Enhancing tourist transport service experience: factors influencing customer satisfaction.

Abstract

Transportation accounts for a significant portion of tourism services, and improving its quality directly contributes to enhancing the overall tourist experience. This study aims to identify the key factors influencing customer satisfaction with tourist transport services and evaluate the strength of their effects. Data were collected through a structured questionnaire administered to 430 customers who had used tourist transport services. The study employed Ordinary Least Squares (OLS) regression and Structural Equation Modeling (SEM) to analyze the relationships between service attributes and customer satisfaction. The findings indicate that service quality, safety, driver qualifications, price acceptability, service timeliness, and language support have significant positive effects on customer satisfaction. Among these factors, service quality emerged as the strongest predictor of satisfaction. The model demonstrated high explanatory power, accounting for approximately 82% of the variation in customer satisfaction levels. The findings provide practical insights for transport service providers seeking to improve service quality, strengthen customer loyalty, and enhance the overall tourism experience.