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The complex relationship between school policy, service quality, satisfaction, and loyalty for educational tour bus services: A multilevel modeling approach

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  • Ratanavaraha, Vatanavongs
  • Jomnonkwao, Sajjakaj
  • Khampirat, Buratin
  • Watthanaklang, Duangdao
  • Iamtrakul, Pawinee

Abstract

The results of this study provide useful information for schools and bus companies. Schools are offered guidance as to how to choose quality bus services, and bus firms are given ideas as to how to be profitable by building customer loyalty and satisfaction. For this purpose, data were gathered through a mail survey of 3261 teachers from 742 schools. The study applied a multilevel SEM technique to investigate a research question that had not been previously studied. The results from the model indicated that service quality has a positive influence on satisfaction, which was found to be significantly and positively related to loyalty at both the individual and school levels. The quality of bus services was measured using three factors: type of vehicle, driver response, and bus management. These factors were determined to be priorities for bus businesses in developing user loyalty and satisfaction. When investigating the school level, factors related to government-allocated school resources, participation, and safety policies were found to have a significant direct effect on service quality.

Suggested Citation

  • Ratanavaraha, Vatanavongs & Jomnonkwao, Sajjakaj & Khampirat, Buratin & Watthanaklang, Duangdao & Iamtrakul, Pawinee, 2016. "The complex relationship between school policy, service quality, satisfaction, and loyalty for educational tour bus services: A multilevel modeling approach," Transport Policy, Elsevier, vol. 45(C), pages 116-126.
    • Handle: RePEc:eee:trapol:v:45:y:2016:i:c:p:116-126
    DOI: 10.1016/j.tranpol.2015.09.012
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    3. Omoruyi O & Chinomona E, 2016. "Modeling the Factors that Influence Employee Attitude and Service Delivery Behavior among Higher Education Professionals," Journal of Economics and Behavioral Studies, AMH International, vol. 8(5), pages 146-158.
    4. Pawinee Iamtrakul & Sararad Chayphong & Pittipol Kantavat & Yoshitsugu Hayashi & Boonserm Kijsirikul & Yuji Iwahori, 2023. "Exploring the Spatial Effects of Built Environment on Quality of Life Related Transportation by Integrating GIS and Deep Learning Approaches," Sustainability, MDPI, vol. 15(3), pages 1-26, February.
    5. Ramazan Eren & Abdullah Uslu & Ayla Aydın, 2023. "The Effect of Service Quality of Green Restaurants on Green Restaurant Image and Revisit Intention: The Case of Istanbul," Sustainability, MDPI, vol. 15(7), pages 1-16, March.
    6. Sajjakaj Jomnonkwao & Chinnakrit Banyong & Supanida Nanthawong & Thananya Janhuaton & Vatanavongs Ratanavaraha & Thanapong Champahom & Pornsiri Jongkol, 2022. "Perceptions of Parents of the Quality of the Public Transport Services Used by Children to Commute to School," Sustainability, MDPI, vol. 14(20), pages 1-20, October.
    7. Chunqin Zhang & Daoyou Wang & Anning Ni & Xunyou Ni & Guangnian Xiao, 2019. "Different Effects of Contractual Form on Public Transport Satisfaction: Evidence from Large- and Medium-Sized Cities in China," Sustainability, MDPI, vol. 11(19), pages 1-21, October.
    8. Daniels, Margaret J. & Harmon, Laurlyn K. & Vese, Rodney & Park, Minkyung & Brayley, Russell E., 2018. "Spatial dynamics of tour bus transport within urban destinations," Tourism Management, Elsevier, vol. 64(C), pages 129-141.
    9. Zhang, Chunqin & Juan, Zhicai & Lu, Weite & Xiao, Guangnian, 2016. "Do the organizational forms affect passenger satisfaction? Evidence from Chinese public transport service," Transportation Research Part A: Policy and Practice, Elsevier, vol. 94(C), pages 129-148.
    10. Zhang, Chunqin & Liu, Yong & Lu, Weite & Xiao, Guangnian, 2019. "Evaluating passenger satisfaction index based on PLS-SEM model: Evidence from Chinese public transport service," Transportation Research Part A: Policy and Practice, Elsevier, vol. 120(C), pages 149-164.
    11. Chee, Pei Nen Esther & Susilo, Yusak O. & Wong, Yiik Diew, 2020. "Determinants of intention-to-use first-/last-mile automated bus service," Transportation Research Part A: Policy and Practice, Elsevier, vol. 139(C), pages 350-375.
    12. Ni, Anning & Zhang, Chunqin & Hu, Yuting & Lu, Weite & Li, Hongwei, 2020. "Influence mechanism of the corporate image on passenger satisfaction with public transport in China," Transport Policy, Elsevier, vol. 94(C), pages 54-65.
    13. Sajjakaj Jomnonkwao & Thanapong Champahom & Vatanavongs Ratanavaraha, 2020. "Methodologies for Determining the Service Quality of the Intercity Rail Service Based on Users’ Perceptions and Expectations in Thailand," Sustainability, MDPI, vol. 12(10), pages 1-20, May.
    14. Agyeman, Stephen & Cheng, Lin, 2020. "Analysis of barriers to perceived service quality in Ghana: Students’ perspectives on bus mobility attributes," Transport Policy, Elsevier, vol. 99(C), pages 63-85.
    15. Nguyen-Phuoc, Duy Q. & Phuong Tran, Anh Thi & Nguyen, Tiep Van & Le, Phuong Thi & Su, Diep Ngoc, 2021. "Investigating the complexity of perceived service quality and perceived safety and security in building loyalty among bus passengers in Vietnam – A PLS-SEM approach," Transport Policy, Elsevier, vol. 101(C), pages 162-173.

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