viii
TABLE OF CONTENTS
CHAPTER TITTLE
PAGES APPROVAL
i TITLE
ii DECLARATION
iii DEDICATION
iv ACKNOWLEDGEMENT
v ABSTRACT
vi ABSTRAK
vii TABLE OF CONTENTS
viii LIST OF TABLE
xi LIST OF FIGURE
xii LIST OF SYMBOL
xiii LIST OF APPENDIX
xiv
CHAPTER 1 INTRODUCTION
1
1.1 Introduction 1
1.2 Research Questions 3
1.3 Research Objectives 4
1.4 Scope 5
1.5 Limitation of Study 5
1.6 Importance of Study 6
1.7 Summary 6
CHAPTER 2 LITERATURE REVIEW
7
2.1 Introduction 7
2.2 Service Quality 10
2.2.1 SERVQUAL Dimension 11
2.2.1.1 Tangibles 13
ix
2.2.1.2 Reliability 13
2.2.1.3 Assurance 14
2.2.1.4 Empathy 14
2.2.1.5 Responsiveness 15
2.2.2 Measuring Service Quality: The SERVQUAL Model
15
2.3 Customer Loyalty 16
2.3.1 Loyalty Dimension 18
2.3.1.1 Uni-dimensional approach 19 2.3.1.2 Bi-dimensional approach
19 2.3.1.3 Multi-dimensional approach 22
2.4 Relationship SERVQUAL and CL 25
2.5 Public Inter-City Transport 27
2.5.1 Service Provider 27
2.5.2 Destination and Related Information 28
2.6 Theoretical Framework 30
2.7 Research Hypotheses 31
2.8 Summary 31
CHAPTER 3 RESEARCH METHODOLOGY
32
3.1 Introduction 32
3.2 Research Design 33
3.3 Methodological Choices 34
3.4 Primary and Secondary Data Sources 34
3.4.1 Primary data 34
3.4.2 Secondary Data 35
3.5 Research Location 35
3.6 Research Strategy 36
3.7 Populaton and Sampling 37
3.8 Data Analysis method 37
3.9 Time Horizon 38
3.10 Summary 39
x
CHAPTER 4 RESULTS AND DISCUSSION
40
4.1 Introduction 40
4.2 Result Dissemination Questionnaire 41
4.3 Respondent Profile Analysis 42
4.3.1 Gender 43
4.3.2 Age Range 44
4.3.3 Marital Status 45
4.3.4 Educational Attainment 46
4.3.5 Income Level 47
4.3.6 Purpose Using of Public Service 48
4.4 Descriptive Statistic for Variable 49
4.5 Validity and Reliability Test 49
4.5.1 Validity Test 49
4.5.2 Reliability Test 50
4.6 Inferential Statistic for Analysis 53
4.6.1 Pearson Correlation Coefficient 53
4.6.2 Hypothesis Testing 56
4.7 Finding 62
4.8 Discussion 63
CHAPTER 5 CONCLUSION AND RECOMMENDATION 65
5.1 Introduction 65
5.2 Conclusion 65
5.2.1 Conclusion Objective 1 67
5.2.2 Conclusion Objective 2 68
5.2.3 Conclusion Objective 3 69
5.3 Limitation 70
5.4 General Recommendations 70
5.5 Recommendation for Future Research 72
REFERENCES 73
APPENDIXES 76
xi
LIST OF TABLES TABLE
TITLE PAGE
1.0 Itinerary Public inter-city buses to the area Southern
Peninsular Malaysia base of Melaka 29
3.1 Work Flow Planning
39 4.1
Results Dissemination Questionnaire 41
4.2 Summary Total of Respondent
42 4.3
Result of Survey Respondent by Gender 43
4.4 Result of Survey Respondent by Age
44 4.5
Result of Survey Respondent by Marital Status 45
4.6 Result of Survey Respondent by Educational Attainment 46
4.7 Result of Survey Respondent by Income Level
47 4.8
Result of Survey Respondent by Purpose of Using Public Services
48 4.9
Value of Descriptive for Variable 49
4.10 Result of Validity Test
50 4.11
Cronbach’s Alpha Coefficient range and its strength of association.
51 4.12
Result of Reliability for Research 52
4.13 Rules of Thumb for Interpreting correlations
53 4.14
Pearson Correlation Coefficient of all Variables 54
4.15 Simple Linear Regression for Tangible
56 4.16
Simple Linear Regression for Reliability 56
4.17 Simple Linear Regression for Responsiveness
57 4.18
Simple Linear Regression for Assurance 57
4.19 Simple Linear Regression for Empathy
57 4.20
Model Summary and Table of Coefficients 59
4.21 Table of Coefficients
61
xii
LIST OF FIGURES TABLE
TITLE PAGE
2.1 Theoretical Framework
30 4.1
Result of Survey Respondent by Gender 43
4.2 Result of Survey Respondent by Age
44 4.3
Result of Survey Respondent by Marital Status 45
4.4 Result of Survey Respondent by Educational Attainment 46
4.5 Result of Survey Respondent by Income Level
47 4.6
Result of Survey Respondent by Purpose of Using Public Services
48 4.7
Results Finding Significant framework of Service Quality 62
xiii
LIST OF SYMBOL
B =
Beta =
Null =
Percentage R
= Point of estimate
R
2
= Point of estimate Square
P =
Value
xiv
LIST OF APPENDIX
APPENDIX TITLE
PAGE A
Questionnaire 76
1
CHAPTER 1
INTRODUCTION
1.1 Introduction
