MUHAMMAD KHIZAR HAYAT NAEEM,YANQING WANG,ROBINA RASHID,ASIA RAFIQ,HAFIZ MUHAMMAD ZAID
DOI: https://doi.org/This study examines factors influencing commuter re-travel intention in inter-city bus services through Expectation-Confirmation Theory (ECT). It focuses on how service quality, service recovery, and re-travel intention are impacted by the service provider's performance. A modified SERVQUAL scale, including reliability, responsiveness, assurance, empathy, and culture, measures service quality. Service recovery, addressing service failures to restore customer satisfaction, is assessed through distributive, procedural, and interactional justice dimensions. Data from 321 valid responses collected via an online survey of frequent commuters were analyzed using Co-variance Based Structural Equation Modeling (CB-SEM) and SPSS for KMO and Bartlett’s tests. Results indicate high service quality enhances service recovery perceptions, mediating the relationship between service quality and re-travel intention. Effective service recovery leads to higher commuter satisfaction and increased re-travel intention. The study underscores the significance of service recovery in public transport, especially in developing regions. Service providers should prioritize quality service delivery and robust recovery mechanisms to handle service failures. Aligning recovery efforts with commuter expectations fosters satisfaction and loyalty, enhancing re-travel intention. Practitioners should focus on continuous staff training and culturally sensitive recovery strategies. Policymakers should invest in quality improvements and recovery infrastructure to boost commuter retention and satisfaction.
