presentation1 for ies- mcrc
TRANSCRIPT
-
8/7/2019 Presentation1 for ies- mcrc
1/26
ANALYSIS OF SERVICE QUALITY OF
PUBLIC ROAD TRANSPORTATION- A
CASE OF MSRTC IN AHMEDNAGAR
DISTRICT.
1) Prof. Rajendrasing Pardeshi. (Research Scholar)
Asstt. Professor, Marketing
Management, IBMRD, Ahmednagar 414111
E-mail: [email protected]
Mobile: 94207961192) Name of the co author :
Prof. Dr. Meera Kulkarni ( Research Guide)
Professor, IMSCD&R, Ahmednagar -414001
-
8/7/2019 Presentation1 for ies- mcrc
2/26
MSRTC: An Introduction
Early bus services in Maharashtra (then part of the states ofBombay, Madhya Pradesh and Hyderabad) were started in theearly 1920s largely due to efforts of local entrepreneurs. Withno regulatory laws governing public transportation servicesthese services run in ad hoc manner. The Motor Vehicle Act of1939 brought in amongst many other things, regulation of
fares, standard routes and rules for governance and monitoringof public transportation providers. As a result of the actindividual operators were asked to form a union on definedroutes in a particular area. Bus schedules were set in, pick-uppoints, conductors, and fixed ticket prices were mandated.
Still passenger woes continued and then in 1948 Bombay stateGovernment, started its own state sponsored road transportservice called State Transport of Bombay. The first blue andsilver-topped bus took off from Pune to Ahmednagar in 1948.
-
8/7/2019 Presentation1 for ies- mcrc
3/26
Product Mix
Shivneri: a Dadar-Pune-Dadar Volvo bus service
operating daily.
Mahabus: An air conditioned bus service
operating between Pune and Mumbai
(Mantralay). Starts at 6:45 am and scheduled forevery 30 min till mid night
Asiad: Asiad bus service which runs from Dadar
started in the year 1982. This was the firstventure of MSRTC in providing a semi luxury bus
service and has been a highly successful venture.
-
8/7/2019 Presentation1 for ies- mcrc
4/26
Yatra (Festivity services): A seasonal service
targeted at travelers visiting various festivities of
Maharastra.
Tourism packages: Along with normal bus
services MSRTC provides package tours whereby
you can buy a single ticket to travel a selectivegroup of tourist places in Maharastra. The groups
are mostly clubbed together based on the district
they belong to.
-
8/7/2019 Presentation1 for ies- mcrc
5/26
MSRTC: Some facts
MSRTC is one of the largest fleet owners inIndia, operating a fleet of approximately15,500 buses.
They have three central workshops where thebodies of their buses are built, approximately2000 in numbers per year, which are located in
Pune, Aurangabad & Nagpur . The organization has 9 Tyre Retreading Plants.
32 Divisional Workshops.
-
8/7/2019 Presentation1 for ies- mcrc
6/26
Rational & Significance of the study
Today competition is not only rife, but growing moreintense constantly. However companies need to startpaying keen attention to their competitors, they mustunderstand their customers. MSRTC is suffering
from such competition. They have to believecustomers as core concept of their business; customersatisfaction is what guarantees the future ofTransport companies and it is achievable by anadoption between their services and passengers
needs. Finally, MSRTC must measure passengerssatisfaction and service quality seasonally to keep theservices corresponded with customers opinions.
-
8/7/2019 Presentation1 for ies- mcrc
7/26
Review of literature and the need for
more research Mohammad Mehdi Bozorgi (2007) has researched in this particular
area of public transportation. In his thesis named Measuring
Service Quality in the Airline, he concluded that passengers of IAA
(Iran Asemian Airlines) are not satisfied with the perceived
services and it warns manager to focus on passengers
expectations. Completing a trip accurately is what the
passengers expect in the first. To improve empathy in IAA,
managers should study their target market precisely and recognize
customers attributes and their demands. What they really want
and how they can be satisfied. Dr.Das et.al. (2009) done analysis of gap in service quality through
SERVQUAL in a banking industry .They found that Assurance is a
major service area where Banks can improve their services.
-
8/7/2019 Presentation1 for ies- mcrc
8/26
Need for further research
There is a need for further research in the area ofservice quality in public road transportation services.This area is neglected in India. Central Institute of RoadTransport (CIRT), Pune has done some research inTraffic management, Road safety, Accident analysis etc.but it is largely associated with operational efficiencyof road transport operators. There is a need ofunderstanding what passengers are expecting from
transport operators and what is their perception aboutMaharashtra State Road Transport Corporation which isa semi-government organization.
-
8/7/2019 Presentation1 for ies- mcrc
9/26
Research objectives & Methodology
To analyze gap between expectations &
perceptions of customers about transport
services provided by MSRTC and measure the
service quality of MSRTC.
SERVQUAL a methodology for measuring
service quality
-
8/7/2019 Presentation1 for ies- mcrc
10/26
As a way of trying to measure service quality, researchers havedeveloped a methodology known as SERVQUAL a perceivedservice quality questionnaire survey methodology. SERVQUAL
examines five dimensions of service quality: Reliability,Responsiveness Assurance; Empathy, and Tangible (e.g.appearance of physical facilities, equipment, etc.)
For each dimension of service quality above, SERVQUALmeasures both the expectation and perception of the service ona scale of 1 to 7, 22 questions in total. Then, each of the fivedimensions is weighted according to customer importance, andthe score for each dimension multiplied by the weighting.Following this, the Gap Score for each dimension is calculatedby subtracting the Expectation score from the Perception score.A negative Gap score indicates that the actual service (the
Perceived score) was less than what was expected (theExpectation score).
The Gap score is a reliable indication of each of the fivedimensions of service quality. Using SERVQUAL, serviceproviders can obtain an indication of the level of quality of their
service provision, and highlight areas requiring improvement.
-
8/7/2019 Presentation1 for ies- mcrc
11/26
Population and sample
Research is based on primary and secondary
data. A total of289 questionnaires were filled up,
collected, and analysed. A total of10 bus stands
in Ahmednagar district were randomly selected
and 30 questionnaires from each stand were
filled up. During the data entry 11 questionnaires
were rejected due to incomplete filling and forreducing response biasedness.
-
8/7/2019 Presentation1 for ies- mcrc
12/26
Administration of Questionnaire
The generic questionnaire as used byParasuraman et al. (1988) will be used herewith22 statements under 5 dimensions. The
responses will be captured in 7- point Likertscale and gap score will be calculated bydeducing perceptions from expectations (E P).At the time of data collection proper care
will be taken regarding demographic profile ofthe users to ensure that the result will be freefrom any sort of biasedness.
-
8/7/2019 Presentation1 for ies- mcrc
13/26
Data Collection, Analysis & Findings Step I: Designing SERVQUAL Instrument
In this study researcher has used the original instrument designed by
Parasuraman et.al (1988).
The Survey: The questionnaire below is in two sections. The first section asks
you to rank all Public Transporters according to your expectations i.e. what you
expect all Public Transporters to provide. The second section asks you to rank
Public Transporters you chose for the survey according to your experiences and
perceptions Expectations: This section of the survey deals with your opinions of MSRTC.
Please show the extent to which you think MSRTC should posses the following
features. What we are interested in here is a number that best shows you
expectations about institutions offering Public Transportation services.
Perceptions: The following statements relate to your feelings about theparticular Public Transportation companies you have chosen. Please show the
extent to which you believe this Public Transportation companies i.e. MSRTC has
the feature described in the statement. Here, we are interested in a number
from 1 to 7 that shows your perceptions about the MSRTC.
-
8/7/2019 Presentation1 for ies- mcrc
14/26
Finally the score should be analysed to find
out the weak areas where more attention is
required. The gap score indicates the extent of
gap in service quality .The larger the gap score
is more is the dissatisfaction. Overall score
under each category and total can be
presented in a single table to get an overallpicture as shown below.
-
8/7/2019 Presentation1 for ies- mcrc
15/26
Tangibles
Expectations Perceptions Gap Score
Tangibles E Tangibles P E - P
Excellent Public Transportation companies
will have modern looking equipment.
5.9 The MSRTC has modern looking
equipment.
2.4 3.5
The physical facilities at excellent Public
Transportation companies will be visually
appealing.
6.8 The MSRTC physical features are
visually appealing.
2.9 3.9
Employees at excellent Public
Transportation companies will be neat in
their appearance.
5.8 The MSRTC reception desk employees
are neat appearing.
3.2 2.6
Materials associated with the service
(pamphlets or statements) will be visually
appealing at an excellent Public
Transportation companies
4.7 Materials associated with the service
(such as pamphlets or statements) are
visually appealing at the MSRTC.
3.1 1.6
Total 23.2 11.6 11.6
Average Gap Score ( Total of E-P/4 ) 2.9
Rank each statement as follows:
Strongly Disagree Strongly Agree
1 2 3 4 5 6 7
-
8/7/2019 Presentation1 for ies- mcrc
16/26
Reliability E Reliability P E-P
When excellent Public Transportation
companies promise to do something by a
certain time, they do.
4.8 When the MSRTC promises to do
something by a certain time, it does
so.
3.2 1.6
When a customer has a problem, excellent
Public Transportation companies will
show a sincere interest in solving it.
5.6 When you have a problem, the MSRTC
shows a sincere interest in solving it.
3.1 2.5
Excellent Public Transportation companies
will perform the service right the first
time.
5.8 The MSRTC performs the service right
the first time.
2.7 3.1
Excellent Public Transportation companies
will provide the service at the time they
promise to do so.
6.1 The MSRTC provides its service at the
time it promises to do so.
3.4 2.7
Excellent Public Transportation companies
will insist on error free records.
6.8 The MSRTC insists on error free
records.
2.8 4.0
Total 29.1 15.2 13.9
Average Gap Score ( Total of E-P/5 ) 2.78
Reliability
-
8/7/2019 Presentation1 for ies- mcrc
17/26
Responsiveness E Responsiveness P E-P
Employees of excellent Public
Transportation companies will tell
customers exactly when services will be
performed.
6.3 Employees in the MSRTC tell you
exactly when the services will be
performed.
3.4 2.9
Employees of excellent Public
Transportation companies will give
prompt service to customers.
5.3
Employees in the MSRTC give you
prompt service.3.2 2.1
Employees of excellent Public
Transportation companies will always
be willing to help customers.
6.4 Employees in the MSRTC are always
willing to help you.
3.1 3.3
Employees of excellent Public
Transportation companies will never be
too busy to respond to customers'
requests.
5.7 Employees in the MSRTC are never
too busy to respond to your
request.
1.3 4.4
Total 23.7 11.0 12.7
Average Gap Score ( Total of E-P/4 ) 2.68
Responsiveness
-
8/7/2019 Presentation1 for ies- mcrc
18/26
Assurance E Assurance P E - P
The behavior of employees in excellent
Public Transportation companies will
instill confidence in customers
5.8 The behavior of employees in the
MSRTC instills confidence in you.
2.2 3.6
Customers of excellent Public
Transportation companies will feel safe
in transactions.
5.3 You feel safe in your transactions
with the MSRTC.
3.2 2.1
Employees of excellent Public
Transportation companies will be
consistently courteous with customers.
4.8 Employees in the MSRTC are
consistently courteous with you.
2.6 2.2
Employees of excellent Public
Transportation companies will have the
knowledge to answer customers'
questions.
6.4 Employees in the MSRTC have the
knowledge to answer your
questions.
3.6 2.8
Total 22.3 11.6 10.7
Average Gap Score ( Total of E-P/4 ) 2.68
Assurance
-
8/7/2019 Presentation1 for ies- mcrc
19/26
Empathy Empathy
Excellent Public Transportation companies
will give customers individual attention.
6.8 The MSRTC gives you individual
attention.
4.2 2.6
Excellent Public Transportation companies
will have operating hours convenient to all
their customers.6.2
The MSRTC has operating hours
convenient to all its customers.3.1 3.1
Excellent Public Transportation companies
will have employees who give customers
personal service.
5.6 The MSRTC has employees who give
you personal attention.
2.3 3.3
Excellent Public Transportation companies
will have their customers' best interest at
heart.
6.0 The MSRTC has your best interests at
heart.
2.2 3.8
The employees of excellent Public
Transportation companies will understand
the specific needs of their customers.
6.5 The employees of the MSRTC
understand your specific needs.
3.4 3.1
Total 31.1 15.2 15.9
Average Gap Score ( Total of E-P/5 ) 3.18
Empathy
-
8/7/2019 Presentation1 for ies- mcrc
20/26
Table 1 - Calculation of SERVQUALScores
Dimension Stateme
nt
Expectatio
n Score
Perceptio
n Score
Gap Score Average for
Dimension
Tangibles 1 - 4 23.2 11.6 11.6 2.90
Reliability 5-9 29.1 15.2 13.9 2.78
Responsivene
ss 10-13 23.7 11.0 12.7 3.18
Assurance 14-17 22.3 11.6 10.7 2.68
Empathy 18-22 31.1 15.2 15.9 3.18
Total 14.72
Unweighted Average SERVQUAL score: ( Total / 5 ) 2.944
Step II Calculation of Un-weighted score
-
8/7/2019 Presentation1 for ies- mcrc
21/26
Table 2 - SERVQUAL Importance Weights
Features Points
The appearance of the MSRTCs physical facilities, equipment,
personnel & communication materials.(Tangibles )
13
The MSRTCs ability to perform the promised service
dependably and accurately ( Reliability )
23
The MSRTCs willingness to help customers and provide promptservice. ( Responsiveness )
21
The knowledge and courtesy of the MSRTCs employees & their
ability to convey trust and confidence.(Assurance )
31
The caring individual attention the MSRTC provides its
customers. ( Empathy )
12
Total: 100
Step III:Assigning Weights
-
8/7/2019 Presentation1 for ies- mcrc
22/26
Table 3 - Calculation of Weighted SERVQUAL
Scores
SERVQUAL
Dimension
from Table 1
Un-weighted
Score (Step 2 )
*
from Table 2
Weights
(Step3)
=
Weighted
Score
Tangibility 2.90 * 0.13 = 0.377
Reliability 2.78 * 0.23 = 0.639Responsivenes
s 3.18 * 0.21 = 0.669
Assurance 2.68 * 0.31 = 0.831
Empathy 3.18 * 0.12 = 0.382
Average Weighted score: 2.898
Step IV: Calculation of weighted Score
-
8/7/2019 Presentation1 for ies- mcrc
23/26
Findings
The dimension Empathy has the highest average gapscore (un-weighted. But after after adjustment withweights, the score becomes 0.382 that is no highest.Thus, the weight has a lot of implication. Individually,
the customers are very much dissatisfied in thiscategory but they believe that it should have lessweight at the time of calculating aggregated score. Onthe basis of weighted score, the dimension assurancegot the highest score. It means that the performance of
the MSRTC in this category is not good and it shouldgive sufficient attention to all of the subcategoriesunder this dimension.
-
8/7/2019 Presentation1 for ies- mcrc
24/26
Further research
This type of analysis may be done across all thetravel and tourist companies within the publictransportation industry to have an idea regarding
competitive position in terms of service qualityvia customer satisfaction. This analysis may alsobe done within the MSRTC over different periodsof time to analyze the improvements. If gap score
reduces gradually, the service quality improvesleading to more customer satisfaction.
-
8/7/2019 Presentation1 for ies- mcrc
25/26
Conclusion
Analysis of service quality is helpful in
identifying weak areas where immediate
action is warranted. This study concludes that
passengers are not so much satisfied in terms
of assurance. The score value individually may
mean nothing; still, it may reflect the ranking
(thrust areas) and improvements as comparedwith earlier periods or years.
-
8/7/2019 Presentation1 for ies- mcrc
26/26
Thank You!