SATISFACTION AND PREFERENCES FOR CONVENTIONAL BUS SERVICE QUALITY IN SOC TRANG PROVINCE VIETNAM
This study aims to evaluate the level of satisfaction and willingness to pay in order to improve the current bus service quality of people in Soc Trang province, Vietnam. The research employed descriptive statistics, the Likert scale, the Contingent Valuation Methodology (CVM), and the Binary Logit model based on 180 observations of face-to-face survey data in the research area. Research results revealed that the determinants of preference to improve conventional bus service quality include age, income, and number of motorbikes owned. The amount of willingness to pay estimated respondents for improving the quality of bus service is 9,833 VND (US$0.42). Based on the analysis results, the study proposes solutions to improve the quality of bus services for relevant actors including the bus system management board, current users and local people, and local authorities in the near future.
bus service quality, willingness to pay, satisfaction level, conventional bus upgrade