and
international tourists that use taxi service at Bole international airport. The research is
geographically limited to Bole international airport. Additionally, the information which

7|P ag e
was collected through a questionnaire may not be filled by the respondents heartily, properly
and accurately.

1.8. Organization of the Study

The research is organized into five major chapters. The first chapter describes the whole
outline of the entire report. Chapter two contains existing literature related to the study, and
the conceptual framework from the theories and empirical studies with a hypothesis are
developed. The third chapter contains research methodology employed in the study,
including, research design, sample size and sampling technique, data source and collection
method, the procedure of data collection and method of data analysis. Chapter four is about
analysis presentation and interpretation of data. Finally, chapter five contains, a summary of
major findings, the conclusion and recommendation parts.

1.9. Definition of Key Terms

Customer: A person who is somehow in connection with an organization and receives its
goods or services.

Service: A series of intangible, activities throughout interactions between customers and

service employees which are presented as a solution for the problems.

Service quality: The difference between customer's expectations and their perception of the
real performance of service.

Customer Satisfaction: Is an overall customer attitude towards a service provider, or an

emotional reaction to the change between what customers expect and what they perceive.

Reliability: This is the ability to carry out planned service dependably and accurately.

Affordability: People’s financial ability or capacity to purchase essential goods and

services. Transportation affordability, therefore, refers to people’s financial capacity to
access essential transportation services.

Safety: Safety as the state of being safe, freedom from the occurrence of risk of injury,
danger, or loss. It is the quality of averting or not causing injury, danger, or loss.

8|P ag e
 CHAPTER TWO:

LITERATURE REVIEW

INTRODUCTION
The chapter discusses the theoretical framework related to service quality, customer
satisfaction, the relationship between service quality and customer satisfaction and
hypothesis were formulated accordingly as well as the conceptual framework of the study
was developed.

2.1. Theoretical Framework

2.1.1. Concept of Service

Service as a concept has been defined differently by different authors. The American
Marketing Association, for instance, defines services as activities, benefits or satisfaction,
which provided in connection with the sale of goods. On the other hand, Lovelock and
Wirtz (2007) defined services as processes (economic activities) that provide time, place,
form, problem-solving or experiential value to the recipient. Service is very complex and
about economic activities which are giving benefits to both customer and the company.
Besides, Lovelock & Wright (1999) describe service as an act or performance offered by
one party to another. Although the process may be tied to a physical product, the
performance is essentially intangible and does not result in the ownership of any of the
factors of production.

2.1.2. Characteristics of Services

As cited by Tibebe (2012) services entail intangibles which encompass deeds, processes,
and performances which do not lead ownership. Furthermore, they are inseparable,
intangible, perishable and variable that would create values. Let us seen one by one below:

2.1.2.1. Intangibility
Intangibility is the primary characteristic that differentiates a service from a product.
Services are intangible in the sense that they cannot be seen, felt, tasted, or touched (Tibebe,

9|P ag e
2012). On the other hand, Lovelock and Gummeson (2004) cite three dimensions of
intangibility. Namely: physical intangibility; mental intangibility; and generality. Physical
intangibility refers to that which is impalpable or cannot be touched. Mental intangibility
points to the degree to which a service can be visualized and can provide a clear and
concrete image before purchase. Generality encompasses the notions of accessibility versus
inaccessibility to the senses, abstractness versus concreteness and generality versus
specificity.

2.1.2.2. Heterogeneity/variability
The heterogeneous nature of service suggests that its delivery may vary from one time to the
next because people are often involved in supplying it and because each customer is
different (Klassen, Russell, & Chrisman, 1998, as cited in Tibebe (2012). Lovelock and
Gummeson (2004) also defined heterogeneity as variability and describes the challenge of
establishing standards when behaviour and performance vary, not only among service
workers but also when consumers have unique demands and experience services uniquely.

2.1.2.3. Inseparability
Inseparability refers to the notion that a service is both simultaneously produced and
consumed at the same time Kandampully (2002)as cited in Tibebe (2012).Ame (2005) also
stated that inseparability means the service requires the participation of the customer in the
production process. That is the customer cannot be separated from the service delivery
process. Inseparability implies that service production requires the presence and active
participation of the customer and sometimes of other customers.

2.1.2.4. Perishability and fluctuating demand

Services are perishable in the sense that they cannot be saved, stored for reuse at a later date,
resold, or returned in the same sense as a product once rendered to a customer, the service is
completely consumed and cannot be delivered to another customer (Lovelock &
Gummeson, 2004 as cited Tibebe (2012). Furthermore, the market for service fluctuates
considerably by seasons, by day of the week and by an hour of the day (Simon, 2011).

10 | P a g e
 2.1.3. Quality
The word quality has different connotations as given by various scholars. Yogesvara &
Tulsidas (2017) for instance define quality as the entire characteristics and features of a
service or product concerning its ability in satisfying customer needs. Goetsch& Davis
(2010) on the other hand, define quality as a dynamic state associated with the product,
services, people, processes, and environments that meet customer needs and expectations
and help produce superior value. Kotler et al (2002) also explain quality as the combination
of features of goods or services that promise to satisfy the stated or implied needs of
customers.

2.1.4. Service Quality

Service quality is a vague and difficult concept to define. There are two primary schools of
thought on the concept of service quality, the American and the Nordic (European) school
of thought. The American school uses descriptive terms and includes the five dimensions of
SERVQUAL commonly known as the RATER model (Reliability; Assurance, Tangibles,
Empathy, and Responsiveness) (Parasuraman et al., 1985; Cronin & Brady, 2001; Hoffman
& Bateson, 2011). On the other hand, the Nordic school of thought defines service quality
by using overall terms that include the aspects of technical and functional quality (Grönroos,
1984). However, according to Harmse (2012) both schools of thought emphasize vital
aspects of service quality, but there is no consensus that either fully captures the essence of
the concept.

Some recent authors have also defined service quality: Chidambaram and Ramachandvan
(2012), for instance, define service quality as the overall evaluation of a specific service
firm that results from comparing the firm’s performance with the customer’s general
expectations of how firms in that industry should perform. Hoffman & Bateson (2011) also
define service quality as a criterion for the degree of the match the actual performance of the
service with the expectations of customers.

In this study, the researcher agrees on the definition of the American school of thought by
agreeing on the definition from five dimensions of service quality dimension.

11 | P a g e
 2.1.5. Measurements of Service Quality
This section concerns the various models that explain service quality. The various models
include; Gronroons, Gaps, SERVQUAL, SERVPERF, and RESCA models.

2.1.5.1. Gronroons Service Quality Model

Gronroons service quality model is one of the first service quality models developed by
Christian Gronroons in 1984and provided the groundwork for many of the working models
that are currently in use today. The model consists of three perspectives, technical quality,
Functional quality, and corporate image quality (Gronroons, 1984). Technical Quality
(What is being delivered): What the customer is receiving from the service provider or it
refers to the outcome of the service. Functional Quality (How it is being delivered): It
involves the process or how the actual service provision is made which is affected by the
attitude, behaviour, appearance of employees; accessibility of services and the interaction
among employees have with their customers. Corporate Image Quality: How the service
provider is seen on the eyes of its consumers which could be brought using the combined
effect of the above two.

2.1.5.2. The Gap Model of Service Quality

Another important model in the world of service quality is the Gap Model, which was
developed by Berry, Prasuraman, and Zenithal, in 1985. It identifies five gaps, one of which
is external and the remaining four are internal gaps, or factors, which explain or contribute
to a failure in the delivery of the expected service quality (Rosen, 2003). Kotler (2001)
identifies five internal gaps that cause unsuccessful service delivery as follows:

Gap 1: Difference between consumer’s expectation and management’s perceptions of

customers’ expectations, means that management does not always perceive correctly or
interpret what customers want when formulating the service delivery policy. In other words,
the company attempts to satisfy a wrong or non-existent need or interest.

Gap 2: Difference between management’s perceptions of consumer’s expectations and

service quality specifications, i.e. improper service quality standards.

12 | P a g e
Gap 3: Difference between service quality specifications and service delivered, the person
might be poorly trained or incapable to meet the standard. In this case, employees do not
correctly translate rules and guidelines into actions.

Gap 4: Between the service delivery and external communications to customers. In this
case, the external communications, or the promises made to customers do not match the
actual service delivery.

Gap 5: Between the perceived service and the expected service. The service provider may
deliver services to a customer to show care, but the customer may interpret this as an
indication that something is wrong. The fifth-gap is the basis of a consumer-oriented
definition of service quality that examines the gap between the consumer’s expectations for
excellent service and the actual perceptions of the actual service delivered (Hemon, 2001).

2.1.5.3. SERVQUAL Model of Service Quality

This model is a service quality model developed in the 1980s by Zeithaml, Parasuraman and
Berry, to measure the scale of quality in various service sectors. It was originally measured
on ten aspects of service quality to measure the gap between customer expectations and
experience. Those are reliability it means the actual implementation, in a timely
manner, responsiveness it refers to the willingness and ability to deliver prompt services to
the customer, access it refers to the ease of contacting service, competence this means
knowledge and skill of customer-contact recruits, communication it refers the ability to
communicate understandably with the customer, courtesy means treating customers
respectfully in a polite friendly manner, the security it refers to the privacy of transactions,
credibility it means the trustworthiness of customer-contact personnel, understanding the
customer it means making an effort to determine a customer’s exact requirements, and also
tangibility refers to the tangible equipment required to render services and the presentations
of service personnel.

Parasuraman et al., (1988) on the other hand the original ten dimensions as identified by
them were refined into five dimensions, namely reliability, responsiveness, assurance,
tangibles (tangibles include the original communication, competence, credibility, courtesy

13 | P a g e
and security) and empathy (which includes the original access and understanding of the
customers).

Besides, the SERVQUAL model developed by Parasuraman, Zeithaml and Berry, to measure
the quality of service, consumers compare the service they received with that of the expected.
Service quality calculated mathematically: P-E (where ‘P’ indicates consumer’s perception
and ‘E’ stands for consumer’s expectation level of service). In the given formula, a
negative result bears the fact that service quality was below expectations; a zero indicates
that customer expectations were met; whereas a positive quantity states that expectations
were exceeded.

2.1.5.4. SERVPERF Model of Service Quality

This model a performance-based model of service quality was developed by Cronin and
Taylor (1992). SERVPERF measures the customer perceptions of service performance and
the respondents automatically compare their perceptions of service with their level of
expectations (Cronin and Taylor, 1994). Service quality, together with the performance-
based model as a foundation, was analyzed from the adequacy-importance perspective of the
attitude literature proposed by Mazis, Olli and Klippel (1975). This perspective, weights an
individual’s attitude towards an object depended on the evaluation of various attributes
(Mazis et al., 1975). Following the adequacy-importance perspectives, Cronin and Taylor
(1992) identified service quality as an attitude and termed this view as “the performance-
based model.” Theoretically, SERVPERF was superior to SERVQUAL (Brochado and
Marques, 2007; Asubonteng, McCleary, and Swan, 1996). On the other hand, in terms of the
validity and reliability Robledo (2001) indicated that SERVPERF was not an efficient
measurement scale.

2.1.5.5. RESCA Model of Service Quality

This model is one of the early studies on the quality of the public transport system from the
customer perspective, held by Silcock in 1981. He identified five major factors inherent to
the public transport industry, namely the measures of accessibility, reliability, comfort,
convenience and safety (RESCA). McKnight et al., (1986) also studied the quality of the
public transport system by using the above RESCA model. Even though the nature of

14 | P a g e
service is difficult to define and judge Kotler et al., (2003) several studies have contributed
immensely to the understanding and measurement of service quality. For instance, service
quality measurement tool SERVPERF has been argued to be more appropriate for the
measurement of effective service quality than the SERVQUAL (Boulding et al, 1993).

The RESCA model may be an effective tool for measuring service quality in transport
services; while it ignores the contribution of the driver and crew, ticket services and
auxiliary services rendered by service providers. By taking into account this Emmanuel and
Solomon (2015) suggest that drivers are the main service providers in transportation and as
a result, they affect passenger satisfaction. For the reason, they modified the RECSA model
by adding drivers’ behaviours as one dimension. This paper also researched the modified
RESCA model by adding the driver’s behaviour and security as a dimension. The above-
mentioned RESCA model dimension would be discussed below:

The Reliability of Service

Reliability service quality dimension is the first service quality dimension in RESCA model.
Which refers, the extent to which the dealership delivers promised service to the customers
(including arrival at the destination, journey length, and communications), and adherence to
scheduled routes (Berger et al, 2011). In the broadest sense, reliability means that the public
transport operator will deliver on promises about being punctual or on time.

The Extent of Service

The second service quality dimension is the extent of service, which involves service
availability, the extent to which a public transport mode take commuters to their exact
destinations, and the friendliness of the frontline staff (McKnight, et al. 1986). Public
transport accessibility and availability are both important. Public transport accessibility is
about commuter’s ability to get to and from places it is about enabling access (Public
Transport Victoria, 2013). An accessible public transport system incorporates concepts of
availability and usability of services, as discussed below.

The Availability of Service: it refers to the availability of a transport service on weekdays,

evenings, weekends and public holidays. A service provider should plan the daily schedule

15 | P a g e
irrespective of the demand. Scheduling is a potentially important operator service strategy.
When used as a marketing tool, the schedule of an operator aligns operator capacity with
commuter needs and the result is an optimization of the service offering. For example, each
city market has two basic classifications of commuters, namely, business and pleasure
(Farris, et al.1976; McKnight, et al. 1986; Alam, 2002 & Mashiri, et al. 2010).

The Safety of Service

The safety of service is the third service quality dimension. Many people agree that the
safety and security aspect of the public transport operation is very important, as public
transportation closely relates to human lives on a larger scale (Joewono, 2006). Safety,
security, punctuality and employee behaviours were considered as the factors which affect
passengers’ satisfaction.

The Comfort of Service

The comfort of the service provided is the fourth service quality dimension. The comfort of
service refers to the extent to which the passengers would be saved from dissatisfaction
during their trip (Emmanuel and Solomon, 2015; Mammo, 2010).

The Affordability of Service

The affordability of service is the fifth service quality dimension. In the transportation
sector; affordability means that the ability of the passengers’ to pay for their transit service
(Carruthers and Dick, 2014).

The Driver’s Behavior

In public transportation, sector drivers are the most important factors which influence
commuters’ satisfaction for the service provided (Hokanson, 1995).

16 | P a g e
 2.1.6. Concepts about Customer and Customer Satisfaction

2.1.7. Customer
According to Teikake (2012), the term customer is used to explain the end-users of a
product or a service. Customer is a generic term referring to a person or business that
purchases a product or service from one company or another person. It is also further
explained as the end-users of a product or organization.

2.1.8. Satisfaction
According to Clinton & Wellington (2013), the word satisfaction first appeared in the
English language during the thirteenth century. The word satisfaction derived from the Latin
word satis (meaning enough) and the Latin ending faction (from the Latin, facere‟ to do/
make”). Locke (1976) defines satisfaction as an emotional response or affection toward an
object. Satisfactions gratification, pleasure or fulfilment of desire and it is a feeling that
emanates from the fulfilment of needs and wants (Rai, 2013). Besides the above Sigala
(2004) defined satisfaction as an experience of the fulfilment of an expected outcome.

2.1.9. Customer Satisfaction

Customer satisfaction is a difference between customers' expectations and experience
performance after using a service and/or product at a certain period (Azman, Ilyani Ranlan
et al., 2016).

Customer satisfaction is the overall customer subjective judgment about a product or service
against what they have originally expected from it or desires (Mekonnen, 2016).

Customer satisfaction is a result of the comparison between the perceptions of a product’s

performance and expectations (Kiangi, 2015).

Customer satisfaction is the level of customer felt state resulting from comparing a
perceived performance of service or product concerning customers’ expectations (Bala,
2013).

17 | P a g e
Customer satisfaction is the result of a customer's comparison of perceived quality and
actual service performance. This comparison may lead to customer satisfaction or
dissatisfaction (Abd-El-Salam, et al., 2013).

In this study, the researcher agrees on the definition from the views of expectation and
perception of the customers the same as most researchers.

Measuring Customer Satisfaction

According to Nicholas (2007) measuring customer satisfaction is beyond the constitution of

happy customers. Measuring customer satisfaction is about profit and competitive advantage
(Nicholas, 2007). To achieve long term success in the market, the firm should monitor the
customer satisfaction signals regarding product, service and relationship, and measuring
customer satisfaction also provides a comprehensive insight to the customer pre and post-
purchase behaviour, without this approach understanding, improving and developing better
customer services could not be possible (Nicholas, 2007).

2.1.10. Service Quality Vs Customer Satisfaction

For over half a century’s many studies have investigated the issue of service quality and
customer satisfaction. Researchers have formed one consensus that customer service quality
and customer satisfaction are different, but closely related concepts (Spreng and Mackoy,
1996, Parasuraman et al., 1994; and Shemwell et al., 1998). Daniel Kasser Tee, Alex Preko
and Evans Tee (2018) also investigated that service quality has a positive but insignificant
effect on customer satisfaction in Ghana’s retail banking sector.

The other debatable arguments are service quality is the antecedent of customer satisfaction
or customer satisfaction is the antecedent of customer service quality. The former viewpoint
was supported by many academics’ researches such like Parasuraman et al. (1988), Cronin
and Taylor (1992), Harris and Harrington (2000), Ekinci (2004) Lee and Hwan (2005);Rust
& Oliver (1993); as cited on Harr (2008) etc. On the hand, the latter viewpoint is also
supported by other academics’ researchers such as Bolton and Drew (1991); Blodgett and
Wakefield (1999). Regarding the former argument, Cronin & Taylor (1992) showed that
service quality has a significant effect on customer satisfaction/service quality is the

18 | P a g e
antecedent of customer satisfaction.” Similarly, recent studies by González & Brea, (2005);
& Ekinci (2004) as cited on (Harr, 2008) using recursive structural models also provided
empirical support that service quality results in customer satisfaction. Besides, Lee H, Lee
Y, Yoo D, (2000) stated that service quality is an important factor of customer satisfaction,
and elements of service quality directly affect customer satisfaction. According to those
above ideas the relationship between service quality and customer satisfaction, researchers
have found empirical evidence that customer satisfaction is a result of service quality
(Oliver, 1993; Anderson and Sullivan, 1993). In contrary to the above some researchers
argue that service quality is antecedent of customer satisfaction (Churchill and Suprenant,
1982). However, the majority of recent publications believe that service quality is precursor
to customer satisfaction (Carrillat et al., 2007 and Zeithaml et al., 2009).

In this study, the researcher also gave a hypothesis that service quality as an antecedent of
customer satisfaction, the same as most researchers’ argument.

2.1.11. Service Quality and Customer Satisfaction in the

Transportation Sector:

2.1.12. Service Quality in Transportation

Service quality is a measure of how well a delivered service matches the customer
expectation in another word a firm delivering quality services means conforming to
customer expectations consistently (Lewis and Booms, 1983). Therefore the extent to which
service performance matches customer expectations influences the degree to which the
customer feels satisfied. Lai & Chen (2011) founded that vehicle safety, facility cleanliness,
and complaint handling have a significant influence on passenger’s satisfaction. Enhanced
performance quality leads to stronger behavioural intentions and visitors’ satisfaction adds
to the explanatory power of quality (Baker and Crompton 2000). If the customer is satisfied
with the performance of the transport, he/she will return and use the same passenger
transport. Also, likely customers will continue to use the transport service which they feel
will satisfy their needs.

19 | P a g e
 2.1.13. Customer Satisfaction in Public Transportation
Customer satisfaction is considered to be the most important factor related to destination
management and tourism-related sectors. High tourist satisfaction is likely to contribute
positively to the development of the destination (Mingfang, 2011). Measuring customer
satisfaction with public transportation services is an important topic in transportation
research and practice (Le-Klahn, 2014).Customer satisfaction about overall service
expectation as expressed by the customers of public transport services suggested that
improvement in planning and reliability are variables having the greatest effect on global
customer satisfaction (Eboli & Mazzulla, 2007). Applying RECSA (Regional Estuarine and
Coastal Systems of the Americas) service dimension model, (Govender, 2014) found age,
education, and income were all significant variables in influencing the perceptions of overall
service quality provided by bus and minibus taxis. The most significant service drivers
influencing the utilization of public transport service are season tickets, followed by ticket
pricing and information service (Jayaraman et.al, 2011). (Dell’Olio, Ibeas, & Cecin, 2011)
found waiting time, cleanliness and comfort are the variables that stand out independently of
the grouping criteria and define the quality desired from an efficient and safe public
transport. Tyrinopoulos& Antoniou (2008) identified price, information provision, a
behaviour of personnel, waiting and in-vehicle conditions and accessibility as factors of
quality affecting customer choice in transit ridership.

2.1.14. Quality Indicators of Taxi Transportation Service

As mentioned above the quality of transport service can be measured against reliability,
convenience, safety, security and comfort (Iles, 2005; Height and Cresswell, 1979). Speed,
accessibility in time, reliability, and frequency, are quality indicators of transport services
(Wood and Johnson, 1989).

Reliability: reliability is an important element of service quality, which determines the level
of passengers’ satisfaction. According to Iles (2005) provision of reliable service enables
service providers to retain passengers for a long period. Passengers may be lost and may not
be regained if the service is unreliable. Those passengers who use public transportation
services are increasingly sensitive to waiting time and they are more satisfied with

20 | P a g e
scheduled service, which habitually operates exactly according to scheduled departure and
arrival times by operating at the appropriate frequency (Iles, 2005).

Convenience: it comprises accessibility, waiting time, interchangeability between services,

travel expenditure, ease of payment, and availability and accuracy of information as an
important element, which determines the quality of the service (Iles, 2005).

Accessibility: it can be expressed in terms of the distance that commuters have to walk
starting from their home to the initial bus stops and from the final bus stops to their final
destination (Iles, 2005).

Armstrong-Wright, et al., (1987) specify five standards of transport service quality. Let us

seen them one by one:

i. Waiting Time is the time passengers have to wait at bus stops for buses (World
Bank, as cited in Armstrong-Wright, 1993). Even though their expectations may
vary, most passengers are delighted with the minimum waiting time. The shorter the
waiting time is the greater the level of convenience (Iles, 2005).
ii. Walking distance to bus stop: - It includes the distance that passengers have to

walk to and from transport service stations and is an indicator of the coverage or

spatial accessibility (Armstrong- Wright et al., 1987).

iii. Interchangeability between Services: is the number of times a passenger has to

change buses or other modes on a journey to or from work (World Bank, as cited in
Armstrong-Wright, 1993). Passengers are more satisfied with a route network which
enables them to complete their journey without having to transfer from one vehicle
to another (Iles, 2005).
iv. Journey time: - It includes the total time consumed to reach a destination from a
given point of departure. It comprises the walking time, waiting time, on vehicle
time, and walking to the destination (Armstrong-Wright et al., 1987).
v. Travel expenditure: - Household expenditure on travel as a percentage of
household income has to be ten (Armstrong-Wright et al., 1987).

21 | P a g e
Ease of Payment is another important element, which influences service convenience. A
system which requires passengers to have the exact fare ready when boarding the bus and
advance purchase of tickets from roadside vending machines are common in most countries.
Whatever the system of payment, it should be easy and more user-friendly than others (Iles,
2005).

Availability and Accuracy of Information: This enables the passengers to plan their
journeys, especially for prospective passengers. Even if the service is very good, the
convenience of the service is significantly reduced if passengers do not have information
about the service. Details of routes operated, points at which vehicles may load and unload
passengers, places served along each route, final destinations of the route, the fares for the
journeys to be made, and service operation timetables which include departure times from
terminals, times at major intermediate stops and arrival times at the destination are
important information that should be made available to passengers. Service providers should
also keep information about the service up-to-date. Accurate and up-to-date information
increases passengers satisfaction and it may also persuade additional passengers to use the
service (Iles, 2005).

Safety: in most situations, high standards of safety are a desirable objective of most
passengers. Road accidents are the main threat of passengers. Poor driving standards and
poor vehicle conditions are considered as the primary causes of accidents. The tendency for
drivers to drive at dangerously high speeds accompanied with overloading, poor
maintenance, and poor vehicle lighting while driven at night, failure of drivers to regulate
their speed following road conditions are the common sources for the death and injury of
passengers. Hence, safety measures have to be put in practice so that the passengers would
be guaranteed of safety (Iles, 2005; Height and Cresswell, 1979).

Security: in many transport system, passengers are not secured from pickpocket both on
buses and at bus stops and terminals. In some cases, it is common that passengers are
violently robbed. How transport is operated determines the level of insecurity. While the
presence of inspectors or conductors on the vehicles, good lighting on buses and at bus stops
have a beneficial effect in reducing the opportunities for the crime of pickpocketing,

22 | P a g e
overcrowding of buses and poor discipline at bus stops and terminals increases passengers
vulnerability to pickpockets (Iles, 2005).

Comfort: is an important element of service quality considered by passengers using public

transportation services (Iles, 2005).

Good Seats with Available Space to Move Easily, good heating and ventilation systems, a
high proportion of seated to standing passengers, low step heights (to facilitate the access by
disabled passengers), good maintenance standards so that the interiors of buses are in a good
state of repair and good standards of cleanliness, low level of crowding, smoothly driven
buses particularly where standing passengers are carried, good protection and resting
facilities for waiting for passengers at bus stops and stations, good discipline at bus stops
and onboarding the vehicle so that passengers are being protected from jostling or losing
their places in a queue are highly required by passengers and determine their level of
comfort and satisfaction (Iles, 2005; Height and Cresswell, 1979).

2.2. Empirical Literature Review

Thian Wan Jun (2012), conducted a research study on customer satisfaction towards
services quality of public transportation in the Kuching area (Malaysia). The finding of the
study shown that the five SERVQUAL dimensions having a positive relationship with
customer satisfaction, and tangibility is most significant and more dominant in this research.

Hussein Ananda et al., (2014) carried out a study on how quality, value and satisfaction
create passenger loyalty: an empirical study on Indonesia bus rapid transit passenger. The
study explained that service quality has a significant effect on passenger perceived value,
satisfaction and loyalty.

Korale Veronica (2015) conducted a study on customer satisfaction in public transportation

of Sweden. The findings indicated that service quality does affect customer satisfaction. The
most important factors for customer satisfaction were trains departing and arriving on time,
getting updates in case of delays, being provided with an alternative means of travel and
helpful staff to name a few.

23 | P a g e
Virkar Anjali et al., (2018), Analyse Factors Influencing Tourist Satisfaction with Public
Transport in Goa. The analysis resulted in four different service dimensions - service
reliability and planning, safety and comfort, the convenience of service and availability of
services. Tourists were found to be generally satisfied with public transport services in Goa.

Tverdokhlebova Maria et al., (2019) did a study that focused on customer satisfaction
factors on the Moscow taxi market. The findings show significant differences between
frequent and casual taxi users and a certain number of passenger experience factors that do
not influence customer satisfaction (Tverdokhlebova Maria et al., 2019).

Githui, J et al., (2010), investigate users’ satisfaction of urban public transport service in
developing country: by taking Nairobi as a case. This study revealed that, the level of
satisfaction was found to be significantly influenced by Service Quality (SQ), Safety (S),
Travel Cost (TC) and the perception of the systems’ performance (Githui, J et al., 2010).

Ayanda Menzi (2013) studied evaluation of service quality in the South African public road
transportation industry: a case study of Johannesburg. The study findings showed that the
service quality dimensions of reliability, the extent of service, comfort, safety, and
affordability, were perceived as being positively correlated and important to passengers’
perceptions of service; thus increasing future utilization of the service.

Kundi Andrew (2013) examined the factors influencing customer’s satisfaction in urban
public transport in Tanzania “a case study of public buses transport in Kigoma-Ujiji urban.”
It concluded that price setting is determined by several public vehicles available, number of
route scheduled, number of passengers available for each route, maintenance expenses of
the vehicles and running costs in terms of fuel and labour.

Onael Walter Mushi (2013) research on service quality and customer satisfaction in
Tanzania transport service industry: by taking Dar expresses Bus Company as a case, and
the findings, indicate that responsiveness, assurance and tangibles dimensions proved to
have a significant effect on passenger satisfaction. In other words, these three dimensions
were found to be good predictors of customer satisfaction.

24 | P a g e
Emmanuel and Solomon (2015) examined the effect of minicab taxi service quality on
customer satisfaction: in Cape Coast, Ghana. For the study, they used the modified RESCA
model by adding driver behavior as a dimension. The study also revealed that continuous
service, comfort, affordability and reliability had a significant effect on customer
satisfaction. However, safety had a positive but insignificant effect, and the driver behaviour
hurt customer satisfaction.

Mintesnot and Shin-ei Takano (2007) described in their research a diagnostic analysis of the
existing public transport situation in Addis Ababa. The analysis results showed that socio-
economic as well as public transport mode related parameters have a significant negative or
positive influence on the mode choice and the respondents’ perceptions of the bus service
condition. Furthermore, spatial expansion of bus service, improving bus frequency
conditions, and strengthening the bus linkage concerning the land use are among the policy
intervention areas (Mintesnot, 2007).

Mintesnot and Shin-ei Takano (2008) research on the travels’ of satisfaction Addis Ababa in
the capital of the Federal Democratic Republic of Ethiopia describes that a high level of
satisfaction with public transportation services reflects public confidence and the
willingness of people to use the service (Mintesnot, 2008). However, determining the level
of satisfaction is not easy because of the complicated and unique characteristics of
travellers. The absence of some of these factors can have a strong impact on dissatisfaction
levels, while the presence of others may sometimes be taken for granted; hence better
service may always not lead to higher satisfaction levels. Moreover, people may be willing
to tolerate small variations in some of these factors without any impact upon their level of
satisfaction with service. The level of satisfaction is not only dependent on service quality
but travellers’ socio-economic backgrounds. Therefore, the research estimates the
relationship between the level of satisfaction and socio-economic variables and analyzes the
effect of satisfaction with service on mode choice. In doing so, the study uses public
transport in Addis Ababa (the capital of Ethiopia) as a case study.

Frehiwot Negatu (2013) explores the impact of taxi service zoning on service delivery the
case of Yeka-sub-city. The study portrayed that stakeholders failed to fulfil their
responsibilities. That means the drivers put into force the commuters for additional payment

25 | P a g e
beyond the tariff, cutting trips and taxis working out of the zone to gather extra money
which is taken by the owners at the end of the day.

Tilahun Meshesha (2014) investigates demands for urban public transportation of Addis
Ababa. The finding concluded that the increasing population size and physical expansion of
Addis Ababa largely contribute to the demand for public transport.

Deneke et al, (2016) investigate passenger’s satisfaction on public transport service quality:
by taking SNNPR as a case. The findings imply that bus stations are not acquainted with
basic physical facilities and equipment, such as toilet, shower, waiting for a place, cafeteria,
etc. Almost all of the respondents in each category worry about the quality issues in public
transport sectors. Therefore, limited service in quality dimensions leads to customers’
dissatisfaction.

Gizate Gija Omo (2017) on service quality and customer satisfaction in public transport of
the Gamo Gofa Zone, revealed that passengers of Gamo Gofa Zone public transport users
are not satisfied with the perceived services of five quality dimensions of the model and it
enforces the public transport providers to focus on passengers expectations. The public
service providers should focus on improving waiting shelters, benches, showers; concerned
legal bodies should follow the implementation of public transport proclamation rules and
regulations at all routes as well as supervisors and controllers should enforce to implement
rules and regulations when violated and delivers training and awareness for the employees
to handle passengers in a good manner.

In the literature about service quality and customer satisfaction exist many empirical types
of research indifferent services industries, presenting the relationship and which dimensions
of service quality have a direct impact on customer satisfaction. Over the years, this topic
has been considered relevant for professional and companies and little research has been
conducted on the relationship between service quality based on customers’ perceptions of
performance and customer satisfaction related to public transport, but no research focusing
on taxi transport by using the modified RESCA model in the study area, it indicates that
there is a gap to be filled with this research.

26 | P a g e
2.3. Conceptual Framework and Hypothesis

2.3.1. Conceptual Framework Modified RESCA model

Modified RESCA Model for Measuring Service Quality in the Transportation Sector

Independent Variable Dependent Variable

Reliability H1

Safety

H2

Security H3 Tourist Satisfaction

Comfort H4

H5

Price affordability

Driver’s professionalism H6

Source: (Reviewed literature, 2020)

Figure 2.1: A Conceptual Framework of Service Quality on Tourist Satisfaction.

Figure 1.1 shows the conceptual framework of service quality on tourist satisfaction. The
service quality measurements (Reliability, Safety, Security, Comfort, Price affordability and
Driver professionalism) are the independent variables, while tourist satisfaction is the
dependent variable.

27 | P a g e
 2.3.2. Hypothesis Development
The researcher develops the following hypothesis for the study based on the above literature
review.

H1: Reliability has positively and significantly contributed to customer satisfaction with taxi
service at Bole international airport.

H2: Safety has positively and significantly contributed to customer satisfaction with the taxi
service at Bole international airport.

H3: Security has positively and significant contributed to customer satisfaction with taxi
service at Bole international airport.

H4: Comfort of a taxi has positively and significantly contributed to customer satisfaction
with the taxi service at Bole international airport.

H5: A fair price charged has positively and significantly contributed to customer
satisfaction with the taxi service at Bole international airport.

H6: Driver professionalism has positively and significantly contributed to customer

satisfaction with taxi service at Bole international airport.

28 | P a g e
 CHAPTER THREE:

RESEARCH DESIGN AND METHODOLOGY

INTRODUCTION
This chapter presents and justifies the selection of relevant methodology and the method
employed in the study. The chapter, therefore, focused on the following aspects: study area
description, research design, research approach; sources and types of data that has been
used, the target population of the study, sampling procedures and sample size, data
collection technique, method of data presentation and analysis, issues of reliability and
validity, data quality assurance and finally the ethical concerns in carrying out the research.

3.1. Description of the Study Area

The Addis Ababa Bole International Airport is the major hub for Ethiopian Airlines and one
of the largest airports in Africa. The ultra-modern airport terminal was inaugurated on
January 21, 2003. This spacious terminal handles all international flights with its 21 st-
century facilities. Addis Airport is the busiest airport in East Africa with a capacity of
providing a world-class passenger (http://www.ethiopianairlines.com).

3.2. Research Design and Approach

The research has tried to show clearly the tourist satisfaction on taxi services quality at Bole
international airport. The dependent variable used throughout the study would be overall
satisfaction with taxi transport service at Bole international airport, while independent
variables are specific service quality attributes which consist of service given, reliability,
safety, security, comfort, price affordability and the driver professionalism. To this effect,
both descriptive and explanatory research design would be used. The reason behind using
descriptive research design is to describe the service quality dimensions that lead to
customer satisfaction, and that of explanatory is to explain, understand, predict and control
the relationship between the independent variable (modified RESCA dimensions) and the
dependent variable (tourist satisfaction). Besides, mixed research approach would be used.
The study also uses cross-sectional design when we see in time aspect and different

29 | P a g e
inferential statistics tools to investigate the tourists’ perception of their satisfaction level on
taxi service by using the modified RESCA model from March 01-April 12, 2020 at Bole
international airport.

3.3. Data Sources

To generate relevant data for the study, both primary and secondary data sources would be
used. Primary data are the original data which are gathered using a self-administered
structured questionnaire which comprises both open-ended and close-ended questions then
distributed and filled up by tourist under the close supervision of the researcher in
identifying the taxi service users at Bole international airport, and secondary data would be
obtained from various sources such as scientific reports from the bureau of transport
authority at different levels, previous research findings, and other published and
unpublished materials, that have relevance with the research topic.

3.4. Target Population of the Study

The target population for the study would be both international and domestic tourists that
are used taxi transport service among 3group of the taxi. Primarily the researcher intended
to gather the data from international tourists. However, due to the impact of coronavirus
(COVID 19) the researcher unable to gather the intended data, for the reason the researcher
include domestic tourist that use taxi service. Then the target population of the study would
be both international and domestic tourists that used taxi service.

3.5. Sample and Sampling Techniques

3.5.1. Sampling Method

For the study, any of the tourists both international and domestic would be purposively
selected based on the sample. Because it is impossible to examine the whole population of
interest due to constraints of resources such as time, money and people. Besides, for the
study, a non-probability sampling method would be adopted.

3.5.2. Sample Size

According to Syed Muhammad Sajjad Kabir (2016), a sample is a part of the population that
represents the characteristics of the population. A carefully selected sample can provide data

30 | P a g e
representative of the population from which it is drawn (Wimmerand Dominick, 2006).
Moreover, Hair et al., (2010), stated that the sample size has an impact on the reliability of
factors that emerge from a factor analysis; while there is no consensus on acceptable sample
size. While Bryman and Cramer (2004) agree that the number of participants in the sample
should be at least greater than the number of variables analyzed. Besides, Krejcie and
Morgan (1970) stated that a sample size of at least 384 is likely to be sufficient, no matter
how large the population is represented.

Considering the purpose of this exploratory research, the non-probabilistic sample was
designed based on the entire user of taxi service at Bole international airport by using the
estimation formula developed by Cochran (1963), as cited by Yalew Zeleke (2017). The
reason for choosing this formula is that; it is mostly used by other researchers to measure
service quality and it is a large population we didn’t know the variability in the proportion
that adopted the practice.

𝑍 2 𝑝𝑞
𝑛=
𝑒2

Where,
n =Sample size

Z =z value at specified confidence interval, z=1.96 at 95% confidence interval

p =Probability of positive response (0.5)

Q=1-p (0.5) = 1-0.5=0.5

Q= Probability of negative response (0.5)

e – Desired level of precision (±5%) = 5/100 = 0.05

𝑍 2𝑝𝑞 (1.96)2 (0.5) (0.5)

𝑛= 𝑛= =384.16 ≈ 384
𝑒2 (0.05)2

By using the above formula, 384 questioners would be distributed to taxi service user at
Bole international airport by informing them about the objective of the research and getting
their full consent during a specified period.

31 | P a g e
3.6. Data Collection Method and Instrument

3.6.1. Data Collection Method

The necessary data for the study would be collected from both primary and secondary
sources of data. Primary data would be collected from self-administered a structured
questionnaire. The questionnaire consists of well-formulated questions and fixed response
alternatives that are directly related to the research objectives. While the secondary data
would be collected from published and unpublished data through journals, news articles and
books from different sources related to the research objective.

3.6.2. Questionnaire Development

Structured questionnaires are organized based on tourist satisfaction towards taxi service
quality at Bole international airport. The questionnaires for the study would be incorporated
into four parts. The beginning section contained the demographic detail of the respondents.
Which include items such as gender, age, nationality, level of education, occupational status
etc. The second part focused on the question related to the level of tourist satisfaction
towards taxi service. The questioner was developed from the modified RESCA model. To
assess those factors affecting tourist satisfaction towards taxi service seven items for
reliability, ten items for safety, eight items for security, nine items for comfort, five items
for affordability dimensions and six items which correspond to the driver’s professionalism
were adopted. A five-point Likert scale was used to indicate the degree of respondent’s
agreement towards taxi service at Bole international airport which ranges from strongly
agrees to strongly disagree. The third part of the questionnaire measures the level of tourist
satisfaction by six items are used in this section and five points Likert scale which ranges
from strongly agree to strongly disagree. Finally, the fourth section would recommend how
taxi service at Bole international airport should improve their services through tourists’
recommendations and suggestions.

32 | P a g e
3.7. Data Analysis and Presentation
In this study, the primary data gathered from the respondents by using structured questioner
were analyzed with the combination of both descriptive statistics like mean, frequency and
standard deviation of the variables and inferential statics like correlation analysis to examine
the direction and significance of the correlation of the variables considered under this study
and regression analysis to examine the relationship between the dependent variable ( i.e.
tourist satisfaction) and the six independent variables (i.e. Reliability, Safety, Security,
Comfort, Price affordability and driver professionalism) with Pearson correlation and linear
multiple regression techniques.

Simple mean and tabulation were applied to get a clear picture of the demographic data of
the respondents. Then after, to get inference about the model and its applicability inferential
statics was used. By applying a bivariate correlation analysis, the researcher was tried to see
the influence of reliability, safety, security, comfort, and price affordability and driver
professionalism on the overall tourist satisfaction. This was accomplished to pinpoint the
causal relationship of the independent variables to the dependent variable. To accomplish all
the above requirements, the researcher has used SPSS version 22 software to analyze the
data.

The regression equation or model specification for an examination of the effect of taxi
service quality on tourist satisfaction

𝑂𝐶𝑆 = 𝛽0 + 𝛽1𝑋1 + 𝛽2𝑥2 + 𝛽3𝑋3 + 𝛽4𝑋4 + β5𝑋5 + β6𝑋6 + Σ0

Where OCS= Overall tourist satisfaction

β0= Y-intercept/constant

β1= The beta weight or regression coefficient of Reliability

β2= The beta weight or regression coefficient of Safety

β3= The beta weight or regression coefficient of Security

β4= The beta weight or regression coefficient of Comfort

33 | P a g e
β5= The beta weight or regression coefficient of Price affordability

β6= The beta weight or regression coefficient of Driver’s professionalism

X1= Reliability

X2= Safety

X3 =Security

X4 =Comfort

X5=Price affordability

X6=Driver professionalism

Σ = sum of residuals or error terms

3.8. Reliability and Validity Analysis

3.8.1. Reliability
In this study internal consistency of variables can be measured by using Cronbach’s alpha
coefficient; it represented by a number between 0 and 1. Scales with coefficient alpha
between 0.6 and 0.7 indicate fair reliability whereas a Cronbach’s alpha score of .70 or
higher is considered as adequate to determine reliability (Zikmund et al., 2010).
The result of the Cronbach’s alpha for this study’s instrument was found to be in the
acceptance range i.e. >0.7 which is 0.701. Thus showing as an indication of the acceptability
of the scale for further analysis since all the six items of service performance dimensions
(reliability, safety, security, comfort, and price affordability and drivers professionalism)
measuring service quality was above 0.7. Cronbach’s alpha coefficient of the six dimensions
of service quality is shown in Table 3.1 below.

34 | P a g e
Table 3.1. Reliability Analysis
Reliability analysis
Measurement Cronbach's Alpha value N of Items
Reliability .784 7
Safety .728 10
Security .716 8
Comfort .704 9
Affordability .728 5
Driver professionalism .729 8
Tourist satisfaction .731 6
Overall reliability .701 53
Source: Own survey SPSS result, 2020
Reliability test for the study would be conducted on the dependent variable (tourist
satisfaction), and independent variables taxi service quality factors (i.e., reliability, safety,
security, comfort, price affordability and drivers professionalism).The study would adopt
Cronbach’s alpha, which is a common method to estimate the internal consistency of the
entire instrument. Moreover, the reliability test for the study would be conducted using
SPSS version 22.

3.8.2. Validity
In this study for measuring attribute, construct validity would be used. For this, the
questionnaire would be developed based on the well-known modified RESCA model being
developed by Emmanuel and Solomon (1985). This model helps to use a valid questionnaire
instrument that has been tested over and over again and found to be valid for researching
connection with the assessment of taxi service quality at Bole international airport.
Furthermore, the researcher has designed a questionnaire and made a pilot test of the
questions by discussing with the advisor, then following the recommendations made from
the advisor the final questioners have been developed and distributed to the respondents.
What is more, after the data analysis and interpretation, the results would be given to the
advisor for technical comments it follows that the findings would be confirmed to have been
valid and reliable.

35 | P a g e
3.9. Data Quality Assurance
For the study a researcher has gathered data by using questionnaire and secondary sources
of data and the concept would be verified and interpreted by the researcher. The quality of
data would be ensured through close supervision of data collectors. The information would
be exchanged between data collectors and supervisors. All collected data would be checked
for completeness, accuracy and consistency by the researcher daily. Anything unclear and
ambiguous would be corrected by communicating the data collectors when necessary.

3.10. Ethical Consideration

When collecting data for the study, first an authorized correspondence memo to conduct the
research would be obtained from Addis Ababa University, Centre of Development Studies.
Then the letter would hand to Bole international airport's main office and other parties
which the study may concern. Then the researcher would explain the purpose and nature of
the study for respondents and asked for their informed consent to be participating or not.
Apart from that, some briefings Would be written on the heading of every questionnaire as
respondent’s information Would be strictly confidential and only taken for academic
purposes, and will not be used for any personal interest and also the whole process of the
study controlled to be within acceptable professional ethics. Moreover, a statement confirms
the prohibition of including any identity detail or personal references in the questionnaire.
This was to avoid any biased response or unauthentic data provided by respondents and to
make participants safer in filling the questionnaire. After that, the researchers collected the
information and would analyze the study according to the response. Findings must be
reported with a complete and honest fashion, without misrepresenting what has been done or
intentionally misleading others as to the nature of it. Data may not be fabricated to support a
particular conclusion. Finally, a copy of the final report would be given to the universities.

36 | P a g e
 CHAPTER FOUR:

RESEARCH ANALYSIS AND FINDINGS

Introduction
This quantitative research aims to assess factors affecting tourist satisfaction in taxi service
at Bole international airport. The information obtained is summarized and analyzed using
descriptive data analysis techniques which includes tabulation, percentage and mean scores.
This chapter comprises of four divisions, including the validity and reliability, following by
descriptive statistics using tables to deliver the frequencies, central tendency and dispersion,
followed by the results of Pearson’s correlation coefficient and regression results and the
hypothesis test based on multiple linear regression through SPSS version 22. Therefore, the
chapter would be concluded with the discussion of findings and the proof of the hypothesis
of this inquiry.

4.1. Results and Discussion

The study was designed to assess tourist satisfaction in taxi service at Bole international
airport. To address this objective, data were collected from taxi users. Based on the sample
size determined in chapter three, 384 survey questionnaires were distributed to customers of
the taxi. However, from a total of 384 survey questionnaires, seven (7) were not fully and
correctly answered and twelve (12) were not turned back. As a result, the data presentation
and analysis is made based on the response of 365taxi service users. After that, the results
obtained from survey questionnaires were analyzed using Statistical Package for the Social
Sciences (SPSS) version 22.

4.2. Demographic Characteristics of the Respondents

To find out the general background of customers of taxi service in Bole international airport,
the respondents were asked their Gender, Age, Income level, Nationality, Educational
Status, Marital status, occupation and the purpose of the visit is described as follows:

37 | P a g e
 4.2.1. Gender of Respondents
As we see from the table below the majority of the respondent’s gender are males (51%) and
the remaining (49%) are female respondents so that males taxi service user at Bole
international airports are slightly higher than females.

Table 4.1 Gender of Respondents

Frequency Percent
Male 186 51.0
Female 179 49.0
Total 365 100.0
Source: Own survey SPSS result, 2020

4.2.2 Age of Respondents

Table 4.2 The Age Group of Respondents

Age Frequency Percent

19-29 126 34.5
30-39 135 37.0
40-49 82 22.5
50 and above 22 6.0
Total 365 100.0
Source: Own survey SPSS result, 2020

Regarding age group, the greater respondent was37.26 % within the age of 30-39, followed
by 35.07 % was from 19-29, and the others 21.64 % were within the age group of 40 to 49,
and the last 6.03 % of the respondent’s ages are 50 and above. As per the above result, we
can conclude that most users of the taxi service are young people.

4.2.3. Types of Tourist

From the table below, domestic and international respondents vary in number. Domestic
respondents account 196 (53.7%) and international respondents account 169 (46.3 %) of the
total respondents who returned the questionnaires. As described in chapter three the
researcher intended to focus on international tourists only. However, due to the impact of
coronavirus (COVID 19), international tourists not come to Ethiopia. In January the

38 | P a g e
researcher collected some data from international tourists to fill the remaining data the
researcher includes domestic tourists that use taxi service at Bole International airport.

Table 4.3 Types of Tourists

Types of Tourists Frequency Percent
Domestic 196 53.7
International 169 46.3
Total 365 100.0
Source: Own survey, SPSS result, 2020

4.2.4. Respondents Nationality

Table 4.4 Respondents Nationality

Nationality
Frequency Percent
African 213 58.4
American 34 9.3
Arabian 29 7.9
Australian 15 4.1
Asian 36 9.9
European 38 10.4
Total 365 100.0
Source: Own survey SPSS result, 2020
As presented in Table 4.4 majority (58.4%)of the respondents are African nationality
because as mentioned earlier majority of the respondents are domestic tourists this is
included under African, then followed by European nationality (10.4%), Asian nationality
(9.3%), American nationality (9.3%,) Arabian nationality (7.9%) and the remaining (4.1 %)
are Asian nationalities.

39 | P a g e
 4.2.5. Educational Status of Respondents
Figure 4.1 Bar Chart of Sex and Educational Status

Source: Own survey SPSS result, 2020

As portrayed on the bar chart 4.1, 132 (36.16 %) of respondents that use taxi transport
service at Bole international airport are degree holder, among them 50.96% are male and the
remaining 49.04% are female. As the data shows besides this 121 (33.15%) of respondents are
master degree and above holder. In this case, 56 (15.34%) are male and the rest 65 (17.81%)
are female, the other 68 (18.63%) of respondents of taxi user at Bole international airport
holds diploma. In this case, 37 (10.14%) are male and the rest 31 (8.49%) are female. Next
to this 27 (7.40%) of the respondents are a high school. In this case, 15 (4.11%) are male
and the rest 12 (3.29%) are female, finally, the lowest level of education in taxi service users
are less than high school. In this case, 9 (2.47%) are male and the rest 8 (2.19%) are female.
From the above result, we can conclude that most of taxi service user’s males and females at
Bole international airport have a good educational background.

40 | P a g e
 4.2.6. Reason for Traveling
Figure 4.2Bar Chart of Sex and Purpose of Visit

As portrayed on the bar chart 4.2, around 133 (36.44%) of reasons that respondents that use
taxi service at Bole international airport are for conference, among them 186 (50.96 %) are
male and the remaining 49.04% are female. The second one is for pleasure or business
purpose. In this sector, the male respondents are 12.05% and the rest are female (13.42%),
the other group of the taxi service users are visiting friends or relatives (18.63 %) and for
study males are 7.67 % and females are 8.49 % finally the lowest taxi service users are
coming for another purpose. From the above result, most of the time male and female taxi
user for conference use.

41 | P a g e
 4.2.7. Reason for Traveling

Figure 4.3Bar Chart of Sex and Educational Status

Source: Own survey SPSS result, 2020

As portrayed on the bar chart 4.3, around 111 (30.41%) of taxi users are self-employed,
among them 50.96% are male and the remaining 49.04% are female. The second one is a
private employee. In this sector, the male taxi service users are 56 (15.34 %) and the rest are
female 52 (14.25%), the other taxi service users are a government employee. In this sector,
the male taxi service users are 39 (10.68 %) and the rest are female 33 (9.04%). Besides, 38
(10.41%) of the respondents are a student. In this sector also, the male taxi service users are
20 (5.48%) and females are 18 (4.93%), and 22 (6.02%) are unemployed; in this sector
males are 11 (3.01%) and females taxi service user are 11 (3.01%) finally the remaining
(3.84%) are retired. From the above result, most taxi service users at Bole international
airport are their employment.

4.3. Descriptive Analysis of Service Quality Measurement

To measure the customers’ perception of the taxi service quality at Bole international
airport, the modified RESCA model would be used in this study. Modified RESCA directly
measures the customer’s perception of taxi service quality and assumes that respondents
automatically compare their perceptions of the service quality levels with their expectations

42 | P a g e
of those services. The model contains 47 questions and a five-point Likert scale is used to
measure the performance. For all the service, quality dimensions (Reliability, Safety,
Security, Comfort, Affordability and Driver professionalism), the mean score has been
computed. The implications of these results are discussed below.

4.3. 1. Reliability Test

Reliability is essentially about consistency. That is if we measure something many times and
the result is always the same, then we can say that our measurement instrument is reliable
(John et al., 2010). According to Hair, et al., (2010), if α is greater than 0.7, it means that it
has high reliability and if α is smaller than 0.3, then it implies that there is low reliability.
From the table below the alpha coefficient for reliability dimension for taxi service is 0.784
the alpha coefficient for safety dimension is 0.728 the alpha coefficient for security
dimension is 0.716 the alpha coefficient for comfort dimension is 0.704 and the alpha
coefficients for affordability and driver professionalism dimensions are 0.712 and 0.705
respectively this shows that the data collected from the respondents of taxi service at Bole
international airport is reliable and consistent from the scale. Also, checking the reliability
test by taking all the service quality dimensions together gives us the more reliable alpha
coefficient which is 0.701. This means that the dimensions used to measure the service
quality for this study are very consistent.

Table 4.5. Cronbach`s Alpha of Data Reliability.

Reliability Statistics
No Dimensions Cronbach's Alpha Value N of Items
1 Reliability .784 7
2 Safety .728 10
3 Security .716 8
4 Comfort .704 9
5 Affordability .712 5
6 Driver professionalism .705 8
Reliability statistics .701 47
Source: Own survey SPSS result, 2020.

43 | P a g e
4.4. Descriptive Statistics of The Level of Agreement of the Respondent’s
Perception towards Variables of the Research
To assess factors affecting tourist satisfaction in taxi service at Bole international airport
from the user’s perspective a five-point Likert scale was used. Within which seven items
were used to represent the variable reliability, ten items were used to represent the variable
safety and eight items were used to measure security, nine items to measure comfort, five
items to measure price affordability and eight items to measure driver professionalisms
respectively. The analysis of the study was done using descriptive statistic or through using
central tendency, from these the researcher used the mean scores of each variable. The main
reason for using this measurement was to demonstrate the average responses of respondents
for each question that was included under each dimension of the predictor variable and to
reach the grand mean of each dimension. Finally, the interpretation is made through using
the grand mean of each independent dimension for the aim of achieving partial research
objectives of the study. The grand mean score for the constructs are above 3 will
communicate respondents somehow show an agreement to the questions raised during the
survey. On the other hand, high Standard Deviation score implies, the data is widespread
due respondents have relatively diverse opinion whereas, the low standard deviation score
mean to be respondents have relatively similar responses to items under the study.

4.4.1. Customers Perception on Reliability of Taxi

According to Grönroos (1983), reliability is connected to the consistency of performance
and dependability. In this study the dimension includes several taxis availability, keeping
promises, showing genuine attention for problem-solving, delivering of the right service,
keeping a promise, service provider follow-ups on the passenger to ensure satisfaction, taxi
service providers give accurate information to the passenger and never breakdown on the
road. Reliability of service designates the taxi capability to provide the promised service at
the stated level.

44 | P a g e
The data illustrated in table 4.6 shows that respondents have satisfied with availability of
enough number of taxis transportation at Bole international airport & taxi service providers
give service as a promise to the passenger with a mean score of 3.1178 & 3.0411. & the taxi
service provider has a sincere interest to solve the problem of the passenger & taxi service
provider gives first-class services on the first time with a mean score of 3.0356 & 2.8603
respectively. Besides, the taxi service provider follows ups on the passenger to ensure
satisfaction & taxi service provider gives accurate information to the passenger with a mean
score of 2.9562 & 3.0986 respectively. Respondents agree that taxis are never breakdown on
the road with a mean score of 3.0986. The overall mean perception of taxi reliability is
3.0297, indicating that the majority of respondents are towards the agreed level with the
statements specified in the study.

Tables 4.6 Descriptive Statistics of Reliability Dimension

N Mean Std.
Deviation
There is enough number of taxis at Bole international 365 3.1178 1.54060
airport
Taxi service providers give service as a promise to the 365 3.0411 1.52307
passenger
The taxi service provider has a sincere interest to 365 3.0356 1.50689
solve the problem of the passenger
Taxi service provider gives first-class services on first 365 2.8603 1.48978
time
Taxi service provider follow-ups on the passenger to 365 2.9562 1.47999
ensure satisfaction
Taxi service provider gives accurate information to 365 3.0986 1.47921
the passenger
Taxi are never breakdown on the road 365 3.0986 1.58327
OVERALL TAXI RELIABILITY 365 3.0297 .85498
Valid N (listwise) 365
Source: Own survey SPSS result, 2020

45 | P a g e
 4.4.2. Customers Perception of Safety of Taxi
From the given table 4.7 the mean value of safety is 3.2293, and the highest mean score is
obtained on the seventh question which asks about it is safe travelling on the taxi
transportation with a mean value of 3.3315. Which show that the majority of the
respondents agree that the taxi transportation safety meet guests’ needs, and the lowest mean
score is obtained in the second question which asks about safety from crime on board and at
the station with a mean value of 3.1425.

Table 4.7. Descriptive Statistics on Safety Dimension

N Mean Std. Deviation
The taxis are in a good condition (good state of 365 3.1808 1.58813
repair, and maintenance)
The taxi drivers are qualified to drive/have 365 3.1425 1.53045
sufficient driving skill
Taxi drivers follow traffic rules 365 3.2000 1.53387
Taxi drivers drive at a safe speed. 365 3.3260 1.50110
Taxi terminals are safe from crime 365 3.2658 1.50386
The taxi drivers drive without the influence of 365 3.1699 1.49860
any other drugs. (Alcohol, chat).
It is safe travelling in taxi transportation. 365 3.3315 1.48332
The rate of accidents is low. 365 3.2767 1.46296
The condition of the taxi is satisfactory. 365 3.2110 1.45515
Safety from crime on board and at station 365 3.1890 1.46381
SAFETY 365 3.2293 .89432
Valid N (listwise) 365
Source: Own survey SPSS result, 2020

4.4.3. Customers Perception of Security of Taxi

This section of the questionnaire tested the attitude and views about the security of the taxi.
Sequences of eight statements were presented to taxi service users at Bole international
airport for measuring their degree of agreement under each statement.

46 | P a g e
Table 4.8. Descriptive Statistics of Security
N Mean Std. Deviation
Taxis are free from violent robbery 365 3.2767 1.55755
The taxi drivers are not involved in criminal 365 3.1781 1.52040
activities
Taxis give secured service to their passengers 365 3.1699 1.49125
Taxi drivers are friendly and disciplined 365 3.2027 1.53619
Driver obeys the traffic rules 365 3.1863 1.48743
Clarity of security warning sign 365 3.2082 1.52828
Security capacity of passenger and property 365 3.1507 1.55725
Security of luggage is confidential 365 3.1781 1.48936
SECURITY 365 3.1938 .92006

Valid N (listwise) 365

Source: Own survey SPSS result, 2020
According to the data illustrated above, respondents agree that taxis are free from the violent
robbery with a mean score of 3.2767, the taxi drivers are not involved in criminal activities
with a mean score of 3.1781, taxis give secured service to their passengers with a mean
score of 3.1699, Taxi drivers are friendly and disciplined with a mean score of 3.2027,
Driver obeys the traffic rules with a mean score of 3.1863, clarity of security warning sign
with a mean score of 3.2082, Security capacity of passenger and property with a mean score
of 3.1507, respondents also agree that security of luggage is confidential with a mean score
of 3.1781. The overall mean for the perception of security of taxi is 3.1938, indicating that
the majority of respondents are towards agreeing on the level of safety with the statements
specified in the study.

4.4.4. Customers Perception of Comfort of Taxi

This section of the questionnaire tested the attitude and views about the comfort of the taxi.
Sequences of nine statements were presented to taxi service users at Bole international
airport, respondents were asked to describe their satisfaction level under each statement.

47 | P a g e
Table 4.9. Descriptive Statistics of Comfort
N Mean Std. Deviation
The taxis are in a good standard of cleanliness. 365 3.2247 1.52234
There are available good seats in a taxi. 365 3.4164 1.49054
The taxi seats are comfortable. 365 3.2466 1.52615
Taxis carry as per the specified capacity. 365 3.1726 1.54077
A taxi journey is comfortable for any type of 365 3.2329 1.53100
climate. (Sun, rain, wind).
The smoothness of ride of the taxi 365 3.1863 1.52392
Taxi comfort inside temperature/ suffocation 365 3.2658 1.53281
/loading capacity/ and Ventilation
The intactness of infrastructures (such as seats, 365 3.1397 1.51356
windows, handrails)
Maintenance of fresh air in taxi 365 3.3096 1.49359
COMFORT 365 3.2438 .89131
Valid N (listwise) 365
Source: Own survey SPSS result, 2020
The data illustrated in the table above indicated that the respondents have satisfied with taxis
good standard of cleanliness with a mean score of 3.2247 & toward availability of good
seats in taxi & seat comfortability with 3.4164 & 3.2466 respectively. Also, respondents
agree that taxis carry as per the specified capacity & a taxi journey is comfortable for any
type of climate with a mean score of 3.1726 & 3.2329 respectively. Respondents also agree
that smoothness of ride of the taxi and taxis comfort inside temperature/ suffocation /loading
capacity/ and Ventilation with a mean score of 3.1863 and 3.2658 respectively.
Furthermore, respondents are also agreeing that intactness of infrastructures (such as seats,
windows, handrails) and maintenance of fresh air in the taxi with a mean score of 3.1397
and 3.3096 respectively. The overall mean perception of comfort is 3.2438, indicating that
the majority of respondents are towards the agreed level with the statements specified in the
study.

48 | P a g e
 4.4.5. Customers Perception of Price Affordability of Taxi
This section of the questionnaire tested the attitude and views about price affordability of
taxi, and sequences of five questions were presented to taxi service users at Bole
international airport, to state their level of agreement with price affordability under each
statement.
According to the data illustrated in table 4.10 below, respondents agree that the cheapest
fare of taxi and the fare payment with a mean score of 3.1753 and 3.3918 respectively.
Besides, respondents are also agreeing that the fare charged commensurate with distance
and taxi prices affordability with a mean score of 3.3038 and 3.1644 respectively.
Furthermore, respondents have to agree about the cost of using taxi transport compared to
other forms of public transport with a mean score of 3.4000. The overall mean for the
perception of affordability of taxi is 3.2877, indicating that the majority of respondents are
towards agreeing on the level of price affordability with the statements specified in the
study.

Table 4.10. Descriptive Statistics of Price Affordability

N Mean Std. Deviation
The cheapest fares 365 3.1753 1.52703
The fare payment 365 3.3918 1.52900
The fare charged commensurate with distance 365 3.3068 1.55806
Taxi prices are affordable. 365 3.1644 1.53900
The cost of using taxi transport compared to 365 3.4000 1.45783
other forms of public transport
PRICE AFFORDABILITY 365 3.2877 .88124
Valid N (listwise) 365
Source: Own survey SPSS result, 2020

49 | P a g e
 4.4.6. Customers Perception of Driver’s Professionalism
This section of the questionnaire tested the attitude and views about drivers of the taxi.
Sequences of eight questioners were presented to taxi service users at Bole international
airport to rate their level of satisfaction with each statement.
The data illustrated in table 4.11below shows that respondents have satisfied with the taxi
driver is well mannered & the taxi driver cares for assistance travelling with a mean score of
3.2493 and 3.3342 respectively. Also, respondents agree that the taxi driver advice on the
passenger’s need & the drivers know to answer passenger’s question with a higher mean
score of 3.4192& 3.3452 respectively. Furthermore, respondents are agreeing that drivers
have good driving skills and the overall Attitudes and Behaviors of the driver with a mean
score of 3.2767 and 3.1260. The overall mean perception of the driver is 3.3027, indicating
that the majority of respondents are towards the agreed level.

Table 4.11. Descriptive Statistics of Driver Professionalism

N Mean Std. Deviation
The taxi driver is well-mannered 365 3.2493 1.45850
The taxi driver cares for assisting travelling 365 3.3342 1.48363
The taxi driver advices the passenger’s need 365 3.4192 1.44007
The drivers know to answer passenger’s question 365 3.3452 1.48482
The taxi driver provides services with a true 365 3.3616 1.42222
service mind
The taxi drivers are ready to help passengers 365 3.3096 1.46011
Drivers have good driving skills 365 3.2767 1.48347
Overall Attitudes and Behaviors of the driver 365 3.1260 1.49192
DRIVER PROFESSIONALISM 365 3.3027 .88832
Valid N (listwise) 365
Source: Own survey SPSS result, 2020

50 | P a g e
 4.4.7. Comparison of Customers Perception on Factors Affecting
Overall Customer Satisfaction

Table 4.12. Descriptive Statistics for Grand Mean

Descriptive Statistics
Mean Std. Deviation N Valid N (listwise)
Reliability 3.0297 .85498 365 365
Safety 3.2293 .89432 365
Security 3.1938 .92006 365
Comfort 3.2438 .89131 365
Affordability 3.2877 .88124 365
Drive 3.3027 .88832 365
Source: Own survey SPPS result, 2020

In summary, based on table 4.14 the mean and standard deviation of each service quality
dimensions is represented in the table above. The service quality dimension with the highest
mean score is Driver behaviour 3.3027, followed by Affordability 3.2877, Comfort 3.2438,
Safety 3.2293, and Security 3.1938 and finally, Reliability is 3.0297. With this, we can infer
that the taxi service provided by Bole international airport is somewhat satisfactory. The
result can indicate the service quality dimension affected customer satisfaction on taxi under
study. This gives a clue to answering the main research question.

On the other side, the least desire important dimension was taxi service provider gives first-
class services on the first time and its mean value was (2.86), Then, from the table
designated that the taxi driver advises as the passenger’s need was the first most important
attribute having an average mean value of (3.4192) and overall mean score 3.1396.

4.5. Customer Satisfaction

Table 4.15 shows that the dimension tourist satisfaction which was the dependent variable
and the highest mean score of the respondent’s response about the comfort of taxi service
was on the fourth question which asks are you satisfied with the comfort of a taxi with a
mean score of 3.2603 and the lowest score was obtained on question number one which asks

51 | P a g e
are you satisfied with the reliability of taxi service with a mean score of 3.1973. The overall
mean score was 3.2288. From there, customers have adequately satisfied with the taxi
service at Bole international airport.

Table 4.13. Overall Customer Satisfaction Level

N Mean Std. Deviation
I feel satisfied with the reliability of the taxi 365 3.1973 1.46741
service at Bole international airport.
I feel satisfied with the safety of taxi service at 365 3.2411 1.49613
Bole international airport.
I feel satisfied with the security of taxi service at 365 3.2137 1.50030
Bole international airport
I feel satisfied with the comfort of taxi service at 365 3.2603 1.43951
Bole international airport
I feel satisfied with the price I pay for the 365 3.2219 1.53263
service provided by the taxi at Bole airport.
What is your overall level of satisfaction with 365 3.2384 1.51573
the service provided by the taxi
OVERALL SATISFACTION 365 3.2288 .87673
Valid N (listwise) 365
Source: Own survey SPSS result, 2020.

4.6. Inferential Statistical Analysis

4.6.1. Correlation Analysis

To find out the relationship between the independent variable (service quality dimensions)
and dependent variable (tourist satisfaction), Pearson’s correlation coefficient (r) which
measures the strength and direction of a linear relationship between two variables are used.
Values of Pearson’s correlation coefficient are always between -1 and +1. A correlation
coefficient of +1 indicates that two variables are perfectly related in a positive sense; a
correlation coefficient of -1 indicates that two variables are perfectly related in a negative

52 | P a g e
sense, and a correlation coefficient of 0 indicates that there is no linear relationship between
the two variables. A correlation coefficient; between 0.1-0.29 shows that the relationship
between two variable is weak or non-existent. A correlation coefficient between 0.3 and
0.49 indicates the relationship between variable is moderate, whereas a correlation
coefficient above 0.5 indicates that the relationship between variables is strong. The
direction of the dependent variable's change depends on the sign of the coefficient. If the
coefficient is a positive number, then the dependent variable will move in the same direction
whereas if the coefficient is negative, then the dependent variable will move in the opposite
direction of the independent variable. Hence, in this study, the level of relationship between
the independent variable (reliability, safety, security, comfort, and price affordability and
driver professionalism) and dependent variable (customer satisfaction) is conducted by
using Pearson’s correlation coefficient. The table below presents the result of the correlation
analysis made using bivariate correlation. According to Marczyk, Dematteo and Festinger,
(2005), the strength of correlation would interpret through the general guidelines of
correlations shown in the following pattern a correlation coefficient between .01 and .03
indicated small, correlations between 0.3 and 0.7 indicated moderate and correlations
between 0.7 and 0.9 indicate largely and also a correlation coefficient between 0.9 and 1.00
indicated very large (Marczyk, Dematteo and Festinger, 2005).

53 | P a g e
Table 4.14.Correlation Analysis b/n Taxi Service Quality Dimensions & Customer
Satisfaction
Correlations

Affordability

Satisfaction
Reliability

Comfort
Security

Driver
Safety
Pearson Correlation 1
Reliability

Sig. (2-tailed)
N 365
Pearson Correlation .735** 1
Sig. (2-tailed) .000 .
Safety

N 365 365
Pearson Correlation .814** .789** 1
Security

Sig. (2-tailed) .000 .000 .

N 365 365 365
Pearson Correlation .575** .567** .605** 1 .
Affordability Comfort

Sig. (2-tailed) .000 .000 .000

N 365 365 365 365
Pearson Correlation .700** .708** .755** .577 1 .
Sig. (2-tailed) .000 .000 .000 .000 .
N 365 365 365 365 365

Pearson Correlation .843** .776** .820** .640 .778 1 .

Sig. (2-tailed) .000 .000 .000 .000 .000 .
Satisfaction Driver

N 365 365 365 365 365 365

Pearson Correlation .817** .822** .905** .682 .825 .880 1
Sig. (2-tailed) .000 .000 .000 .000 .000 .000
N 365 365 365 365 365 365 365

**. Correlation is significant at the 0.01 level (2-tailed).

Source: Own survey SPPS result, 2020

54 | P a g e
The above table provides a Pearson correlation efficient between various service quality
dimensions (reliability, safety, security, comfort, driver professionalism and affordability)
and tourist satisfaction which is found by using SPSS version22. The final result of the
correlation analysis shows that all the service quality dimensions have a positive association
with tourist’s satisfaction in taxi service at Bole international airport.

The correlation results are presented in the above table. Pearson correlation coefficient is
used to test the relationship between service quality dimensions and tourist satisfaction. The
result shows that the service quality dimensions, reliability depicts a positive relationship
with customer satisfaction at (r=0.817, p<0.01) in the case of safety shows a positive
relationship with customer satisfaction (r=0.822, p<0.01). Security also depicts a positive
relationship with customer satisfaction at (r=0.905, p<0.01) the other dimension comfort
also show a positive relationship with customer satisfaction (r=0.682, p<0.01). The
dimension affordability shows a positive relationship with customer satisfaction (r=0.825,
p<0.01) and the dimension driver behaviour shows a positive relationship with customer
satisfaction(r=0.880, p<0.01).

From the above Pearson correlation coefficient result among the six dimensions of service
quality used in this paper, there is a strong positive and significant relationship between all
variables (r= 0.817, 0.822, 0.905, 0.682, 0.825, 0. 880p. 000<0.01). Thus, the relations that
exist between the dimensions of service quality might affect overall tourist satisfaction by
influencing each other. In general, it is possible to deduce that the relationship between the
taxi service quality dimensions and customer satisfaction at Bole international airport is
statistically significant.

4.7. Model Assumption

4.7.1 Normality Test

In table 4.18 below, the normality tests, descriptive statistics are shown. According to
Shukla (2009), skewness and Kurtosis test is the basic ways to check the normality of the
data. positive skewness values suggest clustering of data points on the low value (left-hand
side of the bell curve) and negative skewness values suggest clustering of data points on the
high values (right-hand side of the bell curve). The data in the study suggest the response is

55 | P a g e
a clustering of the high values (right-hand side of the bell curve) because all of the values in
the study skewness are negative. In another way, positive kurtosis value suggests that the
data points have peaked at (gathered in the centre) with long thin tails. The data set is of a
thin bell shape value. Kurtosis below zero (0) suggests that the distribution of data points is
relatively flat (Shukla, 2009). Besides, As per Hair J.B (2010) when kurtosis divided by
skewness and the result is below + 2.58 the data assumed normal. According to this rule, the
result is a maximum of 1 that shows the input data is normally distributed. The case of
normality might be affected when the sample is increasing Shukla (2009) as cited in Yalew
Zeleke (2017).

Table 4.15: The Normality Tests, Descriptive Statistics

N Skewness Kurtosis
Statistic Statistic Std. Error Statistic Std. Error
Reliability 365 -1.493 .128 1.655 .255
Safety 365 -1.393 .128 1.327 .255
Security 365 -1.607 .128 2.083 .255
Comfort 365 -1.098 .128 .560 .255
Affordability 365 -1.435 .128 1.329 .255
Satisfaction 365 -1.668 .128 2.470 .255
Valid N (Listwise) 365
Source: Own survey SPSS result, 2020
According to Hair J.B (2010) before proceeding into the main part of the analysis it is
necessary to check whether the data are normally distributed or not. For this checking, Hair
J.B (2010) suggests that the standardized skewness distribution result and Kurtosis result
must be between the ranges of +/-2.58. According to the above table, both the standardized
skewness and kurtosis results fall in the given range. So this was a good signal to start with
the subsequent analyses since the data are normally distributed

56 | P a g e
Figure 4.4: Regression Standardized Residual

Source: Own survey SPSS result, 2020

4.7.2. Multi-Collinearity Test

In this study, multi Collinearity is tested by using correlations between the variables in the
model. Independent variables show there is a relationship with the dependent variable
(above 0.68 preferably). In this case all of the scales (independent variables) correlate with
customer satisfaction at Bole international airport (reliability, r =.817, Safety, r = .822,
Security, r = .905, Comfort, r = .682, Price affordability. r = .825 & Driver professionalism,
r= 880) respectively.
Multicollinearity can also be detected by using tolerance value and variance inflator factor
(VIF) value. Multicollinearity does not exist among all the independent variables provided
that the tolerance value of all the independent variables was greater than 0.1 and the VIF
values of all the independent variables are also less than 10 this shows the independent
variables are free of a multicollinearity problem. In this study also the independent variables
are free of a multicollinearity problem. As shown on the table 4.16 below, all the
independent variables (reliability, safety, security, comfort, and price affordability and
driver professionalism) are above 0.1 tolerances and the VIF value of all the independent
variables are also less than 10 this indicated that independent variables are free from
multicollinearity problems.

57 | P a g e
Table 4.16: Multicollinearity Analysis
Coefficients
Model Collinearity Statistics
Tolerance VIF
1 Reliability .242 4.135
Safety .316 3.162
Security .223 4.478
Comfort .562 1.781
Affordability .342 2.925
Drive .188 5.320
a. Dependent Variable: satisfaction
Source: Own survey SPSS result, 2020

According to the above result, the tolerance value ranges from 0.188 to 0.562 and the values
of VIF for all the independent variables are below 2 showing no indications of a multi-col-
linearity problem.

Table 4.17. Model Summary (Independent variables as predictors to customer

satisfaction at Bole international airport).
Multiple regression analysis was employed to examine the influence of (Driver
professionalism, Security, Affordability, Safety, Reliability and Comfort.) on customer
satisfaction.

Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .952a .906 .904 .25376
a. Predictors: (Constant), Driver professionalism, Comfort, Safety, Affordability,
Reliability, Security
b. Dependent Variable: Customer satisfaction
Source: Own survey SPSS result, 2020

58 | P a g e
Table 4.20 provides the model summary of the model which specifies tourist satisfaction as
a function of driver professionalism, security, affordability, safety, reliability and comfort. R
square of the model is .906 this result implies that independent variable (reliability, safety,
security, comfort, price affordability and driver professionalism) accounts for 90.6% of the
variation in the dependent variable i.e. customer satisfaction. This indicated that service
quality variables explained customer satisfaction at Bole international airport by this model
is very good.

Table 4.18 ANOVA

ANOVA
Model Sum of Squares Df Mean Square F Sig.
1 Regression 221.780 6 36.963 574.034 .000b
Residual 23.052 358 .064
Total 244.832 364
a. Dependent Variable: Customer satisfaction
b. Predictors: (Constant), Drive, Comfort, Safety, Affordability, Reliability, Security
The ANOVA tells us whether the overall model is statistically significant and is good at
predicting the outcome variable. (F) Value is (574.034) at 0.000 indicates that the regression
model is fit and significant.

59 | P a g e
Table 4.19: Multiple Regression Analysis
Coefficients
Model Unstandardized Coefficients Standardized T Sig.
Coefficients
Β Std. Error βeta
(Constant) .030 .079 .386 .700
Reliability .011 .030 .012 .364 .716
Safety .116 .027 .124 4.315 .000
Security .394 .033 .408 11.879 .000
Comfort .099 .020 .106 4.920 .000
Affordability .167 .026 .180 6.499 .000
Driver .220 .036 .231 6.174 .000
a. Dependent Variable: satisfaction
The coefficient table indicates the level of effect each variable has on the dependent
variable. The highest beta value of Security β = 0.394 indicates that the variable has
relatively a strong degree of importance for customer satisfaction than any other variables in
the study. Variables with second & third degree of importance are Driver professionalism &
Affordability with beta values (.220& .167) respectively.

The regression equation would take the following form to measure customer’s satisfaction

𝑂𝐶𝑆 = 𝛽0 + 𝛽1𝑋1 + 𝛽2𝑥2 + 𝛽3𝑋3 + 𝛽4𝑋4 + β5𝑋5 + β6𝑋6 + Σ0

𝑂𝐶𝑆 = 𝛽0 + 𝛽1(𝑅) + 𝛽2(𝑆𝐹) + 𝛽3(𝑆𝐸) + 𝛽4(𝐶) + β5(𝐴) + β6(𝐷)

𝑂𝐶𝑆 = 0.030 + 0.011(𝑅) + 0.116(𝑆𝐹) + 0.394(𝑆𝐸) + 0.099(𝐶) + 0.167(𝐴)

+ 0.220(𝐷)

Where;

OCS= Overall Customer Satisfaction

R= Reliability

SF= Safety

60 | P a g e
 SE= Security

C= Comfort

A= Affordability

D = Driver professionalism

β0 =intercept of the equation

Σ0 = Error term and

β1, β2, β3, β4, β5, and β6 = The Regression unstandardized coefficient of each variable.
From the above multiple regression analysis, it can be noted that the five independent
variables i.e. Security (β =0.394, P=.000), Driver professionalism (β =0.220, P=.000),
Affordability (β =.167, P=.000), Safety (β =.116. P=.001), and Comfort (β =.099, P=.000)
are statistically significant and have a positive impact on customer satisfaction. Whereas, the
other independent variables, Reliability (β =.011, P=.716)) have a p-value of greater than
0.05, which means they showed a positive relationship on customer satisfaction but not
statistically significant.

Standardized coefficient (βeta value) indicates the degree of importance each variable has
towards customer satisfaction as a result, the affecting variables can be ranked in the
following order based on their contribution. Security comes first with the highest
standardized beta value (β =0.394), followed by Driver professionalism (β =0.220) and Price
affordability ranked third with beta value (β =0.167). Besides, the beta value on the
coefficients table indicates the level of effect or impact each variable has on the dependent
variable. If we consider Safety, the one with the highest standardized beta value, for every
additional standard deviation (SD) of safety a customer saved.

Since three of the six variables (Reliability, Comfort, and Safety) do not contribute to the
model, they are removed from the model & the final regression equation would be:

𝑂𝐶𝑆 = 𝛼 + 𝛽1(𝑆𝑒) + 𝛽2(𝐷𝑟) + 𝛽3(𝑃𝑎)

𝑂𝐶𝑆 = 0.030 + 0.392(𝑆𝑒) + 0.220 (𝐷𝑟) + 0.167 (𝑃𝑎)

61 | P a g e
4.8. Hypothesis Testing

Table 4.20: Summary of Research Hypotheses Based on Multilinear Regression Analysis

Hypothesis Reason Result

H1: Reliability has a positively and significantly β = 0.011 H1: Rejected
contributed to customer satisfaction with taxi service at t = 0.364
Bole international airport p < 0.05
H2: Safety has positively and significantly contributed to β = 0.116 H2: Accepted
customer satisfaction with taxi service at Bole t = 4.315
international airport p < 0.05
H3: Security has positively and significantly contributed β = 0.394 H3: Accepted
to customer satisfaction with taxi service at Bole t = 11.879
international airport p < 0.05
H4: Comfort has positively and significantly contributed β = 0.099 H4: Accepted
to customer satisfaction with taxi service at Bole t = 4.920
international airport p < 0.05
H5: Affordability has a positive and significantly β = 0.167 H5: Accepted
contributed to customer satisfaction with taxi service at t = 6.499
Bole international airport p < 0.05
H6: Driver professionalism has a positively and β = 0.220 H6: Accepted
significantly contributed to customer satisfaction with t = 6.174
taxi service at Bole international airport p < 0.05
Source: Own survey SPPS result, 2020

4.9. Discussion of Results

As per the multiple regression results, among the six independent variables, five of them
(Safety, Security, Comfort, Affordability & Driver professionalism) showed a positive &
statistically significant result. However, Reliability showed a positive relationship but
insignificant impact. Thus, this lead to the acceptance of the five developed hypotheses and
the rejection of the remaining one. The results of the hypotheses test are detailed hereunder:

62 | P a g e
As indicated in Table 4.20, H1 is rejected as Reliability factor is not significantly different
from zero & is important in the model. This implies customers feel satisfied when taxi
services provide a reliable service. The finding confirms the work of Yeshitila Tefera (2018)
who concluded that reliability is a major factor to high-quality service to increases
customer’s satisfaction. Randheer Kokku et al. (2011) also concluded that commuters
placed much importance on the provision of reliable service.
Concerning the second hypothesis, Table 4.20 showed, H2 is supported as Safety factor is
significantly different from zero & is important in the model. This implies customers feel
safe in using taxi services because the taxis are in a good condition, the drivers have
excellent knowledge and qualified to drive, the drivers drive at a safe speed and the
terminals are safe from crime. In this study, safety has a significant influence on tourist
satisfaction which is quite consistent with the work of MM Research (2008) report on
perceptions of personal safety and security amongst taxi users in New Zealand. Commuters
in New Zealand perception of safety in taxi services were because the drivers drove safely,
communicated well in English, had excellent knowledge of the route and handled payment
transaction well. They also perceived the taxi driver to be very professional or very
professional in their conducts.
Table 4.20 indicated that H3 is supported since β =0.394& P > 0 05. The security factor is
significantly different from zero & hence is important in the model. This could indicate that
customers might secure, taxis are free from violent robbery, the taxis give secure service to
their passengers well, the property of the passenger secure properly and security of
passenger luggage is confidential.
H4 is supported since β =0.099 at P<0.05 as presented in Table 4.20. Comfort was the most
highly correlated factor that influences customer satisfaction according to the results. In
essence, the customers‟ seek comfort whenever they board taxis. They gain satisfaction
when the taxis are in good standards of cleanliness, availability of good seat, taxi comfort
inside the temperature. This finding consistent with the work of Rabiul Islam et al (2014).
They identified comfort, cleanliness and air condition as part of the independent variable
they described as “service” is positively and significantly related to customer satisfaction.

As indicated in Table 4.20, H5 is supported as Price affordability is significantly different

from zero & is important in the model. This implies customers‟ feel satisfied when taxi

63 | P a g e
services provide a reasonable taxi fare. Price fairness is the third most important variable
that influenced customer’s satisfaction positively and significantly in this research. On
service affordability, customers perceived it as influential on their satisfaction of service
because the fares charged generally reflects the services received. This finding is
inconsistent with the results of researchers Horsu & Yeboah (2015) who concluded that
price affordability is a major factor to a high-quality service that increases customer’s
satisfaction. Also, Khupse (2017) found that reasons such as a fare cheaper than the
traditional model of taxies, cab- pooling, attractive cashback, coupons and discounts are the
most common and significant reasons for using app-based taxi services.

Table 4.20 indicated that H6 is supported since β =0.220& P > 0 05. The driver
professionalism is significantly different from zero & hence is important in the model. This
could indicate that customer’s feel satisfies if the driver is well mannered, cares for assisting
travelling, have the knowledge to answer passengers question, provide service with a true
service mind. Although this result is inconsistent with Disney (1998), Erin (2014) &
Watchareebhorn (2016) friendliness behaviour of the driver can satisfy customers by
developing better communication and knowledge of its customer’s needs.

This study indicates that customers in Bole international airport have a positive satisfaction
to taxi service. This shows that the majority of customers in this study were satisfied with
taxi a service characteristic that answers the main research question of this study. Also, this
study indicated that there is a positive relationship among all of the factors with five of them
(safety, security, comfort, affordability and driver behaviour) having a statistically
significant effect to customer’s satisfaction. Besides, reliability has a positive relationship
on customer satisfaction but not statistically significant.

64 | P a g e
 CHAPTER FIVE:

Summary of Findings, Conclusions and Recommendations

Introduction
This chapter is the final chapter which contains a summary of the findings, conclusion,
recommendations, limitations and future implication of the study.

5.1. Summary of Findings

The study was conducted to assess factors affecting tourist satisfaction in a taxi at Bole
international airport. After reviewing previous researches and related literature, six affecting
factors were selected, examined & the effect of each on customer satisfaction was
investigated. Reliability, Safety, Security, Comfort, Affordability, and Driver
professionalism were the six satisfaction affecting factors in this research. Accordingly, a
conceptual framework was developed, the hypothesis formulated and appropriate research
designs were implemented to reach the conclusions.

The study was conducted at Bole international airport on customers of a taxi with a total of
365 respondents participating in answering a structured questionnaire distributed throughout
the different service giving points. Descriptive statistics like frequency, mean, correlation
and multiple regressions were used to analyze personal information of respondents,
respondents‟ perception on taxi service quality and customer satisfaction, and to determine
the relationship and its impact between taxi service quality dimensions and level of
customer’s satisfaction.

Based on the demographic profile it was found that: The majority of the respondents are
male (51%) aged in the range of 30-39 (37.26%).Regarding the types of tourist majority of
the respondents is domestic tourist which accounts for 196 (53.7%). In terms of nationality,
the majority of respondent 213 (58.4 %) are African nationality because the researcher
distributes the majority of the questioner to domestic tourists due to the impact of
coronavirus (COVID 19) and international tourists are not fully accessible, to this the
majority of the questioner are distributed to domestic tourists, those domestic tourists are

65 | P a g e
included under African nationality for this the majority of respondents are African
nationality. Regarding educational status, the majority 136 (37.3%) of the respondent are
degree holder. In terms of employment status, 93 (25.5%) are government employed, and
concerning the purpose of the visit out of 365 total respondents, 126 (34.5%) of the
respondents are visit for the conference.

The result of the survey indicated the effect of these satisfying factors (Reliability, Safety,
Security, Comfort, Affordability, and Drivers professionalism) as perceived by taxi
customers is presented using descriptive statistics. Respondent’s perception towards the
factors and customers satisfaction level with mean scores, Pearson correlation and
regression results are summarized hereunder:

 The overall mean for the perception of reliability is 3.0297, indicating that the
majority of respondents are towards agreeing on the level to the questions asked for
the construct specified in the study.
 The overall mean for the perception of safety is 3.2293, indicating that the majority
of respondents were towards agreeing on the level to the statements under the
specified construct in the study.
 The overall mean for the perception of security is 3.1938, indicating that the
majority of respondents are to the agreed level with the statements specified in the
study.
 The overall mean for the perception of comfort is 3.2438, indicating that the
majority of respondents answered to the agreed level with the statements specified in
the study.
 The overall mean for the perception of price affordability is 3.2877, indicating that
the majority of respondents are to the agreed level with the statements specified in
the study.
 The overall mean for the perception of driver professionalism is 3.3027, indicating
that the majority of respondents answered to the agreed level with the statements
specified in the study.

66 | P a g e
The Pearson correlation result indicates that all the independent variables were significantly
and positively correlated with customer satisfaction. The most positively correlated variable
being Security, Driver professionalism &Price affordability with (r=.905), (r=.880) &
(r=.825) followed by Safety, Reliability & Comfort with (r=.822), (r=.817) & (r=.682)
respectively The regression analysis also revealed the most important factors in influencing
customer satisfaction to be Security followed by Driver professionalism Price affordability,
Safety, Comfort with a beta value of (β =.394), (β =.220) & (β =.167)( β =.116) & (β =.099)
along sig=.000 which is consistent with the higher-ranked scores observed in the Pearson
correlation coefficient followed by Reliability with a non-significant beta value (β =.011).

Based on the results of this study service quality performance in taxi service at Bole
international airport has a positive and significant impact on customer satisfaction. The
study also showed that 90.6% of the variation in customer satisfaction is explained by five
of the six variables (Safety, Security, Comfort, Price affordability and Driver
professionalism) mentioned in the study.

5.2. Conclusion
The present paper tried to assess factors affecting customer satisfaction in taxi services at
Bole international airport by using a modification of the RESCA (service quality) model.
According to the research findings, five of the six customer satisfaction affecting factors had
a positive and significant influence on customer’s satisfaction. Security had the highest
influence on customer satisfaction followed by driver professionalism, price affordability,
safety and comfort. Whereas, reliability has a positive relationship with a non-significant
impact. Therefore, it can be concluded in this research that safety has displayed the highest
influence on customer satisfaction among other variables followed by driver professionalism
& price affordability.

The demographic background of the sample indicates that the majority of taxi service users
are male customers than female customers, the majority of respondents the age categories
are fall in youth. Concerning education background, the largest groups of respondents have
a good educational program with hold degree and above. Concerning nationality majority of
the respondents are African nationality. Regarding the occupational status majority of the

67 | P a g e
respondents are a government employee and concerning the purpose of visit the majority of
the respondents are for the conference

The value of Cronbach alphas result has confirmed the reliability and consistency of the
questionnaire. So data collected from respondents is reliable and consistent with the scale.

In the descriptive analysis portion of the paper, customers perceptions measured in terms of
mean values. Accordingly, customers are satisfied in all service quality dimensions with a
mean value ranging between 3.3027 and 3.0297. On driver professionalism, price
affordability and comfort the customers are relatively better satisfied while on safety,
security and reliability services quality dimensions the mean value shows that the customers
are relatively less satisfied. With regards to the overall services quality and customer
satisfaction, the customers are satisfied with taxi service delivery at Bole international
airport. However, the mean scores reveal that taxi still has room to improve the overall
service quality and its customer satisfaction to a higher level.

As per the result for the five dimensions whose results were significant (Security, driver
professionalism, price affordability, safety, comfort and reliability) a one-unit change in
each dimension individually will have 0.394, 0.220, 0.167, 0.116 and 0.099 unit change in
the dependent variable.

Besides, among the six, five taxi service quality dimensions have a positive and significant
relationship with the level of customer satisfaction. However, the remaining one element
reliability has a positive but insignificant relationship with the level of customer satisfaction.
On the other hand, the strongest relationship is observed on security and driver
professionalism.

The overall service quality correlation with customer satisfaction is very strong and
significant (0.905).

Besides, the findings of the study expected to encourage scholars to engage massively in the
research endeavor on this particular field to contribute a lot.

68 | P a g e
In conclusion, focusing on reliability and comfort is necessary to fill the gap the correlation
coefficient showed which would bring value addition to the customer service and ultimately
secure for the better improvement of customer satisfaction.

5.3. Recommendations
Based on the major findings and conclusions of the study the researcher found that the
majority of customers are satisfied with the taxi service at Bole international airport.
Accordingly, given the significant & positive relationships between the predictor variables
(Safety, Security, Comfort, Price affordability and Driver’s professionalism) and the
outcome variable (tourist satisfaction), the following recommendations are forwarded for a
better and more impact on customer satisfaction.

 As per the findings of the study, the security dimension was the dominant taxi
service performance dimension which highly affects tourist satisfaction and also has
the highest positive correlation with tourist satisfaction. However, customers were
found less satisfied with this dimension as it is put on the mean values. Hence, to
keep customers secured, the taxis management should have good lighting, the level
of overcrowding should be considered while taxis are operated and conductors
should be made customers aware to keep themselves from thief and the taxi
management should also work in cooperation with the police.
 The top management, taxi owners and associations recommended allocating
abundant budget and training schedule to enhance its driver’s knowledge and
behavior, for a better improvement in customer satisfaction.
 The airline and the association have to shape the behavior of its drivers to instil
confidence in delivering quality services to customers, drivers have to show their
commitment for a safe feeling of customers in driving with themselves, they have to
be polite in communications with commuters, and have to know to answer
customers’ requests to assure the satisfaction of customers in a significant level.
 Reliability is considered as one dimension of service quality. For this the taxi service
provider must give undivided attention to keeping promises, providing accurate and
timely service, guaranteeing safe and secure stay of customers based on their
specific needs.

69 | P a g e
  The top management at Bole international airport increasing the number of the taxi.
This can be achieved by encouraging private sectors via tax incentives and other
facilities to invest in similar conventional taxi transport. The government in general
and all stakeholders, in particular, should also emphasize to improve the capacity of
the taxi by assigning adequate financial resources which enable to purchase many
more taxis that can accommodate the transport demand of the tourist.
 It is recommended that taxi service providers and associations exert their maximum
efforts to improve the quality of taxi services through periodical quality assessment
and evaluations. Because quality, as well as customers’ needs and preferences, are
dynamic.
 To improve taxi service quality to satisfy customer’s needs, the taxi service provider
and operators should pay much attention to complaints handling, customer’s
feedback and individual attention to understand customers’ needs.
 The study identified taxi services as an important means of public transportation for
the country in general and in the study area in particular. It is therefore
recommended that stakeholders develop a high level of interest in improving the
sector, making it more attractive to customers. Government agencies, the police,
municipal and district assemblies should endeavor to ensure those taxi drivers who
operate in Bole international airport have the required qualifications and
documentation to operate. Periodic training and workshops on road safety,
acceptable driving behavior and customer service should be put in place for
association members to continuously improve their operations.
 The researcher believes the taxi driver being professional influences in improving
the satisfaction of customers by demonstrating good manner, communication skills
and showing empathy to customers. Providing proper and continuous training should
be given to drivers regarding how to provide good customer service to successfully
address the customer’s needs.
 Last but not least comparative studies can be done to evaluate the customers level of
satisfaction with their ratings of service quality with a different other taxis. This will
enable to see how well the taxis at Bole international airport are doing compared to
its competitors in another country.

70 | P a g e
5.4. Limitations and Directions for Future Research
The study was conducted on taxi transport at Bole international airport only. To enhance the
study, a comprehensive study can be conducted to find the service quality practices adopted
by all taxi transport in Ethiopia. This study can be extended to other modes of transportation
in-country. Because the finding can be used to determine the challenges faced by taxi
transport in the country.

71 | P a g e
 Reference
Abd-EL-Salam, E.M., Shawky, A.Y., EL-Nahas, T. (2013). The impact of corporate image
and reputation on service quality, customer satisfaction and customer loyalty: testing
the mediating role. Case analysis in an international service company. The Business
and Management Review, 3(2), 177.

Alok Kumar Rai (2013). Customer Relationship Management. Concepts and Cases. 2nd
edition. PHI learning Private Limited, Rimjihim House.

Ame, A. (2005). The effect of service quality on satisfaction and its consequences on
customer behavioural intentions.A study of selected service firms in Tanzania. 12-
14.

Andrew Morris Kundi. (2013). factors influencing customer’s satisfaction in urban public
transport in Tanzania.

Anjali R. Virkar, Dr Prita D.Mallya. (2018). A review of dimensions of tourism transport

affecting tourist satisfaction. Indian Journal of Commerce and Management Studies,
IX(1). DOI:10.18843/ijcms/v9i1/10.

Armstrong-Wright, A., and Thiriez., S. (1987). Bus services: reducing costs, raising
standards (No.TP-68). Barry John Simpson, D., & Simpson, B. J. (2003). Urban
public transport today. Routledge.

Association, A. M. (1960). Marketing planning. (K. Krishnamurthy, Ed.) 5.

Asubonteng, P., McCleary, K.J. and Swan, J.E., (1996). SERVQUAL revisited: a critical
review of service quality. Journal of Services Marketing, 10 (6), pp. 62-81.

Atalik, O.and Arslan,M. (2009). A study to determine the effects of customer value on
customer loyalty in Airline companies operating:Case of Turkish air travellers.
International journal of business and management, 4(6), 154-162.

Ayanda Menzi Vilakazi. (November, 2013). Evaluating service quality in South African
public road transportation industry: A case study of Johannesburg.

72 | P a g e
Azman I., Hafizah O.Z., Ilyani R.R., (2016). Interlinkages between service quality,
customer satisfaction and customer loyalty in Malaysia? A case study of Armed
Forces Medical Organizations 7(7), 47-59

Baker, D. A., & Crompton, J. L. (2000). Quality, satisfaction and behavioural intentions.
Annals of Tourism Research, 27(3), 785-804.

Berger. A., Hoffmann. R., Lorenz. U., & Stiller. S. (2011). Reliability of rail operation.

Berry, L. (1980, May-June). service marketing is different. Business week, 30, 24-29.

Berry, L.L.,Walle, E.A,and Carbone, L.P. (2006). Service clues and customer assessment of
the service experience:Lessons from marketing. Academy of management
perspectives, 20(2), 43-57.

Blodgett, J., and Wakefield, K. (1999). Customer response to intangible and tangible service
factors. Psychology and Marketing , 16(1), 51.

Bolton, R. N. & Drew, J. H., (1991). A multistage model's of customers assessments of

service quality and value. Journal of Consumer Research, 17(4), pp. 375-384.

Boulding, W., Kalra, A., Staelin, R., and Zeithaml, V. A. (1993). a Dynamic Process Model
of Service Quality: From Expectations to Behavioral Intentions. Journal of
Marketing Research, Vol. 30, February, page 7-27.

Brochado, A., and Marques, R. C. (2007). Comparing alternative instruments to measure

service quality in higher education (working paper Rep.No.258).

Bryman, A., Cramer, D. (2004). Quantitative Data Analysis with SPSS 12 and 13. A Guide
for Social Scientists. East Sussex Routledge.

Churchill, G.A., Suprenant, C. (1982). An investigation into determinants of customer

satisfaction. Journal of Marketing Research, 19, 491-504

Clinton Aigbavboa, Wellington Thwala. (2013). A Theoretical Framework of Users’

Satisfaction/ Dissatisfaction Theories and Models. 2nd International Conference,
Behavioral Sciences and Economic Issues.

73 | P a g e
Cochran W.G., (1963). Sampling Techniques. 2nd Ed. New York, Wiley.

Cronin, J. & Taylor, S. (1992). Measuring Service Quality: a reexamination and Extension.
The Journal of Marketing, 56(3), 55–68.

Daniel K. T., Alex, P. & E. T., (2018). Understanding the Relationships between Service
Quality, Customer Satisfaction and Loyalty: an Investigation of Ghana’s Retail
Banking Sector, British Journal of Marketing Studies, 6 (2), pp. 1-19.
David L. Goetsch Stanley B. Davis, (2010), Quality Management for Organizational
Excellence. Introduction to Total Quality Management. 6th Edition, 26 (3), 470-495.

Deneke D., Million N., Mebratu B., Teshome E., & Teferi L. (2016). A survey of
passenger’s satisfaction on service quality of public transport sector: the case of
SNNPR, Ethiopia. International Journal of Multidisciplinary Academic Research, 4
(5), 19-23

Eboli, Laura, Gabriella Mazzulla. (2007). Service quality attributes affecting customer
satisfaction for bus transit. Journal of Public Transportation 10 (3): 21-34.

Ekinci, Y. and Sirakaya, E. (2004). An examination of the antecedents and consequences of

customer satisfaction. In Crouch, G. I., Perdue, R. R., Timmermans, H. J. P., and
Uysam, M. (Eds.), Consumer psychology of tourism, hospitality and leisure
Vol. 3 (pp. 189−202), Cambridge, MA: GABI Publishing.

Emmanuel, H.N, and Solomon,Y.T. (2015). Influences of service quality on customer

satisfaction:A study on minicab taxi service in cape coast,Ghana. International
Journal of Economics Commerce and Management, 3(5), 4.

Eshete, M. (2015). Public transportation system: the case of Addis Ababa. Published
Master’s Thesis.

Getachew, G. (2019). The Impact of Transportation Service Quality on Customer

Satisfaction: Evidence from Amhara Region, Ethiopia. International Journal of
Health Economics and Policy, 4(2), 49-57. DOI:10.11648/j.hep.20190402.13

74 | P a g e
Gija,G. (2017). service quality and customer satisfaction in public transport in Gamo Gofa
Zone.

Githui, J. N., Okamura, T., & Nakamura, F. (2010). The structure of users satisfaction on
urban public transport in developing country: the case of Nairobi. Journal of the
eastern Asia society for Transportation studies, vol, 8, pp. 1288-1300.

Gonzalez, M., Comesana, L., Brea, J. (2007). Assessing tourist behavioral intentions
through perceived service quality and customer satisfaction. Journal of Business
Research 60 (2), pp. 153-160.
Govender, K. (2014). Public transport service quality in South Africa: A case study of bus
and min bus services in Johannesburg. African Journal of Business Management.,
8(10), 317-326.

Gronroos, C. (1982). Strategic Management and Marketing in the Service Sector, Swedish
School of Economics and Business Administration, Helsinki.

Gronroos, C. (1984). A Service Quality Model and its Marketing Implementations: Journal
of the Academy of Marketing Science, 24 (4) pp. 36-44.

Gronroos, C. ( 1994). A service quality model and its marketing implication. European
journal of marketing, 18(4), 36.

Hair, J.F., Black, W.C., Babin, B. J., and Anderson, R. E., (2010). Multivariate Data
Analysis. Seventh Edition. Prentice Hall, Upper Saddle River, New Jersey.

Harmse, C. P. J. (2012). Service Quality in Land Lord-Small Business Relationship in

Shopping Centre’s. Faculty of Economic and Management Sciences, University of
Pretoria, Pretoria, RSA.

Harris m and Harington H., J., (2000). Service quality in the knowledge age: Huge
opportunities for the twenty first century .measuring business excellence Vol. 4,
Issue. 4, pp. 31-6.
Harr, KO King Lily, (2008). "Service dimensions of service quality impacting customer
satisfaction of fine dining restaurants in Sin Gapore."

75 | P a g e
Hemon, P. (2001). Service quality. Journal of Marketing Research, 27 (5), 1-4.

Height, F. & Cresswell, R., (1979). Design for Passenger Transport. Great Britain:
Pergramon Press.

Hoffman, k., Douglas Bateson. John.eg., (2011). Surface marketing, concepts strategies &
cases, south – western, Cengage learning U.S.A.

Hokanson, S., (1995) “The Deeper You Analyze The More You Satisfy Customers”,
Marketing News, January 2, p. 16.

Horsu, E. N., & Yeboah, S. T. (2015). Influence of service quality on customer satisfaction:
A study of minicab taxi services in Cape Coast, Ghana. International Journal of
Economics, Commerce and Management, 3(5), 1451 -1464.

Ile, R. (2005). Public Transport in Developing Countries, ELSEVIER Inc.

Ismailova R., Kryukova O., Nikolaeva N., Rakov E. (2014). Monitoring customer
satisfaction//Bulletin of Kazan state Technical University. 56-63.

Kamaruddin R, Osman I, Che Pei CA. (2012). Customer expectations and its relationship
towards public transport in Klang Valley. Journal of Asian Behavioural Studies, 2
(5), 29-38.

Kandampully, J., & Suhartanto, D., (2000). Customer loyalty in the hotel industry: the role
of customer satisfaction and image. International Journal of Contemporary
Hospitality Management, 12 (6), 346-351.
Kandampully, J. (2002). Innovation as the core competency of a service organization.
European journal of innovation management, 5(1), 18-26.

Kiangi. (2015). The Impact of Public Expenditure on Growth of Tanzanian Economy

Before and After Globalization, Ph.D. Thesis, Department of Management,
Mohanlal Sukhadia University, Udaipur
Kiejcie, & Morgan, (1970); Determining Sample Size for Research Activities, Journal of
Education and Psychological Measurement, Vol. 30, pp. 608 - 615.

76 | P a g e
Klassen, K. J., Russell, R. M., & Chrisman, J. J. (1998). Efficiency and productivity
measures for high contact services. The Services Industries Journal, 18(4), 1-18.

Kosyakova I.V., Shuravina E.N. R. (2014). Research of taxi motor transportation of

passengers: socioeconomic aspects // Bulletin of Samara State Technical University.
137-142.

Kotler, P. (2000). Marketing Management (10th ed.). New Jersey: Prentice-Hal.

Kotler, P. (2001). Marketing Management the Millennium Edition. New Delhi: Prentice-
Hall of India.

Kotler, P., Hayest, T and Bloom, P. (2002). Marketing Professional Services 2nd edition.
New Jersey: Prentice-Hall Press.

Kotler, P. and Armstrong, G. (2007). Principles of Marketing. (12th ed. ed.). New Jersey::
Prentice-Hall.

Kotler, P. and Keller, K. L. (2009). Marketing Management (13th ed. ed.). New Jersey:
Pearson Education inc.Upper Saddle River.

Kotler, P. &. (2010). Principles of Marketing (13th ed.). New Jersey, India: Pearson
Education Ltd.

Kundi Andrew Morris. (2013). factors influencing customer’s satisfaction in urban Public
Transport in Tanzania.

Lai, W.T. Chen, C.F., (2011). Behavioural intentions of public transit passengers- the roles
of service quality, perceived value, satisfaction and involvement, Transport Policy,
Volume 18, Issue 2, pp. 318-325.
Lee. H., Lee. Y., Yoo. D., (2000). ''The determinants of perceived quality and its
relationship with satisfaction''. Journal of Marketing, 14 (3).

Le-Klahn, D. T., Gerike, R., & Hall, C. M. (2014). Visitor users vs. non-users of public
transport: The case of Munich, Germany. Journal of Destination Marketing &
Management, 3(3), 152-161.

77 | P a g e
Lewis, B. (1993), “Service quality: recent developments in financial services”, International
Journal of Bank Marketing, 11 (6) pp. 19-25.

Locke, E. A. (1976). The nature and cause of job satisfaction. In M. D. Dunnette (ed.),
Handbook of industrial and organizational psychology, pp. 1297–1349. Chicago:
Rand McNally.

Lovelock, C., & Gummesson, E. (2004). Whither services marketing: In search of a new
paradigm and fresh perspectives. Journal of Service Research, 7(1), 20-41.

Lovelock, Christopher H. and Jochen Wirtz. (2007). Services marketing: people,

technology, strategy (6th ed.). New Jersy: Pearson Prentic hall.

Lovelock and Wirtz. (2011). Services Marketing: People, Technology, Strategy (7th Ed.
ed.).

MacKay, K. J., & Crompton, J. L. (1988). A conceptual model of consumer evaluation of

recreation service quality. Leisure Studies (Vol. 7).

Maria V. Tverdokhlebova, Aleksandr G. Rozhkov. (December 2019). customer satisfaction

factors on the Moscow taxi market.

Mashiri MAM. (2010). Increasing Public Transport Market Share in South Africa:

Mazis, M. B., Olli, T. A., and Klippel, R. E. (1975). A comparison of four multi-attribute
models in the prediction of consumer attitudes. Journal of consumer research, 2(1),
38-52.

McKnight, C.E., Pagano, A.N., and Paaswell, R.E. (1986). Using Quality to Predict Demand
for Special Transportation, in Behavioral Research for Transport Policy.
International Conference on Travel Behaviours, Noordwijk, the Netherlands,
Utrecht: VNU Science Press.

Mingfang, Z. (2011). Examining the structural relationships of tourist characteristics and

destination satisfaction. 2010 International Conference on E-business. Management
and Economics, 3, 187-191.

78 | P a g e
Mintesnot, G., Shin-ei, T. (2007). Diagnostic Evaluation of Public Transportation Mode
choice in Addis Ababa, Saporo, Japan. Journal of Public Transportation, 10(4), 45-
47, Addis Ababa, Ethiopia.

Mintesnot, G., Shin-ei, T. (2008). Modelling the Relationship between Traveler's Level of
satisfaction and their modeof behaviour. Academic Journal, 35, Addis Ababa,
Ethiopia.

MMResearch. (2008). Perceptions of Personal Safety and Security amongst Taxi Users.
Prepared for commercial road transport unit, land transports New Zealand.

Mukund H. Khupse (2017), “A Study of Passengers’ Motives for Using Mobile App Based
Cabs,’’ KAAV International Journal of Economics, Commerce, & Business
Management, Vol.4, Issue. 3, pp. 474-480
Negatu, F. (2013). the impact of taxi service zoning on service delivery the Yeka.published
master thesis.

Nwachukwu, A. A. (2014). Assessment of passenger satisfaction with intracity public bus

transport services in Abuja, Nigeria. Journal of Public Transportation, 17(1).

Odufuwa, B. (2006, Dec 26). Enhancing Mobility of the Elderly in Sub-Saharan African
cities through improved public transportation. 60-65.

Ok, S. (May 2018). customer satisfaction on service quality of bus transport:a survey of
Passengers from Phnom Penh to Poipet in Cambodia. 5(2).

Oliver, R.L. (1993). A conceptual model of service quality and service satisfaction:
compatible goals, different concepts”, Advances in Service Marketing and
Management, Vol. 2, pp. 65-85.
Parasuraman, A., Zeithaml, V. A. and Berry, L.L. (1985). A conceptual model of service
quality and its implications for future research. Journal of Marketing, 49, 41 -50.

Parasuraman, A. Zeithaml, Valerie. A., and Berry, Leonard.L. (1988). SERVQUAL:

Multiple Item Scale for Measuring Customer Perceptions of Service Quality.
Journal of Retailing, 64 (1), 12-40.

79 | P a g e
Parasuraman, A. Berry, L. and Zeithamal, (1991). Refinement and reassessment of the
SERVQUAL scale. Journal of retailing, 67 (4), pp. 420-50.

Philip Kotler.Guj, M. (2003). customer repurchase intention:A general structural equation

model. European journal of marketing, 37 (11/12), 1762-1800.

Rabiul Islam, M. S., C., Mohammed S., Salauddin A., (2014). Measuring Customer’s
Satisfaction on Bus Transportation. American Journal of Economics and Business
Administration, 6 (1): pp. 34-41.
Rivera, A. (2008). Gender Equity and Transport Related Police: Experiences in Davao city.

Robledo, M. A. (2001). Measuring and managing service quality:Integrating customer

expectations. Managing service quality, 11 (1), 22-31.

Roopa Singh, Imran Akhtar Khan. (2012). An Approach to Increase Customer Retention
and Loyalty in B2C World. International Journal of Scientific and Research, 2 (6).

Seth, N., Deshmukh, S.G. (2005). Service quality models: International Journal of Quality.
pp. 913-949

Seth, N., Deshmukh, S. G. and Vrat, P. (2006). A framework for the measurement of quality
of service in supply chains,supply chain management. An international journal, 11
(1), 82-94.

Shemwell, D. J., Yavas, U. and Bilgin, Z., (1998). Customer-service provider relationships:
an empirical test of a model of service quality, satisfaction and relationship oriented
outcome. International Journal of Service Industry Management, 9 (1), pp. 155-168.

Shukla, P., (2009). Impact of contextual factors, brand loyalty and brand switching on
purchase decisions. Journal of Consumer Marketing, 26 (5), pp. 348–357.
Sigala, M., (2004). The ASP-qual model: Measuring ASP service quality in Greece.
Managing Service Quality 14, pp.103-14.

Simon Shaaban Lushakuzi. (2011). analysis of quality service factors and passengers’
satisfaction at bus terminals in Dar es salam and Morogoro regions, Tanzania.
Dissertation.

80 | P a g e
Spreng, and Robert D.M. (1996), An Empirical Examination of a Model of Perceived
Service Quality and Satisfaction, Journal of Retailing, 72 (2), pp. 201 -214.

Tefera, Y. (2018). Assessment of Service Quality and Customer Satisfaction the Case of
Commercial Nominees PLC. Published Master’s Thesis.

Teikake. A. (2012) Customer Satisfaction with Air Service Delivery within Kiribati. A
Master’s Thesis Submitted to Massey University, Turite Campus, Palmerston.

Tibebe B. (2012). Learning the Classification of Traffic Accident Types .

doi:10.1109/iNCoS.2012.75

Tyrinopoulos and Antoniu. (2008). Public transit use satisfaction variables and policy
implication. 26 (3), 373-395.

Venkatesh, V., Brown, S. A., & Bala, H. (2013). Bridging the qualitative- quantitative
divide: Guidelines for conducting mixed methods research in information systems.
MIS Quarterly, 37 (1), pp. 21-54

Veronica, K., Jacqueline, M., & Melissa-Ray, S. (2015). Customer satisfaction in Public
Transportation: A case study of SJ traveler’s perception in Sweden. Mälardalen
University.

Victoria Transport Policy Institute (2013). Transportation Cost and Benefit Analysis II –
congestion cost [online] available (www.vtpi.org)

W. O’Neal (2013). Service Quality and Customer Satisfaction in Transport Service Industry
in Tanzania: A Case of Dar Express Bus Company. A Thesis, Mzumbe University,
Tanzania.
Watchareebhorn Sakunlertvattana. (2016). Factors Influencing Consumer Brand Choice of
Top 3 Taxi Booking Mobile Applications in Bangkok: Uber, Grab taxi and Easy
Taxi
Woodside, A.G., Frey, L.L. and Daly, R.T. (1989), ``Linking service quality, customer
satisfaction, and behavioral intention'', Journal of Health Care Marketing, Vol. 9,
pp. 5-17.

81 | P a g e
Yogesvara R. & Tulsidas N. (2017). Service Quality in Small and Medium Enterprises
(SMEs) from the Customers‟ Perspective: A Case Study of 5 Different Sectors in
Mauritius. The International Journal Of Business & Management.

Zeithaml, V. A., Berry, L. L. and Parasuraman, A. (1996). The behavioural consequences of

service quality. Journal of Marketing Management, 60 (2), pp. 31- 46.

Zeithaml, V.A., Parasuraman, A., Malhotra, A., (2002). Service Quality Delivery through
Web Sites: A Critical Review of Extant Knowledge. Journal of the Academy of
Marketing Science, 30 (4), 362-375.

Zeithaml, Valerie A. and Bitner, Mary Jo. (2003). Services Marketing:integrating customer
focus across the firm (3rd ed.). New York: McGraw-Hill.

Zeithaml, V.A., Bittner. (2006). The Impact of Emerging WLANs on Incumbent Cellular
Service Providers in the U.S. M.J. Services marketing, McGraw-Hill Singapore.

Zeithaml, V. A., Bitner, M. J. Gremler, D. D. (2009). Services Marketing: Integrating

customer focus across the firm (5th ed.). New York: McGraw-Hill publishing.

Zeleke, Y. (2017). The Effect of Service Quality on Customer Satisfaction in

Addis Ababa: Experience from Selected 3 and 4 Star Hotels. Published Master’s
Thesis.
Zikmund, W. G., Babin, B. J., Carr, J. C., & Griffin, M. (2010). Business research methods
(8th ed.). Mason, HO: Cengage Learning.
(www.ethiopian airlines portal.com)

82 | P a g e
 Addis Ababa University

College of Development Studies

Tourism Development and Management Master’s Program
Questionnaire to be filled by Taxi Service User

Dear Respondent,

I am Demeke Kibru a graduate student at Addis Ababa University, College of Development

Studies. I am researching “Tourist Satisfaction towards Taxi Service Quality at Bole
International Airport” in partial fulfilment of the requirement for Master of Arts in Tourism
Development and Management. I kindly request you to spend some minutes of your time in
filling the questionnaire. The researcher assures you that any information you provide will
be used only for academic research and kept confidential. Your genuine response will have a
significant effect on the result of the study. Writing your name on the questionnaire is not
mandatory.

Thank you for your valuable opinion & time.

Please contact me with any questions you might have.

Demeke Kibru, Mobile: +251947161285.

Email: [email protected]

Part-1: General information

Direction: Please put a tick (√) mark in the appropriate box which expresses your self

1. Gender Male Female

2. Age Below 18 19-29 30-39 40-49 50 years and above
3. Types of tourist Domestic International
4. Nationality African American Arabian Australian
Asian European
5. Educational level Less than high school High school Diploma
Degree Master’s degree Above Master’s degree

83 | P a g e
 6. Marital Status Single In partnership Married Divorced
Widowed
7. Employment Status Student Private employee Government employee
Self-employed Unemployed Retire Others ________________
8. Purpose of Visit Pleasure or Business Visiting Friends and Relatives
Conference Study If Others Please Specify _____________________

Part Two: Service Quality Dimension

Directions: This part of questionnaires intends to find your expectations and perception
about the Quality Service on Taxi transportation at Bole International Airport.

Please show your appropriate response to which you trust the Taxi Service at Bole
international airport has the feature described by the statement. Indicating ticking (√) to ‘1’
means Strongly Disagree, ‘2’ Disagree, ‘3’ Neutral, ‘4’ agree and ‘5’ strongly agree. There
are no rights or wrong answers; the researcher interested in is a number that best shows your
perception about the taxi service.

Strongly Disagree

Strongly Agree
Service Quality Dimensions
Disagree
Neutral

Reliability Agree

There is enough number of taxis at Bole international airport 1 2 3 4 5

Taxi service providers give service as a promise to the passenger 1 2 3 4 5

The taxi service provider has a sincere interest to solve the problem of 1 2 3 4 5
passenger
Taxi service provider gives first-class services on first time 1 2 3 4 5
Taxi service provider follow-ups on the passenger to ensure satisfaction 1 2 3 4 5
Taxi service provider gives accurate information to the passenger 1 2 3 4 5
Taxi are never breakdown on the road 1 2 3 4 5

84 | P a g e
Safety
The taxis are in a good condition (good state of repair, and maintenance) 1 2 3 4 5
The taxi drivers are qualified to drive/have sufficient driving skill 1 2 3 4 5
Taxi drivers follow traffic rules 1 2 3 4 5
Taxi drivers drive at a safe speed. 1 2 3 4 5
Taxi terminals are safe from crime 1 2 3 4 5
The taxi drivers drive without the influence of any other drugs. 1 2 3 4 5
(Alcohol, chat).
It is safe travelling in taxi transportation. 1 2 3 4 5
The rate of accidents is low. 1 2 3 4 5
The condition of the taxi is satisfactory. 1 2 3 4 5
Safety from crime on board and at station 1 2 3 4 5
Security
Taxis are free from violent robbery 1 2 3 4 5
The taxi drivers are not involved in criminal activities 1 2 3 4 5
Taxis give secured service to their passengers 1 2 3 4 5
Taxi drivers are friendly and disciplined 1 2 3 4 5
Driver obeys the traffic rules 1 2 3 4 5
Clarity of security warning sign 1 2 3 4 5
Security capacity of passenger and property 1 2 3 4 5
Security of luggage is confidential 1 2 3 4 5
Comfort
The taxis are in a good standard of cleanliness. 1 2 3 4 5
There are available good seats in a taxi. 1 2 3 4 5
The taxi seats are comfortable. 1 2 3 4 5
Taxis carry as per the specified capacity. 1 2 3 4 5
A taxi journey is comfortable for any type of climate. (Sun, rain, wind). 1 2 3 4 5

The smoothness of ride of the taxi 1 2 3 4 5

85 | P a g e
Taxi comfort inside temperature/ suffocation /loading capacity/ and 1 2 3 4 5
Ventilation
The intactness of infrastructures (such as seats, windows, handrails) 1 2 3 4 5
Maintenance of fresh air in taxi 1 2 3 4 5
Affordability
The cheapest fares 1 2 3 4 5
The fare payment 1 2 3 4 5
The fare charged commensurate with distance 1 2 3 4 5
Taxi prices are affordable. 1 2 3 4 5
The cost of using taxi transport compared to other forms of public 1 2 3 4 5
transport
Driver behavior
The taxi driver is well-mannered 1 2 3 4 5
The taxi driver cares for assisting travelling 1 2 3 4 5
The taxi driver gives advice as the passenger’s need 1 2 3 4 5
The drivers know to answer passenger’s question 1 2 3 4 5
The taxi driver provides services with a true service mind 1 2 3 4 5
The taxi drivers are ready to help passengers 1 2 3 4 5
Drivers are equipped with excellent driving skills to operate the taxi 1 2 3 4 5
Overall Attitudes and Behaviors of the driver 1 2 3 4 5

Part Three: Overall customer satisfaction

The following statements are related to your feelings about the Taxi service. Please indicate
your appropriate response to your overall taxi service quality perception and your overall
level of satisfaction with respect to the following statements. Once again kindly ticking (√)
mark to ‘1’ means strongly disagreed, ‘2’ disagreed, ‘3’ neutral ‘4’ agreed, and ‘5’ strongly
agreed. There are no rights or wrong answers; the researcher intended in number is only for
determining your perception about the taxi service.

86 | P a g e
Scale items

Strongly disagree

Strongly Agree
Disagree
Neutral
Agree
What is the level of satisfaction with the reliability of the service provided 1 2 3 4 5
by the taxi at Bole international airport?
What is the level of satisfaction with the safety of the service provided by 1 2 3 4 5
the taxi at Bole international airport?
What is the level of satisfaction with the security of the service provided 1 2 3 4 5
by the taxi at Bole international airport?
What is the level of satisfaction with the comfort of the service provided 1 2 3 4 5
by the taxi at Bole international airport?
What is the level of satisfaction with the price you pay for the service 1 2 3 4 5
provided by the taxi at Bole international airport?
What is the level of satisfaction with the taxi driver’s attitude at Bole 1 2 3 4 5
international airport?
What is your overall level of satisfaction with the service provided 1 2 3 4 5
by the taxi at Bole international airport?
What should be done to improve customer satisfaction with the taxi service at Bole
international airport? * Write briefly

__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

Thank You for your time and consideration

87 | P a g e