The Effect of Service Quality on Tourist Satisfaction in Taxi Service at Bole International Airport
No Thumbnail Available
Date
2020-06
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Addis Ababa University
Abstract
The main objective of the research was to assess the effect of service quality on tourist
satisfaction in taxi service at Bole international airport. A structured questionnaire was used to
gather the relevant data from a sample of 365 respondents who were selected by using a
purposive sampling technique. The questionnaire was developed based on five dimensions of
modified RESCA model. In the methodology part, the collected data were analyzed using
descriptive statistical tools like frequency, percentage, mean, correlation and multiple regression
analysis and also the collected data were processed via SPSS version 22. The main findings of
the study revealed that all the five satisfaction affecting factor, (reliability, safety and security,
comfort, price affordability and driver’s professionalism) have a positive relationship with taxi
passenger’s satisfaction. Also, five hypotheses were tested to examine the effect of these
variables on tourist’s satisfaction. The results of multiple regression analysis proved that three
of the factors (safety and security, price affordability & driver professionalism) have a positive
and a significant effect on tourist’s satisfaction, and comfort dimension has a negative but a
significant effect on tourist’s satisfaction while the remaining one factor reliability has a
negative and insignificant effect. Besides, the result of this study revealed that tourists were most
satisfied with the safety and security of taxi followed by driver professionalism, price
affordability, comfort and reliability. Furthermore, the results of the analysis showed that 74.3 %
of the variation in dependent variable (tourist satisfaction in taxi service) is explained by five
predictor variables (reliability, Safety and Security, Comfort, Price affordability and Driver
professionalism) mentioned in the study. Indicating that there are other unmentioned variables
(25.7%) that influence tourists satisfaction. Based on the findings of the study, the researcher
forwarded some recommendations to the concerned stakeholders.
Description
Keywords
Tourist Satisfaction, Taxi Service, Quality Factors. Bole International Airport