Relationship Between Transportation Service Quality General Consumer Satisfaction (Case Study: KPUM Route 64 Medan City)

Abstract

This study aims to: (1) assess the level of service quality, (2) examine the relationship between service quality and customer satisfaction, and (3) identify the service quality factors that most influence customer satisfaction. The research is a survey-based study, utilizing a questionnaire as the data collection tool, which is then analyzed using quantitative methods. The research sample comprised 100 respondents, and the data was analyzed using the Spearman Rank test. The results from the Spearman Rank test, analyzed with SPSS, show that the service quality variables in the dimensions of Tangibles, Reliability, and Assurance exhibit a positive and significant relationship with consumer satisfaction, categorized as strong. Meanwhile, for the Responsiveness and Empathy dimensions, a positive and significant relationship was found, though categorized as moderately strong.