A study on the association of select choice variables with customer satisfaction among the private interstate bus travel services
Rajesh Sam Kandula, S. Suneetha · 2025
The choice variables when delivered through a product or service by the manufacturers’ lead to the customer satisfaction. The marketers continuously effort for presenting these choice variables in their products or services, which they offer to the consumers. The customer satisfaction enhances the profitability, market share, and return on investment indeed achieving the very purpose of any business. The present study has made an attempt to analyze the linkage between select choice variables and customer satisfaction in bus transport specific to public service providers. The ServQual model with modified choice variables was tested for the framed hypotheses using bivariate analysis of correlation. It was found that the value added services such as empathy, service reliability and service value are in association with customer satisfaction at different levels of strong, moderate and weak. The service value enhancement will strengthen the variable relationship with customer satisfaction.