Perceived service quality: The case of Matatu industry.

Abstract

The objectives of this study were to investigate the perceptions of matatu operators, and commuters as regards matatu service quality in Nairobi, and whether these coincide. To achieve these objectives samples of 32 matatu operators and 68 commuters were picked and administered with questionnaires that had both semi-structured and likert matrix questions. Out of 68 routes in Nairobi, 4 were judgmentally chosen. The sample of matatu operators was picked from these four routes using a rule of thumb whereby questionnaire was administered to the available operators. For commuters the same process was used. Data collected was analyzed using percentages, means, standard deviations and indices. Percentages were mainly used to analyze part A and B of the questionnaire, while means, standard deviations and indices were used to analyze part C of the questionnaires to aid in comparison. Analysis of the data indicated that there is a concurrence by both matatu operators and commuters that provision of prompt service, and the requirement of facilities (like presence of reflectors, fire extinguisher and first aid kit) are important in their perception of service quality. The results showed that service providers do not perceive problem solving variables such as complaint handling, and customer care variables such as courtesy and individualized attention as important. Both groups however perceive loud music as not an important factor of matatu service quality. These findings therefore led to the conclusion that service providers (matatu operators) and customers (Commuters) perceptions differ, especially in areas that concern dealing with the customers.

On the basis of the findings overleaf, the following recommendations were deemed appropriate: ~ That matatu operators need to improve on their complaint handling mechanisms ~ Matatu service providers need to build loyalty with their customer bases ~ The service providers need to research on the needs and preferences of commuters ~ Matatu operators need to observe the rules of public service transport to avoid unnecessary accidents, and lastly, ~ Accommodating/relaxing music should be played in place of loud music during matatu rides. The major constraining factors of this study were: the fact that the sample sizes for both commuters and operators were relatively small compared to their populations. Also because the study did not consider a number of factors which influence perceptions, like income, level of education amongst others. Last but not least, this study endeavored to suggest areas for future research. These are: research on perceived quality of service about other industries like the Banking industry, research on areas of consumer satisfaction, and finally, a comparative study on other modes of transport like rail transport could be commissioned.