ABSTRACT

This study delves into the critical relationship between service quality and customer satisfaction in the context of the inter-urban bus travel industry, specifically focusing on Vatican Express Douala, a prominent transportation service provider in Douala, Cameroon. The research underscores the indispensable role of the logistics and transportation sector in facilitating economic growth and development by enabling the timely and efficient movement of goods and people. Recognizing the challenges faced by the inter-urban bus travel industry in Cameroon, including aging fleets, poor road conditions, and inadequate regulatory frameworks, the study aims to identify key service quality dimensions that significantly influence customer satisfaction. Utilizing a comprehensive mixed-method research design, data were collected through structured surveys and in-depth interviews with customers and stakeholders of Vatican Express Douala. The SERVQUAL model, a well-established framework for evaluating service quality, served as the foundational model for this study, focusing on its five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. The research highlighted several service quality issues prevalent in the industry, such as the poor condition of vehicles, lack of adherence to schedules, and inadequate customer support. These factors have been identified as major contributors to customer dissatisfaction, negatively impacting the reputation and market share of Vatican Express Douala. The findings of this research are significant for multiple stakeholders. For Vatican Express Douala, the study provides detailed insights into the areas requiring immediate attention and improvement, such as enhancing the physical condition of buses, ensuring timely service delivery, and improving customer interaction and support. For other inter-urban bus companies, the research offers a valuable benchmark for assessing and enhancing their service quality standards. Furthermore, the study’s implications extend to policymakers and regulatory bodies, highlighting the need for stringent quality control measures and supportive policies that promote high service standards and customer satisfaction in the transportation sector. The research contributes to the broader academic and practical understanding of service quality and customer satisfaction within the context of developing countries. It offers a robust framework for evaluating service quality in the inter-urban bus travel industry and provides actionable recommendations for improving service delivery and customer experiences. Ultimately, the study aims to foster a competitive, customer-focused transportation sector in Cameroon, ensuring that service providers can meet and exceed customer expectations, thereby driving customer loyalty and long-term business success. This comprehensive examination of service quality’s effects on customer satisfaction provides a foundation for future research and policy development aimed at enhancing the overall quality of transportation services in Cameroon and similar contexts.

CHAPTER ONE

GENERAL INTRODUCTION

Introduction

This chapter presents an overview of the research, including the context, problem statement, research questions and objectives, hypotheses, justification, significance, scope and delimitations, and the organization of the dissertation.

1.2 Research Context

The logistics and transportation industry plays a vital role in facilitating the movement of goods and people globally. Efficient logistics operations are essential for economic growth and development, as they enable the timely delivery of raw materials, finished products, and services (Tseng et al., 2005). The industry encompasses various modes of transportation, including air, sea, rail, and road, and involves a complex network of activities such as warehousing, inventory management, and distribution (Rushton et al., 2010).

Globally, the logistics industry has experienced significant growth in recent decades, driven by factors such as globalization, technological advancements, and changing consumer demands Rodrigue et al., (2013). According to the World Bank (2018), the logistics industry accounts for approximately 12% of the global gross domestic product (GDP), highlighting its substantial economic impact.

In Africa, the transportation sector faces numerous challenges, including poor infrastructure, inadequate regulation, and limited resources Kunaka, (2013). Many African countries struggle with inadequate road networks, outdated rail systems, and inefficient ports, which hamper the smooth flow of goods and services Teravaninthorn and Raballand, (2009). These infrastructural deficiencies contribute to high transportation costs, longer transit times, and reduced competitiveness in both domestic and international markets Arvis et al., (2010).

Moreover, the regulatory environment in many African countries is often characterized by fragmented policies, outdated legislation, and weak enforcement mechanisms, which can hinder the efficient operation of logistics and transportation companies Kunaka, (2013). Limited resources, such as skilled labor, financing, and technological capabilities, further exacerbate the challenges faced by the industry in Africa Arvis et al., (2010).

In Cameroon, the transportation sector plays a crucial role in facilitating the movement of goods and people within the country and across its borders. The road network is the primary mode of transportation, accounting for approximately 90% of passenger and freight movements Fambon et al., (2018). However, the road infrastructure in Cameroon faces significant challenges, including poor maintenance, inadequate investment, and limited connectivity to rural areas (Kamga and Yazici, 2014).

The inter-urban bus travel industry is a vital component of the transportation system in Cameroon, connecting major cities and providing essential services to the population. Companies operating in this industry play a crucial role in facilitating the movement of people for various purposes, including business, education, and tourism Fambon et al., (2018).

However, the inter-urban bus travel industry in Cameroon faces several challenges that may impact service quality and customer satisfaction. These challenges include aging vehicle fleets, poor road conditions, traffic congestion, and inadequate regulation and oversight (Kamga and Yazici, 2014). Additionally, issues such as driver behavior, safety concerns, and limited customer support can further contribute to customer dissatisfaction Adzigbey et al., (2007).

In the city of Douala, which is the economic capital of Cameroon, the inter-urban bus travel industry plays a significant role in facilitating the movement of people and goods Fambon et al., (2018). Vatican Express Douala is one of the prominent inter-urban bus travel agencies operating in the Douala region, serving various destinations within Cameroon and neighboring countries.

As a service provider in the transportation industry, Vatican Express Douala’s performance is heavily dependent on delivering high-quality services that meet or exceed customer expectations. Service quality has been recognized as a critical factor influencing customer satisfaction and loyalty in the transportation sector Wen et al., (2005); Ojo et al., (2019).

According to the SERVQUAL model, developed by Parasuraman et al. (1988), service quality can be evaluated based on five dimensions: tangibles, reliability, responsiveness, assurance, and empathy. These dimensions encompass various aspects of service delivery, such as the physical facilities, equipment, and appearance of personnel (tangibles), the ability to perform the promised service dependably and accurately (reliability), the willingness to help customers and provide prompt service (responsiveness), the knowledge and courtesy of employees and their ability to inspire trust and confidence (assurance), and the caring, individualized attention provided to customers (empathy).

In the context of the inter-urban bus travel industry, these service quality dimensions can be applied to evaluate factors such as vehicle condition, adherence to schedules, staff behavior, safety measures, and customer support Ojo et al., (2019; Wen et al., (2005). Numerous studies have highlighted the importance of service quality in the transportation industry and its impact on customer satisfaction. Wen et al. (2005) investigated the relationship between service quality and customer satisfaction in the airline industry and found that reliability, assurance, and empathy were the most significant predictors of customer satisfaction. Similarly, Ojo et al. (2019) examined service quality and customer satisfaction in the road transportation sector in Nigeria and concluded that tangibles, reliability, and responsiveness were key determinants of customer satisfaction.

In the context of Cameroon, limited research has been conducted on service quality and customer satisfaction in the inter-urban bus travel industry. However, anecdotal evidence and media reports suggest that customers often express dissatisfaction with various aspects of service delivery, such as punctuality, comfort, safety, and customer support (Mbianyor, 2021; Ngoko, 2022).

1.3 Statement of Research Problem

Despite the crucial role played by the inter-urban bus travel industry in Cameroon, many companies operating in this sector face significant challenges in maintaining high service quality standards and ensuring customer satisfaction. Vatican Express Douala, one of the prominent inter-urban bus travel agencies in the Douala region, has experienced a growing number of customer complaints and dissatisfaction related to various aspects of its service delivery.

Customers have reported issues such as delays and lack of punctuality in bus departures and arrivals, poorly maintained vehicles lacking adequate comfort and amenities, and inadequate customer support and responsiveness to complaints or inquiries. These problems have led to frustration and dissatisfaction among Vatican Express Douala’s customers, potentially impacting the company’s reputation, customer loyalty, and overall performance.

The inter-urban bus travel industry in Cameroon is highly competitive, with numerous companies vying for customers. In such a competitive environment, maintaining high service quality and ensuring customer satisfaction is crucial for attracting and retaining customers. Dissatisfied customers are more likely to switch to competing service providers, resulting in potential revenue losses and decreased market share for Vatican Express Douala.

Furthermore, poor service quality can have broader implications beyond the company’s immediate financial performance. Negative customer experiences can damage the company’s brand image and reputation, making it more challenging to attract new customers and regain the trust of dissatisfied ones. This can lead to a vicious cycle of declining customer loyalty and market share, further exacerbating the company’s challenges.

Additionally, the transportation sector in Cameroon faces regulatory and institutional challenges, including outdated policies and limited oversight mechanisms. Failure to meet customers’ expectations and deliver high-quality services could potentially attract scrutiny from regulatory authorities, potentially leading to fines, penalties, or even suspension of operations in severe cases. Given the importance of the inter-urban bus travel industry in facilitating the movement of people and the potential consequences of poor service quality, it is crucial to investigate the factors that contribute to customer satisfaction at Vatican Express Douala. By identifying the specific service quality dimensions that influence customer satisfaction, the company can develop targeted strategies and make informed decisions to improve its service delivery, enhance customer experiences, and maintain a competitive edge in the market.

This research aims to address the pressing need for understanding the relationship between service quality and customer satisfaction in the context of Vatican Express Douala. By examining the service quality dimensions that have the most significant impact on customer satisfaction, the study will provide valuable insights and recommendations to the company, enabling them to prioritize areas for improvement and allocate resources effectively to meet and exceed customer expectations.

1.4 Research Questions

1.4.1. Main question

What is the effect of service quality dimensions on customer satisfaction at Vatican Express Douala?

1.4.2. Specific Questions:

1. How do tangible factors (e.g., vehicle condition, staff appearance) influence the dependent variable of customer satisfaction at Vatican Express Douala?
2. How does reliability (e.g., adherence to schedules, consistent service delivery) affect the dependent variable of customer satisfaction at Vatican Express Douala?
3. What is the impact of responsiveness (e.g., willingness to help customers, prompt service) of customer satisfaction at Vatican Express Douala?

1.5 Research Objectives

1.5.1. Main Objective:

To assess the effect of service quality dimensions on customer satisfaction at Vatican Express Douala.

1.5.2. Specific Objectives:

1. To examine the influence of tangible factors of customer satisfaction at Vatican Express Douala.
2. To investigate the impact of reliability of customer satisfaction at Vatican Express Douala.
3. To evaluate the effect of responsiveness of customer satisfaction at Vatican Express Douala.

1.6 Research Hypotheses

1.6.1. Main Hypothesis:

Service quality dimensions have a significant effect on customer satisfaction at Vatican Express Douala.

1.6.2. Specific Hypotheses:

1. Tangible factors significantly influence customer satisfaction at Vatican Express Douala.
2. Reliability has a significant impact on customer satisfaction at Vatican Express Douala.
3. Responsiveness significantly affects customer satisfaction at Vatican Express Douala.