Analysis of public transport users’ satisfaction using quality function deployment: Belgrade case study
Abstract
This paper presents a case study using Quality Function Deployment (QFD) method to identify urban public transport users’ needs and requests and to improve service quality in urban public passenger transport in Belgrade. In order to determine users’ satisfaction, a direct interview – survey a sample of 15000 of urban public passenger transport system users, according to the defined questionnaire has been performed. Results of these interviews are used as input in the first stage of QFD method. An overall unit of eight features and a total of 48 sub-features were defined, which describes all aspects of quality of system and services in urban public passenger transport. The results show that for maximizing effects of quality of service improvement and satisfying customers’ requirements, the public transport service providers and managers in Belgrade should focus primarily on the service reliability and vehicle elements. The two most important quality of service sub-features in urban public passenger transport system in Belgrade based on frequency of statements of users was regularity with 4896 (32.64%) and vehicle comfort (not crowded vehicles) with 3446 (22.97%) statements. Based on the service features analysis within the house of quality, it was defined that the biggest influence is generated through system functioning parameters (reliability): frequency with relative importance 22.0%, staff (drivers) with relative importance 14.0% and headway with relative importance 13.0%. Based on absolute importance the greatest importance should be assigned to vehicle frequency – rank 1, staff (drivers) – rank 2 and headway – rank 3.
Keyword : urban public passenger transport, users’ satisfaction, transport service, quality function deployment, house of quality
How to Cite
Bajčetić, S., Tica, S., Živanović, P., Milovanović, B., & Đorojević, A. (2018). Analysis of public transport users’ satisfaction using quality function deployment: Belgrade case study. Transport, 33(3), 609-618. https://doi.org/10.3846/transport.2018.1570
This work is licensed under a Creative Commons Attribution 4.0 International License.
References
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Chan, L. K.; Wu, M. L. 1998. Prioritizing the technical measures in quality function deployment, Quality Engineering 10(3): 467–479. https://doi.org/10.1080/08982119808919160
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Dale, G. B.; Lascelles, M. D. 1990. The use of quality management techniques, Quality Forum Journal 16(14): 188–192.
Duru, O.; Huang S. T.; Bulut, E.; Yoshida, S. 2013. Multi-layer quality function deployment (QFD) approach for improving the compromised quality satisfaction under the agency problem: a 3D QFD design for the asset selection problem in the shipping industry, Quality & Quantity 47(4): 2259–2280. https://doi.org/10.1007/s11135-011-9653-4
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Franceschini, F.; Rafele, C. 2000. Quality evaluation in logistic services, International Journal of Agile Management Systems 2(1): 49–54. https://doi.org/10.1108/14654650010312589
Friman, M.; Edvardsson, B. 2003. A content analysis of complaints and compliments, Managing Service Quality: an International Journal 13(1): 20–26. https://doi.org/10.1108/09604520310456681
Greene, R. T. 1993. Global Quality: a Synthesis of the World’s Best Management Methods. McGraw-Hill Companies. 886 p.
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GSP ‘Beograd’. 2014. Istraživanje parametara kvaliteta prevozne usluge u Beogradu – 2014. Gradsko saobraćajno preduzeće (GSP) ‘Beograd’, Beograd, Srbija. 58 p. (in Serbian).
Heleta, M. 2010. TQM modeli izvrsnosti i integrisani menadžment sistemi. Zavod za udžbenike Beograd. 639 p. (in Serbian).
Hensher, D. A.; Stopher, P.; Bullock, P. 2003. Service quality: developing a service quality index in the provision of commercial bus contracts, Transportation Research Part A: Policy and Practice 37(6): 499–517. https://doi.org/10.1016/S0965-8564(02)00075-7
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Ivancevich, J. M.; Lorenzi, P.; Skinner, S. J.; Crosby, P. B. 1996. Management: Quality and Competitiveness. 2nd edition. Richard D Irwin. 656 p.
Jayaram, J.; Handfield, R.; Ghosh, S. 1997. The application of quality tools in achieving quality attributes and strategies, Quality Management Journal 5(1): 75–100.
Juran, J. M. 2003. Juran on Leadership for Quality. Free Press. 384 p.
Juran, J. M.; Gryna, F. M. 1988. Juran’s Quality Control Handbook. 4th edition. McGraw-Hill. 1774 p.
Kurtulmuşoğlu, F. B.; Pakdil, F.; Atalay, K. D. 2016. Quality improvement strategies of highway bus service based on a fuzzy quality function deployment approach, Transportmetrica A: Transport Science 12(2): 175–202. https://doi.org/10.1080/23249935.2015.1117535
Lim, P. C.; Tang, N. K. H.; Jackson, P. M. 1999. An innovative framework for health care performance measurement, Managing Service Quality: an International Journal 9(6): 423–433. https://doi.org/10.1108/09604529910304125
Maritan, D. 2015. Practical Manual of Quality Function Deployment. Springer International Publishing. 190 p. https://doi.org/10.1007/978-3-319-08521-0
Masing, W. 1988. Handbuch der Qualitätssicherung. Carl HanserVerlag. 1009 s. (in German).
Mizuno, S.; Akao, Y. 1994. QFD: the Customer-Driven Approach to Quality Planning and Deployment. Asian Productivity Organization. 365 p.
Pakdil, F.; Kurtulmuşoğlu, F. B. 2014. Improving service quality in highway passenger transportation: a case study using quality function deployment, European Journal of Transport and Infrastructure Research 14(4): 375–393.
Parasuraman, A.; Zeithaml, V. A.; Berry, L. L. 1988. SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing 64(1): 12–40.
Prasad, B. 1998. Review of QFD and related deployment techniques, Journal of Manufacturing Systems 17(3): 221–234. https://doi.org/10.1016/S0278-6125(98)80063-0
Radivojević, G.; Miljuš, M.; Vidović, M. 2007. Logistički kontroling i performanse. Univerzitet u Beogradu – Saobraćajni fakultet, Beograd, Srbija. 229 p. (in Serbian).
Rao, K. C. A.; Thakar, G. 2013. Enhancement of customer satisfaction by QFD in bus service, International Journal on Advanced Computer Theory and Engineering 2(5): 1–6.
Shieh, J.-I.; Wu, H.-H. 2009. Applying a hidden Markov chain model in quality function deployment to analyze dynamic customer requirements, Quality & Quantity 43(4): 635–644. https://doi.org/10.1007/s11135-007-9153-8
Spasojević, V. 1999. Uticaj tehničkih faktora na izbor alata za poboljšanje kvaliteta: Ms Thesis. Univerzitet u Beogradu – Mašinski fakultet, Beograd, Srbija. 151 p. (in Serbian).
Stoiljković, V.; Uzunović, R.; Majstorović, V. 1996. Alati kvaliteta. Mašinski fakultet Niš – CIM College, Srbija. 134 p. (in Serbian).
Stradling, S.; Carreno, M.; Rye, T.; Noble, A. 2007. Passenger perceptions and the ideal urban bus journey experience, Transport Policy 14(4): 283–292. https://doi.org/10.1016/j.tranpol.2007.02.003
Tica, S. 2011. Prilog razvoju metoda za strateško upravljanje sistemom javnog gradskog transporta putnika: PhD Thesis, Univerzitet u Beogradu – Saobraćajni fakultet, Beograd, Srbija. 209 p. (in Serbian).
Tica, S. 2001. Prilog razvoju metoda za upravljanje sistemima javnog masovnog transporta putnika: Ms Thesis. Univerzitet u Beogradu – Saobraćajni fakultet, Beograd, Srbija. 160 p. (in Serbian).
Tyrinopoulos, Y.; Antoniou, C. 2008. Public transit user satisfaction: variability and policy implications, Transport Policy 15(4): 260–272. https://doi.org/10.1016/j.tranpol.2008.06.002
Wu, H.-H. 2006. Applying grey model to prioritise technical measures in quality function deployment, The International Journal of Advanced Manufacturing Technology 29(11–12): 1278–1283. https://doi.org/10.1007/s00170-005-0016-y
Wu, H.-H.; Liao, A. Y. H.; Wang, P.-C. 2005. Using grey theory in quality function deployment to analyse dynamic customer requirements, The International Journal of Advanced Manufacturing Technology 25(11–12): 1241–1247. https://doi.org/10.1007/s00170-003-1948-8
Wu, H.-H.; Shieh, J.-I. 2010. Applying repertory grids technique for knowledge elicitation in quality function deployment, Quality & Quantity 44(6): 1139–1149. https://doi.org/10.1007/s11135-009-9267-2
Zeithaml, V. A.; Berry, L. L.; Parasuraman, A. 1996. The behavioral consequences of service quality, Journal of Marketing 60(2): 31–46. https://doi.org/10.2307/1251929
Apparao, K. C.; Birru, A. K. 2014. Enhancement of customer satisfaction by QFD in metro–taxi service, in Advance Research and Innovations in Mechanical, Material Science, Industrial Engineering and Management – ICARMMIEM-2014, 6–7 January 2014, Warangal, India, 202–205.
Beirão, G.; Cabral, J. A. S. 2007. Understanding attitudes towards public transport and private car: a qualitative study, Transport Policy 14(6): 478–489. https://doi.org/10.1016/j.tranpol.2007.04.009
Chan, L. K.; Wu, M. L. 1998. Prioritizing the technical measures in quality function deployment, Quality Engineering 10(3): 467–479. https://doi.org/10.1080/08982119808919160
Cirillo, C.; Eboli, L.; Mazzulla, G. 2011. On the asymmetric user perception of transit service quality, International Journal of Sustainable Transportation 5(4): 216–232. https://doi.org/10.1080/15568318.2010.494231
Crosby, P. B. 1991. Quality management in emerging nations, Productivity 32(3): 415–420.
Dale, G. B.; Lascelles, M. D. 1990. The use of quality management techniques, Quality Forum Journal 16(14): 188–192.
Duru, O.; Huang S. T.; Bulut, E.; Yoshida, S. 2013. Multi-layer quality function deployment (QFD) approach for improving the compromised quality satisfaction under the agency problem: a 3D QFD design for the asset selection problem in the shipping industry, Quality & Quantity 47(4): 2259–2280. https://doi.org/10.1007/s11135-011-9653-4
Eboli, L.; Mazzulla, G. 2012. Structural equation modelling for analysing passengers’ perceptions about railway services, Procedia – Social and Behavioral Sciences 54: 96–106. https://doi.org/10.1016/j.sbspro.2012.09.729
Eboli, L.; Mazzulla, G. 2010. How to capture the passengers’ point of view on a transit service through rating and choice options, Transport Reviews 30(4): 435–450. https://doi.org/10.1080/01441640903068441
Eboli, L.; Mazzulla, G. 2007. Service quality attributes affecting customer satisfaction for bus transit, Journal of Public Transportation 10(3): 21–34. https://doi.org/10.5038/2375-0901.10.3.2
Feigenbaum, A. V. 1988. Total quality developments into the 1990s – an international perspective, in R. L. Chase (Ed.). Total Quality Management: an IFS Executive Briefing. Springer.
Filipović, S. 1996. Parametri kvaliteta usluge u sistemu javnog gradskog transporta putnika, in 5. Međunarodni simpozijum SymOrg’96: Menadžment i razvoj preduzeća, 3–5 jun 1996, Vrnjačka Banja, Srbija (in Serbian).
Filipović, S.; Stanković, R. 1996. Standardi i upravljanje kvalitetom usluge u transportu putnika u gradovima, in Prvi međunarodni simpozijum “Industrijsko inženjerstvo’96”–“SIE’96”, 7–9 novembar 1996, Beograd, Srbija, 196–198. (in Serbian).
Filipović, S; Gavrilović, S.; Tica, S. 2002. Istraživanje karakteristika transportnih zahteva, transportne ponude, efikasnosti i kvaliteta sistema javnog masovnog transporta putnika u Beogradu. Univerzitet u Beogradu – Saobraćajni fakultet, Beograd, Srbija (in Serbian).
Filipović, S.; Tica, S.; Živanović, P.; Milovanović, B. 2009. Comparative analysis of the basic features of the expected and perceived quality of mass passenger public transport service in Belgrade, Transport 24(4): 265–273. https://doi.org/10.3846/1648-4142.2009.24.265-273
Filipović, S.; Živanović, P.; Gavrilović, S.; Milovanović, B. 2006. Istraživanje parametara kvaliteta prevozne usluge za 2005. godinu. Univerzitet u Beogradu – Saobraćajni fakultet, Beograd, Srbija. 127 p. (in Serbian).
Filipović, S.; Živanović, P.; Gavrilović, S.; Milovanović, B. 2007. Istraživanje parametara kvaliteta prevozne usluge za 2006. godinu. Univerzitet u Beogradu – Saobraćajni fakultet, Beograd, Srbija. 155 p. (in Serbian).
Filipović, S.; Živanović, P.; Gavrilović, S.; Milovanović, B. 2008. Istraživanje parametara kvaliteta prevozne usluge za 2007. godinu. Univerzitet u Beogradu – Saobraćajni fakultet, Beograd, Srbija. 238 p. (in Serbian).
Franceschini, F.; Rafele, C. 2000. Quality evaluation in logistic services, International Journal of Agile Management Systems 2(1): 49–54. https://doi.org/10.1108/14654650010312589
Friman, M.; Edvardsson, B. 2003. A content analysis of complaints and compliments, Managing Service Quality: an International Journal 13(1): 20–26. https://doi.org/10.1108/09604520310456681
Greene, R. T. 1993. Global Quality: a Synthesis of the World’s Best Management Methods. McGraw-Hill Companies. 886 p.
Grujičić, D.; Ivanović, I.; Jović, J.; Đorić, V. 2014. Customer perception of service quality in public transport, Transport 29(3): 285–295. https://doi.org/10.3846/16484142.2014.951685
GSP ‘Beograd’. 2014. Istraživanje parametara kvaliteta prevozne usluge u Beogradu – 2014. Gradsko saobraćajno preduzeće (GSP) ‘Beograd’, Beograd, Srbija. 58 p. (in Serbian).
Heleta, M. 2010. TQM modeli izvrsnosti i integrisani menadžment sistemi. Zavod za udžbenike Beograd. 639 p. (in Serbian).
Hensher, D. A.; Stopher, P.; Bullock, P. 2003. Service quality: developing a service quality index in the provision of commercial bus contracts, Transportation Research Part A: Policy and Practice 37(6): 499–517. https://doi.org/10.1016/S0965-8564(02)00075-7
Hu, K.-C.; Jen, W. 2006. Passengers’ perceived service quality of city buses in Taipei: scale development and measurement, Transport Reviews 26(5): 645–662. https://doi.org/10.1080/01441640600679482
Huang, S. T.; Bulut, E.; Duru, O. 2015. Service quality assessment in liner shipping industry: an empirical study on Asian shipping case, International Journal of Shipping and Transport Logistics 7(2): 221–242. https://doi.org/10.1504/IJSTL.2015.067852
Ivancevich, J. M.; Lorenzi, P.; Skinner, S. J.; Crosby, P. B. 1996. Management: Quality and Competitiveness. 2nd edition. Richard D Irwin. 656 p.
Jayaram, J.; Handfield, R.; Ghosh, S. 1997. The application of quality tools in achieving quality attributes and strategies, Quality Management Journal 5(1): 75–100.
Juran, J. M. 2003. Juran on Leadership for Quality. Free Press. 384 p.
Juran, J. M.; Gryna, F. M. 1988. Juran’s Quality Control Handbook. 4th edition. McGraw-Hill. 1774 p.
Kurtulmuşoğlu, F. B.; Pakdil, F.; Atalay, K. D. 2016. Quality improvement strategies of highway bus service based on a fuzzy quality function deployment approach, Transportmetrica A: Transport Science 12(2): 175–202. https://doi.org/10.1080/23249935.2015.1117535
Lim, P. C.; Tang, N. K. H.; Jackson, P. M. 1999. An innovative framework for health care performance measurement, Managing Service Quality: an International Journal 9(6): 423–433. https://doi.org/10.1108/09604529910304125
Maritan, D. 2015. Practical Manual of Quality Function Deployment. Springer International Publishing. 190 p. https://doi.org/10.1007/978-3-319-08521-0
Masing, W. 1988. Handbuch der Qualitätssicherung. Carl HanserVerlag. 1009 s. (in German).
Mizuno, S.; Akao, Y. 1994. QFD: the Customer-Driven Approach to Quality Planning and Deployment. Asian Productivity Organization. 365 p.
Pakdil, F.; Kurtulmuşoğlu, F. B. 2014. Improving service quality in highway passenger transportation: a case study using quality function deployment, European Journal of Transport and Infrastructure Research 14(4): 375–393.
Parasuraman, A.; Zeithaml, V. A.; Berry, L. L. 1988. SERVQUAL: a multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing 64(1): 12–40.
Prasad, B. 1998. Review of QFD and related deployment techniques, Journal of Manufacturing Systems 17(3): 221–234. https://doi.org/10.1016/S0278-6125(98)80063-0
Radivojević, G.; Miljuš, M.; Vidović, M. 2007. Logistički kontroling i performanse. Univerzitet u Beogradu – Saobraćajni fakultet, Beograd, Srbija. 229 p. (in Serbian).
Rao, K. C. A.; Thakar, G. 2013. Enhancement of customer satisfaction by QFD in bus service, International Journal on Advanced Computer Theory and Engineering 2(5): 1–6.
Shieh, J.-I.; Wu, H.-H. 2009. Applying a hidden Markov chain model in quality function deployment to analyze dynamic customer requirements, Quality & Quantity 43(4): 635–644. https://doi.org/10.1007/s11135-007-9153-8
Spasojević, V. 1999. Uticaj tehničkih faktora na izbor alata za poboljšanje kvaliteta: Ms Thesis. Univerzitet u Beogradu – Mašinski fakultet, Beograd, Srbija. 151 p. (in Serbian).
Stoiljković, V.; Uzunović, R.; Majstorović, V. 1996. Alati kvaliteta. Mašinski fakultet Niš – CIM College, Srbija. 134 p. (in Serbian).
Stradling, S.; Carreno, M.; Rye, T.; Noble, A. 2007. Passenger perceptions and the ideal urban bus journey experience, Transport Policy 14(4): 283–292. https://doi.org/10.1016/j.tranpol.2007.02.003
Tica, S. 2011. Prilog razvoju metoda za strateško upravljanje sistemom javnog gradskog transporta putnika: PhD Thesis, Univerzitet u Beogradu – Saobraćajni fakultet, Beograd, Srbija. 209 p. (in Serbian).
Tica, S. 2001. Prilog razvoju metoda za upravljanje sistemima javnog masovnog transporta putnika: Ms Thesis. Univerzitet u Beogradu – Saobraćajni fakultet, Beograd, Srbija. 160 p. (in Serbian).
Tyrinopoulos, Y.; Antoniou, C. 2008. Public transit user satisfaction: variability and policy implications, Transport Policy 15(4): 260–272. https://doi.org/10.1016/j.tranpol.2008.06.002
Wu, H.-H. 2006. Applying grey model to prioritise technical measures in quality function deployment, The International Journal of Advanced Manufacturing Technology 29(11–12): 1278–1283. https://doi.org/10.1007/s00170-005-0016-y
Wu, H.-H.; Liao, A. Y. H.; Wang, P.-C. 2005. Using grey theory in quality function deployment to analyse dynamic customer requirements, The International Journal of Advanced Manufacturing Technology 25(11–12): 1241–1247. https://doi.org/10.1007/s00170-003-1948-8
Wu, H.-H.; Shieh, J.-I. 2010. Applying repertory grids technique for knowledge elicitation in quality function deployment, Quality & Quantity 44(6): 1139–1149. https://doi.org/10.1007/s11135-009-9267-2
Zeithaml, V. A.; Berry, L. L.; Parasuraman, A. 1996. The behavioral consequences of service quality, Journal of Marketing 60(2): 31–46. https://doi.org/10.2307/1251929