Determinants of Customer Satisfaction and Loyalty in Public Transport: A PLS-SEM Approach

Public transport (PT) continues to receive much attention from many countries as a means to reduce traffic congestion, accident, and pollution. Moreover, PT can boost mobility, physical and social leisure activities for the public. To enhance PT ridership, it is important to enhance its customer loyalty. This study is designed to examine the interrelationships between factors such as accessibility, availability, reliability, comfortability, and safety and security, satisfaction, and loyalty. A total of 179 respondents participated in this study. Partial least squares structural equation modelling (PLS-SEM) was used for data analysis. The results show that availability, safety and security are positively related to user satisfaction. Moreover, satisfaction has been found to be positively related to loyalty. These results suggest that practitioners should focus on availability and safety and security which can enhance satisfaction followed by loyalty. Scholars are recommended to further study other variables which can impact on satisfaction and loyalty.