Chapter 2 Thesis

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POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Chapter 2

REVIEW OF LITERATURE AND STUDIES

Synthesis of Reviewed Literature and Studies

The relationship between service quality and customer satisfaction has been

extensively examined across various service industries, including transportation. The

SERVQUAL model, which evaluates service quality through five key dimensions—

tangibility, reliability, responsiveness, assurance, and empathy—has proven to be a

robust framework for assessing customer satisfaction in transportation services,

including motorcycle taxis.

Murad et al. (2019) investigated the ride-hailing industry in Jordan, focusing on

Uber and Careem services. The study identified that reliability, defined as the consistent

ability to deliver as promised, and responsiveness, referring to the promptness of

service, were the most influential dimensions impacting customer satisfaction. When

these expectations were not met, customer dissatisfaction and diminished loyalty

followed. The study further emphasized the importance of assurance (competence and

courtesy of drivers) and empathy (personalized attention), which contributed significantly

to building customer trust and long-term engagement (Murad, Al-Kayem, Manasrah, Abu

Halemah, & Qusef, 2019).

Similarly, research on motorcycle taxi services in Metro Manila found that

reliability and responsiveness were essential in influencing customer satisfaction, given

the city's heavy traffic congestion and safety concerns. The study also revealed that
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tangibility, particularly the physical condition of the motorcycle and the driver’s

appearance, played a more significant role in motorcycle taxis compared to four-wheel

services. Cleanliness and maintenance of the motorcycle were critical factors

contributing to perceived safety and comfort (Mangco, 2023).

In another Southeast Asian study, Nurhadi et al. (2023) examined customer

satisfaction in Indonesia’s ride-hailing services using the SERVQUAL model. Their

research reinforced the idea that reliability and safety are critical in shaping customer

satisfaction, particularly in regions where road safety is a persistent concern. The

importance of personalization and driver expertise was emphasized, as customers in

motorcycle taxis are more exposed to risks compared to enclosed vehicles (Nurhadi,

Sulistyo, & Rizqi, 2023).

Social Exchange Theory provides additional insight into the relationship

between service quality and customer satisfaction. This theory posits that customers are

more likely to remain loyal when the perceived benefits outweigh the costs. In

motorcycle taxi services, the benefits of personalized attention, flexibility in adjusting

routes, and enhanced safety are seen as critical contributors to customer satisfaction

and loyalty (Mangco, 2023).

Chou et al. (2022) conducted a global study on ride-hailing services, applying

the SERVQUAL model across multiple countries. Their findings indicated that

responsiveness and reliability were universally important, but the local infrastructure and

traffic conditions significantly influenced the relative importance of these dimensions. For

instance, in developing countries, customers tend to prioritize reliability and safety,


POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

whereas in more developed regions, responsiveness is given more weight (Chou, Lee, &

Wang, 2022).

Digitalization has transformed how customers evaluate service quality in ride-

hailing services. The integration of mobile applications for booking, payment, and

feedback has introduced new dimensions of customer satisfaction. Studies have shown

that the ease of using digital platforms, the security of digital payments, and the reliability

of app-based communication are now critical factors influencing customer perceptions of

service quality. These digital features, although not part of the original SERVQUAL

model, have become essential in today’s service landscape (Prastika, 2023; Zhang,

Wang, & Zhao, 2021).

In summary, the literature consistently shows that reliability and responsiveness

are the most influential dimensions of service quality across different modes of

transportation. However, in the case of motorcycle taxis, tangibility, and safety hold a

more prominent role due to the open-air nature of the service and the associated risks.

While the SERVQUAL model remains broadly applicable, local contexts such as

infrastructure quality and safety concerns significantly affect the relative importance of its

dimensions. This synthesis of research provides a foundation for further exploration of

the unique service quality dynamics of motorcycle taxis in Metro Manila, particularly

through localized studies that account for demographic and environmental factors

influencing customer satisfaction.

References:
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

Chou, J., Lee, Y., & Wang, Y. (2022). The role of service quality in ride-hailing customer

satisfaction: A cross-country analysis. Transportation Research Part A: Policy

and Practice. https://doi.org/10.1007/s11116-019-10019-5

Mangco, K. (2023). Motorcycle taxi services in Metro Manila: Service quality and

customer satisfaction. National Center for Transportation Studies, UP Diliman.

https://ncts.upd.edu.ph/tssp/wp-content/uploads/2024/01/TSSP2023-04-

Mangco.pdf

Murad, S., Al-Kayem, A., Manasrah, A., Abu Halemah, N., & Qusef, A. (2019). Exploring

the relationship between service quality and customer satisfaction in Uber and

Careem in Jordan. International Journal of Innovative Technology and Exploring

Engineering (IJITEE).

https://www.researchgate.net/publication/333725284_Exploring_the_Relationshi

p_between_Service_Quality_and_Customer_Satisfaction_in_Uber_and_Caree

m_in_Jordan

Nurhadi, D., Sulistyo, A., & Rizqi, A. (2023). Analyzing customer satisfaction in

Indonesian ride-hailing services using SERVQUAL. International Journal of

Transportation Studies. https://doi.org/10.1016/j.trpro.2022.08.010

Prastika, E. (2023). Digitalization and customer satisfaction in ride-hailing services.

ScienceDirect.

https://www.sciencedirect.com/science/article/pii/S2213624X23001931

Zhang, T., Wang, X., & Zhao, Y. (2021). The impact of mobile apps on customer

satisfaction in ride-hailing services. Journal of Technology Management &

Innovation. https://doi.org/10.4067/S0718-27242021000400009
POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

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