CHAPTER 1

1.1 BACKGROUND TO THE STUDY

Transport is the provision of services consisting in the movement of cargo or additional

services directly related to it. Transport is a set of activities involving the movement of, material

goods in time and space, using appropriate technical means (Neider, 2008). Transport is similarly

defined by Madeyski, Lissowska and Marzec (1971), according to whom transport is technically,

organizationally and economically separated from other activities, and it is a deliberate movement

of all loads and people.Transportation is a critical sector that underpins economic activities and

societal development. Road transportation is a necessary end right from early history. The mobility

of people and materials especially in the present days become one of the greatest needs that have to

be adequately satisfied in our society and economy at large (Raoniar, Rao & Senathipathi, 2015).

This means that without transportation management system, the entire economy will suffer

stagnation.Transport has been likened to the human blood circulatory system whose healthy

functioning is a necessary condition for the sustenance of human life (Budiono, 2009).

Transportation is a process that involves the movement of commuters, goods and services

from a given point of origin to a specific destination (Aworemi, Abdul-hazeez & Olaogun 2006).

The efficient movement of people and goods is essential for trade, commerce, and overall

connectivity within a region. In the modern business landscape, the quality of services provided by

transport companies goes beyond the physical act of moving from one point to another. It

encompasses various elements such as punctuality, safety, reliability, and customer interactions.

Strategic decisions include customer satisfaction and for the organization(s) to fulfill the demands

for their customers, they are required to provide quick, reliable, and proficient services (Sharif,

2005).

In recent times, there has been a significant shift in the way businesses operate, driven by

advancements in information technology. The innovation of information technology and its

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introduction into business operations have improved the relationship between businesses and

customers since information technology offers better services to customers every time they do

business or offered services (Ho & Mallick, 2010). The integration of technology into various

industries, including transportation, has become imperative for staying competitive and meeting

customer expectations. Information technology not only facilitates the operational aspects of

transport companies but also plays a crucial role in enhancing communication, tracking, and overall

service delivery. Information and communication technologies (ICTs) have considerable

importance for transport systems, as they provide access to travel information, planning tools,

opportunities to share transport modes, to work at-a-distance, compare transport mode cost, make

payment, improve safety and health, and to communicate travel patterns (Gosling, 2017). The

convergence of service delivery and information technology plays a pivotal role in shaping

customer satisfaction. This is particularly evident in the transport sector, where the efficient and

effective movement of people and goods relies on a seamless integration of services and

technological advancements. This research aims to investigate the impact of service delivery and

information technology on customer satisfaction within selected transport companies in Jos

Metropolis, Plateau State.

The Jos Metropolis, situated in Plateau State, serves as a unique context for this research. As an

urban center with diverse economic activities, transportation is vital for the daily lives of its

residents and the functioning of businesses. The selected transport companies - God is Good

Transport, Chi Boy Transport, A B C, Valgee, Dr. Fish, and Green Stallion - operate within this

dynamic environment, and their service delivery practices are likely to be influenced by the

evolving technological landscape.

Despite the importance of transportation and the increasing reliance on technology, there is a

need to assess how these selected transport companies in Jos Metropolis are leveraging information

technology to enhance their service delivery and, ultimately, customer satisfaction. Furthermore,

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understanding the factors that contribute to or hinder customer satisfaction in the transport sector is

crucial for the sustainable growth of these companies. By examining the interplay between service

delivery, information technology adoption, and customer satisfaction, this research seeks to provide

practical recommendations that can be used by the transport companies, policymakers, and other

stakeholders to improve their operations and meet the evolving needs of their customers.

In summary, the background of the study highlights the significance of the transport sector in

Jos Metropolis, emphasizes the changing landscape influenced by information technology, and

identifies the research gap that this study aims to address for the benefit of the transport companies

and the broader community.

1.2 STATEMENT OF THE PROBLEM

Transportation is a critical component of economic and social activities, and the quality of

service provided by transport companies significantly influences customer satisfaction. In an era

dominated by technological advancements, the integration of information technology into service

delivery has become imperative. However, the extent to which these transport companies in Jos

Metropolis leverage technology to enhance customer satisfaction remains unclear. This research

seeks to address this gap by examining the impact of service delivery and information technology

on customer satisfaction within the specified transport companies.

1.3 RESEARCH QUESTIONS

The research will be guided by the following questions:

1. What is the relationship between service delivery and customer satisfaction in some selected

transport companies in Jos, Plateau state.

2. What is the role of Information Technology (IT) on Customer Satisfaction within the selected

transport companies?

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3. To what extent does Information Technology impact Service delivery ?

4. What has been the effect of Information Technology on Service Delivery and Customer

Satisfaction?

1.4 RESEARCH OBJECTIVES

The primary objectives of this research are as follows:

1. To investigate the relationship between service delivery and customer satisfaction in selected

transport companies in Jos, Plateau state.

2. To assess the influence of Information Technology (IT) on customer satisfaction within the

selected transport companies.

3. To determine the impact of Information Technology on Service Delivery.

4. To examine the role of Information Technology on service delivery and customer satisfaction

within the selected transport organizations.

1.5 RESEARCH HYPOTHESIS

The following research hypotheses will be tested in the study.

1. There is a positive relationship between service delivery and customer satisfaction in selected

transport companies in Jos, Plateau state.

2. Information Technology (IT) does not have a significant impact on customer satisfaction.

3. Information Technology has no effect on Service Delivery.

4. Information Technology plays a significant role in enhancing both service delivery and

customer satisfaction.

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 1.6 SIGNIFICANCE OF THE STUDY

The research holds significant practical implications for the selected transport companies

operating in Jos Metropolis, Plateau State. By offering actionable insights and recommendations,

the study aims to assist companies such as God is Good Transport, Chi Boy Transport, A B C,

Valgee, Dr. Fish, and Green Stallion in enhancing their service delivery and information

technology practices. These practical guidelines have the potential to result in operational

enhancements, heightened levels of customer satisfaction, and a competitive edge within the

dynamic transport sector.

Additionally, policymakers and regulatory bodies within the transportation industry can

benefit from the research findings. The study is anticipated to furnish valuable recommendations

for policy adjustments or enhancements that could facilitate the integration of information

technology and elevate service standards across the sector, thereby enhancing overall efficiency

and effectiveness. Moreover, the study holds promise for end-users of transportation services by

potentially enhancing their customer experiences. By aligning service delivery practices with

customer expectations and leveraging information technology effectively, transport companies can

attract and retain more customers, thereby fostering sustainable growth and improved market

positioning within the competitive transport industry.

Academically, the research contributes to the existing body of knowledge by addressing gaps

in the literature and offering a detailed analysis of the impact of service delivery and information

technology on customer satisfaction in the context of Jos Metropolis. These insights serve as a

valuable resource for future researchers and scholars interested in delving into similar topics within

the transportation sector, fostering further academic inquiry and understanding. In essence, the

significance of the study lies in its potential to bring about practical improvements in service

delivery, inform policy decisions, contribute to academic knowledge, enhance customer

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experiences, boost business competitiveness, and positively impact economic development and

community well-being in Jos Metropolis, Plateau State.

1.7 SCOPE OF THE STUDY

This research focuses on the impact of service delivery and information technology on

customer satisfaction within some selected transport companies operating in Jos Metropolis,

specifically God is Good Transport, Chi Boy Transport, A B C, Valgee, Dr. Fish, and Green

Stallion. The rationale for selecting these companies is the consistent use of information technology

in their services.

1.8 OPERATIONAL DEFINITION OF TERMS

Definitions clarify the meaning of key terms or concepts used in a research study, ensuring

that there is a shared understanding among researchers and readers. Here are operational definitions

for some of the key terms used in the research:

Service Delivery: This refers to the processes and activities involved in providing

transportation services by the selected companies, including but not limited to ticketing,

scheduling, vehicle maintenance, staff professionalism, and customer interactions.

Information Technology (IT): Encompasses the use of digital tools, computer systems,

software applications, and communication technologies employed by the transport companies to

manage and enhance their operational efficiency, customer service, and overall business processes.

Customer Satisfaction: Is the perceived level of contentment and fulfillment experienced by

passengers/customers of the selected transport companies in Jos Metropolis. For example,

punctuality, safety, comfort, communication, and responsiveness to customer needs.

Transport Companies: Are commercial entities engaged in the business of providing

transportation services to individuals and businesses within Jos Metropolis. The selected companies

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include God is Good Transport, Chi Boy Transport, A B C, Valgee, Dr. Fish, and Green Stallion.

These definitions aim to provide clarity and specificity to the key terms used in the research,

facilitating a standardized understanding for both the researchers and readers.

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 CHAPTER 2

LITERATURE REVIEW

This chapter presents a comprehensive review of literature pertinent to the impact of service

delivery and information technology on customer satisfaction within the transport sector. By

examining relevant theories, conceptual frameworks, and empirical studies, this chapter aims to

provide a theoretical foundation for the research and identify gaps that the study seeks to address.

2.1 CONCEPTUAL REVIEW

2.1.1 SERVICE DELIVERY

Service delivery refers to the actual delivery of a service and products to the customer or

clients (Lovelock & Wright, 2002). It is therefore concerned with the where, when, and how a

service product is delivered to the customer and whether this is fair or unfair in nature. The service

concept defines the “how” and the “what” of service design, and helps mediate between customer

needs and an organization's strategic intent (Goldstein, Johnston, Duffy & Rao, 2002).

Service delivery is critical for organizational success. Service organizations design new

service offerings from either the customer’s viewpoint or the organization's delivery viewpoint

(Goldstein et al, 2002). Service sustainability, therefore, hinges on the ability of local stakeholders

to conceptualize and strategize service delivery approaches from a systems perspective. To assess

shifts in stakeholder understanding of factor interactions (Walters and Valcourt, 2021).

According to Chase and Bowen (1991) the management of the innovation of a service delivery

process by leadership should encompass the roles of the people (service providers), technology,

physical facilities, equipment, and the specific processes by which the service is created and

delivered. The framework for the innovation of the service delivery process should be based on the

degree of standardization, transaction volume per time period, locus of profit control, type of

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operating personnel, type of customer contacts, quality control, orientation of facilities, and

motivational characteristics for management and operating personnel (Goldstein et al, 2002).

Service delivery in the transport sector is mainly reactive and proactive in nature. According

to Sijbom, Janssen, & Van-Yperen (2015), service delivery innovation that is reactive is triggered

by problems observed by employees and managers who will highlight problematic practices and

routines that they are responsible to oversee. Reactive service delivery innovation in the transport

sector is pivotal for addressing perceived irregularities, insufficiency, and inefficiencies. This

approach allows transport companies to promptly identify and rectify issues such as delays,

breakdowns, and capacity constraints. By focusing on problem-solving, reactive service delivery

innovation is inherently problem-oriented, ensuring that internal and external stakeholders'

concerns are effectively addressed. This adaptability is particularly crucial in an industry where the

dynamics of technology, regulations, and customer preferences continually evolve.

One reason for perceived service delivery problems is the mismatch between what the

organization intends to provide (its strategic intent) and what its customers/clients may require or

expect (customer/clients’ needs) (Johnston & Clark, 2001). This suggests that reactive service

delivery innovation is essentially in addressing existing problems in the organization identified by

internal and external stakeholders. If what is perceived is below expectation, consumer judges

quality as low and if what is perceived is meets or exceeds expectation then consumer sees quality

to be high.

Critical component of delivering service quality identified are:

Consumer’s expectation which is seen as what they feel service provider should offer and

this is influenced by his/her personal needs

Past experience: The impression other organization(s) (transport) has/have imprinted on the

customer.

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 Word-of-mouth: communication using the spoken word about the what and how their

services are delivered, whether they are efficient and effective to guarantee satisfaction.

Service provider’s communications: It is a presentation of organized service options

provided to customers by the organization's adopted public address system, for example, websites,

smart mobile applications etc to enable consumers with the power of accessibility to choose the

method, time and place to deliver service (Zeithaml et al.,1985).

However, this meaning of expectation is that of service quality literature which is different

from expectation in the customer satisfaction literature which defines expectation as predictions

made by consumer about what is likely to happen during an impending transaction. Consumers’

perception of performance is what he/she experiences.

Proactive service delivery innovation is important because it is aimed at enhancing

organizational practices, procedures and process before problems occurs. The initiatives focus on

continuous performance improvement in the organization. Creative use of delivery modes is

increasingly becoming a new source of differentiation and innovation for organizations today

(Chen, Tsou & Huang, 2009). This simply implies that proactive service delivery innovation holds

significant importance in the transport sector as it is strategically aimed at enhancing organizational

practices, procedures, and processes before problems arise. This forward-thinking approach enables

transport companies to anticipate potential challenges and implement measures to prevent or

mitigate them. By focusing on continuous performance improvement, proactive service delivery

innovation establishes a framework for refining operations, staying ahead of industry trends, and

maintaining a competitive edge in the dynamic transport environment. According to Goldstein et al

(2002); to ensure that the service package and service encounter fit the needs of the customer and

the service organization itself, organizations must focus on proactive measures to design and

delivery their service concept.

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 In addition to the above, service delivery innovation is valuable in organizations because it

improves or enhances the following (Goldstein et al, 2002; Johnston & Clark, 2001):

 Service operation: The way in which the service is delivered.

 Service experience: The customer’s direct experience of the service.

 Service outcome: The benefits and results of the service for the customer or clients.

 Value of the service: The benefits the customer perceives as inherent in the service weighed

against the cost of the service.

As suggested by Tether (2005), and Toivonen and Tuominen (2009), new technology is

considered by early studies as the main driver of service innovation. The impacts of new

technologies in enhancing an organization’s operational efficiency, facilitating better

communication quality with customers, and improving service efficiency are apparent. It can

further increase customer preference elicitation by offering appropriate signifiers to aid users in

formulating and recording their preferences. By better presenting and organizing service options,

customers can find it relatively easier to choose from, and match, the services offered with their

needs, and therefore increase their degree of satisfaction (Piccoli , Lui & Grun, 2017) during and

after transit.

In conclusion, service delivery involves the actual provision of services and products to

customers, considering aspects such as when, where, and how the service is delivered and assessing

its fairness. The service concept, defining the "how" and "what" of service design, serves as a

mediator between customer needs and the organization's strategic intent.

2.1.2 INFORMATION TECHNOLOGY

Service delivery innovation in the modern economy is critical because of the rapidly changing

preferences and the emergence of multiple customer/clients segments with different tastes, values

and patterns. Hence, organizations adopt modern innovation(s) because they seek to deliver

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services and products in a cost-effective fashion, deliver greater value to customers/clients, and

improve service delivery methods to increase profitability and decrease costs. When products or

services become more homogeneous, an original competitive advantage cannot be sustained,

service innovation becomes an effective way for an organization to accelerate its growth rate and

profitability (Chen, Tsou & Huang, 2009). It becomes evident that the integration of IT tools and

systems significantly enhances various aspects of service delivery in the transportation sector. For

instance, real-time tracking systems, online booking platforms, and mobile applications contribute

to increased efficiency and transparency (Tai, Wang & Luo, 2021). This inter-connectedness

allows transport companies to provide customers with accurate information on schedules, vehicle

locations, and booking options, leading to a more streamlined and customer-centric service delivery

process.

Information technology plays a transformative role in service industries, and its integration in

the transport sector is evident in various forms, including online booking systems, real-time

tracking, and mobile applications. Transportation’s connection and interaction functions create

another improvement opportunity . When technological improvements extend services to new users

or increase the variety of services offered they open opportunities for new modes of production and

consumption, as well as for socialization and cultural activities. Users may take up opportunities

not previously available or innovate new activities. In this way, transportation serves an enabling

function, creating qualitative changes in everyday life and society (William, 2021).

Advancements in technology have greatly influenced the development of smart mobility

applications. For example, the widespread adoption of smartphones has enabled the creation of

mobile apps, websites and internet services that provide real-time information about transit

schedules, traffic conditions, and ride-sharing options. Additionally, computer software can be used

to analyze vast amounts of data on transportation patterns (William, 2021) and make predictions

about future demand or optimize routes for efficiency. These tools are critical for developing

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innovative solutions that help improve transportation outcomes for both individuals and

communities as a whole.

Smart Mobility applications (smart mobility applications refer to the use of digital technology

and connected devices to improve transportation efficiency, safety, and sustainability) are expected

to provide significant benefits for transport users, particularly by increasing transport efficiency

(e.g. more flexibility) and improving travel experience (e.g. higher feeling of comfort) (Chen et al,

2009). Furthermore, Smart Mobility applications may also have the potential to significantly

contribute to the achievement of societal goals, like improved traffic safety and less congestion. To

what extent this potential will be materialized depends on its design and management by public

authorities (with actions such as legislation, funding, piloting and public-private cooperation). If

not managed well, Smart Mobility applications’ contribution to achieving societal goals will be less

prominent, and may be even negative (Schroten Et al., 2020).

Smart mobility applications refer to the use of digital technology and connected devices to

improve transportation efficiency, safety, and sustainability. These might include things like ride-

sharing services that optimize routes based on passenger demand and traffic patterns, vehicles

equipped with sensors that can communicate with other cars or infrastructure to prevent accidents

or reduce congestion, or even public transit systems with integrated mobile ticketing and real-time

scheduling information. Overall, these types of applications aim to provide more convenient, cost-

effective modes of transportation while also reducing negating impact on consumers.

The continuous advancement of technology has largely reduced barriers to technology

adoption and thus dramatically changed consumer behaviors. Accordingly, increased proficiency

and reliance on pervasive technology by a growing population have become a common norm in

today’s society (Tai, Wang, & Luo, 2021) for example, chat-bots and automated email responses

can provide fast resolution for common issues while freeing up human agents to focus on more

complex problem-solving tasks. Ultimately, by prioritizing IT solutions that enable seamless

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service delivery and satisfy customer needs at every touch-point in their journey with your brand

leads not only higher retention but also increased revenue growth as loyal satisfied customers are

more likely to spread positive word-of-mouth recommendations leading new business opportunities

through referrals.

Real-time data analytics provided by IT solutions enable transport companies to proactively

identify and address operational challenges, ultimately leading to smoother and more reliable

transportation services. The transparency achieved through technology fosters trust among

customers, positively influencing their satisfaction with the services provided (Lunke, 2020).

While there are positive statements about IT integration into Service Delivery to enable better

Customer Satisfaction, there are also cons which may do more harm than good. These challenges

may include issues related to the implementation of new technologies, data security concerns, and

the need for continuous updates and training. It's important to recognize and address these

challenges for success in combining service delivery and information technology in transportation.

2.1.3 CUSTOMER SATISFACTION

Customer satisfaction is a term that refers to the overall sentiment, contentment, or fulfillment

that a customer experiences after interacting with a company’s products, services, or support. It is a

measure of how well a business meets or exceeds the expectations of its customers (Collaborators,

2024).

Satisfaction (or dissatisfaction) is traditionally considered to be a function of the product’s

performance in relation to expectations or to another standard of comparison. In particular, from

the different definitions that the literature provided, the common element that emerges is an ex-post

evaluative judgment concerning a specific choice of purchase. This judgment is the result of

cognitive, rational processes synthesized in the comparison of the disconfirmation paradigm and

sometimes integrated by affective elements, such as the emotional responses that the result of that

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comparison can evoke (Guido, 2015). The dynamic way of getting citizens/customers of public

services involved so as to enhance their perceptions, expectations and commitment through active

participation, has been a common strategy to obtain a legitimate level of quality of and satisfaction

with services (OECD, 1993; OECD, 1995; OECD, 2000).

Successful organizations use customer needs and expectations as a starting point, developing

proposals around their customers’ needs and expectations, also meeting other corporate

imperatives. Managing satisfaction therefore has to do with managing services and/or products, but

also with managing expectations and perceptions of the citizen/customer. Measuring satisfaction

seems to be just one element in this overall satisfaction management approach. (Thijs &

Staes,2008).

Given the central importance of expectations, it is important to understand how they are

formed (Quality Accounts Commission, 1999). The basic key factors most commonly seen to

influence expectations are described as:

Personal needs: any customer or user of a transport service will have what they regard as a

set of key personal needs that they expect the service to address. These will vary from service to

service and from customer to customer. A clear understanding of these needs is necessary to design

an appropriate service.

Previous experience: Many will have had good or bad service encounters before, an example

would be over-speeding. Their previous experience will in part influence their future expectations

of the service. This can include their past experience of the service in question, but also of other

services – for public services, expectations will be influenced by experience of similar private

services.

Word of mouth communications: expectations will be shaped by communications from

sources other than the service provider itself. This can include family, friends and colleagues, but

more widely the media and other organizations, such as audit agencies.

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 Explicit service communications: statements from staff or from leaflets or other publicity

material can have a direct impact on expectations especially in transit.

Implicit service communication: this includes factors such as the physical appearance of

vehicles e.g. the best quality of a fleet may lead the customer to expect other service aspects to be

of higher quality (Thijs & Staes,2008).

There are two premises to quantify consumer satisfaction according to IvyPanda. (2019):

‘Internal and External Factors’ in the transport industry:

INTERNAL FACTORS:

Under Fleet Management

Vehicle maintenance and quality: The age, condition, and cleanliness of vehicles can

significantly impact passenger comfort and reliability.

Route optimization and scheduling: Efficient route planning and adherence to schedules ensure

timely arrivals and minimize passenger waiting times.

Driver training and professionalism: Driver skills, knowledge of routes, and attitude towards

passengers directly influence customer satisfaction.

Under Ticketing and Fare Systems:

Accessibility and convenience: Ensuring multiple ticketing options (physical, online, mobile) and

ease of purchase improves the passenger experience.

Transparency and fairness: Clear fare structures and consistent pricing across different channels

build trust and satisfaction.

Integration with IT systems: Integration with real-time tracking and information systems

enhances efficiency and passenger communication.

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Under Customer Service:

Complaint handling procedures: Effective mechanisms for addressing passenger concerns and

providing timely feedback demonstrates responsiveness and professionalism.

Communication and information dissemination: Clear and accessible communication of

schedules, delays, and service updates minimizes inconvenience and builds trust.

Accessibility for diverse needs: Providing assistance for passengers with disabilities, older adults,

and those with luggage demonstrates inclusivity and improves service delivery.

EXTERNAL FACTORS:

Under Urban Infrastructure:

Road conditions and traffic congestion: Traffic jams and poor road maintenance directly impact

journey times and passenger experience.

Bus terminal facilities and amenities: Availability of clean and well-maintained waiting areas,

restrooms, and information boards enhance passenger comfort and convenience.

Integration with other transport modes: Effective connections between God is Good Transport,

Chi Boy Transport, A B C, Valgee, Dr Fish, Green Stallion and public transport systems like Jos

Mass Transport can simplify travel and improve accessibility.

Licensing and safety standards: Stringent regulations on vehicle safety and driver qualifications

ensure passenger safety and trust.

Fare regulations and subsidies: Government policies on pricing and subsidies can impact

affordability and accessibility of services.

Under Technological Advancements:

Integration of IT systems: Mobile apps for tracking, ticketing, and information dissemination can

significantly improve service efficiency and passenger experience.

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Adoption of new technologies: Exploring electric vehicles, smart traffic management systems,

and other innovations can lead to greener and more efficient services.

Decisions on customer satisfaction and service quality are arrived at by comparing customers’

expectations with their performance perceptions. Satisfaction and service quality are however, very

distinguishable constructs. Wirtz and Lovelock (2022) see satisfaction as a specific evaluation of a

single consumption experience, stressing that it is a direct and immediate consequence to that

experience and could be seen as a fleeting judgment. In contrast, service quality relates to

comparatively consistent attitudes and beliefs about a firm. Zeithaml et al. (2018) state that though

customer satisfaction and service quality have some things in common, satisfaction is generally

viewed as a broader concept, while service quality relies specifically on components and

dimensions of service. For instance, a passenger may have been dissatisfied with a particular mass

transit after an experience, but will still think that a mass transit offers great services, hence,

satisfaction and quality are interrelated and intertwined. Though the perception of a firm’s overall

service quality is stable, it can change with time in the same direction as transaction-specific

satisfaction ratings (Palmer & O’Neill, 2003). To this end (Wirtz & Lovelock, 2007) state that it is

service quality that in turn induces and informs repurchase intentions.

From profitability and productivity perspectives only activities that produce value for

customers should be carried out. Hence, firms have to get to know their customers much better than

has normally been. However, the company should be able to build trust with the customer so it is

easy to get the feedback from the customer. This is how customer oriented product or service could

be developed (Hill, Brierley & MacDougall 2003.) Customer satisfaction is dynamic and relative.

Only the idea “customer-centric” can help companies improve satisfaction and keep customer truly,

conversely, if competitors improve customer satisfaction, then it may loss corporate customers.

While improving customer satisfaction, customer expectations should be noticed. Service quality,

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product quality and value for money have a direct positive impact on customer satisfaction

(Chattopadhyay & Pradesh, 2019).

The synthesis of service delivery, information technology and customer satisfaction is

essential for businesses to succeed. By leveraging the power of IT to streamline service delivery

processes and create more efficient customer experiences, companies can improve overall

satisfaction levels and build stronger relationships with their customers. For example, online self-

service portals allow users to quickly access information about products or services without having

to wait on hold or navigate complex organizational procedures (IvyPanda, 2019).

2.2 THEORETICAL REVIEW

2.2.1 The SERVQUAL (Service Quality) Model

It can be said that the origin of SERVQUAL Model is derived from the study of Parasuraman,

ZeithamI, and Berry in 1985 based on expectation – perception gap model. SERVQUAL is the

most often used approach for measuring service quality and has been used to compare customers’

expectations before a service encounter and their perceptions of the actual service delivered

(Gronroos, 1982). It helps businesses understand the gap between customer expectations and the

actual service delivered. By assessing these gaps, organizations can identify areas for improvement

and focus on improving their service quality. It also monitors the training needs of the employees.

In 1985 work, Parasuraman, ZeithamI, and Berry illustrated that consumers’ quality

perceptions are influenced by a series of five distinct gaps occurring in organizations which

include:

Knowledge gap: A knowledge gap happens when an organization doesn’t know what its

customers want and can’t reach out to them in the right way.

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 Standards gap: The organization already has an idea of what the customer wants from the

service they provide. If this idea is wrong from the start and doesn’t match what customers want,

there is a big chance that the organization will wrongly put it into a quality policy and rules.

Delivery gap: A gap can also happen when a business provides a service that is different from

what the customer expected. This is also the result of a bad execution. For example, in how

workers follow the rules.

Communications gap: The marketing messages that an organization puts out to the outside

world can sometimes lead customers to have the wrong expectations. It also happens that the

organization talks about and offers things that aren’t in line with what they can actually do.

Satisfaction gap: Dissatisfaction happens when the service a customer expects and the service

they actually get is very different. In the end, this will cause the biggest difference in how people

feel quality.

The service firms and retailers initially used the SERVQUAL model. It is one of the most

reliable asset service providers adapt in cases of measuring the customer’s satisfaction as the top

priority paradigm (Aghdaie. and Faghani., 2012). The organization use this model for assessing the

customer perceptions of service quality and their satisfaction level. It is the analytical techniques

and priority matrix reporting where gaps in service/customer satisfaction exist and positioning in

terms of meeting requirements. In which service indicators are tracked along with additional

metrics such as loyalty and recommendation. The service provider’s main task is to maintain the

service quality of customers and it is the crucial factor for creating customer loyalty, customer

relationship, profitability, motivation, and retention and cost reduction. The five main dimensions

of service quality model namely Tangibility, Reliability, Responsiveness, Assurance and Empathy

which are adapted from (Lim et al., 1999).

The 5 dimensions of service quality of the comprehensive framework that evaluates the

service quality are:

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 Tangibles: This dimension focuses on the physical aspects of the service. It includes the

infrastructure, equipment, employees, and communication. It assesses how tangible elements

contribute to customers’ perception of service quality. In the context of transport services,

Tangibles refer to the physical appearance of facilities, vehicles, and communication materials.This

includes the cleanliness and condition of vehicles, the professionalism of staff, and the clarity and

accessibility of information through various communication channels.

Reliability: This refers to the fulfillment of commitment by the service provider. How

accurately and dependably the service is delivered, the consistency, timeliness, and the absence of

errors all contribute to customer satisfaction.

Reliability is crucial in the transport sector, where adherence to schedules and dependable services

directly influences customer satisfaction.

Responsiveness: It is the willingness of service providers to help customers promptly and

effectively. It measures how quickly and efficiently customer inquiries, requests, or problems are

addressed. The turn-around time of query resolution has to be quick for a positive brand image.

This dimension of SERVQUAL can be applied to assess how well transport companies address

customer inquiries, handle complaints, and respond to service disruptions.

Assurance: It is the guarantee or promise of the employees’ knowledge, competency, and

courtesy. It involves building trust, instilling confidence, and reducing the knowledge gap. It is how

the customers feel about the staff and if they are confident about the services delivered.

For transport companies, this can be evaluated by assessing the professionalism of staff, the level

of security measures in place, and the transparency of communication regarding safety protocols.

Empathy: The extent to which the service providers understand the customers is called

empathy. It requires the providers to have a sound knowledge of the customer’s mindset,

background, needs and demands. The quality of service improves if the provider is well aware of

the customer’s psyche.

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 Empathy in transport services involves understanding and caring about the individual needs of

customers.It includes aspects such as personalized services, clear communication about services,

and efforts to understand and meet customer expectations.

The SERVQUAL authors, Parasuraman et al. (1988) state: ' it [the model] provides a basic

skeleton ... when necessary, can be adapted or supplemented to fit the characteristics or specific

research needs of a particular organization'. It should be noted, however, that in 1991, they state:

'Since SERVQUAL is the basic "skeleton" underlying service quality, it should be used in its

entirety as much as possible. While minor modifications in the wording of items to adapt them to a

specific setting are appropriate, deletion of items could affect the integrity of the scale and cast

doubt on whether the reduced scale fully captures service quality'.

Cronin & Taylor (1992, 1994) questioned the five dimensions of the SERVQUAL model by

arguing that the disconfirmation-based paradigm of the model is flawed. They also provided

empirical evidence that service quality should be measured as an attitude.

2.2.2 THE EXPECTANCY CONFIRMATION THEORY

Expectation Confirmation Theory (ECT) emerged from the fields of consumer research and

social psychology (Oliver, 1980). Initially introduced in marketing to understand consumer

satisfaction and decision-making (Oliver, 1980), ECT has become a cornerstone for understanding

these concepts. Marketing literature emphasizes the critical role of consumer satisfaction in driving

repurchases, loyalty, and retention (Rust & Zahorik, 1993; Churchill & Surprenant, 1982).

The concept of satisfaction in ECT draws from applied psychology research on life and job

satisfaction. Individuals establish initial expectations, and deviations from these expectations

influence their satisfaction levels. Similarly, consumers have basic needs and expectations from

products that fulfill those needs. When a product falls short of expectations, it leads to

disconfirmation – negative attitudes and beliefs about the product (Yang, Lu & Chau, 2013).

22
 This disconfirmation aligns with cognitive dissonance theory, which posits that individuals

experience psychological conflict when their behavior contradicts their beliefs (Harmon-Jones &

Mills, 2019). For instance, users might believe a technology is easy to use but find it complex in

practice. This discrepancy creates a need to realign their attitude towards the technology, leading to

disconfirmation. Conversely, when behavior aligns with beliefs, no dissonance exists.

ECT sheds light on the cognitive post-purchase consequences of satisfaction and attitude. It

builds upon the Howard-Sheth model of consumer satisfaction (Haines, Howard & Sheth, 1970) by

proposing that disconfirmation stems from the comparison between anticipated and received

satisfaction. Importantly, even a product of relatively inferior quality can meet expectations and

lead to acceptable satisfaction levels, especially for one-time use products (Oliver, 1981). This

highlights how pre-purchase expectations and post-purchase experiences jointly shape consumer

satisfaction. Furthermore, a key objective of ECT was to offer guidance to marketers on customer

retention, considering the higher cost of acquiring new customers compared to retaining existing

ones (Anderson & Sullivan, 1993; Dabholkar, Shepherd & Thorpe, 2000).

ECT demonstrates that consumer satisfaction is fueled by belief/disbelief generated as an

outcome of the evaluation of the performance against the expectation (Oliver, 1980). The

conceptual underpinning of ECT theory can be explained in the following steps: formation of

expectation, interaction and experience, confirmation or disconfirmation, and cognitive adjustment

(Hossain & Quaddus, 2012).

These steps explain why consumers purchase transport services again according to Shukla,

Mishra, & Dwivedi, (2023).

Formation of Expectations: Consumers form initial expectations about a specific product or

service prior to purchase based on knowledge and prior experience. This knowledge is acquired

through various mass media communication channels, peers, and influencers. Mass media acts as a

critical source of product information and knowledge for consumers, who form expectations based

23
on advertising, media reports, and other forms of media exposure. In addition, direct channels like

personal selling, opinion leaders, peers, and influencers influence consumers’ knowledge and

expectations about the products. If consumers have access to accurate product information, they

form realistic expectations. However, if the information is misleading, it leads to unrealistic

expectations.

Prior to using transport services, customers form expectations based on various factors such as

previous experiences, word-of-mouth, advertising, and media reports. For example, customers may

expect punctual arrivals, comfortable vehicles, and friendly staff based on advertisements,

recommendations, and past experiences with the transport companies.

Interaction and Experience: Consumers purchase and use the product after carefully

considering the information. Once the consumers use the product, they form perceptions about its

performance.

Upon using the transport services, customers interact with various elements of the service,

including booking processes, vehicle conditions, staff behavior, and overall journey experiences.

These interactions shape their perceptions of the service quality and contribute to their overall

experience.

Confirmation or Disconfirmation: Consumers assess the perceived performance of the

product (or service) based on their initial expectations. There could be three possibilities that can

lead to disconfirmation:

Perceived product performance > expectations = positive disconfirmation

Perceived product performance < expectation = negative disconfirmation

Perceived product performance = expectation = simple confirmation

After using the transport services, customers evaluate whether their experience aligns with

their initial expectations. Positive confirmation occurs when the service exceeds expectations, such

as arriving earlier than scheduled or offering complimentary amenities. Conversely, negative

24
disconfirmation may occur if the service falls short of expectations, such as delays, overcrowded

vehicles, or poor customer service.

Cognitive Adjustment: Based on the confirmation of their expectations, consumers form a

level of satisfaction. Positive disconfirmation and simple confirmation strengthen consumers’

attitudes toward the product, leading to a sense of satisfaction (Oliver & DeSarbo, 1988). In the

case of negative disconfirmation, consumers develop an unfavourable attitude toward the product,

generating dissatisfaction. Consumers satisfied with the performance of the products are more

likely to repurchase products compared to dissatisfied consumers. In some specific cases, even

dissatisfied consumers are forced to repurchase products, due to the absence of any other feasible

alternative or high switching costs. Similarly, all satisfied consumers may not repurchase the same

products, because of intrinsic factors such as variety-seeking behaviour, a need for uniqueness, or

innovativeness (McAlister & Pessemier, 1982).

Based on the confirmation or disconfirmation of their expectations, customers form

perceptions of satisfaction or dissatisfaction with the transport services. Positive experiences,

where the service meets or exceeds expectations, tend to lead to higher levels of satisfaction and

may encourage repeat patronage. Conversely, negative experiences may result in dissatisfaction

and could lead to customers seeking alternative transport options or expressing negative feedback.

ECT is widely used in its field of origin, namely in marketing, to examine multiple facets of

consumer behaviour, such as purchase intentions, loyalty, and satisfaction (Anderson & Sullivan,

1993;Dabholkar, Shepherd & Thorpe, 2000;Oliver, 1981). ECT-based research offers valuable

suggestions to marketers to fully comprehend and respond to customer preferences and

requirements by providing information about the variables impacting post-purchase choices,

eventually establishing long-term connections and achieving corporate growth. Understanding how

customer expectations, experiences, and perceptions influence satisfaction in the transport sector is

crucial for transport companies to improve their service delivery and incorporate information

25
technology effectively. By aligning their services with customer expectations, leveraging

technology to enhance efficiency and convenience, and addressing any areas of dissatisfaction,

transport companies can foster greater customer satisfaction and loyalty in a competitive market.

2.3 EMPIRICAL REVIEW

2.3.1 SERVICE DELIVERY AND CUSTOMER SATISFACTION

Kauma (2017) conducted a study on ‘Service Delivery And Customer satisfaction In

Organizations. The study investigated the relationship between service delivery in various areas

and customer satisfaction in the S.O.U.L Foundation, Uganda.

A significant positive correlation (p < 0.01) was found between education service delivery and

customer satisfaction, indicating that higher quality education services led to increased customer

satisfaction. Another significant positive correlation (p < 0.01) was found between maternal health

service delivery and customer satisfaction. Customers highlighted factors like hygiene, employee

courtesy, and effective teaching methods as contributing to their satisfaction with improvements in

maternal health. Similar significant positive correlations (p < 0.01) were found between service

delivery in poultry keeping, tailoring, computer training, fish farming, and food security, and

customer satisfaction. Customers expressed satisfaction with various aspects of these services, such

as learning techniques, responsiveness of staff, market access (fish farming), and resource

efficiency (computer training).

Overall, the study suggests that improved service delivery across various areas leads to higher

customer satisfaction for the S.O.U.L Foundation.

Ezenwa, , Ejem & Chikwendu, (2012) conducted a study on airline transport where they tried

to evaluate the service quality of a Nigerian Airline with objectives to determining what constitutes

the service variables in the Nigerian air transport Industry, how satisfied are the passengers with the

services of the above mentioned airline and suggest to managers of these airlines on how to

26
improve and promote satisfaction level of passengers. Data was collected from the respondent

using a well structured questionnaire to discover the perception of the passengers of the airline

under study. The "SERVQUAL" model was utilized to analyze and determine the service quality

gaps between the customer's expectation and its perception of the service attributes. It was

discovered from the result that aerocotractors airline exhibited a good service quality in the

empathy, responsiveness and the technical dimension of their services but the reliability; tangible

dimension needs a lot of improvement and generally a mean score of-5.71 showed a poor service

level. On this ground, recommendations were made for airline managers to improve the service that

exhibited a below expectation level of service and regular survey of their performance from their

customers should be carried out to stay informed with the current needs of its passengers.

2.3.2 SERVICE DELIVERY AND INFORMATION TECHNOLOGY

Ng’ang’a (2014) conducted a study on ‘The Impact Of ICT In Service Delivery’. This study

investigated teacher perceptions of the Impact of Information and Communication Technology

(ICT) adoption on the performance of the Ministry of Planning and Devolution (MPD), Korea.

Workers identified specific ICT values that contributed to improved MPD performance. These

included streamlined salary processing, enhanced record keeping, faster response to customer

complaints, efficient document retrieval, and reduced waiting times. The average score for these

factors was 3.12, suggesting a positive perception of ICT's role in modernizing work practices and

fostering a supportive work culture among employees. Furthermore, workers perceived ICT

adoption to improve customer service, with an average score of 2.98. This improvement was

attributed to factors such as quicker complaint resolution, increased transparency and information

dissemination to workers, reduced document misplacement, improved service accessibility through

reduced travel distances, and more efficient dispute resolution. Wholly, respondents believed that

ICT practices have made work easier for the MPD, leading to minimized costs and maximized

27
profits. This suggests that workers perceive a positive connection between ICT adoption and

improved MPD performance and customer service, with the underlying mechanism being increased

efficiency and a more supportive work environment.

Nabanoba, S. (2005) conducted a study on ‘Information Technology And Health Service

Delivery’. The study was an Investigation into the Personal Digital Assistants Project in rural

Uganda the role of Personal Digital Assistants (PDAs) in improving health information

management in Uganda. The findings demonstrate that PDAs have significantly enhanced

healthcare delivery by automating Health Information Management Systems (HMIS) data reporting

and increasing access to medical information for health workers. The success of the project is

attributed to several factors including addressing the health workers needs, using interpersonal

communication for introduction and considering their feedback during the implementation. The

study also acknowledges challenges faced by developing countries in adopting ICTs, including

affordability, lack of electricity and poor infrastructure. The project demonstrates that these

obstacles can be overcome through low-cost technologies, solar power and reliable communication

networks. The study also highlights the importance of a supportive policy environment and user

training for the successful implementation of ICT projects. The study concludes that while new

ICTs hold great promise for development, they should not be seen as a panacea and their

limitations need to be acknowledged.

2.3.3 INFORMATION TECHNOLOGY AND CUSTOMER SATISFACTION

Waramontri, (2023) in the study ‘Effects Of Information Technology And Customer

Satisfaction In Air Transport’, the study explores customer usage of airline websites and factors

influencing their online service satisfaction. A significant portion of customers (42%) visit these

websites to check flight information and services, highlighting the importance of comprehensive

and up-to-date content. Customer satisfaction is most influenced by "website and content" (mean =

28
4.53), followed by "convenience" (mean = 4.23) and "price and promotion" (mean = 4.20). Airlines

can leverage these insights to improve customer satisfaction by providing clear and current

information, user-friendly website design, and convenient booking options across various devices.

This focus on website optimization ultimately leads to increased customer satisfaction and

encourage direct bookings.

M’shadoni, S. (2010), in his study ‘Improving Customer Satisfaction In Transportation

Decision-Making’ using Information Technology inputs to design evaluations of traveler

perceptions to aid customer satisfaction ratings.

This empirical review discusses the differences between the objectives of the NCHRP 3-70

(National Cooperative Highway Research Program 370) research and the current study. While

NCHRP 3-70 aimed to integrate traveler perceptions into design evaluations, this study seeks to

develop a perception-based satisfaction methodology for decision-making purposes. The source

data findings from NCHRP 3-70 validate customer ratings of Level of Service (LOS) and identify

primary attribute determinants, which are valuable for the current research.

The NCHRP 3-70 research team developed an Auto LOS model to estimate mean clip ratings

based on seven explanatory variables, including space mean speed, number of stops, presence of

medians, and pavement quality rating. Multiple linear regression models were created, but a

cumulative logistic regression model was deemed more accurate. Two models were recommended:

Model #1, which prioritizes stops per mile and presence of exclusive left turn lane, and Model #2,

which focuses on percent of free-flow speed and type of median.

Both models adequately estimate LOS distribution and outperform traditional LOS

methodologies. The ultimate goal of the NCHRP study is to establish an integrated multi-modal

LOS methodology, where each mode reports individual LOS. These new methodologies are

intended to be incorporated into the HCM 2010 version, offering improved tools for evaluating

transportation project enhancements.

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 2.3.4 SERVICE DELIVERY, INFORMATION TECHNOLOGY AND CUSTOMER

SATISFACTION

Records, Li & Behlin (2017) in their research, ‘Information Technology, Service Quality and

customer satisfaction. Issues In Information Systems’, examined customer preferences for in-store

versus online transactions across various sectors. The findings reveal a fascinating trend: a majority

of respondents favored in-person interactions for retail and dining experiences. This highlights the

continued importance of physical stores for sectors where product experience and social interaction

are crucial. Interestingly, for travel and entertainment purchases, online transactions reigned

supreme. This suggests that convenience and potentially wider selection play a larger role in these

categories. Security emerged as a key differentiator, with customers feeling more secure in physical

stores across most categories. However, the research also identified a perception of faster

transaction times for online purchases. This presents a challenge for retailers: how to bridge the gap

between perceived security in-store and the efficiency of online transactions. The answer likely lies

in an enhanced customer service strategy that leverages technology for a seamless in-store

experience. Optimizing checkout processes, potentially through self-service options, and

minimizing wait times can significantly improve customer satisfaction. The findings also shed light

on customer dissatisfaction with current technology-mediated customer service, particularly during

checkout. This suggests a need for businesses to re-evaluate their approach to IT integration.

Streamlining the checkout process, potentially through self-service kiosks or mobile applications,

and reducing pressure on cashiers to up-sell services could significantly improve the customer

experience. Overall, this research underscores the importance of understanding customer

preferences and strategically utilizing technology to create a more efficient and secure buying

experience across all channels.

Yongqiang, Yulin, Kai, Joe & Detmar. (2012) their paper studied ‘Satisfaction with

Information Technology Service Delivery: A Social Capital Perspective’. This empirical study

30
investigates the factors influencing user satisfaction with IT services by viewing IT service

provision as a collaborative process between users and IT units. It adopts a relational perspective,

emphasizing structural, cognitive, and relational capital as key factors affecting user satisfaction.

The findings reveal that cognitive capital, represented by shared language between users and IT

units, significantly influences user satisfaction. Similarly, relational capital, reflecting the quality of

relationships between users and IT units, is found to have a significant impact on user satisfaction.

Furthermore, the study identifies two moderating effects of social capital (cognitive and relational)

on the relationship between service quality and user satisfaction. It suggests that higher levels of

cognitive and relational capital strengthen the effect of service quality on user satisfaction.

However, structural capital, which represents the organizational infrastructure supporting IT

services, does not directly influence user satisfaction. Instead, its effect may be mediated by

cognitive and relational capital, as suggested by previous research on social capital. A post-hoc

analysis supports the notion that the influence of structural capital on user satisfaction becomes

insignificant when considering the effects of cognitive and relational capital. This suggests that

structural capital may indirectly affect user satisfaction through its influence on cognitive and

relational capital. Overall, the study highlights the importance of social capital, particularly

cognitive and relational dimensions, in predicting user satisfaction with IT services, and provides

insights into the complex relationships between service quality, social capital, and user satisfaction.

2.4 LITERATURE GAP

Existing literature often focuses on the impact of service delivery on customer satisfaction

but lacks in-depth analysis of the specific factors within service delivery processes that

significantly influence customer perceptions and preferences. Thus, there is a research gap in

identifying and understanding the nuanced elements of service delivery that have the most

substantial impact on customer satisfaction outcomes.

31
 Despite extensive research on the role of Information Technology (IT) in various

industries, there remains a lack of comprehensive understanding regarding the specific

mechanisms through which IT interventions directly affect service delivery and customer

satisfaction within the context of the transport sector. Existing literature often focuses on

general IT adoption trends rather than providing detailed insights into the unique IT

challenges, opportunities, and implications for service delivery optimization and customer

satisfaction enhancement in transportation organizations. Therefore, there is a gap in

elucidating the precise pathways and dynamics through which IT influences service delivery

and customer satisfaction within the transport industry.

While numerous studies have examined the determinants and outcomes of customer

satisfaction across various industries, there remains a dearth of research that delves into the

specific contextual factors influencing customer satisfaction within the transport sector,

particularly in the context of selected transport companies in a specific region. Existing

literature often lacks granularity in exploring the unique challenges, preferences, and

expectations of customers within this industry, thus highlighting a research gap in

understanding the nuanced drivers of customer satisfaction in the transport sector.

In conclusion, this study has identified three crucial areas where research on customer

satisfaction in the transport sector can be further strengthened. Firstly, a deeper understanding of

the specific service delivery elements that most significantly influence customer perceptions and

preferences is required. Secondly, there is a gap in knowledge regarding how IT interventions

directly impact service delivery and customer satisfaction within the transport industry. Finally,

further research is needed to explore the contextual factors influencing customer satisfaction,

particularly within specific transport companies and regions. By addressing these research gaps,

we can gain a more comprehensive understanding of customer satisfaction in the transport sector,

ultimately leading to improved service delivery strategies.

32
 2.5 SUMMARY OF LITERATURE REVIEW

In today's service-driven world, particularly within the transportation sector, understanding

how service delivery, information technology, and customer satisfaction interact is crucial. Service

delivery, encompassing the "where, when, and how" of service provision, directly impacts

customer perception. Proactive service innovation ensures businesses stay ahead of the curve.

Information technology acts as a powerful tool, with features like real-time tracking and data

analysis enhancing efficiency, transparency, and ultimately, the customer experience. However,

challenges like data security and ongoing maintenance exist. Customer satisfaction, influenced by a

web of factors including expectations and past experiences, is the ultimate goal. By understanding

these three pillars and their interactions, transportation companies can leverage IT to streamline

service delivery, create positive customer experiences, and build lasting customer relationships.

Understanding customer expectations is key to improving satisfaction and competitiveness in

the transport sector. The SERVQUAL model helps assess service quality by identifying gaps

between what customers expect and what they experience. These gaps can be in areas like

reliability, communication, or responsiveness. Similarly, the Expectancy Confirmation Theory

highlights how meeting or exceeding initial expectations leads to satisfaction, while falling short

leads to dissatisfaction. By aligning service offerings with customer expectations and leveraging

technology to bridge these gaps, transportation companies can create a more satisfying customer

experience and gain a competitive edge.

Research across various sectors highlights the interconnectedness of these three aspects.

Studies by Kauma (2017) and Ezenwa et al. (2012) demonstrate the positive impact of good service

delivery on customer satisfaction in areas like education, healthcare, and transportation.

Additionally, Ng’ang’a (2014) and Nabanoba (2005) show how information technology (IT) can

improve service delivery through faster processes, better information access, and streamlined

communication. Furthermore, Waramontri (2023) and M’shadoni (2010) emphasize the role of IT

33
in enhancing customer satisfaction in transportation, particularly through user-friendly websites

and incorporating customer preferences into decision-making. Finally, Records et al. (2017)

highlight the importance of understanding customer preferences for different channels (in-store vs.

online) and Yongqiang et al. (2012) stress the value of building strong relationships with customers

to maximize satisfaction with IT services. This research underscores the need for a holistic

approach that considers service delivery, information technology, and customer preferences to

achieve optimal customer satisfaction.

This research has also identified key areas for improving our understanding of customer

satisfaction in the transport sector. First, a deeper dive is needed into the specific aspects of service

delivery that most impact customer perception and preference. Second, there's a lack of knowledge

on how IT interventions directly affect service delivery and satisfaction within transportation.

Finally, more research is required to explore the specific contextual factors influencing customer

satisfaction, particularly within different transport companies and regions. By addressing these

gaps, we can gain a more comprehensive understanding of what drives satisfaction in this sector,

ultimately leading to better service delivery strategies.

In conclusion, achieving optimal customer satisfaction in the transport sector necessitates a

comprehensive understanding of the interplay between service delivery, information technology,

and customer expectations. Proactive service design and efficient IT integration, fostering real-time

tracking and transparency, are crucial for enhancing the customer experience. However, challenges

like data security and ongoing maintenance must be addressed. By leveraging SERVQUAL and

Expectancy Confirmation Theory frameworks to bridge the gap between service promises and

customer perceptions, transportation companies can ensure their offerings align with customer

expectations. Existing research across various industries underscores this interconnectedness. This

study identifies key areas for further exploration within the transport sector: a deeper understanding

of service delivery elements impacting customer perception, the specific influence of IT

34
interventions, and the contextual factors shaping satisfaction across different companies and

regions. By addressing these gaps, we can develop more effective service delivery strategies that

drive customer satisfaction and propel the transport sector forward.

35
 CHAPTER 3

METHODOLOGY

This chapter outlines the methodology employed to conduct the research on the impact of

service delivery and information technology on customer satisfaction within the transport sector in

Jos Metropolis, Plateau State. The chapter provides a detailed account of the research design,

participants, data collection procedures, and data analysis methods.

3.1 RESEARCH DESIGN

The study will adopt survey research design. This was chosen to analyze the impact of

service delivery and information technology on customer satisfaction within selected transport

companies. From the various types of research designs, the survey research design was chosen for

accurate and precise data collection.

3.2 POPULATION OF THE STUDY

The participants in this study consist of all the customers [whose value is too large or infinite

or unknown (Ajireloja, 2023)] of the selected transport companies— God is Good Transport, Chi

Boy Transport, A B C, Valgee, Dr. Fish, and Green Stallion specifically within the Jos Metropolis

in Plateau State.

3.2.1 SAMPLE SIZE DETERMINATION

The Cochran Technique will be adopted to ascertain population sample ‘in situations where

the population size is too large (or infinite) or unknown’(Ajireloja, 2023). The Cochran Formula is

2
Z p(1 − p)
expressed mathematically as follows: n= 2
e

Where:

36
 n = sample size

Z = the Z value corresponding to the desired confidence level or standard normal deviation

based on the desired confidence level at 5% which is 1.96.

p = is the proportion success or those returning positive response

e = margin of error or confidence interval, 6% or 0.6.

NOTE: A proportion of 0.5 is commonly used when dealing with human population. The Z-

score indicates the number of standard deviations by which a raw score or data point is above or

below the mean. A confidence level of 95% is usually used when dealing with human population.

(Ajireloja, 2023).

Applying the formula to the study,

2
Z p(1 − p)
n= 2
e

2
(1.96) x 0.5(1 − 0.5)
¿
(0.06)2

3.8416 x 0.5 x 0.5

¿
0.0036

0.9604
¿
0.0036

¿ 266.78

Sample size must be expressed as a whole number representing the number of participants

required for the study, therefore, n ≅ 267.

Therefore, the sample size, based on the Cochran formula, would be 267 for a population size

which was infinite, with a desired level of precision adopted at 0.6.

37
 3.2.2 SAMPLING TECHNIQUE

To ensure a representative and reliable data sample for the research, a stratified random

sampling approach will be employed. This technique would involve dividing the population of

interest (customers) into subgroups based on their company affiliation (the 6 selected transport

companies). Randomly, participants would be selected from each subgroup in proportion to their

overall representation within the population. This would imply that 6 ÷ 267 = 44.5. Approximated,

it equals 45 for each of the selected transport company.

3.3 SOURCE OF DATA

This study will leverage a mixed-methods approach, employing primary data from participant

questionnaires to gather original insights. Secondary sources like existing literature, reports, and

databases will complement and validate these findings.

On the other hand, primary sources of information/data are first-hand information and were

collected through structured questionnaire administered to the target respondents/participants. The

questionnaire contains multiple-choice questions and 5-point Likert scale questions: Strongly

Agree, Agree, Neutral, Disagree, Strongly Disagree.

This triangulation strengthens research credibility, reliability, and validity, fostering a

comprehensive and rigorous analysis.

3.4 METHOD OF DATA COLLECTION

A structured survey questionnaire will be distributed to customers to assess their perceptions

and expectations regarding service delivery, information technology usage, and overall satisfaction.

Questions will also be tailored to understand the influence of information technology on service

delivery which overall leads to customer satisfaction.

38
 3.5 RESEARCH INSTRUMENT AND MEASURES

A 28-item survey instrument will gather primary data across four key service quality

dimensions: Customer Satisfaction and Information Technology, ‘Service Delivery and

Information Technology’, ‘Service Delivery and Customer Satisfaction’ and ‘Service Delivery,

Customer Satisfaction and Information Technology’. The demographic section captures respondent

profiles, while subsequent sections employ a mix of question formats to elicit individual opinions

and experiences relevant to the research topic.

3.6 VALIDITY AND RELIABILTY OF THE INSTRUMENT

3.6.1 VALIDITY OF INSTRUMENT

The validation of the instrument will be done using the face validity. To enhance the

questionnaire's reliability, an initial step will involve conducting face validity. This process entails

presenting the questionnaire to the supervisor to evaluate whether its content aligns with the

research objectives and employs suitable terminology.

Following the initial assessment, the questionnaire will be refined, and a final version will be

submitted to the supervisor for any necessary corrections. Once approved, the amended

questionnaires will be prepared for field deployment to commence data collection.

3.6.2 RELIABILTY OF THE INSTRUMENT

A Test-retest reliability will be assessed to evaluate the instrument's internal consistency. The

questionnaire will be administered to two separate samples with identical characteristics, drawn

from a different location, with a one-week interval. Cronbach's alpha (α) will be employed to

determine the reliability coefficient. A coefficient of 0.5 or above (Brown, 2011) will indicate

sufficient internal consistency of the instrument.

39
 3.7 METHOD OF DATA ANALYSIS

Simple linear regression analysis will be employed to examine the relationship between the

independent variable (x) and the dependent variable (Y), as expressed by the equation.

It is mathematically represented as Y = a + bx + u. Where:

Y = dependent variable,

x = independent variable,

b = coefficient of the independent variable, and

u = Stochastic variable.

The analysis will be conducted utilizing the Statistical Package for the Social Sciences (SPSS)

to thoroughly analyze the elicited data. Subsequently, the outcomes from SPSS will undergo

assessment through standard error tests. Additionally, the T-test will be employed to validate the

findings, ensuring the robustness and accuracy of the analysis.

40
 LETTER OF INTRODUCTION

Dear respondents,

I am a student of the above named institution carrying out a research on the topic the ‘Impact Of Service

Delivery And Information Technology On Customer Satisfaction In Selected Transport Companies

In Jos Metropolis Of Plateau State’, Nigeria as part of the requirements for the award of B.Sc in Business

Management. The information provided will enable me accomplish this task, and shall be treated

confidentially. Thanks for your cooperation

41
TITLE: Impact of Service Delivery and Information Technology on Customer Satisfaction

INSTRUCTIONS

Please kindly indicate your answer by ticking (🗸) on the appropriate column that contain the options suitable
to you only one tick is required for any of these questions.

Note that the acronym on the table below means:

SA= Strongly agree

A= Agree

UN= Undecided

SD= Strongly disagree

D= Disagree

DEMOGRAPHICS:

Age Range: 18-24 ( ) 25-34 ( ) 35-44 ( ) 45-54 ( ) 55+ ( )

Gender: Male ( ) Female ( )

Highest Level of Education ________________________

SECTION 1: SERVICE DELIVERY AND INFORMATION TECHNOLOGY

S/N QUESTIONS SA A UD D SD

1 It is easy to find accurate and up-to-date

information about schedules, routes, and fares
using the transport company's website or
mobile app.

2 Information provided about the services (e.g.,

schedules, routes) is accurate and updated
through technological platforms.

42
3 The user interface and experience provided by
our company's technology platforms during the
service delivery process is user-friendly.

4 The level of personalization and customization

offered through our company's technology
platforms during the service delivery process is
satisfactory.

5 Firms operate at hours convenient to all

customers with the aid of technology for
scheduling and operations.

6 Customer feedback is actively sought and

considered in service delivery improvements,
facilitated by technological feedback systems.

7 The company's use of technology enhances the

overall experience as a customer during the
service delivery process

SECTION 2: CUSTOMER SATISFACTION AND INFORMATION TECHNOLOGY

S/N QUESTIONS SA A UD D SD

1 You are satisfied with the convenience of

making purchases or transactions through our
online platforms.

2 You feel protected with the security measures

implemented to protect your personal
information when using their online platforms.

3 The quality of the information provided

through our online platforms in assisting your
decision-making process is user-friendly.

4 The transport companies understand and cater

to individual customer needs through
personalized technological solutions.

5 Firms operate at hours convenient to all

customers with the aid of technology for
scheduling and operations.

43
6 Customer feedback is actively sought and
considered in service improvements, facilitated
by technological feedback systems.

7 You believe that the company effectively

integrates technology to improve the overall
customer experience.

SECTION 3: SERVICE DELIVERY AND CUSTOMER SATISFACTION

S/N QUESTIONS SA A UD D SD

1 You are satisfied with the timeliness of the

service provided by the firm.

2 The professionalism and friendliness of the

staff and service delivery personnel is
customer friendly.

3 The transport companies are responsive to

service disruptions and customer concerns,
and push for quick resolutions.

4 You encounter difficulties or inconveniences

when interacting with service delivery
channels (e.g., phone support, online chat,
Artificial Intelligence chat-bots).

5 The firm consistently delivers on the promises

made regarding the quality and scope of the
services offered.

6 The overall convenience and accessibility of

our service delivery options are satisfactory.

7 You are likely to recommend the company to

others based on your experience with our
service delivery.

SECTION 4: SERVICE DELIVERY, CUSTOMER SATISFACTION & INFORMATION

TECHNOLOGY

S/N QUESTIONS SA A UD D SD

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1 The communication provided throughout the
service delivery process, including updates,
notifications, and clarifications delivered
through information technology channels were
sufficiently adequate.

2 The use of technology by the company

increases trust and confidence in their brand
during the service delivery process.

3 The service delivery personnel's

professionalism and friendliness were client-
centered by their interaction with technological
tools.

4 The self-service options on the online

platforms (e.g., FAQs, troubleshooting guides,
online chat support) during the service
interaction were consumer-friendly.

5 You are satisfied with the level of innovation

and technological advancements the company
introduces to improve the service delivery
experience.

6 Overall, the firm effectively integrates

technology to improve the overall customer
experience during the service delivery process.

7 Based on the experience with both your service

delivery, satisfaction and technology
integration, you are likely to recommend the
company to others.

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