QUALITY OF SERVICES PROVIDED BY DAR ES SALAAM RAPID BUS TRANSIT
(DART) AND IMPLICATIONS ON CUSTOMER SATISFACTION
BY
FRANK NOVATH SHAYO
REG NO: 04.2085.02.02.2017
A RESEARCH REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE
REQUIREMENTS FOR THE AWARD OF MASTERS OF INTERNATIONAL
BUSINESS MANAGEMENT OF THE COLLEGE OF BUSSINESS EDUCATION
DAR ES SALAAM
2021
DECLARATION AND COPYRIGHT
I, FRANK NOVATH SHAYO, declare that this dissertation is my own original work and that it
has not been presented and will not be presented to any other higher learning Institution for a
similar or any other academic award.
Signature ____________________
Date _____________________
© Copyright
This dissertation is copyright material protected under the Berne Convention, the Copyright and
Neighbouring Rights Act of 1999 and other international and national enactments, in that behalf,
on intellectual property. It may not be reproduced by any means, in full or in part, except for short
extracts in fair dealing, for research or private study, critical scholarly review or discourse with an
acknowledgement, without the written permission of the College of Business Education
ii
CERTIFICATION
The undersigned certifies that he has read and hereby recommend for acceptance by the College
of Business Education a Dissertation titled “Quality of services provided by Dar es salaam Rapid
Bus Transit (DART) and implications on customer satisfaction” in partial fulfilment of the
requirements for the award of Masters of International Business Management (MIBM) of College
of Business Education.
Dr. Emmanuel J Munishi
__________________________________
Date: __________________________________
iii
DEDICATION
The dedication of this work should go to my beloved wife, Grace, my son and daughter, Calvin
and Charlotte who encouraged me gave their time and were understanding when I was carrying
out this research report. I thank them for their prayers in the due course of my study.
iv
ACKNOWLEDGEMENTS
I am very grateful to the Almighty God for his blessing which enable to complete this research
report. To address everyone who contributed to this report is impossible however, a few deserve
to be mentioned.
Kindly, I would like to specifically thanks Dr. Emmanuel J Munishi (supervisor) who diligently
guided me in the formulation of research problem, development of research proposal and final
research report. Without his tireless review of the draft, constructive criticisms and guidelines, this
work would be impossible. My profound appreciation goes to my lecturers, the management and
the administrative staff of College of Business Education Dodoma and Dar es Salam Compass.
I do acknowledge support from my family members such as my wife, my parents and my children.
My special thanks to my wife Grace for her unwavering support, encouragement and prayers.
Lastly, I am also grateful to the different passengers in BRT stations and DART management for
enabling me to obtain all necessary data for this study, librarians of College of Business Education
for allowing me to access different source of information (internet, journals, and books) for my
research.
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TABLE OF CONTENTS
DECLARATION AND COPYRIGHT -------------------------------------------------------------------- ii
CERTIFICATION ------------------------------------------------------------------------------------------- iii
DEDICATION ------------------------------------------------------------------------------------------------ iv
ACKNOWLEDGEMENTS --------------------------------------------------------------------------------- v
LIST OF TABLES -------------------------------------------------------------------------------------------xii
LIST OF FIGURES ----------------------------------------------------------------------------------------- xiii
LIST OF ABBREVIATIONS AND ACRONYMS ---------------------------------------------------- xiv
ABSTRACT---------------------------------------------------------------------------------------------------xii
CHAPTER ONE----------------------------------------------------------------------------------------------- 1
INTRODUCTION -------------------------------------------------------------------------------------------- 1
1.0 Introduction --------------------------------------------------------------------------------------------- 1
1.1 Background of the study ------------------------------------------------------------------------------ 1
1.2 Statement of the problem ----------------------------------------------------------------------------- 4
1.3 Research Objectives ----------------------------------------------------------------------------------- 6
1.3.1 General objectives ----------------------------------------------------------------------------------- 6
1.3.2 Specific objectives ----------------------------------------------------------------------------------- 6
1.4 Research questions ------------------------------------------------------------------------------------- 6
1.5 Significance of the Study ----------------------------------------------------------------------------- 6
1.6 Scope of the Study ------------------------------------------------------------------------------------- 7
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1.7 Limitations of the Study ------------------------------------------------------------------------------ 7
CHAPTER TWO ---------------------------------------------------------------------------------------------- 8
LITERATURE REVIEW ------------------------------------------------------------------------------------ 8
2.0 Introduction --------------------------------------------------------------------------------------------- 8
2.1 Conceptual Definitions -------------------------------------------------------------------------------- 8
2.1.1 Public Transport ------------------------------------------------------------------------------------- 8
2.1.2 Service ------------------------------------------------------------------------------------------------- 8
2.1.3 Service Quality --------------------------------------------------------------------------------------- 9
2.1.4 Service Quality and Customer satisfaction------------------------------------------------------- 9
2.1.5 Customer Satisfaction ------------------------------------------------------------------------------- 9
2.2 Theoretical Literature Review ---------------------------------------------------------------------- 10
2.3 SERVQUAL Theory --------------------------------------------------------------------------------- 11
2.3.1 Intangibility ------------------------------------------------------------------------------------------ 12
2.3.2 Heterogeneity (Variability) ------------------------------------------------------------------------ 12
2.3.3 Inseparability ---------------------------------------------------------------------------------------- 12
2.3.4 Perishability ----------------------------------------------------------------------------------------- 12
2.4 Service Quality and Its Determinants -------------------------------------------------------------- 12
2.4.1 Reliability -------------------------------------------------------------------------------------------- 13
2.4.2. Assurance ------------------------------------------------------------------------------------------- 13
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2.4.3. Responsiveness ------------------------------------------------------------------------------------- 14
2.4.4 Tangibles --------------------------------------------------------------------------------------------- 14
2.4.5 Empathy ---------------------------------------------------------------------------------------------- 14
2.5 The BRT as a solution to urban transport challenges -------------------------------------------- 15
2.7 Empirical review -------------------------------------------------------------------------------------- 16
2.7.1 Lack of a Policy Framework ---------------------------------------------------------------------- 17
2.7.2 Empirical Review in Tanzania -------------------------------------------------------------------- 17
2.7.3 Inadequate Coordination among National Government Sectors ----------------------------- 19
2.8 Research Gap ------------------------------------------------------------------------------------------ 19
2.9 Theoretical Framework ------------------------------------------------------------------------------ 20
CHAPTER THREE ------------------------------------------------------------------------------------------ 21
RESEARCH METHODOLOGY -------------------------------------------------------------------------- 21
3.0 Introduction -------------------------------------------------------------------------------------------- 21
3.1 Research Design--------------------------------------------------------------------------------------- 21
3.2 Area of Research -------------------------------------------------------------------------------------- 21
3.3 Population of the Study ------------------------------------------------------------------------------ 22
3.4 Sampling Procedures --------------------------------------------------------------------------------- 22
3.4.1 Sample size ------------------------------------------------------------------------------------------ 22
3.4.2 Sampling Technique-------------------------------------------------------------------------------- 23
viii
3.5 Data Collection Methods----------------------------------------------------------------------------- 24
3.6 Data Collection Tools -------------------------------------------------------------------------------- 24
3.6.1 Questionnaire ---------------------------------------------------------------------------------------- 24
3.6.2 Interview Method ----------------------------------------------------------------------------------- 24
3.6.3 Observation ------------------------------------------------------------------------------------------ 25
3.6.4 Documentary Review ------------------------------------------------------------------------------ 25
3.7 Reliability and Validity of the Data ---------------------------------------------------------------- 25
3.7.1 Reliability -------------------------------------------------------------------------------------------- 25
3.7.2 Reliability of the research data-------------------------------------------------------------------- 25
3.7.3 Validity ----------------------------------------------------------------------------------------------- 26
3.8.4 Data Analysis Methods ---------------------------------------------------------------------------- 27
CHAPTER FOUR -------------------------------------------------------------------------------------------- 28
FINDINGS AND DISCUSSION -------------------------------------------------------------------------- 28
4.0 Introduction -------------------------------------------------------------------------------------------- 28
4.1 Characteristics of the Sampled Population -------------------------------------------------------- 28
4.2 Gender profile ----------------------------------------------------------------------------------------- 28
4.3 Age profile --------------------------------------------------------------------------------------------- 29
4.4 Marital status of the respondents ------------------------------------------------------------------- 30
4.5 Level of education of the respondents ------------------------------------------------------------- 31
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4.6 Usage duration----------------------------------------------------------------------------------------- 32
4.7 Usage frequency--------------------------------------------------------------------------------------- 33
4.8 Customers Responses on the level of satisfaction ------------------------------------------------ 34
4.9 Factors constraining quality of service provided by the DART in Dar es Salaam City
Tanzania ---------------------------------------------------------------------------------------------------- 37
4. 9.1 Factors constraining tangibility of DART service quality ----------------------------------- 37
4. 9.2 Factors constraining responsiveness of BRT service quality -------------------------------- 42
4. 9.3 Factors constraining reliability of DART service quality --------------------------------- 45
4. 9.4 Factors constraining Assurance of DART service quality ----------------------------------- 48
4.9.5 Factors constraining Empathy of DART service quality -------------------------------------- 49
CHAPTER FIVE --------------------------------------------------------------------------------------------- 51
SUMMARY, CONCLUSION AND RECOMMENDATIONS --------------------------------------- 51
5.0
Introduction ---------------------------------------------------------------------------------------- 51
5.1
Summary of the Main Findings ----------------------------------------------------------------- 51
5.2
Conclusion ----------------------------------------------------------------------------------------- 52
5.3
Recommendations --------------------------------------------------------------------------------- 53
5.3.1 Recommendations to DART and government authorities ----------------------------------- 53
5.3.2 Recommendations to commuters ----------------------------------------------------------------- 55
5.4 Implications of the Findings ---------------------------------------------------------------------- 55
5.6 Suggestions for Further Study --------------------------------------------------------------------- 56
x
REFERENCE ------------------------------------------------------------------------------------------------- 57
APPENDIX 1 ------------------------------------------------------------------------------------------------- 62
xi
LIST OF TABLES
Table 2. 1 Dar es Salaam BRT system phase location and length………….……………………15
Table 4. 1 Gender of the respondents ........................................................................................... 29
Table 4. 2 Age profile respondents ............................................................................................... 30
Table 4. 3 Marital status of the respondents ................................................................................. 31
Table 4. 4 Level of education ...................................................................................................... 32
Table 4. 5 Customers responses on the level of satisfaction......................................................... 36
Table 4. 6 Factors constraining tangibility of DART service ...................................................... 42
Table 4. 7: Summary factors constraining responsiveness of DART quality service .................. 45
Table 4. 8 Summary factors constraining reliability of DART service quality ............................ 48
Table 4. 9 Summary factors constraining assurance of DART service quality ............................ 49
Table 4. 10 Summary factors constraining empathy of DART service quality ............................ 50
xii
LIST OF FIGURES
Figure 2.1 Map of BRT system..................................................................................................... 16
Figure 4.2 Respondents usage duration ........................................................................................ 33
Figure 4.3 Respondents usage frequency..................................................................................... 34
xiii
LIST OF ABBREVIATIONS AND ACRONYMS
BRT
Bus Rapid Transit
DART
Dar es Salaam Rapid Transit
LATRA
Land Transport Regulatory authority
SPSS
Statistical Package for Social Science
SUMATRA
Surface and Marine Transport Regulatory Authority
TPA
Tanzania Ports Authority
TRA
Tanzania Revenue Authority
U-DART
Usafiri Dar es Salaam Rapid Transit
WHO
World health organization
xiv
ABSTRACT
The introduction of BRT in Tanzania and Dar es Salam in particular was widely expected to
alleviate the challenges facing public transport. This research intended to investigate the quality of
services provided by Dar es Salaam Rapid Bus Transit (DART) and implications on the customer
satisfaction. Specifically, the research ascertained the level of customer satisfaction as well as
examines factors constraining quality of services provided by Dar es Salaam Rapid Bus Transit
(DART). The research utilized the Service Quality Scale (SERVQUAL Scale) based on the mixed
approach research design. A sample of 100 respondents was utilized based on both probability and
non-probability sampling strategies. Data were collected using questionnaires, interviews, focus
group discussion and observation. Analysis for quantitative data was undertaken using SPSS
software while qualitative data were analysed manually based on the formation of codes that
triggered emerging themes and categories. Accordingly, findings indicated that elements mostly
contributing to good quality of service were not at its place as evidenced by long waiting hours,
overcrowding, expensive fare costs and unpleasant ticketing process. However, bus drivers’
behaviour as service deliverers seemed to be appreciated by most of BRT service users. On the
other hand, factors constraining quality of service provided by DART, include few operating
buses, seasonal floods, unpleasant ticketing process, interference of BRT infrastructure,
overloading of passengers, presence of theft, as well as fear of contracting diseases such as the
covid-19 virus. These findings provide insights to the policy makers in public transport systems as
well as the transportation sector as a whole for the purpose of improving improve the DART
services
xii
CHAPTER ONE
INTRODUCTION
1.0 Introduction
This research intended to investigate the quality of services provided by Dar es Salaam Rapid Bus
Transit (DART) and implications on customer satisfaction. The introduction of BRT was widely
expected to cut out challenges facing public transport experienced by customers when using other
modes of transport. Such challenges include but not limited to, long waiting at bus terminals,
difficulty of access, road accidents, overloading in the busses (Africa Development Bank, 2015).
The researcher focused on the quality of service provided by DART and was able to know the
quality of service provided by DART as well as knowing if the users are satisfied with the service.
The researcher captured in details factors constraining BRT from providing quality services to its
customers. This chapter gives the background of the study, followed by the statement of the
problem, purpose and research objectives. It also includes the significance, scope and finally
limitations of the study.
1.1 Background of the study
Public transportation systems are the effective and efficient means of moving larger numbers of
the people especially in densely populated urban centres in the city. In addition, to ensure the
wellbeing of its users, the public transport plays a vital role in the productivity of cities which in
turn has a direct bearing on individual livelihoods as well as the national economies (World Bank,
2001; Lyndon and Todd, 2006). Public transportation is passenger transportation services, usually
local in scope that is available to any person who pays a prescribed fare. It operates on established
schedules along designated routes or lines with specific stops and is designed to move relatively
1
large numbers of people at one time (Rodrigue et al., 2006). More specifically, improvement of
urban public transport is critical given the current rapid urbanisation worldwide that requires
among other things affordable and good quality public transport services; lack of which leads to
economic, social, and physical isolation, especially among low-income communities located in the
city outskirts with inadequate access to public transport (Nkurunziza et al., 2012).
Cities all over the world have gradually developed a wide range of public transport systems to
commute the mass between one place to another or from one city/town to another. The common
means of public transport in most cities and towns include motorbike taxis, minibuses, metro, Bus
Rapid Transit, trains and bicycles. Rail transport is said to be the backbone of transport in most
major cities of the developed world (Yerrell et al., 1990). Big cities such as London, Berlin, New
York City, Vancouver, Montreal, Paris, Copenhagen, Madrid and Barcelona have developed a
well-organized system of electric trains that serve as the fast and reliable transport system (Davies,
2015).
In the mid-1970s, there was steady growth and popularity of Bus Rapid Transit (BRT) and by a
year 2015, there’s 167 cases of Bus Rapid Transit implementation existed worldwide despite that
BRT was developed for the lower income earners in developed city compared to electric trains.
The first modern BRT system in the world was the Rede Integrada de Transporte (RIT, "Integrated
Transportation Network"), implemented in Curitiba, Brazil in 1974. This innovation prompted
many nations worldwide to imitate.
In Africa, BRT is gaining its root and seven cities all over the continent have implemented the
project. The first system was opened in year 2008 and since then, six others BRT systems have
2
been inaugurated. Currently BRT systems are in operation in Lagos (Nigeria), opened in March,
2008; Johannesburg (South Africa) opened in August, 2009; Cape Town (South Africa), opened
in May, 2011; George (South Africa), opened in August, 2015; Dar es Salaam (Tanzania), opened
in May, 2016; Marrakech (Morocco), opened in November, 2016; and Accra (Ghana), opened in
November, 2016.
In Dar es Salaam-Tanzania, the inauguration of BRT in May, 2016 was one of the big steps to
provide affordable transport systems that could alleviate road congestions and frequent vehicle
accidents. BRT was expected to improve the carrying capacity and reliability relative to a
conventional bus system. Dar es Salaam is among the rapidly growing cities in Africa pointing to
the need to improve the quality of the public transit services to meet the ever-increasing needs and
expectations (Kumar & Barret, 2008). The population of Dar es Salaam Region has increased by
75.5 percent from 2,487,288 persons in year 2002 to 4,364,541 persons in year 2012 Census.
However, for a period of 14 years (1988 to 2002), the population of Dar es Salaam Region has
increased by 82.8 percent. Population increase was recorded in all districts from the year 2002 to
2012 Census; the largest population change was recorded in Ilala District Council (92.2 percent)
while the smallest was recorded in Kinondoni District Council by 63.8 percent (NBS, 2012).
The Government of Tanzania initiated the construction of BRT infrastructure for the first phase in
April, 2012 and completed in December, 2015 where by the project has a total length of 21.1
kilometres with dedicated bus lanes on three trunk routes with a total of 29 stations (Ahferom,
2009). Currently, the route is serviced by a fleet of 140 Chinese built Golden Dragon buses,
providing express and local service for 18 hours daily from 05:00am to 11:00pm. BRT system
includes roadways that were dedicated to buses, and gives priority to buses at intersections where
buses may interact with other traffic; alongside design features to reduce delays caused by
3
passengers boarding or leaving buses, or purchasing fares. (Africa development bank, 2015). The
proposed BRT system, branded Dar es Salaam Rapid Transit (DART) was to operate on speciallydesignated infrastructure and was planned to replace the inefficient and unpredictable Daladala
(usual public transport buses) which were characterized by lack of professionalism and safety, lack
of reliability, long travel times, overloading of passengers, poor sitting and standing conditions,
etc (Kanyama et al., 2004; JICA, 2008).
The BRT project is 49% owned by the Government and 51% owned by Simon Group Limited and
operated by the Dar es Salaam Rapid Transit (DART) under the surveillance of the then known as
Surface and Marine Transport Regulatory Authority (SUMATRA) currently known as Land
Transport Regulatory authority (LATRA). The DART project seeks to improve the quality of
public transport in Dar es Salaam and address all challenges facing the public transportation in the
city (JICA, 2008 & Africa Development Bank, 2015).
The first phase of the project was supposed to have 305 buses in operation, but there were only
140 buses at the launch of the operations. In February, 2018, DART purchased new 70 BRT buses
to improve their operations with an anticipation to purchase 95 buses more buses to reach the
required number in the first phase. The procurement of 70 buses was not successful due to the fact
that the buses were still at the Tanzania Port Authority (TPA) over tax issues (The citizen 21st Dec.
2018).
1.2 Statement of the problem
BRT system under supervision of DART is expected to dominate mass transport system in Dar Es
Salaam city and many people depend on this type of transport. Although the project had been
completed for the first phase, BRT transport has an average carrying capacity of 160,000
4
passengers per day when buses are operating without any technical interference or flood at
Jangwani area. In order to serve effectively its purpose, ordinary commuter buses (Daladala)
plying between Mbezi, Posta Mpya and Kariakoo were compelled to change the route to give an
opportunity for DART to operate. In the same vein, using private vehicle to traverse the city was
also discouraged so that people could opt for DART over their private vehicles to go for work. In
this regard’s customer satisfaction was supposed to be at the core of the urban public transport.
Customer satisfaction was defined as the measurement of how a certain product or service
performs in relation to the customers expectation (Hill et al., 2003). The higher the level of
customer satisfaction with a product or service, the higher the perceived quality of the product or
service. Therefore, this study was assessing various matters which were crucial in ensuring
customer satisfaction which includes aspects like a bus fare, on-board comfort, staff behaviour and
appearance, ticketing process, buss speed, safety, air ventilation, waiting time at bus terminals,
number of buses, operating hours, information provision and general customer care provided by
the service providers.
It was in that height where the subject of quality services and customer satisfaction became of
paramount importance. Basically, any public transport system was established to meet the needs
of the customers. Customers deserve a good quality transport system that enables them to reach
the intended destinations and perform the intended activity. Customer satisfaction leads to loyalty
hence high performance and revenue collection for the service provider. Previous researchers have
identified a number of dimensions of the quality of service. This study was adopting the five
dimensions (tangibles, responsiveness, empathy, reliability, and assurance) approach widely
recognized and acceptable set of service quality variables/dimensions were used to measure
5
implications to customer satisfaction. This model was known as the Service Quality Scale
(SERVQUAL Scale).
1.3 Research Objectives
1.3.1 General objectives
The general objective of this study was to investigate the Quality of Services Provided by Dar es
Salaam Rapid Bus Transit (DART) and Implications to Customer Satisfaction and addressing
solutions.
1.3.2 Specific objectives
i)
To examine the level of customer satisfaction based on the service provided by DART
ii)
To ascertain factors constraining quality of service provided by DART in Dar es Salaam
City
1.4 Research questions
This research is thus guided by a specific research question namely:
i)
What is the level of customer satisfaction to DART’s service quality along each of the five
SERVQUAL dimensions?
ii)
What are the factors constraining quality of service provided by DART?
1.5 Significance of the Study
The study was expected in providing insight to the policy makers in the public transport systems
as well as the transportation sector as a whole. The study will enable DART to improve their
services to customers (Coyles & Gokey, 2002; Bolton & Drew, 1991). The improved
transportation system will enable citizen to reach their destination safely and on time. The study
6
is also of vital important to potential investors and other stakeholders who are interested to invest
in DART because customer satisfaction implies that a larger number of people will opt to use this
public transport system hence provide mileage to investors. The government will collect taxes
from both DART and investors to improve the wellbeing of the citizen.
1.6 Scope of the Study
Geographically, the study was conducted in Dar es Salaam. The DART is the central part of the
study where the service quality was assessed and its implication to customer care. Other aspect of
the studies such as welfare of workers and other underlying issues were not be basic to this study.
To the customers, the matters which were directly related to the interaction with workers of DART
was not be considered to affect the course of the study.
1.7 Limitations of the Study
Time factor, social distancing due to Covid-19 pandemic and difficulty to reach respondents in the
process of collecting data were a major constraint. However, the researcher observed all Covid-19
precautions as directed by WHO and ministry of health of Tanzania during the data collection
period. For case of the respondents with access to internet, online platforms were used when
distributing the tools for collecting data. Reluctance of respondents to participate in the study was
also there and hampered the study. The researcher ensured that respondents were briefed about the
aim of conducting the study. Generally, the respondents were informed that the information to be
collected only served for academic purposes and not otherwise. Ethical issues were highly
observed in handling the data.
7
CHAPTER TWO
LITERATURE REVIEW
2.0 Introduction
This chapter presents the conceptual definitions of terms used in the research, theoretical and
empirical analysis and ultimately establishes the research gap. Based on this, the conceptual
framework of the study was presented together with the chapter summary.
2.1 Conceptual Definitions
This sub-section contains the list and definitions of terminologies used in various chapters of the
study. The intention was to make sure every terminology was clearly defined based to the context
of the of the study. Such terminologies include the following:
2.1.1 Public Transport
Public transportation is passenger transportation services, usually local in scope that is available
to any person who pays a prescribed fare. It operates on established schedules along designated
routes or lines with specific stops and is designed to move relatively large numbers of people at
one time (Rodrigue et al., 2006). Public transport was operated by the government but the private
sector also provides the service when the need arises. Public transport includes large buses,
minibus, taxis, and railways.
2.1.2 Service
A service is an activity or a process. It is a core value created in buyer-seller interactions; but it
cannot be kept in stock and there is no transfer of ownership (Gronroos, 2001). In the context of
public transport, this includes the whole process from when the customer is embarking at the bus
up to the point of disembarking.
8
2.1.3 Service Quality
Grönroos (1983) describes service quality as both technical and functional, the first meaning is
what the customer gets and the latter is how the customer receives the service. When a customer
assesses service quality, the company’s profile or image acts as a “filter”. If a company has a
positive image, it’s easier to overlook smaller mistakes in its service delivery.
2.1.4 Service Quality and Customer satisfaction
Kotler (1999: 55) define quality as “the totality of features and characteristics of a product or
service that bear on its ability to satisfy stated or implied need”. According to Johnson and Clark
(2005), service quality can be understood as the same thing with satisfaction, i.e., perceived service
quality, as well as a match between a customer’s expectation of a service and perception of its
delivery. Service quality is more appropriately termed perceived service quality that meets or
exceeds customer expectations (Fisk et al., 2004). Palmer and Cole (1995: 44) state that “[...]
quality can be defined only by customers and occurs when an organizations’ goods or services are
equal to a specification that satisfies their need.” Service quality is an antecedent of customer
satisfaction and satisfaction in turn has greater effect on purchase intentions (Ibid, 1995).
According to Zeithaml et al., (1990) customers do not evaluate a service solely on its outcome,
they also consider the process of service delivery and possibly also the context. Service quality
indicators deal with the relationship between service delivery, customer’s expectations and degree
of customer satisfaction. These indicators address the question; does the delivery of public
transportation service meet or exceed customer expectations? (SPUTNIC, 2012).
2.1.5 Customer Satisfaction
Hill et al., (2003) defines customer satisfaction as a measure of how a product or service performs
in relation to customer expectations. Customer satisfaction is seen as a key indicator of the level
9
of quality of a service or product as it is perceived by the customer. The higher the level of
customer satisfaction with a product or service, the higher the perceived quality of the product or
service. This suggests that, it is shows a considerable relationship between the customer
satisfaction and the level of quality of a service or product delivered.
Hence, in order to achieve customer satisfaction, service providers are essentially demanded to
know customer’s expectations and periodically assess their level of satisfaction. According to
Denton (1989: 17), “Customer satisfaction is the backbone of service organization and the
organization gets more than money”. Gaining competitive advantage for a service organization is
dependent up on the level of satisfaction of customer. To satisfy customers, accurate understanding
of their expectation has invaluable importance for those engaged in the provision of service. A
service organization that understands the expected service in the mind of the customer has better
chances of satisfying that expectation and getting competitive advantage over others (Palmer and
Cole, 1995). In-depth understanding and fulfilment of customer’s requirements and expectations
enables service providers to retain their customer by improving their satisfaction (McDonald et al.,
2001).
2.2 Theoretical Literature Review
Transport is an integral part of human life. Proper transport link enables efficient frequency of
services, flow of passengers and commodity on (rail, roads, air, water) mode of travel. Transport
policy stresses strongly that whatever the mode will be, it should primarily consider the human
aspect (i.e., safety, liveability, economy, satisfaction…etc.) (Peter Freeman & Christian Jamet,
1998). This gives every individual the right to choose the services that he/she desires.
10
2.3 SERVQUAL Theory
In conducting this study, the researcher was guided by the SERVQUAL Theory. The SERVQUAL
Theory was developed by Zeithaml (2003) and explains the relationship between customer
satisfaction and service quality. According to the theory, there is a direct relationship between the
quality of services offered by a service provider to a customer and the level of customer
satisfaction. Since this theory is not one size fit all, there is an additional concept of how other
scholars defined and wrote about public transport basing on the variables developed in
SERVQUAL Theory (Height & Cresswell, 1979). The quality of transport service can be
measured against reliability, convenience, safety, security and comfort (Iles 2005; Height and
Cresswell, 1979). Speed, accessibility in time, Reliability, and frequency are quality indicators of
transport services (Wood and Johnson, 1989).
SERVQUAL is a concise multiple-item scale with good reliability and validity that companies can
use to better understand the service expectations and perceptions of their customers (Zeithaml et
al., 2006). Customer expectations are pre-trial beliefs of what to expect from a product or service
and are used as a reference point to compare and evaluate the actual experience.
Characteristics of service are explained by Zeithaml et al., (2006) who argued for demand distinct
interventions for managing service organizations. This is because services are intangible,
heterogeneous, produced and consumed simultaneously, and are perishable. As a result, service
management and consistent quality service delivery are challenging tasks. Each of these four
service characteristics is now briefly discussed.
11
2.3.1 Intangibility
Service is intangible and cannot be physically identified and compared. This is so, because the
benefit to be achieved is intangible, it is difficult to differentiate between alternative service
suppliers (Zeithaml et al., 2006).
2.3.2 Heterogeneity (Variability)
With respect to heterogeneity, Zeithaml et al., (2006) liken services to “performances” produced
by people for which no two are the same. The authors explain that the heterogeneity connected
with services deals with the interaction between customers and employees.
2.3.3 Inseparability
The concept of simultaneous production and consumption of services is best explained as when a
service is first sold and only then produced and consumed at the same time. In contrast, Zeithaml
et al., (2006) compares how goods are first produced, then sold and finally consumed. Thus, a
service differs from a product in such a way that it is produced and consumed at the same time.
2.3.4 Perishability
Perishability refers to the fact that services cannot be saved, stored, resold or returned. For
example, an unused seat on train trip cannot be reclaimed or used at a later time, or where demand
for services (overcrowded trains) is not uniformly distributed. The fact that services cannot
typically be returned or resold implies a need for strong recovery strategies when things go wrong
(Zeithaml and Bitner, 2003 in Luke, 2008).
2.4 Service Quality and Its Determinants
According to Zeithaml et al., (2006) there are several determinants of service quality namely
efficiency, reliability, accessibility, convenience and affordability. The quality of transport service
can be measured against reliability, convenience, safety, security and comfort (Iles 2005; Height
12
& Cresswell, 1979; Wood & Johnson, 1989). In this study the researcher was based on reliability,
convenience, comfort and safety.).
2.4.1 Reliability
Reliability of a service is a measure of the degree of confidence that customers feel in using the
service as well as the ability of the service to deliver as promised. This is an important element of
service quality, which determines the level of passengers’ satisfaction. Provision of reliable service
enables service providers to retain passengers for a long period. Passengers may be lost and may
not be regained if the service is unreliable. Those passengers who use urban bus transportation
services are increasingly sensitive to waiting time and they are more satisfied with scheduled
service, which habitually operates exactly according to scheduled departure and arrival times by
operating at the appropriate frequency (Iles, 2005). The primary determinant of service reliability
is the reliability of the vehicle itself (Ibid, 2005). Availability of sufficient numbers of buses will
attract more passengers to use buses for their daily traveling needs. Poor reliability within an
operation is the result of several breakdowns, which in turn has adverse effect on vehicle
availability and affects the quality and quantity of the overall services (Ibid, 2005). Under this
dimension, the researcher was focusing on the available number of busses, waiting time that is
buses arrival time.
2.4.2. Assurance
Assurance has been defined as employees’ courtesy and knowledge, and their capacity to transfer
confidence and trust to customers (Parasuraman et al., 1991).
13
2.4.3. Responsiveness
Parasuraman et al., (1991) highlighted that responsiveness of willing employees involves telling
customers exactly when things will be done, giving them undivided attention, promoting services,
and responding in accordance with their requests.
2.4.4 Tangibles
Parasuraman et al., (1991) identify tangibles as physical facilities (equipment, personnel, and
communications materials). It is the physical image of the service that customers will use to assess
quality. Tangibles are associated with the physical facilities, tools, and machines used in order to
provide the service, as well as representations of the services, such as statements, cards (debit and
credit), speed, and efficiency of service. Several factors are included in tangibles such as; external
and internal appearance of bus stops, under this dimension, the researcher kept an eye on bus stops
conditions and infrastructures, number of seats in the buses and communications infrastructures.
2.4.5 Empathy
In most situations, high standards of safety are a desirable objective of most passengers. Hence,
safety measures have to be put in practice so that the passengers will be guaranteed of safety (Iles,
2005; Height and Cresswell 1979). In the context of safety, the researcher concentrated on the
security issue since in many transports system, passengers are not secured from pickpocket both
on buses and at bus stops and terminals. In some cases, it is common that passengers are violently
robbed. The way in which transport is operated determines the level of insecurity. While the
presence of inspectors or conductors on the vehicles, good lighting on buses and at bus stops have
a beneficial effect in reducing the opportunities for the crime of pick pocketing, overcrowding of
buses and poor discipline at bus stops and terminals increases passengers’ vulnerability to
pickpockets (Iles, 2005).
14
2.5 The BRT as a solution to urban transport challenges
Having received opinions from different stakeholders, and developing a political will of improving
the flow of traffic in Dar es Salaam, the government of Tanzania decided to establish the BRT
which started its operations in 2016. The project is executed in phases but currently, phase one is
complete and runs from Kimara to Kivukoni (along Morogoro road) through Jangwani valley, with
another branch going to Morocco (along Kawawa road) through Mkuwajuni and another extension
from fire bus stop to Gerezani. It is clear that through BRT, goods and services have to be
transported from one location to the other. In the same manner, the BRT stations provide a market
niche and have been used as sales points by different petty traders (Lukas &Porter, 2016). The
situation calls for adequate planning to ensure that urban transport is reshaped in developing cities.
It is the economic and practical solution to improving transport systems including traffic
congestions in developing countries.
The Dar es Salaam BRT System comprises six phases as illustrated in Table 2.1 and Figure 2.1.
Phase 1 infrastructure construction has been completed with financing from the World Bank and
the Government of Tanzania. The operationalization of Phase 1 started in 2015 and is run by the
UDART company which is local company belonging to natives of Tanzania.
Table 2. 2 Dar es Salaam BRT system phase location and length
Source: World Bank group (2015)
15
Figure 2.1: Map of BRT system
Source: World Bank group (2015)
2.7 Empirical review
A study by UNFPA (2007) observed that due to population growth in urban cities, almost all cities
throughout the world experience expansion in their geographical space. This is due to different
reasons worldwide which were expansions of the results largely as people move into suburban
areas in search of a higher quality of living and people build illegal houses in the peripheries of
the cities to render cheap rental conditions thereby attracting more and more settlers (Whitehand
& Larkham, 1992; UNHABITAT, 1996).
Damayanto, Kenedi, and Yogatama (2018) conducted a study on performance evaluation of
service quality of Trans Bandung Raya Bus (case study: route of Elang Terminal – Jatinangor
Terminal) Indonesia. The objective of the study was to understand the Trans Bandung Raya Bus
(TBRB) performance grounded on the policy of Director General of Land Transportation Decision
16
and to analyze the service quality factors of TBRB. The study revealed that the total value of
TBRB's performance is 23 and based on the performance standards of the Director General of
Land Transportation. Decision is the "Good" category. The value of TBRB service quality (2.63)
is smaller than the expected value (3.31) which means that TBRB has to improve its performance.
The study concluded that service quality variables like empathy and assurance need to be
improved.
2.7.1 Lack of a Policy Framework
A study by Mbara, T.C. (2002) revealed that, in many African countries, there is no national policy
framework within which the urban transport sector that can be addressed. Thus, decisions taken in
respect of urban transport are more often a reaction to a crisis. A coherent policy framework is
needed to avoid undertaking projects in an ad hoc manner. An area which has greatly suffered is
in respect of road maintenance. There is no policy in terms of routine and periodic maintenance
and quite often roads are attended to when they are seriously damaged and the costs to restore
them will be prohibitive.
2.7.2 Empirical Review in Tanzania
A study conducted by Mlambo and Khayesi, (2006) on the challenges of public transport in Dar
es Salaam found that 81.9% of passengers rated operatives’ language as poor or very poor.
Incidences of abusive language were more pronounced during collection of fares, loading and
disembarking of passengers. The study also found that 87.7% of passengers were not satisfied with
neatness of bus crew. Apart from bad language and dirtiness of crew, noises from radio and music
players were the third ranked nuisance on-board by passengers. Playing music or radio on a high
volume, apart from disturbing passengers, led to misunderstanding, and therefore resulting in bad
17
relationship between bus crew and passengers. All these factors contribute to the poor perception
of commuters on the quality of services (Mlambo and Khayesi, 2006).
Another issue with public transportation in Dar es Salaam is that it does not cater for passengers
with special needs including people with disabilities. Also, there is no uniform quality approach
for urban public transport and the concept of quality remains somewhat vague. Furthermore, there
is no systematic effort within the public transport industry to evaluate applications of quality
management (Mlambo and Khayesi, 2006).
Chengula and Kombe (2017) conducted research about the assessment of the effectiveness of
Rapid Bus Transit (DBRT) System in Dar es Salaam, Tanzania. Interviews and questionnaire were
used to get data from the respondents in the field, and the analysis of responses was based on
households and commuters. This study used random sampling to recognize potential passengers
who are now gaining with the existence of BRT system in the Dar-es-salaam city. A sample of 200
respondents was used in the study and a total of 200 questionnaires were disseminated to the
families living close DBRT terminals and travellers. For the case of travellers, the respondents
were taken from each terminal. The study observed that waiting time for travellers at
stations/terminals is reduced to more than 50 percent, delays in journey is reduced to 60 percent
and savings of fare cost to travellers is 28 percent compared to previous daladala type. The study
recommended DBRT must link between arterial roads and truck roads for the DBRT system to be
applied life cycle cost and sustainable project.
Kirumirah & Munishi, (2020) conducted research titled “Exploring the Impact of Floods on Urban
Transport and its Impact on Livelihood Resilience” this study identified the trend of floods and
their impacts on transport system in Dar es Salaam since 2011. The study further analysed the
18
impact of floods on transport infrastructure as well as the situation of floods on BRT systems and
its implication on people’s livelihood. This study concludes that Dar es Salaam will continue to
experience the situation of floods if coordinated planning is not prioritised.
2.7.3 Inadequate Coordination among National Government Sectors
A study by Kanyama et al., (2004) revealed that the Ministry of Transport and Communication
acknowledges that the transport sector in Tanzania is characterized by low quality services,
namely, the existence of a great outstanding need for infrastructure maintenance and rehabilitation
work, inadequate institutional arrangements and laws. It further identified regulations and
procedures which are inconstant or incompatible with each other for the creation of the conducive
climate of investment hence growth in the sector. Lack of a well-organized coordination system
among transport institutions involved in the operation of public transportation in Dar es Salaam
was yet another serious problem. Such shortcomings resulted in overlapping areas of
responsibilities and with the absence of mechanisms for managing overlaps and conflicts are
common in the execution of roles. According to the present Tanzania National Transport Policy
(2003), the Ministry of Transport and Communication is supposed to develop a safe, reliable,
effective, efficient and fully integrated transport infrastructure and operations which will best meet
the needs of travel and transport.
2.8 Research Gap
Conclusively, the above reviewed literature literatures have mainly focused on measuring the level
of customer satisfaction and slightly spotting challenges of facing BRT project and not quality of
service provided by DART as agency of public transport using BRT system. In this case therefore
it is necessary to undertake a more specific investigation intended to measure the level of customer
satisfaction as well as identifying constraining factors of service quality provided by DART.
19
2.9 Theoretical Framework
According to Jean-Paul Rodrique (2013) urban productivity is highly dependent on the efficiency
of its transport system to move labour, consumers and freight between multiple origins and
destinations. The conceptual framework highlights the transport challenges, ways of solving the
problems and how to provide quality service to commuters. Some of the challenges encountered
by the commuters are highlighted before and they include poor planning which results in
unorganized structures – a means of increasing the problem rather than solving them. As pressures
mount, service providers are unable to satisfy the needs of the commuters hence creating
unfavourable conditions, such as long queues, long waiting time, few operating buses and
unpleasant customer care. In order to overcome these problems, the government and other relevant
stakeholders have to study the challenges and devise policies and regulations that target to
eliminate the problems. There is need for all concerned stakeholders to work and identify transport
challenges collectively in order to solve the ever-increasing problems faced by commuters. They
should use the determinants of five service quality (Parasuraman et al., 1995) as their benchmarks
tackling the problems. Having established the causes of the challenges is the first step in finding a
lasting solution. After addressing the transport challenges, a favourable operating environment will
be created. The service provider (DART) will be able to operate on good infrastructure and the
concentration will be more on customers’ satisfaction of the service delivery.
20
CHAPTER THREE
RESEARCH METHODOLOGY
3.0 Introduction
This chapter presents the overall research design, location of the study, sample of the study, sample
size and the sampling techniques that were used to select respondents. It further presents the nature
of the study, data collection techniques and analysis strategies that were used in this study.
3.1 Research Design
A case study research design was used in this research. This was due to the fact that it offers a
comprehensive description and analysis of a single situation or a number of specific situations
(Yin, 1984). BRT in Tanzania exists only in Dar es Salaam and therefore it was logical
concentrating in Dar es Salaam only. Yin (1984) also noted that variations in terms of intrinsic,
instrumental and collective approaches to case studies allow for both quantitative and qualitative
analysis of the data. According to Zaidah (2003) detailed qualitative accounts often produced in
case studies do not only help to explore or describe the data in real-life environment, but also helps
to explain the complexities of real-life situations which may not be captured through experimental
or survey research.
3.2 Area of Research
The study was conducted in Dar es Salaam Region. Dar es Salaam covers an area of approximately
1800 square kilometers with a population of 4.3 million according to the 2012 census. The research
concentrated on the bus terminals which are Kivukoni, Kimara, Morocco , Karikoo, Ubungo
Muhimbili Gerezani and Mbezi terminals.
21
3.3 Population of the Study
A population is a group of individuals of the same species that share aspects of their demography
or genetics more closely with each other than with other groups of individuals of that species
(Hunter, 2002). It is translating the abstract concept into workable concept. Target population for
this study in particular comprised all passengers using BRT system in Dar es Salaam
3.4 Sampling Procedures
The sampling method intended to be used was probability and non-probability sampling. A
probability sampling means that everyone in a given population has an equal chance of being
surveyed for a particular piece of research (Ryan, 2011). Probability sampling was applicable to
the passengers while non-probability was applied to special group of commuters such as pregnant
women and aged commuters who were sampled purposively (Ryan, 2011).
3.4.1 Sample size
A sample size of one hundred (100) respondents was used in this study (Kothari, 2004).
Respondents from the BRT terminals such as Kimara, Morroco, Gerezani, and Kivukoni and
Jangwani were included to constitute a sample. In this study, 20 passengers were selected in each
of the four terminals to constitute 100 passengers. Cochran formula was used to calculate optimum
sample size of the study. This formula was developed by Cochran (1977) to calculate a desirable
sample size of the infinite population. The Cochran formula is given by;
n = 𝑍2𝑃𝑞
e2
22
Where:
n = Sample size
Z = Desired confidence level
P = is the estimated proportion of an attribute that is present in the population
q = p −1 and e is the desired level of precision
Assuming the maximum variability is equal to 50% (p=0.5) and taking 95% confidence level
with ±10% level of precision, the calculation for required sample size will be as follows;
p = 0.5 and q =1- 0.5 = 0.5; e = 0.1 or 10%; z =1.96
Then, n = (1.96)2 (0.5) (0.5)
(0.1)2
= 96.04 ~ 100
A sample size of 100 respondent were selected
3.4.2 Sampling Technique
Kothari (2004) defines sampling technique as the method of selecting a sample from a population.
It is believed that if sample is chosen carefully using the correct procedure, it is then possible to
generalize the results to the whole of the research population (Dawson & Dargie, 2002). Therefore,
the researcher used simple random sampling probability sampling and purposive non-probability
sampling technique respectively to obtain the appropriate respondents from the population.
23
3.5 Data Collection Methods
The study used both primary and secondary data collection methods. Primary data collection
method involved gathering first-hand information from the original source for the purpose of
making statistical inference. Fieldwork survey involved collection of both quantitative and
qualitative data.
Qualitative information was collected through personal observations,
questionnaires and interviews.
Secondary data collection method for this study based on extensive literature review from
published and unpublished documents, reports, presentations, workshops, journal articles,
seminars, online database, statistics mapped forms and scholarly books from various sources. The
review of academic literature relevant to the focus of the study helped to brighten the arguments
of this study.
3.6 Data Collection Tools
3.6.1 Questionnaire
Being aware of the mixture of educational levels, the questionnaires were translated from English
to Kiswahili in an effort to accommodate the targeted population. The questionnaires were
distributed to the commuter contacted at main bus terminuses. Respondents were randomly
selected and unannounced and requested to fill the questionnaires.
3.6.2 Interview Method
According to Kothari (2006) an interview is a set of question administered through oral or verbal
communication or is a face-to-face discussion between the researcher and the interviewee
respondent. There are two types of interviews, namely structured and unstructured interviews.
Unstructured type of interview was applied to the respondents. This type of interview enabled the
researcher to get firsthand information from respondents.
24
3.6.3 Observation
Another data collection method used by the researcher is observation. The researcher observed
the overall operations and passenger movements at bus terminals and within buses as they moved
around the city. Observation included the level of comfort within buses, traffic jams, appearance
and manners of bus drivers’, security guards, ticketing process and ticket providers’ behaviors, the
speed at which buses are driven, moods and attitudes of the passengers.
3.6.4 Documentary Review
In order to collect relevant information on the problem studied, the researcher conducted a
documentary review of various reports generated by SUMATRA and LATRA, reports by DART
project, Dar es Salaam Transport Policy and National Transport Policy. Moreover, the
environmental assessment of BRT system conducted by Bank of Africa in year 2015 was reviewed.
All these enabled the researcher to understand the overall scope of project implementation.
3.7 Reliability and Validity of the Data
3.7.1 Reliability
Reliability of a research instrument concerns the extent to which the instrument yields the same
results on repeated trials. Although unreliability is always present to a certain extent, a great deal
of consistency in the results of quality instrument gathered at different times was ensured. The
tendency found in repeated measurements is referred to as reliability (Carmines & Zeller, 1979).
According to Pitt (1991), replications of original studies are acceptable vehicles for the
establishment of reliability and validity of instruments.
3.7.2 Reliability of the research data
Reliability refers to the consistency of a measure. This notion can be taken to comprise two
elements: external and internal reliability. External reliability refers to the degree to which the
25
measure is consistent overtime. This approach gauging reliability is known as test/retest reliability.
Internal reliability refers to the degree of internal consistency of a measure. One method of
establishing internal reliability in this sense is through split-half method. Reliability analysis
allows studying the properties of measurement scales and the item that make them up. The
reliability analysis procedure calculates a number of commonly used measures of scale reliability
and also provides information about the relationships between individual items in the scale.
Numbers of different steps were taken to ensure the reliability of the study. Questionnaire were
constructed based on service of transport needs and the previous studies conducted in Dar se
salaam. The questionnaire was divided into three parts in order to make respondents to concentrate
on each question. The theories that have been selected for the study were clearly described and
research question were formulated based on the previous theory. Data were collected based on the
frame of reference that was drawn from the discussed theories. The objective to make sure that the
investigator will follow the same procedures and used the same questionnaires object, the same
conclusion would be made.
3.7.3 Validity
Content validity refers to whether or not the content of the manifest variable is right to measure
the latent concept that the study is trying to measure. An extensive search of the literature on the
concept that will be measured is one way to achieve content. Numbers of different steps were taken
to ensure the validity of the study. In this regard, data were collected from the reliable sources,
from respondent who has experiences in using BRT bus transport. Survey question were created
basing on literature review and frame of reference to ensure result validity. Data were collected
within specified period of time.
26
3.8.4 Data Analysis Methods
After data collection, data entry, coding, and data cleaning were the initial steps before jumping to
the actual analysis. During the data analysis process, the nature of the study and types of data were
the major aspects considered (Kothari, 2004). Hence, in this study quantitative data was analysed
by using descriptive statistical analysis to give descriptive results. Closed and open-ended response
was analysed to examine the level of service provided by DART. Also, the Likert scale responses
coded with 1, 2, 3, 4 or 5 (1-strongly Agree, 2- Agree, 3-Neutral, 4-Disagree, 5-Strongly Disagree)
were analysed to identify factors affecting the quality of services provided by DART. Moreover,
a descriptive analysis was used to analyse demographic characteristics of respondents such as
gender, age, level of education, and work status of respondents. A descriptive analysis of data in
the study was performed by using IBM SPSS Statistics Version 20 as well as Microsoft Excel to
give frequencies and percentages through pie charts, bar graphs, and tables.
3.8.5 Ethical Considerations
It is contended that ethical consideration is central when designing evaluating research (Cozby,
2007). The researcher informed the respondents that participation during the interview was
deliberate and they were free to withdraw their participation at any stage during the data collection
process. Furthermore, the study assured that the given data was not used for some other purpose(s)
and none of the participants was identified by names in the report.
27
CHAPTER FOUR
FINDINGS AND DISCUSSION
4.0 Introduction
This chapter presents detailed results and discussion of the research findings in an attempt to
achieve the research objectives. The discussion is guided with the research specific objectives as
they appear in this particular chapter. The objective is centred towards examining DART’s service
quality along each of the five SERVQUAL dimensions as related on customer satisfaction as well
as examining factors affecting quality of service provided by DART. The chapter sets off by
presenting demographic characteristics of respondents and later the findings and discussion.
4.1 Characteristics of the Sampled Population
The demographic information of the respondents included but not limited to the gender profile,
marital status, education level, age profile and usage to mention just a few.
4.2 Gender profile
The gender composition of the sampled public transport users (Table 4.1) shows that 52% were
female while 48% were male. This shows that both genders use this kind of transport even though
women tend to dominate by over 2% compared to male.
28
Table 4. 1 Gender of the respondents
Gender
Response
%
Male
48
48%
Female
52
52%
Total
100
100%
Source: Field Data (2021)
4.3 Age profile
The age structure of the respondents reveals that 34% were between 18-25 years, 37% between
26-35, 16% between 36-45, and 13% between 46 years and above. The highest percentage of
public transport users were between 18-25 years and 26-35 years, signifying college students and
working age group utilized this mode of public transport more than the age group 36-45 and 46
and above. This showed that later group used other methods of transportation such at private
vehicles and staff buses and walking. From the age profile the researcher observed that the working
group and college group are highly depending on this public transport. Therefore, improvement in
the DART services will actually improve production since the working group is really depending
on it.
29
Table 4. 2 Age profile respondents
Age
Response
%
18-25 Years
34
34%
26 -35 Years
37
37%
36- 45 Years
16
16%
46 Years and above
13
13%
Total
100
100%
Source: Field Data (2021)
4.4 Marital status of the respondents
Findings indicate that single respondents constitute 48 percent in terms of marital status and
married respondent constituted 44 percent the least number of respondents were the divorced as
depicted by 3 percent of the total number of respondents. The study findings imply that married
respondents are depending on this transport there for any challenge facing this group will have
direct impact to their families.
30
Table 4. 3 Marital status of the respondents
Marital Status
Response
%
Married
44
44%
Not married
48
48%
Widowed
5
5%
Divorced
3
3%
100
100%
Total
Source: Field Data (2021)
4.5 Level of education of the respondents
The results (Table 4.4) showed that 41% of the total number of respondents had attained college
or university education. About 30% of the total number of respondents had obtained secondary
education. While findings further shows that 11% of the total number of respondents had not
attained any formal education, 18% of the total number of respondents had obtained primary
education. These results indicate that, researcher is likely to get correct and intended answers since
all of the respondents in one way or another has acquired a certain level of education. Since most
of the users of this public transport had acquired college or university education, these respondents
are likely to be employed or self-employed group therefore any challenge facing this group will
have a direct impact on their productivity.
31
Table 4. 4 Level of education
Level of Education
Response
%
Informal Education
11
44%
Primary Education
18
48%
Secondary Education
30
5%
College / University
41
3%
Total
100
100%
Source: Field Data (2021)
4.6 Usage duration
It was found that 9% have used this public transport for less than one year, 25% have been using
the means for more than one year but less than two years, while 66% have been using this public
transport for more than three years this signifies that most of the users have used the system for
some time and the Dar es Salaam population mainly depends on this public transport. Additionally,
this group provided and assured the researcher on the response provided since more than a half of
the respondents have been using this public transport for a long period of time of more than two
years.
32
70%
66%
60%
50%
40%
30%
25%
20%
10%
9%
0%
0-1 year
1-2 years
3 years and above
Figure 4.1 Usage duration
Source: Field Data (2021)
4.7 Usage frequency
Research findings revealed that about 83% of the respondents used public transport on daily basis
and 11% on weekly basis while only 6% were using this public transport only on weekends. From
this perspective this transport is highly depended up on by the working group and college student
in relation to age profile described above. Usage frequency on daily basis of 83% of all respondents
assured the researcher that the respondents provided fair answers since they have been using this
transport for a long period of time of more than three years. Additionally, this usage proves that
DART services are important and are useful to customers since the demand is almost on daily
basis.
33
90%
83%
80%
70%
60%
50%
40%
30%
20%
11%
6%
10%
0%
Every day
Week days
Week ends
Figure 4.2 Usage frequency
Source: Field Data (2021)
4.8 Customers Responses on the level of satisfaction
Commuters’ responses regarding the overall satisfaction on quality of service provided by DART
showed that 51% of commuters were not satisfied and less satisfied with routings.
Only 18%
seems to be satisfied by the routes. 64% of commuters were not satisfied with on-board comfort,
and 17% were less satisfied compared to 3% very satisfied, 2% satisfied and 14% neutral.
Commuters felt that overloading of buses especially during peak hours were leading to inadequate
air circulation due to poor ventilation, pick pocketing and very difficult for people with disabilities.
67% of commuters were satisfied and very satisfied with the driving behaviour of drivers and only
16% were less and not satisfied while 17% were neutral. With respect to operating hours, 46% of
commuters were not satisfied and less satisfied, whereas 5% were very satisfied, 20% were
satisfied and 29% were neutral. Checking on bus fare 40% of commuters were not satisfied and
22% were less satisfied compared to 5% who were very satisfied, 12% were satisfied and 21%
34
maintained a neutral position. Under waiting hours perception, only 1% of the respondents
declared to be very satisfied, 9% were satisfied while 15% were neutral and 75% where not
satisfied and less satisfied with waiting hours. With regards to travel speed of the busses, it was
appreciated by about 70% respondents who were satisfied and very satisfied and only 10% where
neutral, less satisfied and not satisfied respectively. Staff manners was rated at average where by
28% of respondents where neutral and 29% where les satisfied. The level of safety of this public
transport was also researched. It was revealed that 60% of respondents where not satisfied, 21%
percent less satisfied, 14% were neutral, 2% where satisfied, and only 3% were very satisfied. In
view of the ticketing process, no respondent was very satisfied with the process, only 2% where
satisfied, 5% where neutral while the rest were not satisfied with the entire process.
35
Very satisfied
Satisfied
Neutral
Less Satisfied
Not satisfied
Table 4. 5 Customers Responses on the Level of Satisfaction
Routing
3%
15%
31%
25%
26%
Operating hours
5%
20%
29%
18%
28%
Fare
5%
12%
21%
22%
40%
Travel speed
50%
20%
10%
10%
10%
Waiting time at the bus/bus arrival time
1%
9%
15%
20%
55%
Onboard comfort
3%
2%
14%
17%
64%
Driver driving behaviour
45%
22%
17%
10%
6%
Staff manners
10%
22%
28%
29%
11%
Safety
3%
2%
14%
21%
60%
Ticketing process
0%
2%
5%
16%
77%
Provision of information and updates
11%
16%
30%
19%
26%
Number of buses available
1%
1%
5%
12%
81%
Bus stop conditions
11%
16%
30%
18%
25%
Security
30%
22%
17%
20%
11%
Perception
Source: Field Data (2021)
36
4.9 Factors constraining quality of service provided by the DART in Dar es Salaam City
Tanzania
The first objective of this research was centred towards measuring the level of passenger’s
satisfaction on DART, with most of the respondents concluding that they were unsatisfied with
the quality of service provided by DART. Consequently, this second objective focused on
examining factors responsible for constraining the quality of service to this iconic public transport.
To this end the researcher bases the discussion on the five determinants of SERVIQUAL model
notably reliability, responsiveness, empathy, tangibles, and assurance, (Parasuraman et al; 1995).
Simply the researcher examined factors that impeded the successful realisation of each of these
aspects. It was important to look into these aspects because according to the available literature
BRT was introduced for the purpose of alleviating the challenges experienced by public transport
customers when using other modes of transport. These challenges include but not limited to, long
waiting time at bus terminals, difficulty of accessing the service, road accidents, overloading of
the passengers, to mention just a few (Africa Development Bank, 2015). Therefore, focus was
given to BRT as a flexible, high performing, rapid transit mode that combines a variety of physical,
operating and systems elements into a permanently integrated systems with a quality image and
unique identity (Levinson et al.,2003). Factors constraining each of the above-mentioned aspects
are discussed in the following paragraphs.
4. 9.1 Factors constraining tangibility of DART service quality
Firstly, the researcher started by examining factors constraining tangibility aspect in the context of
DART service quality. Aspects of tangibles considered in this context included external and
internal appearance of the DART bus stops as well as the number of buses operating, BRT
37
infrastructures and ticketing process response from passengers. Accordingly, one of the factors
responsible for constraining tangibility aspect was the small number of operating BRT buses as
evidenced by (26%) of respondents who mentioned that few operating buses severely constrained
the quality of this public transport. The same aspect was proved by the researcher’s observation
who witnessed a number of customers who were complaining as a result of waiting for too long in
the bus stops due to extremely small number of buses compared to the number of customers who
were waiting for them complaining to each other. One of the customers exclaims!
I have been waiting for so long but only two buses have passed and both of them were full
to the extent that I couldn’t board them. I don’t know when I will be able to catch another
bus! It’s really headache, Oh my God!” I Wish could have come to the bus station much
earlier. (Female commuter (50) Gerezani Terminal Dar es salaam).
Shortage of busses is also justified by the existing literature as ascertained by one source which
states that the first phase of the project was supposed to have 305 buses in operation but only 140
buses were put in place (The Citizen newspaper of Friday December 21 2018). Moreover, some
of the buses, around 40 of them were not working after breaking down due to floods that led to the
severe engine damages (The Citizen newspaper Friday December 21 2018).
Based on this reality the operator was also planning to buy 95 buses more to achieve the anticipated
number during the first phase (The Citizen Newspaper of Friday December 21 2018).
Another factor that constrained tangibility is related to ineffective ticketing process as ascertained
by 23% respondents who claimed that they were not happy with the procedures for obtaining
tickets adding that this contributed to the delays in arriving to their destinations. This was further
38
evidenced by the presence of long queues of passengers especially during peak hours. The
researcher also observed that ticketing verification systems are not being used as deemed
appropriate. One of the respondents provides the following witness as far as the ticketing process
is concerned as hereunder,
I wonder how they can validate all tickets sold to passengers if they are not scanned using
a computerised system. I also ask myself why the process of buying tickets is no longer the
ways it used to be in the past. When this kind of transport was introduced, ticket selling
and buying was more convenient (Male commuter (25) Gerezani Terminal Dar es
salaam).
Another commuter added,
Am tired of queuing for tickets every day, the process causes a lot of delays to me to the
extent that I am always late to deliver my products to my customers. I remember in the
past I could get this service through scanning my card. This was a more convenient process
but then I don’t understand why they have declined using the cards as it used to be in the
past (Female commuter (30) Mbezi, Dar es Salaam).
Moreover, according to one of the local News Paper in Tanzania:
For more than five moths’ ticket and card scanning systems are not working, usage of this
system was providing accurate revenue collection, following manual issuing of tickets
revenue has declined from 20 to 25 million up to 10 million per day (Habari Leo News
Paper published on11th Oct 2018).
39
Communication infrastructures were also mentioned by 15% as an element constraining tangibility
of DART service quality. The researcher directly observed that communication infrastructure
within the buses such as radios and televisions screens, as well as speakers in some stations were
not in place or in good order. A local daily News Paper noted that in some cases buses no longer
announce bus stops something that cause disturbances to customers more especially to blind people
and those with other disabilities (Mwananchi Newspaper 08th of September 2019).
Another factor that constrained tangibility of DART service quality relates to routes with no BRT
infrastructure as attested by 15% of the respondents. Accordingly, it was revealed that there were
no dedicated BRT lanes in some of routes. Indeed, the researcher observed that BRT routes from
Fire to Muhimbili Bus Stops as well as from Kimara to Mbezi bus stops where there were no BRT
lanes. In support of these findings the existing literature further complements that BRT system
roadways is confronted with the challenge of traffic; that contributes to delays of passengers
(Africa development bank 2015). This is not proper because, the proposed BRT is designed to
operate on special infrastructures and was planned to replace the inefficient and unpredictable
services of local commuter buses commonly known as Daladala characterized by lack of
professionalism and safety, lack of reliability, long travel times, overloading of passengers, poor
sitting and standing conditions, etc (Kanyama et al., 2004; JICA, 2008).
Another constraint stated by the respondents was the absence of toilet services in most of the bus
terminals as evidenced by 11% of respondents. This state of affairs was also witnessed by the
researcher in some terminals including at Fire, Manzese and Posta ya Zamani and furthermore as
one of the respondents states here-under:
40
As you can see in some of the terminals there are no toilets. And bad enough, toilets are
available in some of the terminals, but they are for pay. However, we’re wondering why
the passagers have to pay for the toilets even though bus fare is relatively high. Why can’t
they maintain the toilets through the bus fare we pay to them? (Female commuter 57,
Kivukoni Dar es Salaam)
Another factor identified as constraining the tangibility of BRT service quality had to do with
the interference of the BRT infrastructures and lanes in particular with other road users as
evidenced by 11%. These findings further corroborate well with those obtained through the indepth interviews where it was increasingly revealed that other road users such as cyclists,
government vehicles were also using the BRT lanes something that caused frequent accidents
and traffic jams.
Photo 1: Motorcycle Accident as a result of interfering with the with BRT bus routes
(Source: Millardayo -TV 2018)
41
Summary of factors constraining tangibility of DART service is presented in Table 4.6.
Table 4. 6 Factors constraining tangibility of DART service quality
Constraint to Tangibility
Frequencies
Small number of BRT buses
90
Unpleasant ticketing
78
Communication infrastructures /systems not working
53
Routes with no BRT infrastructures
45
Absence Toilets in some of Bus terminals
39
Interference of BRT infrastructures
37
Total
342
Source: Field Data (2021)
Percentage
26%
23%
15%
13%
11%
11%
100%
4. 9.2 Factors constraining responsiveness of BRT service quality
Secondly, the researcher examined factors constraining responsiveness of BRT service quality.
Responsiveness in this context is understood as the capacity of a business to perceive and react to
changing customer needs. Indeed, it is the willingness to support customers and deliver prompt
services (Parasuraman et al.,1991). Responsiveness is connected to customers by the interval of
time they have to wait for assistance, response to questions or attention to difficulties,
responsiveness also captures the idea of flexibility and capacity to modify the service according to
customer needs (Heinonen & Strandvik, 2005). Accordingly, findings showed that one of the
factor’s constraining responsiveness was overloading of the buses as cited by around 75 %
respondents declared that there is over loading of passengers in the busses.
One of the respondents complements as below.
One day there was over struggling where some of us were boarding in the bus to the extent
of falling down, some of us got injured severely, our clothes got torn and our shoes got lost.
However, after that, business went on as usual. Nobody even turned back to us. At times we
42
ask ourselves, why we have to pay for such problematic kind of transport! So, you wonder
why a public transport is being characterized by such chaos! It is indeed sad”. (Female
Worker- commuter (30), Dar es Salaam).
Another respondent adds; “The available buses are always facing breakdowns due to the fact
that busses are carrying passengers beyond their normal capacity” (Deus Bugaywa Dar es
salaam)
The above findings are also supported by some of the reviewed secondary literature. For
example, a Local Newspaper reported that overloading of passengers is among the critical
customer care challenges for the DART services (Habari leo 11th October 2018). This problem
emanates from the fact that the DART project started with only 140 buses serving only 50,000
passengers but due to increasing demand the same number of busses serves about 150,000 to
200,000 passengers (Habari leo 11th October 2018). It suggests a solution for overloading
taken by SUMATRA as extending operating hours from 0500 hrs to 0400hrs (Habari Leo 11th
October 2018). From the above statements it is vividly shown that the overloading of
passengers constraining the quality of service provided by DART.
43
Photo 2: An 18 feet BRT bus with capacity of carrying more than 250 passengers: Source
(DART website), overloading of the BRT these buses was observed.
Poor communication strategies used by DART was mentioned by 25% of respondents, insisting
that there were no timely updates, on change of routes and stops. They added that, there were
no instruction boards in bus stops as well as alerts for reminding and preparing customers for
next stops. Indeed, the researcher observed that automatic bus routes display bars were not
working to show the bus routes. These findings are further supported by the existing literature,
which states that communication infrastructures of the rapid transit buses are not functional
enough, an aspect that jeopardises quality and image of the service (Levinson et al.,2003).
Accordingly, factors constraining responsiveness to BRT transport are summarised in the
following table.
44
Table 4. 7 Summary factors constraining responsiveness of DART Quality service
Constraint to responsiveness
Frequency
Percentage
Over loading of passengers
82
75%
Poor communication strategy
Total
58
25%
110
100%
Source: Field data (2021)
4. 9.3 Factors constraining reliability of DART service quality
The study examined factors constraining reliability of DART service quality. This is an important
element of service quality, which determines the level of passengers’ satisfaction (Zeithaml et al.,
(2006). Provision of reliable service enables service providers to retain passengers for a long
period. Passengers may be lost and may not be regained if the service is unreliable. Passengers
using urban bus transportation services are increasingly sensitive to waiting time and they are more
satisfied with scheduled service, which habitually operates exactly according to scheduled
departure and arrival times by operating at the appropriate frequency (Iles, 2005).
Accordingly, one of the factors that constrained reliability was long waiting time as attested by
around 35% of the respondents. This was practically justified by presence of respondents who
stated that, there were frequent delays to their popular destinations due to long waiting time. One
of the respondents here under:
Arriving at the College late is quite normal here. Sometimes we even end up missing some
classes and tests due to long waiting hours for the buses. Sometimes we witness up to 5
busses bypassing us. The number of buses is basically still very small. I think the
45
administration has to do something if they are to alleviate the problem of delays (Male
Student-commuter (19), Dar es Salaam).
Existing literature supports these findings by emphasising that BRT has failed to keep time for
passengers, even though one of the reasons for establishing these services was to keep time an
aspect that would distinguish the DART from other public urban transport system. This means
maintaining international service standards, environmentally friendly services, operating on
exclusive lanes, at less travelling time while ensuring safe, reliable, efficient transport that would
guarantee user satisfaction (Africa Development Bank, 2015).
Another constraint to reliability mentioned by the respondents was seasonal floods in the BRT
terminals and stops like the Jangwani area as attested by 27% of the respondents. These kinds of
floods severely devastated the BRT routes from Kimara and Morocco to Gerezani and Kivukoni
as they pass through Jangwani valley. One of the respondents confirms;
“During rainy season without timely notice we just found that DART service is suspended
it is sometime a chaos to find alternative mode of transport while I have already budgeted
my money for DART fare. (Female commuter 29, DIT terminal Dar es salaam 2021)
Existing literature also strongly cite presence of seasonal floods at some BRT stops and terminals
such as at the Mkwajuni and Jangwani areas. The situation severely causes devastating effects
leading to compromising the reliability of Urban Transport more specifically by disrupting the
BRT infrastructures in those places (Mubarack & Munishi 2020).
46
Photo 3: Floods at Jangwani Area, Source: (EATV 17th 2020)
A third factor constraining reliability was cited as presence of unstable express routes as atested
by 18% respondents. In the process of improving its services DART management established non
stop “express” routets where by buses will be stopping only at prescided bus terminals. To this,
respondents mentioned and elaborated that, the presence of these routes are not well organised
since busses are sometimes rushing with no pussengers for just a reason that it is an express one.
The researcher also observed that some of the buses which are dedicated for express services are
not even labeled something which confuses customers.
The fourth factor constraining reliability of DART service quality is “customer behaviours” as
attested by 17% of the respondents, this study revealed that customers behaviours such as
disobeying of instructions, customer shouting and threatening DART staffs and destruction of
DART infrastructure. Such findings were evidenced during Focus Group Discussion in which
one member declared to witness customers shouting to the service providers (DART staff).
47
Researcher also observed customers being interested to stand near doors which are labelled “no
standing area” this behaviour hinders other passengers from accessing the bus as well as
creating unnecessary overcrowding while there is enough space at the remaining parts of the
bus. This is evidenced by a tendency of drivers severally reminding and beg passengers to move
from door area and take part at the front area of the bus.
Table 4. 8 Summary factors constraining reliability of DART service quality
Constraint to reliability
Frequency
Percentage
Long waiting time
87
38%
Seasonal floods at Jangwani
63
27%
Unstable express routes (non-stop busses)
42
18%
Customer behaviours
40
17%
Total
232
100%
Source Field data (2021)
4. 9.4 Factors constraining Assurance of DART service quality
This work also examined factors constraining assurance of DART service quality. Assurance can
be regarded as the security that originates from the service company through their processes. It
promises the consumers about their security for the item or service at the time of their utilization
(Broderick and Vachirapornpuk, 2002).
Presence of theft in operations of the DART services was mentioned as one of the factors
constraining assurance as attested by 77 (42%) of respondents. Some commuters emphasized that
some of their items such as mobile phones and wallets were always stolen while inside the bus.
Fear for contracting diseases was yet another constraint to assurance mentioned by the respondents
as attested by around 63 (35) % of respondents. The respondents emphasised that they were afraid
of COVID 19 pandemic while using the DART services. This is very much attributed to
overloading and congestion inside the buses. Again, under assurance 23% of respondents
48
mentioned that staff of DART lack knowledge on customer care this is evidenced by
recommendations of respondents that DART should train their staffs on how to serve customers
on how to deliver a quality service, one respondent clearly explained that.
Lack of knowledge on customer care may be taken as a simple issue but it is a very
important aspect of good service. Sometimes DART staff are serving customers while
wearing headphones or being on their phones, sometimes this happens just due to lack
of knowledge on customer care (Female commuter Dar es salaam 2021).
Existing literature also confirms that some DART staff do perform their duties while using their
phones (Damayanto, Kenedi, and Yogatama 2018). Literature further suggests that assurance
is compromised due to lack of customer care skills.
Table 4. 9 Summary factors constraining assurance of DART service quality
Constraint to Assurance
Frequency
Percentage
Presence of theft
77
42%
Fear of contracting diseases
63
35%
Lack of customer care knowledge
42
23%
Total
182
100%
Source: Field data (2021)
4.9.5 Factors constraining Empathy of DART service quality
This work also looked into factors constraining empathy of DART service quality. Absence of first
aid services as a factor constraining empathy of service quality rendered by DART was attested
by 87 (58%) respondents who mentioned that absence of first aid service to passengers when health
challenges occur in the process of getting service, one passenger declared to be injured during the
process of struggling for buses but he got no assistance from DART.
49
Also, presence of bad staff languages was attested as another factor constraining the empathy of
DART services by 63 (42%). This includes shouting to customers and threatened them. This was
evidenced by one the commuter who clarified in the questionnaire that: “DART staff are so stingy
especially the ticket providers if you aks them a question they may not answer or just tell you stay
aside we are busy with customers” (Male commuter Dar es salaam 2021).
Table 4. 10 Summary factors constraining empathy of DART service quality
Constraint to Empathy
Frequency
Percentage
Absence of first aid services
87
58%
Abusive languages from DART staffs
63
42%
Total
150
100%
Source: Field data (2021)
Conclusively this chapter examined factors constraining quality of service of DART by focusing
on the customer satisfaction criteria basing on SERVIQUAL model notably Tangibility,
Responsiveness, Reliability, assurance and Empathy. Based on analysis most the factors
contributing to customer satisfaction were not at its place. With regards to objective two
respondents mentioned factors which constraining the quality of service provided by DART. It
was noted that quality of customer satisfaction was constrained but not limited to by few operating
buses, long waiting time, overloading in the buses, unpleasant ticketing process, absence of toilets
in some of BRT terminals, as well as interference of BRT infrastructures.
50
CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.0
Introduction
Overall objective for this study was to asses’ level of customer satisfaction to DART service
quality along each of the five SERVQUAL dimensions as well as the factors constraining quality
of service provided by DART. In this chapter the summary, conclusion and recommendations are
presented.
5.1
Summary of the Main Findings
This research intended to investigate the quality of services provided by Dar es Salaam Rapid Bus
Transit (DART) and Implications to Customer Satisfaction. Specifically, the research ascertained
the level of customer satisfaction as well as examines factors constraining quality of services
provided by DART.
Under the first objective researcher measured the level of customer satisfaction and from the results
researcher found that most of the passengers as DART customer’s were not satisfied with the
quality service provided by DART. Most of the respondent showed not to be satisfied with routings
of BRT buses, On-board comfort, Commuters overloading and overcrowding of passengers
especially during peak hours, bus fare as mentioned to be relatively high, waiting time, number of
buses available, safety of the service, bus stop conditions and over all staff behaviours however
travel speed of the busses and drivers’ behaviour were appreciated by respondents to be relatively
satisfactory.
Under the second objective which focused on the ascertaining factors constraining DART from
providing quality services by using the SERVIQUAL dimensions. Most of the factors mentioned
by respondents were subjected to tangibility of DART services these factors include small number
51
of operating BRT buses, unpleasant ticketing process, presence of routes with no BRT
infrastructures, absence of toilets in some of BRT stations and interference of BRT infrastructures.
Under responsiveness as a dimension of service quality, overloading of passengers and poor
communication strategies prevailed. In view of factors constraining reliability of DART service
quality, long waiting time, seasonal floods at Jangwani unstable express routes and customer
behaviours were mentioned as constraining factors. Assurance of DART services quality is
constrained by presence of theft, fear of contracting diseases and lack of customer care knowledge.
Empathy as determinant of service quality is constrained by absence of first aid services and
presence abusive languages from DART staffs.
5.2
Conclusion
It can be concluded from the study that with the introduction of BRT, when fully implemented
will tremendously improve the quality of service and reduce the existing short coming as identified
in this study. These shortcomings include small number of buses, lack of knowledge on customer
care groups and an increase in unplanned urban population as this will continuously burden the
already overstaffed transport system. Slow implementation of BRT is hindering the progress of
the system. These loopholes need to be dealt with in order to fully realize the results of the system.
Although the government and the relevant authorities are improving the road infrastructure, the
pace is slow and there is urgent need to seriously change and implement new rules and regulations
which take into account the changing environment and technology if improvement is to be
achieved in providing quality service.
52
5.3 Recommendations
5.3.1
Recommendations to DART and government authorities
In order to improve the existing transport challenges, the government and authorities should:
(i)
The Government should seriously consider setting aside resources as compensation for
relocation of population residing close to the roads to create way for widening the roads. The
longer the government delays the implementation of the programmed, the more expensive it
will be in future as this seems inevitable;
(ii)
DART should add more BRT busses which will satisfy the need of commuters
(iii) TANROADS and DART should observe the need for construction of bridge flying over at
Jangwani area to avoid seasonal closure of service during rainy seasons.
(iv) DART management should invest in provision of training to drivers and staff attending
customers so to improve customer ad service provide positive relationship
(v)
TANROADS and traffic police should ensure that traffic signals are optimized to deal with
traffic flows as these changes over time. It should be the first task of a traffic management
agency to adjust signal timings to match traffic demand;
(vi) DART should invest in introduction of proper ticketing process this includes use of payment
cards, mobile and electronic ticketing
(vii) TANROADS and Ministry of Land should adopt transport planning procedures to ensure
that all transport investments are evaluated impartially, prioritized and targeted within
national budgets and that transport policies and measures are economically, financially,
53
operationally and environmentally sound, are sustainable and form a realistic implementable
programme. This should include investment in comparatively inexpensive improvements in
the environment for pedestrians and cyclists;
(viii) Traffic police should improve the safety and security of road-based transport by effective
enforcement of regulations. Traffic management cannot be implemented, enforced or play
its full role in transport strategy without the necessary supporting legal structure. This should
be provided in order to implement and enforce effectively powers for, traffic regulations,
charges for parking, and stiff penalties for violation of traffic regulations. This will ensure
BRT infrastructures are used for intended purpose only
(ix)
Relevant authorities in Dar-es-Salaam should introduce parallel physical and economic
restraints on private transportation and the revenue should be used to support the investment
in infrastructure for public transportation;
(x)
DART should construct infrastructure such as bus terminus with sheds, toilets with proper
lighting and provide necessary security. Commuters are at a disadvantage especially during
rainy season due to lack of sheds to cover themselves from the rain.
(xi) LATRA and TANROADS should ensure installation traffic lights on all junction in order to
reduce accidents and confusion especially during peak periods. This will tremendously
reduce traffic congestion as the traffic will flow easily; and
(xii) During construction of BRT infrastructures LATRA should insure provision for both cyclists
and pedestrian lanes. Presently, here is no BRT roads from Kimara terminal to Mbezi.
54
Accidents among motorists and cyclists are on the increase due the fact they all share the
same roads.
(xiii) DART should make installation of security infrastructures at bus terminals this include
CCTV cameras, gates and emergency exist features
5.3.2 Recommendations to Commuters
Commuters are part of the transport system and therefore should also take note of the following
recommendations:
(i)
Organize themselves when boarding or disembarking from Buses. Commuters should
arrange themselves at bus terminals (single file line) to enable them to embark orderly. This
will drastically reduce the petty theft incidents experienced by commuters daily;
(ii)
Report to the traffic police over abnormal driving behaviours. Change in the driving
behaviour of bus drivers could be achieved once commuters take an upper hand in reporting
culprits to the law enforcement agencies;
(iii) Desist from vandalizing road signals as this will put commuters’ lives at risk as drivers are
guided by the same roads signs they destroy.
(iv) Proper use of infrastructures installed in buses includes sits, light, speakers and sliding
windows.
5.4
Implications of the Findings
The findings will provide the commuters with an insight on how transport challenges affect their
travelling mobility and ways to overcome these challenges. Having the knowledge of the problems
55
will enable both service providers and commuters to put forward their views to the government
and the responsible stakeholders on how to tackle the problems. Having noted that the transport
problem is not a one-man band, the overall contribution of all stakeholders, should collectively be
accountable for addressing the pressing issues regarding transport challenges.
Without the active involvement of the government and the major stakeholders in addressing the
transport problems, nothing can be achieved to turnaround the present transport challenges in Dar
es Salaam.
Rules and regulations regarding the transportation sector should be done in
consultation with the commuters.
Realization by all concerned stakeholders that transport
challenges are indisputable, will give a new clear concept on how the problems should be solved.
This will bring a new focus on how best the problems should be dealt with for the benefit of the
transport owners, commuters, the government and key stakeholders.
From previous studies on public transport challenges in Dar es Salaam, it clearly highlights those
problems have been identified before but not yet fully addressed.
The study revealed that if challenges and factors which influencing customers’ satisfaction in
public transport to the community are resolved and well addressed, public transport will remain
safe, affordable and vital to the community in public transportation for customers’ satisfaction
5.6 Suggestions for Further Study
Evidence gathered from the study suggests that a larger population research is necessary in order
to come up with more balanced results especially research on views of DART staffs as service
providers. The study should include major stakeholders as well as government authorities to have
a wider scope and an insight of transport problems faced by the commuter.
56
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61
APPENDIX 1
QUESTIONNAIRE TO COMMUTERS
My name is Frank Novath Shayo. I am a student at College of Business Education (CBE). I
conducted a research entitled “quality of services provided by Dar es salaam rapid bus transit
(DART) and implications to customer satisfaction: The Case study of Dar es salaam Rapid Bus
Transit (DART)” and the research is for partial fulfilment for awards of Masters of Degree in
International Business Management of the College of Business Education.
QUESTIONS: please put a tick (v)
1.
Gender
(a)
Male
(b) Female
2.
Age profile
(a)
18-25 years
(b)
26-35 years
(c)
36-45 years
(d)
46 years and above
62
3.
4.
5.
For how long have you been using public transport?
(a)
0-1 year
(b)
1-2 years
(c)
3 years or more
What is your marital status?
(a)
Married
(b)
Not married
(c)
Widowed
(d)
Divorced
Which level of education do you have?
(a) Informal education
(b) Primary education
(c) Secondary education
(d) College /university
6.
How frequent do you use this public transport?
(a)
Every day
(b)
Weekdays
(c)
Weekends
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7.
What is your level of satisfaction with the following aspects of public transport in Dar es
Not satisfied
Less Satisfied
Neutral
Perception
Satisfied
Very satisfied
Salaam?
Routing
Operating hours
Fare
Travel speed
Waiting time at the bus/bus arrival time
Onboard comfort
Driver driving behaviour
Saff manners and appearance
Safety and security
Ticketing process
Provision of information and updates
Number of buses available
Bus stop conditions
8.
On your understanding mention factors which constrains the quality of this public transport
services in Dar es Salaam?
1.______________________________________________________________
2.______________________________________________________________
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9.
In your opinion, what measures should be taken to address the challenges facing public
transport sector and the issue of poor quality of public transport services?
______________________________________________________________
______________________________________________________________
Thank you for participation
Your cooperation is highly appreciated
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