Measurement of Passenger Service Quality using SERVQUAL model- case of Yangon Circular Railway = SERVQUAL 모델을 이용한 여객 서비스 품질 측정 - 양곤 순환 철도 사례

국문 초록 (Abstract)

SERVQUAL 모델을 이용한 여객 서비스 품질 측정
- 양곤 순환 철도 사례

SANN MAUNG MAUNG
(김 시 곤 교수)
철도경영정책학과
철도전문대학원
서울과학기술대학교

본 연구는 미얀마 양곤 순환 철도의 서비스 품질이 고객 만족에 미치는 영향을 분석하려는 시도이다. 이 연구는 Yangon Circular Railway 사용자의 1 차 및 2 차 데이터를 기반으로 한다. 연구를 위해 도시 철도 서비스 이용자의 296 개 샘플을
수집하기 위해 단순 무작위 샘플링 방법을 사용 하였다. 샘플 설문 조사는 양곤에서 코로나 19 확산으로 인해 인터넷을 통해 Google 양식을 사용하여 데이터를 수집하는데 사용되었다. 결과는 서비스 품질이 고객 만족의 핵심 역할을 한다는
것을 나타낸다. 양곤 순환 철도의 서비스 품질을 검토 할 때 서비스 품질의 5 가지 차원을 고객 만족도를 결정하는 주요 가이드로 사용하였다. 서비스 품질의 5 가지 차원은 가시성, 신뢰성, 대응 성, 확신 및 공감입니다. 양곤 순환 철도 고객이 인지한 도시 철도 교통 서비스의 전반적인 서비스 품질에 대한 분석 결과, 기차, 역, 승강장, 직원의 청결, 청초, 정돈, 시설 제공은 양곤 승객이 만족한다는 결론을 내릴 수 있다. 순환 철도. 고객은 Yangon Circular Railway 를 사용하면 일상적인
이동에 대한 책임이 있음을 알고 있다.
고객 만족도는 양곤 순환 철도의 서비스 품질에 대한 만족도가 평균 이하이며, 양곤 순환 철도의 인프라, 시설, 고객 서비스 개선을 기대하고 있다.
키워드 : 고객 만족, 서비스 품질, SERVQUAL 모델, 양곤 순환 철도

다국어 초록 (Multilingual Abstract)

This study is an attempt to analyze the effect of service quality on customer satisfaction of Yangon Circular Railway in Yangon, Myanmar. This study is based on the primary and secondary data from the Yangon Circular Railway users. The simple random sampling method was used in collecting 296 samples of urban railway service users for the study. The sample survey was used to data collection by using google form through internet due to COVID-19 pandemic outbreak in Yangon. The findings indicated the service quality play the key role of customer satisfaction. In examining the service quality of Yangon Circular Railway,
the service quality’s five dimensions were used as the main guide for determining the customer satisfaction level. Five dimensions of the service quality are tangibility, reliability, responsiveness, assurance and empathy. From the findings of the analysis on overall service quality of urban railway transportation services perceived by customers of Yangon Circular Railway, it can make conclusion that cleanliness, neatness and tidiness of train, Stations, Platform and Staffs, providing facilities are satisfied by passenger of Yangon Circular Railway. Customers realize that if they use Yangon Circular Railway, it will take responsibility for their daily movement.
Regarding the customer satisfaction factor, customers have less than average level of satisfaction on service quality of Yangon Circular Railway and they expect better infrastructure, facilities and customer service from Yangon Circular Railway.

KEY WORDS: Customer Satisfaction, Service Quality, SERVQUAL Model,
Yangon Circular Railway

목차 (Table of Contents)

• Summary.i
• Table of Content ii
• List of tables vi
• List of figures vi
• I. Introduction 1
• 1.1 Rational of Study 1
• 1.2 Railway Transportation and Economic Development 2
• 1.3 Service Quality 4
• 1.4 Problem Statements and Objectives of Study .6
• 1.5 Scope and Method of Study 8
• 1.6 Organization of Paper 8
• II. Literature Review 9
• 2.1 Importance of Service Quality 9
• 2.2 Definition of Service 11
• 2.3 Dimensions of Service Quality 15
• 2.3. 1 T a n g i b ili t y : A p p e a r a n c e o f P h y s i c a l F a c ili t i e s , E q u i p m e n t , Personnel and Communication Materials 15
• 2.3. 2 R e li a b ili t y : A b ili t y t o p e r f o r m t h e p r o m i s e d s e r v i c e dependably and accurately 16
• 2.3. 3 R e s p o n s i v e n e s s : W illi n g n e s s t o h e l p c u s t o m e r s a n d p r o v i d e prompt service 16
• 2.3. 4 Assurance: Knowledge and courtesy of employees and their ability to inspire trust and confidence 17
• 2.3. 5 E m p a t h y : C a r i n g a n d i n d i v i d u a li z e d a t t e n t i o n t h a t t h e f i r m provides to its customers 19
• 2.4 Servqual Model 21
• Gap 1: Customers expectations versus management perceptions 23
• Gap 2: Management perceptions versus service specifications 23
• Gap 3: Service specifications versus service delivery 23
• Gap 4: Service delivery versus external communication. 23
• Gap 5: The discrepancy between customer expectations and their perceptions of the service delivered 23
• Figure (2.1) Model Of Service Quality Gaps 24
• 2.5 Customer Satisfaction 25
• 2.6 Railway Passenger Service Quality with SERVQUAL 28
• FIGURE (2.2) Dimensions of Service Quality Source: Adapted from Parasuraman et al. (1988) 31
• III. Case Study of Myanma Railways 33
• 3.1 Profile of Myanma Railways 33
• 3.1.1 Background of Myanma Railways and Yangon Circular Railway 34
• 3.1.2 Yangon Circular Railway 37
• 3.1.3 History of Yangon Circular Railway Station 38
• 3.1.4 Public Rail Transportation of Yangon ( Yangon Circular Railway) 39
• 3.1.5 Train Performance of Yangon Circular Railway 41
• Table (3.1) Train Operation of Yangon Circular Railway 41
• 3.2 Research Methodology 42
• 3.3 Source Of Data 43
• 3.4. Questionnaires Design 43
• Table (3.2) Questionnaires Structure 44
• Table (3.3) Customer Satisfaction Questionnaires 45
• Table (3.4) Service Quality Questionnaires 45
• 3.5 Questionnaire Development. 46
• 3.6 Target Population And Sampling 46
• Table (3.5) Sample Size for Different Size of Target Population at 95% Confidence Level 47
• 3.7 Reliability And Validity 47
• Table (3.6) Rule of Thumb Cronbach’s Alpha 48
• 3.8 Regression Analysis 49
• IV. Data Analysis And Research 50
• 4.1 Reliability Analysis 50
• Table (4.1) Cronbach’s Alpha Analysis of Construct Variables 50
• 4.2 Analysis of Respondents Characteristics 51
• Table (4.2) Profile of Respondents 52
• 4.3 Descriptive Analysis Of Dependent And Independent Variables 53
• Table (4.3) Descriptive Analysis of Tangibility 54
• Table (4.4) Descriptive Analysis of Reliability 55
• Table (4.5) Descriptive Analysis of Responsiveness 56
• Table (4.6) Descriptive Analysis of Assurance 57
• Table (4.7) Descriptive Analysis of Empathy 58
• Table (4.8) Descriptive Analysis of Customer Satisfaction 59
• 4.4 Relationship between SERVQUAL Dimensions and Customer Satisfaction 60
• Table (4.9) Regressive Analysis of Servqual Dimension and Customer Satisfaction 61
• V. Conclusion 66
• 5.1 Conclusion. 66
• 5.2 Recommendations 69
• 5.3 Needs for Further Research 71
• REFERRENCES 72
• Abstract 80
• Acknowledgements 83
• Appendix-A 84