Switching intention, WOM and quality of public transport services: A case of the Kuala Lumpur conurbation

• Published in: Multimodal transportation 2023-09, Vol.2 (3), p.100082, Article 100082
• Main Authors: Hamzah, Muhammad Iskandar, Wahab, Siti Norida, Abd Rashid, Muhammad Hafiz, Voon, Boo Ho
• Format: Article
• Language: English
• Subjects: Malaysia; Modal shift; Public transport satisfaction; Service quality; Switching intention; Word-of-mouth
• ISSN: 2772-5863; 2772-5863
• DOI: 10.1016/j.multra.2023.100082

•This research determines the key predictors influencing word-of-mouth and switching intention among Malaysian public transport commuters based on the SERVQUAL framework.•Satisfaction displays strong direct effects on commuters’ word-of-mouth and switching intention.•Tangible, assurance, responsiveness, and empathy values indirectly affect commuters’ word-of-mouth and switching intention via satisfaction in using public transport.•To transform private vehicle owners into frequent riders and informal social advocates of public transportation, transit operators should prioritize their resources in providing excellent value, comfort and convenience (that constitute empathy) above the other service quality factors. Despite spending billions of dollars on urban transport infrastructure, Malaysia has a poor reputation for its public transit service. Consequently, the majority of urban residents continue to rely on their cars. Hence, this paper aims to understand commuters’ intention to switch from private vehicles to public transit and spread word-of-mouth (WOM) about its services and assess the roles of satisfaction and service quality as antecedents. A cross-sectional survey of 421 rail and bus passengers was undertaken in Kuala Lumpur's urban and sub-urban areas, and the data was analyzed using SmartPLS. According to the data, empathy is the strongest predictor of satisfaction with transit services. Except for reliability, the service quality characteristics influence satisfaction and yield positive indirect effects on both switching intention and WOM. Transit operators and planners should take into account that providing a pleasant and hassle-free riding experience has a substantial impact on commuter satisfaction and long-term commitment. This study contributed to the body of knowledge by exploring the intervention role of satisfaction in the relationship between service quality and switching intention, as well as WOM.