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© 2018 IJRAR November 2018, Volume 5, Issue 4 www.ijrar.org (E-ISSN 2348-1269, P- ISSN 2349-5138)

IJRAR1BNP068 International Journal of Research and Analytical Reviews (IJRAR) www.ijrar.org 748

Customer Satisfaction Determinants for Service

Quality: A study of New Delhi Railway Platform

Dr. Vishal Sarin

Professor,

Mittal School of Business

Lovely Professional University, India

Dr. Manisha Sharma

Assistant Professor,

APJ College of Fine Arts, Jalandhar

Abstract

Customer Satisfaction has been said one of the most widely used study in marketing. Being one of the biggest

public sector units in India, quality service offered by Indian Railways has always been the concern. Our study aims

to explore the determinants of customer satisfaction on Indian railway’s service quality. For this we conceived a

tentative customer satisfaction model based on review of literature and then by applying factor analysis, researcher

tried to find out, which factor should really counted for measuring service quality in Indian railways. Nine out of

seven factors were found to be important while measuring satisfaction of customer on quality of service provided by

railways in India.

Keyword: Service Quality, Railway services, Customer satisfaction

Introduction

Technical and function quality is generally used as appropriate measure of service quality as far as the

measurement of satisfaction is concerned. Donabedian (1980) was of the view that maximum customers do not have

much knowledge about the technical phases of service ,hence for analysis and conclusions the major factor for

forming perceptions is functional quality. Service quality has been defined differently by different researchers. As

explained by Bitner, Booms and Mohr (1994) service quality refers to the customer’s overall impression of the

relative inferiority/superiority of the organization and its services. Service quality is the significant factor for any

service organization to obtain competitive advantage and to create the difference.

Cronin and Taylor (1994) considered that it is a state of attitude for forming an overall long run evaluation.

For the purpose of attaining long term customer satisfaction companies must maintain standards of service quality

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and must thrive to improve it. This way they can win desire d life-time prosperity in customer’s heart. Parasuraman,

Zeithaml and Berry (1985) explains service quality as the extent of gap between assumptions or expectations and

performance along the quality aspects or measures. Sameway, Roest and Pieters (1997) considers the same

explanation and define that service quality is the relative and cognitive disparity between experience-based

standards and actual performances concerning service benefits. Yi and La (2004) opined that satisfaction can be

categorized into the general expectations as transaction-specific satisfaction and cumulative satisfaction i.e. total

satisfaction. When a customer evaluates his own reactions on the basis of his experience with particular service

acquired then it is his Transaction-specific satisfaction.

Further cumulative satisfaction points towards the customer’s complete evaluation of the experience of total

services consumed to date. Analysis of service quality of Railways may give the true picture about the limitations in

Railway passenger service. Quality is a term which is relative and comprehensive as it changes the nature of

business competition and moreover a dominant factor that guides the companies how to make goods and render

services. In today’s global economic world quality is used or considered as parameter of entry. Parasuraman et. al.

(1988) concluded that in order to be successful leaders in their business high quality service is vital.

Allen and DiCesare (1976) considered that in order to consider quality of service for public transport

industry there are two groups: user and non-users. The user category considers speed, reliability, comfort,

convenience, safety, special services and innovations. For the non-user category, considerations are composed of

system efficiency, pollution and demand. Sillock (1981) gestate that in order to study service quality for public

transport industry the measures like accessibility, reliability, comfort, convenience and safety can be considered.

Previously, the performance indicators considered for public transport were divided as efficiency and effectiveness.

Under the efficiency category, Pullen (1993) stated that it includes the measures that are concerned with the process

that produce the services while the effectiveness category determines how well the services provided are with

respect to the standards that are set for them.

In India, Railways dominate the other modes of transportation and is spreading largest network across the

nation .due to its exhaustive network it is playing an important role in social and economic development of the

nation. It is more than 150 years old and is one of the largest and oldest network in the world.

IR is a significant mode of transportation wherever there is movement of heavy and bulky goods and also for long

distances and mass rapid transit in suburban area. It occupies a unique position in the socio-economic map of the

country and is considered as a vehicle and barometer of growth. It is also the biggest state-owned enterprise in

India, and contributes about 1 per cent of India’s Gross National Product (GNP) (White Paper on IR, 2009).

Review of Literature

Customer satisfaction has been said one of the most widely used study in marketing. Numbers of scholars

have taken different dimensions for conducting their study on service quality satisfaction. Shekar and Prasad (2010)




developed a broad framework for supporting Railways to regulate and control the quality of services provided to

passengers. The previous measures considered were assurance, empathy, reliability, responsiveness and tangibles

and to this new aspects of Service product, Social Responsibility, and Service Delivery were added. The reliability

and validity of the model could be checked by this. The research conducted at Secunderabad Railway station of

South Central Railway, India has also identified the order of importance for these eight factors. The prominent

factor was service quality delivery and least significant factor was social responsibility. Soltanpour et al. (2020)

thrived to generate model on service quality by quantifying passenger satisfaction of public transport services.

Model of the study includes four latent variables, namely major services, minor services, comfort, and security, out

of which major services and comfort were considered prominent for service quality.

Ahmad (2019) found that reliability, assurance and empathy are considered important measures of service

quality and there is significant degree of optimism towards these dimensions. Study highlighted passengers’

dissatisfaction towards substantivity and responsiveness of Indian Railway. Study suggested that railway should

make an effort to make available seats rather comfortable seats, water to drink and other hygiene related factors

including sanitation quality, neatness of compartment, etc. A study conducted by Chan-Chien et. al. (2010)

examined the relationship between service quality and customer satisfaction of the SCOs residents in rural areas of

central Taiwan. His study considered the ten dimensions: access, communication, competence, courtesy, credibility,

reliability, responsiveness, security, tangibles, and employees’ understanding their customers. He collected the data

from 3,008 senior residents living in the 94 private SCOs in rural areas of central Taiwan, and out of it 143 random

sample was considered to participate in the survey through drop off the face to face interview.

A study conducted by Aykack et.al. (2009) took six dimensions of service quality scale. It was developed by

Carman (2000) and Kara et. al. (2005) to have an insight into the variables affecting healthcare customer’s

perceptions of service quality. The parameters considered include tangibility, reliability, responsiveness, assurance,

courtesy and empathy. Study by Aggarwal (2008) also revealed that the behavior of employee has a significant

impact on overall satisfaction level of customers with Indian Railways.

A study by JD Power (2008a) analysed overall customer satisfaction in context of electric utilities. They

considered six parameters: image of company, payment and billing, power quality and reliability, price, customer

service and communications. JD Power (2008b) further measured customer satisfaction with Internet service

providers (ISP). Five factors on which this study was based: customer service, billing and offering, performance and

cost of service reliability, and promotions. Further in another study, JD Power (2008c) discovered that

communication plays a crucial role as far as customer satisfaction in case of companies dealing in utilities.

Eboli and Mazzulla (2007) made a study on customer satisfaction in the context of bus service. They based

their study on various factors like availability of shelter and benches at bus stops, cleanliness, overcrowding,

information system, safety, personnel security, helpfulness of personnel, and physical condition of bus stops.

Further a report by TCRP 100 recognized that shelters, waiting rooms and seating, doorways, stairways are




important elements at the bus stations for efficient service. Other than that escalators, signs and displays, public

information systems, and amenities for passengers which includes shelters, benches, vending machines, lighting,

phone booths, art and landscaping also plays an important role for satisfying customers.

Ribiere et. al. (1999) study was based on information systems of hospitals. Study found that service quality

is considered in terms of time, completeness and accuracy. Though another study on satisfaction with hospital

services and Andaleeb (1998) included patients communication, staff competency, quality of the facilities and

apparent costs.

Objectives of the study

Being one of the biggest public sector units in India, quality of service offered by Indian Railways has

always been the concern.

The study aims to explore the determinants of customer satisfaction in context of service offered by India

railway.

To make suggestions to improve customer’s satisfaction on service quality provided by Indian Railways.

For this author conceived a tentative model of customer satisfaction based on review of literature and then by

applying factor analysis, we tried to find out, which factor should really counted for measuring service quality in

Indian railway. Later, we tried to make suggestions to improve customer’s satisfaction on service quality provided

by Indian Railways, based on the derived model.

Research Methodology

Need of the study

The literature of review is showing that there are various factors which determine the customer satisfaction.

Though numbers of studies have been conducted yet there is no agreement on the determinants of service quality.

The purpose of this study is to develop a model which will be helpful to find out the difference between respondent

expectation and respondent satisfaction. The model will help to understand the customer behaviors and enhance the

quality of service of Railways in India and make it more competitive for future.

Sample

Based on the previous research, a sample of 200 respondents was taken from New Delhi Railway station.

67.5 per cent of the respondents were male and 32.5 per cent were females. 54.5 per cent of respondents were post

graduate and 26 per cent were graduates. Data by means of structured questionnaire containing 30 pre-determined

questions. The sample survey was carried out at New Delhi railway station and this selection was done because of

various reasons. New Delhi railway station is one of the busiest railway stations of India. The rationale for this data

collection method was supported by the theory that respondents are more attentive and respond well when they are




surrounded and witnessing the environment.Hence evaluation becomes more practical and meaningful.(Dabholkar

et al. 1996).

Methodology

Our research is an exploratory research. A stratified random sampling technique is applied. Secondary data

used for the study. The secondary data is mainly drawn from the books, journals and data base which are available

on internet. Information is also drawn from available literature pertaining to the field of knowledge.

The collected data is analyzed primarily by descriptive analysis. Later data reduction technique factor

analysis was employed to draw desired results to achieve objectives.

Tentative model

Based on the previous literature following is the tentative model suggesting various factors for measuring

customer satisfaction on service quality of Indian railway.

Figure 1: Tentative model of Customer Satisfaction on Service Quality based on Review of Literature

Analysis and Data Interpretation

During the last decade, ample researches have been conducted for analyzing service quality and customer

satisfaction.It is still a favourite area gaining attention of so many researchers and scholars. Geetika and Nandan

(2010) recognized the constituents of service quality of Indian Railways at railway platforms. They used factor

analysis for conducting their survey. Agrawal (2008) also used factor analysis for determining factors affecting

customer satisfaction on Internet shopping. Here in this study also Factor Analysis is used to determine factors

Customer Satisfaction on Service

Quaity

Empathy

Basic Facility

Information System

Travel Time

Behavioral Factors

Safety and Security

Fair Pricing

Refreshment

Cleanliness




impacting consumer satisfaction with regard to Railways. Passenger’s satisfaction on railway platforms and during

the journey is the key component of study and to test it.

Thirty variables based on five point scale data point have been taken and the passengers were requested to

rate them according to their experience. Since four variables not were not providing useful information, hence, by

suing factor reduction technique, these variables were deleted for further research. The values of factor loading of

these four variables are less than 0.50. Hence for more accurate result, these variables are not considered for further

analysis.

The test of validity of data was examined with the help of Kaiser-Meyer-Olkin (KMO) measure of sample

adequacy and Bartlett’s test of sphericity. These two tests satisfied the validity of data for factor analysis. The

results of these two tests are given below.

Table 1: KMO and Bartlett’’s Test

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.739

Bartlett’s Test of Sphericity Approx. Chi-square 3.407

Df 325

Sig. 0.000

Source: Author’s calculations

To determine the number of constituents only the eigen values greater than or equal to 1 were measured. In

addition, the KMO measure and the Barlett Sphericity test were executed. The extraction method was Principal

component; the rotation method was Varimax with Kaiser Normalization. Principal component analysis (see table

2) indicated that there were seven factors. Seven factors were yield after employing factor analysis – Basic facilities,

Comfortableness, Safety and Security, Cleanliness, Refreshment, Pellucid announcement and Affability. These

seven factors were found to have eigen values more than 1. Hence, these factors are significant. The reliability

coefficients of these factors range from 0.589 to 0986.

Table 2: Results of Principal Components Analysis

Initial Eigenvalues Rotation Sums of Squared

Loadings

Component Total % of

Variance

Cumulative

% Total

% of

Variance

Cumulative

%

1 5.312 20.43 20.43 3.992 15.354 15.354

2 3.934 15.13 35.56 2.87 11.037 26.392

3 2.732 10.507 46.07 2.816 10.831 37.223

4 2.083 8.013 54.08 2.805 10.788 48.012

5 1.566 6.024 60.10 2.096 8.062 56.074

6 1.27 4.884 64.99 1.78 6.846 62.92

7 1.139 4.38 69.99 1.676 6.448 69.368




8 0.917 3.528 69.37

9 0.771 2.967 72.90

10 0.742 2.853 75.90

11 0.725 2.788 78.72

12 0.614 2.362 81.50

13 0.569 2.187 83.05

14 0.536 2.062 88.12

15 0.495 1.905 90.02

16 0.43 1.654 91.67

17 0.415 1.597 93.27

18 0.365 1.403 94.67

19 0.341 1.312 95.99

20 0.304 1.167 97.15

21 0.244 0.938 98.09

22 0.222 0.853 98.94

23 0.134 0.514 99.46

24 0.086 0.33 99.79

25 0.047 0.179 99.97

26 0.008 0.032 100.00

As evident from table 2, the total variance explained by seven factors is 69.368 per cent. The factor loading

of the variables determining satisfaction in each factor shown in table 3.

Table 3: Attribute Generated from the Study

Factor Variable Factor

Loading

Reliability

Coefficient

Eigen

Value

Percent of

Variation

Explained

Basic Facility Ample Seating space at platform 0.948 0.986 5.312 15.354

Availability of Fans 0.976

Availability of Lighting facilities 0.965

Availability of Drinking Water 0.968

Comfortableness Spacious seating in train 0.854 0.841 3.934 11.037

Smoothness of ride of the train 0.790

Food facility in the train 0.819

Medical facility in the train 0.750

Safety and

Security

Visibility of Safety signs 0.776 0.789 2.732 10.831

Competency of security personal 0.748

Availability of Ambulance at platform 0.644

Role of Support staff at platform 0.600

Level of Security checks 0.787

Cleanliness Cleanliness of Washroom 0.740 0.815 2.083 10.788

Cleanliness at platform 0.818

Cleanliness in the train 0.778

Cleanliness at food kiosks 0.762

Refreshment Availability of edibles on platform 0.793 0.729 1.566 8.062




Quality of edibles 0.742

Appropriate quantity of edibles 0.668

Pellucid Clarity of Announcement 0.669 0.626 1.270 6.846

Announcement Frequency of Announcement 0.818

Accuracy of Announcement 0.665

Affability Behavior of railway staff 0.717 0.589 1.139 6.448

Porter’s behavior 0.744

Parking staff’s behavior 0.529

The prominent factor governing on railway platforms satisfaction was establish to be “Basic Facility”, since

the eigen value and percent of variation explained by this factor are 5.312 and 15.354, respectively. This factor

consists of four variables with the reliability co-efficient of 0.986. It is clear that the inherent variables explain this

factor to the extent of 98.6 per cent. The percent variation explained by this factor is 15.354 percent which highest

among all the other factors. The eigen value also highest compare to other factors. The second factor identified as

“Comfortableness”. Their eigen value of this factor is 3.934. This factor consists of four variables, with reliability

coefficient of 0.841. The percent variation explained by this factor is 11.037.

The other two determinants affecting passenger satisfaction on Indian Railways as drawn by factor analysis

are “Safety and Security” and “Cleanliness”, with five and four variables each, respectively, and with reliability

coefficient of 0.789 and 0.815, respectively. The percent variation explained by these factors is 10.831 and 10.788,

respectively. The eigen value of these factors are 2.732 and 2.083 respectively. The variance explained and eigen

value of these two factors are all most equal.

The fifth factor identified as “Comfortableness”. It consists of three variables. The eigen value and percent

variance explained by this factor are 1.566 and 8.062 respectively. The reliability coefficient of this factor is 0.729.

The other two factors are identified as “Pellucid Announcement and Affability” which help to determine the

passenger satisfaction of Indian Railways. Both factors consist of three variables each. The reliability coefficients

are 0.626 and 0.529 respectively. The eigen value and percent variations explained by Pellucid Announcements are

1.270 and 6.846 respectively. The eigen value and percent variations explained by Affability are 1.139 and 6.446

respectively. Both factors have all most equal eigen value and both are explaining equal percent of variation. But the

reliability coefficient differs by 10 percent. The results provide statistical evidence to support identified

determinants of customer satisfaction as Basic Facilities, Service within train, Safety, Cleanliness, Quality of

edibles, Pellucid announcement and Affability.

1. Basic Facility: Eboli and Mazzula (2007) found that basic facilities involves sitting space, fans and

lighting. For determining factors governing customer satisfaction in different sectors basic facilities are

important considerations. Passengers consider ‘Availability of Basic Facility’ as most significant aspect

affecting consumer satisfaction with service quality of Indian Railways.




2. Comfortableness: Comfortableness considers the provision of services provided by the Indian Railways

during the journey. It consists of spacious seating space, medical facility, food facility and smoothness

ride of train journey. Passenger considers this factor as a second important factor for satisfaction.

3. Safety and Security: In the transportation sector, Eboli and Mazzulla (2007) identified safety and security

of luggage and self, as determinants of customer satisfaction. Here Safety and security is the third most

important determinant of customer satisfaction.

4. Cleanliness: Cleanliness considers the overall cleanliness at the platform, in the train and food court. It is

the fourth important factors. Now a day people are more aware about hygiene. They know that for healthy

health hygiene is the important factor.

5. Refreshment: In this regard the quality, quantity and affordability of edibles available to passengers on

railway platforms is considered. Passengers consider quality of edibles as the fifth important aspect of

satisfaction with service quality of India Railways.

6. Pellucid Announcement: It points towards the announcements at the railway station especially with

regard to their accuracy, frequency and clarity. The information system has been also recognized as a

determinant of customer satisfaction. Passengers consider the information system the third most important

determinants of satisfaction with service quality by the old researches. But now it is on the sixth position.

7. Affability: The behavior of railway staff, porters and parking staff outside the platform are also important

measures having impact on consumer satisfaction . These variables were also conferred by Sonne (1999),

Agrawal (2008) and Vanniarajan and Stephen (2008). The old researches show that behavioral factors are

the second most important determinant of customer satisfaction. But according to present research it the

last factor which is considered by the passengers.

Final Customer Satisfaction Model

A model of customer (passenger) satisfaction on railway platforms is proposed in figure 2 on. In the model,

customer satisfaction here is the dependent variable and basic facilities, service within train, safety, cleanliness,

quality of edibles, pellucid announcement and affability are the independent variables. The model is valid model as

it has been derived on the basis of statistical evidence and can be further used and developed for other researches

in similar areas. Variation between models indicates that passenger preferences have changed. Actual model is

telling the current expectation of passengers from Indian Railways. Actual model considers only seven factors but

tentative model consider nine factors.




Figure 2: Final Customer Satisfaction Model derived from Factor Analysis

Suggestions and Implications

This study highlighted the general determinants of customer satisfaction. It identified the quality of service

provided by Indian Railways on railway platforms and during the journey. In this respect, this work suggests certain

policy implications for Indian railway. As Indian Railway in now inching towards high quality service provider, the

proposed model of customer satisfaction can serve as a basis to plan efforts towards enhancing customer

satisfaction. The finding of research based on seven important factors for passenger satisfaction includes Basic

facility (availability of fans, light, seating space and drinking water) is the key factor which manifest passenger’s

perception of service quality of Indian Railways. It may be the reason that these facilities help passenger to feel

more comfortable when they are waiting for the train. If railway administration will focus on these factors then it

may increase the passenger satisfaction. The other two important factors are Comfortableness during the journey

and Safety and Security. The railway administration should make regular checkup of food that is served in the train.

They should provide more specious seats and comfortable environment. Indian Railways is providing emergency

medical facility during the journey. But passengers are not aware about this facility. Railway administration should

try to create awareness about the medical facility and also try to find the reason of very less awareness. For safety

and security, they have to install some new technology which increases the security and passengers will feel safer.

Appropriate action plan may be taken to improve basic facilities and providing security on platforms.

In addition, other factors that passengers consider important at railway platform are behavior of staff, porters,

parking staff, and quality of the information system. So here efforts can be made to provide soft skill training to

staff to overcome such problem.

Determinants of Customer Satisfaction

Basic Facilities

Saftey and Security

Affability

Pellucid Annoucement

Refereshments

Cleanliness

Comfortableness




Conclusion

Though number of studies have been conducted which have provided an insight into factors determining

overall user satisfaction on services provided by the Indian Railways. The aim of this study was the determination

of factors that govern users and affect their satisfaction regarding quality of services provided on railway platforms

and during the journey. The study is based on empirical research. Determinants identified by this study are Basic

Facilities, Comfortableness, Safety and Security, Cleanliness, Refreshment, Pellucid Announcement and Affability.

Basic facility and comfortableness are considered as most important factors by the passengers. These factors

determine passenger satisfaction on railway platform and during the journey. It may be different from determinants

of satisfaction with Indian Railways as a whole. The study thus provides a direction for railway administration to

increase the passenger satisfaction by improving or focusing on important services.




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Appendix 1: Profile of Respondents

Appendix 1.1: Respondents’ Gender Profile

Gender Frequency Percent

Female 65 32.5

Male 135 67.5

Total 200 100.0

Appendix 1.2: Respondent’s Income Distribution (Monthly basis)

Income Level Frequency Percent

Less than 10,000 18 9.00

10,001-20,000 64 32.0

20,001-30,000 57 28.5

30,001-40,000 37 18.5

40,001-50,000 21 10.5

More than 50,000 3 1.5

Total 200 100.00

Appendix 1.3: Respondent’s Educational Qualification

Qualification Frequency Percent

Metric 20 10.0

Graduate 52 26.0

Post-Graduate 109 54.5

Others 19 9.5

Total 200 100.0

Appendix II: Exploratory Factor Pattern Matrix of RSQS 26 Item Scale

Rotated Component Matrix

Description Factors

1 2 3 4 5 6 7

Ample seating space at platform .948




Availability of Fans .976

Availability of Lighting Facilities .965

Availability of Drinking Facilities .968

Clarity of Announcement .669

Frequency of Announcement .818

Accuracy of Announcement .665

Availability of edibles on platform .793

Quality of Edibles .742

Appropriate quantity of edibles .668

Behavior of Railway Staff .717

Behavior of Porters .744

Behavior of Parking Staff .529

Cleanliness of Washroom .740

Cleanliness at platform .818

Cleanliness in the train .778

Cleanliness at food kiosks .762

Visibility of Safety signs .776

Competency of Security Personal .748

Availability of Ambulance at Platform .644

Role of Support Staff at Platform .600

Level of Security Check .787

Spacious Seating in Train .854

Smoothness of ride of the train .790

Food Facility in the Train .819

Medical Facility in the Train .750


© 2018 ijrar november 2018, volume 5, issue 4 ...ijrar.org/papers/ijrar1bnp068.pdfdr. vishal sarin...

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