THE ASSESSMENT ON THE FACTORS INFLUENCING CUSTOMERS

SATISAFACTION IN USING TRANSPORTATION SERVICES

A CASE STUDY AT KINONDONI MUNICIPAL CITY

BY

GROUP NUMBER 15

A Research Proposal Submitted in Partial Fulfillment for The Award of Bachelor Degree

In logistics and Transport Management

National Institute of Transport (NIT) 2024

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 CHAPTER ONE

INTRODUCTION

This chapter it will cover background of the study, statement of the problem, research objectives,
research question and significance of the study

1.1 Background of the study

Transport refers to the transportation of products, people, and animals between different
locations. There are many different ways to travel, including air, rail, road, water, cable, pipeline,
and space. Infrastructure, transportation, and operations might be categorized under the field.
Transit is crucial because it facilitates trade between individuals, which in turn creates
civilizations (Anderson, 2017). For people to carry out their activities, transportation is crucial
(Anselmsson, J.2017). Easy, quick, and safe transportation is what passengers desire. Transport
in today's world does not always refer to traditional systems where passengers must wait in lines
on the sidewalk or in terminals. Today's travelers demand an easy way to book and utilize
transportation services. Instead of having to travel to the streets or use a traditional motorcycle,
they want services that can be accessed online and delivered directly to them. Although not
explicitly mentioned, for decades the notion of satisfaction has been implied by most work aimed
at understanding human behavior. At times, satisfaction was labeled to be a premise of human
life such as needs, desires, etc., and at other times, it was regarded as the goal - from now and
here to an eventual future state - of human needs such as happiness, joy, life fulfillment, etc.

The notion of satisfaction became more obvious and specific subsequent to the birth of modern
social science. In particular, economists in their postulate of how rational man behaves proposed
that an individual aim to maximize his satisfaction in his consumption decisions within the
macro interactions of supply and demand characteristics. Satisfaction is also important in the
development of modern marketing thought. It was used as a marketer's goal for meeting
consumer needs and wants (e.g., Duddy and Revzan 1947). In all basic marketing texts,
consumer satisfaction has always been defined as the means through which marketers can
achieve their organizational objectives (c.f. Kotler 1972). The birth of consumer behavior as an
independent field of study in the fifties and its foundation in the sixties marks another era for the
notion of satisfaction. In the classic consumer behavior models (e.g., Nicosia 1966, Howard and
Sheth 1969, and Hansen 1972) the importance of satisfaction was recognized within the
consumption processes subsequent to a consumer's purchase activity. A number of classic studies
in satisfaction (e.g., Cardozo 1965, Anderson 1973) were launched in the same period. But the
rebirth of interest in satisfaction came some ten years later in 1976 when Day (1977) and his
colleagues began a modern tradition of research efforts to understand satisfaction and related
post-choice constructs. Since then, many researchers have been attracted to investigate and
understand the satisfaction construct.

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After some eight years of continued exploration and conceptualization, the essence of the
modern notion of consumer satisfaction appears to be taking form, although many important
conceptual and measurement issues remained unresolved. Satisfaction is defined as a consumer's
responsive process subsequent to a particular consumption experience which is evolved through
a discrepancy between some form of pre-experience performance standard with the actual
performance of the product as perceived by the consumer. (Day 1984). But some modifications
in this definition are emerging. First, empirical findings by Churchill and Surprenant (1983),
Wilton and Tse (1983), Tse (1984) suggested that in addition to expectation disconfirmation,
perceived product performance is an important construct in understanding satisfaction processes.
All these studies found that perceived product performance exert more significant influence on a
consumer's satisfaction level then the disconfirmation score. Second, Nicosia and Wilton (1984)
suggest that satisfaction process is not limited to post consumption experience. A variety of
theoretical orientations to explain the emergence and changes of consumer satisfaction level (that
is, a consumer's rating on a satisfaction scale at a particular time slice) have been proposed in the
literature. These approaches have mostly been adapted from social psychology theories. They
include dissonance theory (assimilation and contrast effect c.f. Oliver 1977, Andreson 1973),
comparison level theory (LaTour and Peat 1979), two factor theory (Swans and Combs 1976,
Maddox 1981), cognitive processing theory (Oliver 1980), experience norm theory (Woodruff,
Cadotte and Jenkins 1983), and congruity theory (Sirgy 1984). Figure 1 summarizes the various
theoretical approaches and studies that support these theoretical approaches in the determination
of consumer satisfaction level. Many of these theories and models have recently been compared

The interest among people in using transportation services is rising daily. According to
(Viadyanatthan, R. 2017), interest is a psychological component that influences behavior
somewhat and serves as a source of incentive for people to act. Goyal, A. (2016) defines interest
as being aware of or paying conscious attention to something that is important to the individual.
The appearance of someone's interest is influenced by three variables. Social motivation factor,
or the desire to be rewarded in the context of one's social surroundings, inner force factor, which
can be tied to a bodily or spiritual need, and emotional factor. Although they are important for
allowing people to travel between different locations in ubungo, despite there being other modes
of transportation, such as air, water, train, and road, plays a crucial part in allowing people to go
from one location to another. Public transportation is frequently preferred by most people over
private automobiles for long distance travel. Inconvenience, safety, and accessibility of public
transportation, however, are some of the problems that have arisen. According to Bachok,
Osman, and Ponrahono (2014), a top-notch public transportation system is essential to fostering
economic growth, accommodating a growing population, and extending urban or rural activity.
Consumer satisfaction has recently emerged as an important area of consumer research. In this
part of the paper we briefly discuss the development of the satisfaction literature from a number
of directions. We hope these directions will introduce the major developments within this area to

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those unfamiliar with this area. For those who are well acquainted with this research field, the
summary should help to pinpoint gaps for future research.

According to Liu Yao (2014), convenience plays a significant role in determining passengers'
preference for using public transportation by bus. Since convenience is defined as the state of
being able to complete something without difficulty, it is crucial for customers when selecting
transportation services. Convenient is also well-suited with respect to facility or ease of use
favorable, easy, or comfortable for use. Muhammad F. (2014) reaffirmed that Malaysia's public
transportation system is more beneficial to users in both urban and rural areas. Private
automobiles, however, have always been seen as the most alluring means of transportation due to
their comfort, speed, and individual independence.

Safety is also defined as the absence of risk, danger, or threat to people, property, or both,
whether due to intentional or unintentional injury. The Star (2017) came to the conclusion that,
in order to assure safety, all express buses must be fitted with the device by 2020 and that the bus
route must be changed. By using a Speed Limiter Device (SLD), for instance, operators will be
able to monitor their fleet in real-time from their headquarters using a global positioning system
(GPS). According to Plankermann's (2014) research, "An experienced driver who is driving in an
unknown environment would do actions such as shifting at the control / skill-based level and
duties such as braking at the control / skill-based level.

The primary purpose of using a vehicle is to provide adequate accessibility, Hart, (2014). (2014).
The purpose of public transportation is to give users easier access to good public amenities. Most
of the transportation networks in ubungo still lack the convenience, accessibility, and safety that
impact passengers' choice of mode of transportation.

Since convenience is defined as the state of being able to proceed with something without
difficulty, it is crucial for customers when selecting public transportation. Convenient is suitable
or agreeable to the needs or purpose and also well-suited with respect to facility or ease in use. In
order to deliver a high-quality and satisfying service, the transport system and service provider
should concentrate on these elements.

1.2 Statement of the Problem

People do not always find what they need for survival in their immediate surroundings because
every place in the world has a varied potential. Their knowledge and raw supplies must also be
transported by them. This requirement is exacerbated by both the growing specialization of
various regions and the globalization of the economic system. Transport is thus one of the main
pillars of modern economics. The quality of transportation networks, however, places a cap on a
number of economic processes, making it one of the variables that restrict the economy as well.

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According to Rodrigue et al., transportation can take many different forms and can be classified
based on different requirements and features for infrastructure, methods of transportation, or
service transport infrastructure (2017). We could classify modes as those that offer transportation
services and connect to the infrastructure to build the transportation network.

Factors impacting passengers' preference for transportation found that consumers can easily
access transportation systems and services at cheaper costs. Muslim, N. (2021). So, it is crucial
to do a study of this nature on how people prefer taking the public bus since it will help define
the elements that people in Malaysia, and specifically Kelantan, take into account when selecting
a transportation service. However, there are other problems with public bus services, including a
lack of amenities, the use of subpar public bus facilities and interchanges, troublesome fleets,
dispatching low passenger trips, and lengthy wait times (Rohani,W, 2016).Salem, A. (2016)
found that although Malaysia's public transportation facilities are modern, there is a lack of high-
quality service. Lack of safety and comfort for passengers using public transportation are
examples of poor service quality.

Transportation services are offered in Tanzania, particularly in major areas like Dar es Salaam,
using a variety of modes of transportation, including Boda-boda, intercity trains, private
automobiles like UBER, public transportation (Dala-dala), and intercity buses with fast transit.
Due to the lack of flexibility, safety, accessibility, and convenience, the services offered by this
mode of transportation do not satisfy the expectations of the customers. To ensure that users of
transportation services receive high-quality, satisfying service in a study titled "Factors
Influencing Customers Preference and Satisfaction in Urban Public Transportation in Tanzania
Case Study Kigoma-Ujij," Andrew M. (2013) made the suggestion that the providers of
transportation services should take into account an affordable price (fare), safety, security, and
time (travel volume) for their clients in order to make the services appealing and satisfying.

Transport occurs in a lot of forms and has been characterized according to various attributes and
needs in terms of infrastructure, means of transport, or service transport infrastructure, Rodrigue
et al. (2017). We could define modes which provide transport services and which create the
transportation network through connection with the infrastructure.

Factors influencing passengers’ preference in using transportation, revealed that, transport

system and services provides easy access and lower costs to consumers, Muhammad, N. (2021).
And it is therefore very vital for a study of this kind on passenger preference towards choosing
the public bus transportation since that play an important role to classify which factors are being
considered in choosing a transport service in Malaysia and Kelantan in particular. On the other
hand, However, there are a number of issues relating to public bus services such as limited
facilities, the use of low quality of public bus facilities and interchanges, inconvenience fleets,

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dispatching low passenger trips and long waiting time (Rohani, W, 2016). Salem, A. (2016),
revealed that facilities of public transportation in Malaysia are modern but absences of service
quality. Lack of service quality is the public transport such as lack of safety and comfort to the
passenger that use that transportation.

In Tanzania, provision of transportation services especially at urban areas like UBUNGO

MUNICIPAL based on different kind of transport such as provision of intercity bus rapid
transport, public transport (Dala-dala), private cars like UBER, inter City trains as well Boda-
boda. The services provided by such mode of transport does not satisfy the customer needs due
to lack flexibility, safety, accessibility, and convenience

1.3.0 Research Objectives

The research objectives of the study is characterized into categories, general objective which
cover broad knowledge of the objective of the study and specific objectives

.1.3.1 General Objective.

The general objective of the study is to identify the factors influencing customers’ satisfaction in
using transportation services

1.3.2 Specific Objective

a) Examine how convenience influencing the customer’s in using transportation

services.

b) Assessment on the contribution of safety on influencing the customer's to using

transportation services

c) Identify the challenges facing the transport operator on provision of accessible

transportation services.

1.4 Research Questions

a) What are the impact of convenience on influencing the customer's to using

transportation services.

b) What are the perceived contributions of safety in transportation services.

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 c) What are the challenges associated with the transport operator in providing accessible
transport services

1.4 Research Questions

1. What are the impact of convenience on influencing the customer's to using transportation
services?

2. What are the perceived contributions of safety in transportation services?

3. What are the challenges associated with the transport operator in providing accessible
transport services?

1.5. Scope of the Study

The study will be conducted in UBUNGO MUNICIPAL because of the highest level of
passengers who needs transportation services for their daily activities especially trade, education
and pleasure where, various factors may be influencing the customer’s need for use
transportation services

The process of preparing research proposal, to collect data, analyzing, interpretation and
presentation it will take almost eight (8) weeks
1.6. Significance of the Study
The study will add contents to the existing literature and provided a basis for further research to
develop the gap related to the study.

By exposes the factors influencing the customer's to using transportation services the study
provides the best way to passengers to acquire satisfactory transportation such as quality
transport service, effectively competitions between the operators of transport companies and
promotion of economic development in ubungo municipal

This study will help the transport planners in formulating and implementing policies that will
enhance provision of quality transport system and services that will help the customer's in
decision making for mode selection for transportation

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1.7. Limitations of the study
The vital limitation of this research will rely on data collection since the data will be conducted
at once through distributing closed ended questions to the targeted respondents which restricted
the respondents for expressing their own opinion and reasons which leads to a wrong conclusion
therefore the challenge will be addressed through the use of face to face interviews.

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 CHAPTER TWO
LITERATURE REVIEW
2.1 Definition of the terms
2.1.1 Transport services
Bard, E& Robert, N. (2006) define transport as a movement of human, animals and goods
from one location to another. Anselnsson, J&Person, N. (2007) describe that transport
services are very important for to carry their attribute. They want easy, fast and safe
transport. Passenger they need the services that can accessed through internet and come them
eliminating the need to go to terminal, conventional motorcycle busses or terminal.
2.1.2 Passenger
Ted, John (1994) define passenger as a people who use services and pay for them while user
is individual who are affected by or who affect the product that supply
McFadden, (2001), describe that one of the main objective of the social research is to
determine the behavior of the customer in the decision making process and there is especially
relevant when we are talking about services, while supply is neither storable nor
commulative
2.1.3 Passenger interest
Ronnback, A. (2009). define consumers’ purchase interests as an actions and social
relationships made by individuals or groups of consumers. Chen, B.T, Houng, J.(2015) say
that to influence someone, the best way is to study what is in his mind, to get information not
only on that person, but also on the five stages of the purchase process which are, need,
recognition, search, evaluation and decision. We can give specific persuasive information to
influence someone in the five stages of this process.

2.1.4 Convenience

Convenience is known as a state of being able to proceed with something without difficulty and
is very significant for customers when choosing public transportation (Liu.Y,2014) reiterated
that the public transportation under the government sector of Malaysia is more convenient
towards customers in urban and rural areas. However, private cars have been considered as the
most attractive mode of transport because of their convenience, speed, comfort and individual
freedom. As a result, users of the public mode of transportation needs to adjust their service to
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the attributes required by consumers in order to become more attractive such as increase their
level of convenience

Travel time and cost are considered as a component of convenience which also heavily influence
the choice of passengers in choosing the mode of transport. In general, as travel times and costs
increased, the utility of any of the modes decreased (Gudzinas, 2012). Furthermore, a research of
Ashiabor, Senanu, (2007) on the travel costs for modes over the range of income levels in their
research show those high-income travelers are less sensitive to travel cost, since public long-
distance modes such as bus, train and airplane are inherently a part of inter/multimodal
transportation system, they are associated with both access and egress time (Cho, 2013). Again,
Budiono (2009) demonstrate that passengers feel inconvenienced when their journey was
interrupted by “unwanted arousal” such as overload passengers, smoke from smoking passenger
also bad habits and attitudes in the bus that was ride by them. Besides that, she also agreed that
the passengers not only assumed that the technology will give them convenience, but attitudes as
well as knowledge can give the impact on the convenience. This statement was proved by her
research result that both on board security and bus comfort are the important elements in service
quality factor. Other than that, the convenience should be considered especially to the long-
distance journey. The long-distance journey will make the passengers feel tired and
uncomfortable. To minimize the inconvenience, the bus should have comfy seat, air conditioner,
internet facilities and media entertainment such as music and video player for people using the
public transport which will often make public transportation seen as efficient, affordable, clean,
comfortable and convenient. Lastly, RohanaSham, Suhana Mohamed., Norhayati Omar,
Shaherah Abd Malik &Roha Mohamed Noah (2013) concluded that cleanliness and comfortable
public transportation are most significant in order to choose public transportation to travel.

2.1.5 safety

Safety is also termed as the freedom from danger, risk, or threat of harm, Injury, or loss to
personnel and/or property, whether caused deliberately or accident. On the other hand, safety is
related to the condition of being protected from or unlikely to cause danger, risk or injury.
Element safety is the most important to keep ourselves in good condition. The Star (2017)
concluded that all express buses must be equipped with the device by 2020 and reassigning the
bus route to ensure safety. In addition, the Speed Limiter Device (SLD) was beneficial for public

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bus companies as the bus operators were able to do real-time monitoring on their fleet from the
headquarters via the global positioning system (GPS). The use of unfamiliar roads are most
factors of accidents in road transport and is supported by Plankermann (2013) research that, "An
experienced driver who is driving in an unfamiliar environment would perform tasks such as
shifting at the control / skill-based level and tasks such as turning at an intersection at the rule-
based level.

2.2. Theoretical framework

The theory that best explain customer interest in using transportation services is a consumer
behavior theory though neither addresses the relationship between customer preferences and
actual purchase.

2.2.1. Consumer behavior theory.

8Schiffman (2016) elaborate on the definition by explaining that consumer behaviour is,
therefore, the study of how individuals make decisions to spend their available resources (time,
money, effort) on consumption-related items. It includes the study of what, why, when, where
and how often they purchase and how they use the purchased product. In addition, it
encompasses all the behaviours that consumers display in searching for, purchasing, using,
evaluating and disposing of products and services that they expect will satisfy their needs.

Different literature has established consumer buying behavior theories relating to Factors
Influencing Consumer Behaviour and Buying Decision Process Model as explained below.

Factors Influencing Consumer Behaviour. The factors influencing a consumer’s purchasing

decisions and buying behaviour include, social, technology and cultural, personal factors Philip,
et al. (2006); Schiffman and Kanuk (2006). The factors are described below:

A. Social factors:

According to Sirgy (1982) there are several social features of a social class. The behaviour of
members of the social class structure, education levels, attitudes, values and communication
styles are similar, and these characteristics are different from other social class members.

B. Cultural factors:

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Culture is the sum of a shared purpose among members of society, customs, norms and traditions
(Craig & Douglas, 2006). Culture involves society’s thoughts, words, their traditions, language,
materials, attitudes and feelings. One of the elements that make culture is beliefs. Beliefs of the
people in a community can show similarities. The desire of a person may be determined by one’s
culture.

C. Technology factors:

According to Empathica (2013) consumers are becoming empowered by the use of new
technologies. These technology savvy consumers have changed the rules of commerce and have
shifted the balance of power in their favor when it comes to the relationships they have with
brands. Adoption of these technologies is expected to accelerate rather than slow down

D. Personal factors/Buyer’s profile:

According to Davis (1976) personal factors or buyer’s profile are summarized into three namely-
marital roles whose influence varies by product category, marital role involvement within
product category varies by specific decisions and decision stages and marital role involvement
for any consumer decision varies among families

2.3. Conceptual frame work

A conceptual framework is an analytical tool that is used to get a comprehensive understanding

of a phenomenon. It can be used in different fields of work and is most commonly used to
visually explain the key concepts or variables and the relationships between them that need to be
studied (Jacob Benestry,2006)

 ACCESSIBILITY
Independent variable
 CONVENIENCE
Dependent variable
 SAFETY
 PRICE  CUSTOMER INTEREST

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Figure 01: Relationship between safety, convenience and accessibility on influencing customers’
interests in using transportation services

2.4.0 EMPIRICAL STUDIES

2.4.1 General studies

Zhung and Lu (2016) conducted a research entitled “Factors affecting the demand for the taxi:
Evidence from Zhujiang china formed that factor caught the attention of customer when they
choosen car ordering application. These factors given by different online transportation
companies, the time taken for the driver response. From the survey discount offered online
transportation companies are very attractive to consumer.

Muhammad N, (2012), conducted a study with the title “factors influencing passenger’s
preference toward the use of transport service’ ’the study finally concludes that there was a
moderate to strong positive and significant association with all the three independent variables
which are safety, accessibility and convenience toward passenger preference of public bus from
Kelantan to northern region in Indonesia and all the hypothesis of the study were accepted.

Juliater Simarmata, (2019) conducted a research titled "factors influenced the customer to use
transportation services" in Pakistan and found that, image, ease-of use of the application, price
and promotion have a very significant role in enhancing or influencing the passengers’ interest in
transportation services. To maintain a good image, comment that operators should consistently
evaluate their drivers and develop a high standards of performance for them.

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Ackarade 2015 with the title "Insights on Crub-Taxi: An extensive Ride Service in Thailand state
that fast travel, certainty, travel security and comfort of the trip are the most influencing factors
behind the decision to use crub-taxi. Taxi drivers assess the freedom of time, the number of
channel that are connected to passengers; an efficient system, higher income and prosperity are
their motivations for participation. But concern and challenges remains their traditional
provisions and regulation are the challenges going forward

Mohd, S&Kainat, A(2020) conducted a study on factors affecting buying behaviour of customer
for personal car by fuel categories in India and states that the five(5) factors that influencing
tourists using Go- Jek applications are external factors, psychological factors, internal factors,
motivation factors and energy serving factors which are these factors have the biggest
contribution are external factors namely reference, price, competition, security, perception and
truth in using internet.

2.4.2. Study done in Africa

Malisha P, (2016) conducted a study on the factors affecting the consumer decision making
process in Africa, the study revealed that there are several factors that affect the consumer to
purchase the services in East and West which are product factor like price, availability and
quality, market factor like, visibility and promotion and purchasing factor like tests and product
preference.

Thuku M, (2018), also conducted a study on the "factors influenced the consumer purchase
decision in Kenya Motor industry case study of Isuzu East Africa customer" and revealed that
such factors are economic factors like price and level of income, social factors like personal
income and family, promotion mix strategies like advertisement and promotion and
psychological factors like perception, attitude and personality.

Tong et al (2017). State that increase of awareness and unique benefits of taxi application would
likely result in change the world travel and radar the near factors. Chan et al (2016) passenger in
Thailand state that "using a crub taxi application has decrease duration of travel, ensured
destruction is reached, safety, and comfort, these has become factors that influencing the
customer's decision to the cru- taxi

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Wembury O, (2016) conducted a study entitled " Factors influenced customer decision in using
transportation application based "Matatu" conducted in Kenya with a sample size of 100 students
as its respondents. The results show that services quality factors customer decision on using
transportation services based on motorbike taxi service order consist of factors, services,
competence of drivers, security, trust, responsiveness, and reliability where the most dominant
factor is service factors.

Furthermore, a research of Ashiabor, Senanu, (2007) on the travel Factors Influencing

Passengers Preference Towards Public Bus Transportation in Senegal" and provide that costs for
modes over the range of income levels in their research show those high-income travelers are
less sensitive to travel cost, since public long-distance modes such as bus, train and airplane are
inherently a part of inter/multimodal transportation system, they are associated with both access
and egress time (Cho, 2013)

2.4.3 Study done in Tanzania

Kelvin.M, (2018). conducted a study on the factors influencing e-commerce consumers purchase
intention: The case study of higher learning institutions in Tanzania and describes that trust,
search cost, prices, and customer support influence student consumers' online purchase intention.

Karinga, Abubakar Omari (2015) conducted a study on "Factors Influencing Consumer Buying
Behaviour on Household Products in Tanzania", The Case of Dar es Salaam. Master’s thesis,
The Open University of Tanzania. The study specifically the influence of social and cultural,
psychological/personal class, demographic and economic factors are among the factors
influencing consumer buying behaviour on household products.

Andrew M, (2013), conducted a study with the title "Factors influencing customers’ preference
and satisfaction in Urban Public transportation in Tanzania case study Kigoma-Ujij" proposed
that the factors influencing the purchasing behavior of the customer to buy a service are price,
safety, security and time.

2.5 Research gap.

A convenient and reliable transport system is integral for every country’s development. By
considering such factor, convenience, accessibility and safety transportation must be taken into

15
consideration when the planning for provision of quality, distribution and satisfactory
transportation services. Therefore, by considering previously reviews of the study conducted
based on analyses on the factors influencing customers interest in using transportation services,
did not analyze the impact of convenience, safety and accessibility as a factors that influencing
the customer’s interest on using transportation services. In order to fill such gap, this study
concentrates on showing the impact of convenience, accessibility and safety. Determinants on
influencing customer’s interest in using transportation services in Ubungo municipal city

CHAPTER THREE

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 RESEARCH METHODOLOGY

5.0 Introduction

This chapter show the whole process on how the study will be conducted systematically.it
include: research design, description of the study area, population of the study, sample size,
sampling procedure, data collection method, data analysis and presentation, validity and
reliability and ethical consideration.

3.0 Research Design

3.1 Research Approach

The research design refers to the overall strategy that you choose to integrate the different
components off the study in a coherent and logical way, thereby, ensuring you will effectively
address the research problem. It constitutes the blueprint for the collections, measurement, and
analysis of the data. This study will use mixed design which involving both qualitative and
quantitative design since the study required numerical and non-numerical data

3.3 Area of research

The study will be conducted in ubungo municipal city According to the statistics of ubungo
municipal council a district has a population of about 1248994

3.3 Population and sample size

The study will be conducted by involving 100 participants within Ubungo municipal city where
for sample size will be characterized by 20 government workers,20 private workers,15 self-
employed,25students,20 others who will meet accidentally and participate in a study.

From,

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 n=N/(1+N(e)2) According to Yamane,1967

Where, Target population is 100

n=100/ (1+100(0.1)2)

Where e is significant error =0.1

n=100/ (1+100 {0.01})

n=100/2

n=50

sample size will be 50

Hence the targeted population will be 100

While the sample size will be 50

Table 1: Study Population

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S/N Category of respondent Number of respondent

1 government workers, 20

2 private workers 20

3 Self employed 15

4 students, 25

5 others 20

6 TOTAL 100

3.4 Sampling Techniques

The study will use both random sampling and purposive sampling as a sampling
technique
3.4.1 Random sampling
Refer by the technique used by the researcher to acquire the information him/her
demand from the respondents. It conducted randomly where each respondent is a
subset has a chance to participate in research. For example, passenger will have a
huge chance to participate to a researcher in order to get the right information on the
factors influencing customer satisfaction in using transportation services.
3.4.2 Purposive sampling
this is the technique that require to use respondents who have high knowledge on the
issue taken by a researcher so the use of this kind of respondents will help a
researcher have an expected result as he required to be and finally to prepare
complete research with no any weakness.

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3.5.0. Data Collection Methods.

The study will use both primary data and secondary data collection method for gathering
information from the respondents.

3.5.1. Primary Data Collection.

Is the data observed or collected directly from first-hand experience, it involves the collection of
original primary data by researchers, it is often under taken after researchers have been gaining
some insight into an issue by reviewing secondary research or by analyzing previous collected
primary data.

Primary data will be gathered through a survey using a direct observation and face to face
interviews, the questionnaires administered to passengers, commuter bus drivers, transportation
companies, traders and pedestrian.

3.5.2. Secondary Data Collection.

Refers to data that collected by someone other than the user, common sources of secondary data
for social sciences including census information collected by government departments,
organizational records and data that will be collected by the other research purposes.

Secondary data gathering through library research and documentary evidence, both published
and unpublished sources of information were reviewed. The secondary data will be collecting
within National Institute of Transport (NIT) library and offices, research reports, workshops,
papers and other secondary data from various sources such as SUMATRA Annual reports, also
from media publications i.e. newspaper, journals, the internet.

3.6.0 Tools for Data Collection.

3.6.1. Questionnaire

This study will use questionnaire method since it will cover a wide area, also there have no bias
on the side of the researcher and the respondents. A questionnaire will administer to private
vehicles, commuter bus drivers, employees, students and all other traffic jams stakeholders.

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3.6.2. Interview

John.D, (2011). Define Interview as a qualitative research technique which involves conducting
intensive individual interviews with a small number of respondents to explore their perspectives
on a particular idea, program or situation. The reason to use this method is to save time since the
respondents simple answer what has been asked, it is systematic, it has reliability for information
collected is high due to have a similar question, any person to person interaction between two or
more individuals with specific purposes. The method will be used to collect information from
Ubungo municipal city dwellers, the rationale for choosing this method is that, if designed and
conducting in a professional manner the method would be effectively give the right information.

3.6.3. Observation

This is purposeful, systematic and selective way watching and listening in an interaction or
phenomenon as it takes place. The technique will guide the researcher on getting the required
data and information through the process the results of paying personal visits on the field ground
and therefore will have a live coverage of what happened over there and more time to discuss
with respondents. This virtually will help the researchers in justify some supportive events to be
included in the research report.

3.7. Documentary review

Various documents will be reviewed in journal and books related with the study and municipal
Officer’s office as well as at different libraries of municipal. The documents to be reviewed
include; records on the trend of performance of Ubungo municipal ICDs, these documents will
be obtained from TPA and ICDs officer’s office.

3.8 Data Analysis

Descriptive analysis will be used to analyze the quantitative data and being presented by using
tables.

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3.7. Reliability and validity

Fiona M.(july2021), define reliability refers to how consistently a method measures something.
If the same result can be consistently achieved by using the same methods under the same
circumstances, the measurement is considered reliable.

Validity refers to how accurately a method measures what it is intended to measure. If research
has high validity, that means it produces results that correspond to real properties, characteristics,
and variations in the physical or social world.

Reliability and validity area important concepts in this research since it will use to evaluate the
quality of research. They indicate how well a method, technique or test measures something.
Reliability is about the consistency of a measure, and validity is about the accuracy of a measure.

4.0 Ethical issues

The researcher treated all information will be obtained from respondents confidentially without
disclosing respondents’ identity and the researcher was open minded as possible and ready to
articulate opinions as they were given

22
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