Article citation information:
Adebiyi, S.O.,
Akinrinmade, O.J., Amole, B.B. Optimizing service quality
management of the bus rapid transport system in Lagos using the
multi-criteria decision analysis. Scientific
Journal of Silesian University of Technology. Series Transport. 2022, 116, 5-23.
ISSN: 0209-3324. DOI: https://doi.org/10.20858/sjsutst.2022.116.1.
Sulaimon Olanrewaju ADEBIYI[1],
Oluwagbenga John AKINRINMADE[2],
Bilqis Bolanle AMOLE[3]
OPTIMIZING SERVICE QUALITY MANAGEMENT OF THE BUS RAPID TRANSPORT SYSTEM
IN LAGOS USING
THE MULTI-CRITERIA DECISION ANALYSIS
Summary. Evaluation of
Bus Rapid Transportation (BRT) based on service quality criteria and customer satisfaction
can never be overemphasized due to its derivative, such as optimizing the
performance of the transportation industry. Thus, this study employs the
multi-criteria decision-making (MCDM) method for the evaluation of service
quality and customer satisfaction of the BRT system in Nigeria using the fuzzy
analytical hierarchy process (FAHP) and visekriterijumska optimizacija i
kompromisno resenje (VIKOR), which are components of multi-criteria
optimization and compromise solution to evaluate notable factors responsible
for the user’s perspective. Research design is quantitative and
analytical in nature through a survey of experts who are users of BRT services.
Samples were drawn through a multi-stage sampling procedure and a total of 402
copies of questionnaires were administered to BRT users based on their
experience with the system. Hence, VIKOR and FAHP methods are applied to
analyse data retrieved from the field on services quality and performance
level. The service quality (SERVQUAL) model (a multi-dimensional research
instrument designed to capture consumer expectations and perceptions of
service) was modified thereby generating six dimensions and thirty-six service
criteria for this research. The FAHP method was employed to determine the
weights of the decision criteria because there is a need to measure
commuters’ perceptions and expectations based on numerical linguistic
variables due to the vague, imprecise and complexity related to the nature of
services. The criteria weights and responses of the survey analysis (data)
related with the BRT are input for the VIKOR method for ranking. As measuring
the perception of service quality based on crispy value can often be
misleading, hence, the use of the fuzzy MCDM method can give a more realistic
measurement. The result of the multi-criteria decision analysis revealed that
pricing quality is the most relevant service quality dimension to users’
satisfaction, followed by the empathy quality dimension. The summary of
strength and weakness areas of service quality discovered through the research
and its managerial implications with recommendations were related to the
appropriate authority in charge of the BRT system for improved performance.
Keywords: MCDM,
FAHP, VIKOR, SERVQUAL, BRT
1. INTRODUCTION
The
key to the sustainable productivity of the service industry is to ensure
customer satisfaction; this can be achieved in almost no other better way than
to continually deliver excellent service quality to customers at all times.
Practically, everyone has in one way or other experienced public transportation
services, either at home or abroad. Thus, public transportation is
indispensable to the well-being of any country, its essentiality can never be
overstressed, in fact, if well planned and efficiently governed, the value
derived from the public transportation system would span across many
industries, as it enhances mobility, reduces air pollution and traffic
congestion, etc. [8, 9]. However, the present state of public transportation in
Nigeria calls for a service quality appraisal. Hence, this research is centred
on the evaluation of commuters’ perception of service quality of the Bus
Rapid Transport (BRT) in Lagos, Nigeria, using the modified SERVQUAL as an
instrument, while AHP and VIKOR explore measurement strategies for solving
problems relating to service quality and commuters` satisfaction. The need for
the evaluation of service quality delivered by the BRT system can never be
overemphasized due to the continuous and increased demand for a better service
experience by commuters.
The
factor responsible for the dissatisfaction/satisfaction of commuters varies
across individuals and environmental settings, thus, a study is needed to
evaluate some notable factors from the account and experience of BRT users/commuters
in the Lagos metropolis. These could be retrospective or prospective
evaluations; the appraisal may be economic, social, technological,
environmental, or political. Moreover, the focus on a means of public transport
such as BRT in a highly populated mega city like Lagos is essential as it
serves the provision of basic service in the society thereby ameliorating
reoccurring traffic and capturing some of the complaints by the users of the
facilities. Since the public forms the fulcrum for providing or investing in
BRT, it is essential to measure their perception [3], to ensure their
satisfaction and continuous patronage. Thus, the dynamic nature of service
quality in Nigeria's transportation industry calls for robust research similar
to the one in this framework (multi-criteria decision analysis). In BRT
services, most especially where there are cheaper alternatives,
customers’ satisfaction is regarded as the apex assessment for
efficiency, and it is a significant determinant of patronage, which subsequently
affects the revenue and sustainability of this model of transportation in one
of Africa’s highly populated city.
2. LITERATURE REVIEW
2.1. Fuzzy analytical hierarchy process (FAHP)
The
analytical hierarchy process (AHP) is a multi-criterion decision-making (MCDM)
method invented by [18]. AHP is known to be a structured technique used for
analyzing complex decisions or issues that involves subjective judgements. In
other words, AHP is a traditional powerful decision-making technique for determining
priorities among different criteria, comparing the decision alternatives for
each criterion, and determining an overall ranking of the decision alternatives
[10]. The main advantages of AHP are to handle multiple criteria, easy to
understand, and effectively deal with both qualitative and quantitative data.
In reality, most data gotten from respondents include uncertainty and vagueness
owing to the lack of complete information, impreciseness of human judgements,
and vagueness of the decision environment. The combined effect of the fuzzy set
theory and analytical hierarchy process makes the fuzzy analytical hierarchy
process (Fuzzy AHP) a more powerful method for multi-criteria decision-making
(MCDM). Furthermore, many researchers who have studied the fuzzy AHP, which is
the extension of Saaty’s theory, have shown evidence that it shows a
relatively more sufficient description of this kind of decision-making process
compared to the traditional AHP methods.
2.2. VIKOR method
The
VIKOR method (Visekriterijumska Optimizacija i Kompromisno Resenje in Serbian)
was developed by Opricovic in 1990 as a multi-criteria optimization method to
solve complex decision problems that have several possible solutions. VIKOR
aims to rank the set of alternatives to a set of conflicting evaluation
criteria and suggest the solution that is “closest” to the
“ideal” solution [22].
VIKOR
is known for its computational simplicity and solution accuracy [7, 19]. The
focus of this method is to select and rank a set of alternatives based on the
compromised solutions for a problem with conflicting criteria to assist a
decision-maker in taking an optimized decision in their final course of action.
VIKOR defines the compromised ranking list based on a particular measure of
nearness to the ideal solution [7].
2.3. SERVQUAL model
Parasuraman et al. [17] developed the service quality model or SERVQUAL
model, also known as the Gap
model. It is a multi-dimensional
research instrument designed to acquire users’ desires and perceptions of
a service along the 5 dimensions of service quality. SERVQUAL is made on the
expectancy-disconfirmation paradigm, which in simple terms means service quality. This is the extent to which
consumers' pre-consumption expectations of quality are confirmed or
disconfirmed by their definite observations of the service quality experience.
The potential application of the SERVQUAL scale cannot be overemphasized, it can help a good range of service organizations in assessing perceptions of
service quality [6]. The managerial implication given by Kang et al. [11]
reveals that SERVQUAL will allow managers to scrutinize the interior
service quality and external service quality and subsequently update employees to acknowledge their role in delivering quality to customers.
3.
RESEARCH METHODS
Ontologically,
this research work engaged a pragmatist view and employed a positivist
epistemology. Thus, it implemented the quantitative method and a descriptive
and explanatory survey designed in a non-controlled setting. This empirical
study makes use of MCDM tools to examine the research objectives and their
respective implications. The questionnaire layout is constructed in sections,
such that there is part A - the bio-data section, which captures the personal
details such as the age, sex, qualifications, etc. of respondents. Parts B and
C of the questionnaire fielded questions relating to the research and are
structured in FAHP and VIKOR formats, respectively; it evaluates the dimensions
of modified SERVQUAL models. These dimensions are evaluated by considering the
dissimilar criteria. The FAHP format used allows pairwise comparison of these
alternatives to measure their weight while the modified VIKOR explores the
SERVQUAL model designed questionnaire. The operations research models (FAHP and
VIKOR) were used for the analysis of data to draw a scientific conclusion. In
line with this, the analysis was based on fuzzification, defuzzification, normalization,
synthesis, priorities, uni-criterion flows and global flows. The population of
this study comprises Lagos BRT commuters with at least a year’s
experience of patronage at BRT terminals across Lagos. The study is limited to
the following BRT terminals in Lagos: Oshodi Bus terminal, Ikorodu BRT
terminal, Mile 12 Station, Fadeyi Station, Tollgate terminus, TBS Bus Terminal
and Lagos Island terminal. The BRT users of the above terminals with at least a
year’s service experience are a very large number considering the
aforementioned areas as the largest corridors in Lagos state.
Sampling
is compulsory, as it is practically impossible for a researcher to use the
whole population for the research study. Thus, random sampling was adopted and
explored to collect the data. The research was limited to a sample of 402
respondents due to time constraints and financial resources. The sample was
chosen from BRT users within the population and study area described above.
The random sampling technique was adopted for this
research study to sample BRT users’ opinions, achieve the objectives of
the research and find answers to the research questions posed in the study. We
relied on the position of Mugenda and Mugenda [12],
who maintain that the random sampling technique is the method that
creates equal chances for the elements within a study population to be sampled.
Primary
data were gathered through a self-completion questionnaire, and a multi-stage
sampling procedure was employed to select the participant for the research with
the permission and approval of the relevant authorities. This involves the use
of carefully structured questionnaires containing structured questions and
closed-ended responses suitable for modelling FAHP and VIKOR. A sample of
“402” passengers of the Lagos BRT was used for the research.
The
questionnaire used for the collection of data was designed in line with the
modified SERVQUAL model and expert literature reviews. It contains six
dimensions and twenty-nine criteria. The passenger’s service quality
perception is gauged using the linguistic variable scale which was labelled as
‘Extremely low important (EL)’, ‘Very low important
(VL)’, ‘Low important (L)’, ‘Moderately Important
(M)’, ‘High importantly (H)’, ‘Very high important
(VH)’ and ‘Extremely high important (EH)’ and their
respective triangular fuzzy scale are shown in Table 1 and Figure 1.
Tab. 1
Linguistic variable and scale
|
Linguistic Scale for Criteria and Alternative |
Triangular Fuzzy Number |
|
Extremely Low Important
(EL) |
|
|
Low Important (VL) |
|
|
Low Important (L) |
|
|
Moderately Important (M) |
|
|
High Important (H) |
|
|
Very High Important (VH) |
|
|
Extremely High Important (EH) |
|
Fig.
1. Linguistic scale
The following integrated steps
coupled with the support of data analysis software such as MS Excel and SPSS
were employed for the data analysis: fuzzification and defuzzification of
scores for service criteria, and their respective weighting using the FAHP
model, ranking and selection of alternatives from best to the worst criteria by
the VIKOR method. Fuzzy AHP was used for fuzzification and defuzzification of
service quality criteria measures and their respective weighting. The procedure
is more rigorous and significantly different from the normal/conventional
weighting system of AHP used to assess service quality in other sectors like
banking, health, telecommunication, and others [1, 14, 15].
The FAHP method is an
unconventional analytical technique advanced from the conventional AHP, for the
convenience of AHP in handling both the quantitative and qualitative criteria
of the MCDM problem based on managers or decision-makers verdicts. However, the
conventional AHP cannot fully reflect the human thinking style, as fuzziness
and vagueness still exist and may result in imprecise decision-making judgement [14, 16]. Thus,
this study embraces the fuzzy AHP method for service quality performance
because, in complex systems, the experiences and judgements of humans are
represented mostly by linguistic and vague patterns. For this research, we
explored the noble geometric mean method, which can be easily extended to fuzzy
pairwise comparison matrices.
Consider the triangular fuzzy
comparison matrix shown below:
Where
Hence,
to compute the final
weights based on the fuzzy pairwise comparison matrix, as explained by Buckley
(1985), the geometric mean of each row of the matrix is computed thus:
and
Thus, for
defuzzification of the computed result of
The modified VIKOR method
The
major difference between the modified VIKOR and the original VIKOR is the
replacement of a fixed common number of criteria for all alternatives with a
set of criteria for each alternative, and providing a method for ranking the
unimproved gaps of alternatives [13]. The
application of any VIKOR method starts with the development of the
corresponding evaluation or decision matrix, which shows the performance of the
alternatives regarding various criteria [4].
Let,
Stage 1:
Organized the decision matrix and determine the best
If
we assume that the
Tab. 2
Decision Matrix
Alternatively,
if we assume the
Stage 2:
Normalize. The normalize weight rating matrix (determined by using the
relationship weight ratings) can be expressed as:
where
Where
Stage 3:
Compute the values
Where:
Stage 4: Compute the
index value
Where:
The term
Stage
5: The last step in
VIKOR is to rank the alternatives. The ranking is done by sorting or arranging
the
C1:
C2: Acceptable
advantages:
·
Alternatives
·
If
condition C2 is not satisfied (
The research instrument was subjected to face and content validity by
experts in decision science and experienced agents of transportation regulators
in the study area. While to ensure internal consistency, the Cronbach’s
Alpha (α)
test was applied in which values greater than 0.70 but less than 0.9 was
obtained for each of the service quality dimension, which is acceptable. Thus,
operations research models (FAHP and VIKOR) were adopted in the analysis of
this research. FAHP model was adopted for the calculation of dimensional weight, while the VIKOR
model was used for the complete ranking of actions (alternatives). Figure 2 summarizes the evaluation
dimensions/perspective and criteria used in the assessment and evaluation of
the Lagos BRT system.
Fig.
2. Research Model for the assessment of Lagos BRT (LBRT) service quality system
This
section presents the results of the analyzed data obtained from the fieldwork
using questionnaires specifically designed for this study, administered to 353
randomly selected respondents (Commuters) drawn from the Lagos BRT corridor across
Lagos, Nigeria, the research area. Specifically, the BRT terminals located at
Ikorodu, Oshodi, Fadeyi, Mile 12, TBS, and Surulere. Of 380
questionnaires administered to commuters, only 310 copies of the questionnaire
representing 81.5% rate of return were found valid for analysis.
4.1. Demographic data
Table 3 presents the demographic data of the
respondents used in the study. It was observed that of the 310 respondents, male and female were well represented, 42
were male while 33 were female, representing 44 and 56%, respectively. Age
distribution of respondents show that
majority of the respondents, that is, 50.9% are 25 years old and below, 96 of
the respondents representing 30.9% have age ranges between 30 – 36 years,
47 of the respondents representing 15.1% are between the age of 36 and 45
years, while 3.2% representing just 10 respondents are 45 years old and above.
It is further detailed in the table that the larger part of the respondent,
72%, are unmarried, while 87 respondents representing 28%, are married. As for
educational qualifications, 47.6% of the respondents indicated education below
graduate level, 30.2% responded to being graduates, 15.1% have postgraduate
degrees, while the other 7.1% indicated other qualifications. Professional designation of the BRT respondents indicated
that most of them are students with
149 respondents, representing 47.9% of the sample size, it is followed by those
who are self-employed, which as well covered 20% of the sample size. This is followed by civil servants and professionals
with 18.1 and 14.1%, respectively.
Frequency distribution of the respondents according to
how long they have been using BRT saw that 94 respondents representing 30.2%,
have been using BRT for more than 4 years, 84 respondents representing 27% have
been patronizing the BRT system for about 3-4 years, while 25.1% have been with
the system between 1 and 2 years and 17.6% for less than a year.
Tab. 3
Frequency distribution of respondents by demographic status
|
Variables |
Frequency |
Percentage (%) |
|
Gender |
|
|
|
Male |
132 |
44.0 |
|
Female |
178 |
56.0 |
|
Total |
310 |
100.0 |
|
Age |
|
|
|
Less than 25 |
158 |
50.8 |
|
26 – 30 |
96 |
30.9 |
|
36 – 45 |
47 |
15.1 |
|
Above 45 |
10 |
3.2 |
|
Total |
310 |
100.0 |
|
Marital status |
|
|
|
Married |
87 |
28 |
|
Unmarried |
223 |
72 |
|
Total |
310 |
100 |
|
Qualifications |
|
|
|
Undergraduate |
148 |
47.6 |
|
Graduate |
94 |
30.2 |
|
Postgraduate |
47 |
15.1 |
|
Others |
22 |
7.1 |
|
Total |
310 |
100 |
|
Employment status |
|
|
|
Self-Employment |
62 |
20.0 |
|
Civil Servant |
56 |
18.0 |
|
Professional |
44 |
14.1 |
|
Students |
148 |
47.9 |
|
Total |
310 |
100.0 |
|
Total |
|
|
|
Year of experience with BRT |
|
|
|
Below a year |
55 |
17.6 |
|
1-2 years |
78 |
25.1 |
|
3-4 years |
84 |
27.0 |
|
4 years and above |
94 |
30.2 |
|
Total |
310 |
100.0 |
|
Distance Travelled using BRT |
|
|
|
1 – 3 km |
65 |
20.85 |
|
Greater than 5-8 |
98 |
31.55 |
|
Greater than 8 – 11 km |
92 |
29.55 |
|
Greater than 12 km |
56 |
18.05 |
|
Total |
310 |
100 |
4.2.1. FAHP model for
assigning weight to BRT service quality dimensions
Since
most human problems are multi-criteria in nature, MCDA methods were used to
ascertain an alternative, optimizing all the criteria. These SERVQUAL service
quality dimensions based on BRT users and expert opinions were evaluated using
the noble geometric mean method by Buckley [5] of analyzing fuzzy AHP for final
weighing. The process is shown thus; the first step is to generate the fuzzy
pairwise comparison matrix, the aggregated triangular fuzzy pairwise
comparisons matrix
Tab. 4
Fuzzy Pairwise comparison
matrix
Step
2: Compute
Tab. 5
Computed
Step 3: we calculate the fuzzy weight
Thus,
we have the fuzzy weights for each service quality dimension used in this study
as presented in Table 6.
Tab. 6
Fuzzy weight
Fuzzy weight
T
R
RP
A
E
P
Finally, to
get crisp numeric values, we defuzzified fuzzy number
Centre of Area (COA)
Thus, we have
Table 7 showing the weights and the normalized weighs of each dimension side by
side.
Hence, the
weights of the BRT service quality dimension as computed using the geometric
mean method of fuzzy AHP are 0.390,
0.238, 0.162, 0.105, 0.067 and 0.038 for Tangibility (T), Reliability (R),
Responsiveness (RP), Assurance (A), Empathy (E) and Pricing, respectively.
4.2.2. Assessing the use of the modified
VIKOR model to prioritize the best service quality dimensions in the BRT system
for competitive advantage and sustainability
As
explained under this method, the application of modified VIKOR involves the
following procedural steps:
Step 1:
Organize the decision matrix and determine the best
Tab.
7
Weights
T
R
RP
A
E
P
Total
Step 2: The next step is to compute the normalized
ratings
The
computation is shown in Table 9 for each
Stage 3:
Compute the values
Tab. 8
VIKOR
decision and normalized ratings
T2 3.29
1
5
0.4274
T3 2.67
1
5
0.5815
T4 3.45
1
5
0.3883
T5 3.42
1
5
0.3956
R1
3.15
1
5
0.4615
R2
3.21
1
5
0.4485
R3
2.97
1
5
0.5082
R4
2.24
1
5
0.6896
R5
3.53
1
5
0.3672
E1
3.44
1
5
0.3901
E2
2.86
1
5
0.5348
E3
3.08
1
5
0.4789
E4
3.19
1
5
0.4515
E5
2.90
1
5
0.5247
RP1
2.76
1
5
0.5595
RP2
2.89
1
5
0.5284
RP3
2.95
1
5
0.5129
RP4
2.83
1
5
0.5421
RP5
2.84
1
5
0.5394
A1
2.79
1
5
0.5322
A2 3.51
1
5
0.3727
A3
3.78
1
5
0.3049
A4
3.75
1
5
0.3123
A5
3.43
1
5
0.3919
P1
3.18
1
5
0.4542
P2
3.22
1
5
0.4451
P3
2.99
1
5
0.5053
P4
3.13
1
5
0.4679
P5
3.11
1
5
0.4734
Tab. 9
Utility
measure and regret measure values
Step 4: Next is to compute the
index value
Where;
Tab.
10
Ranking Qi
Step
5: The last step in
VIKOR is to rank the alternatives. The ranking is done by sorting or arranging
the
4.2.3
Order of importance of the service quality dimensions
related to the LBRT system
To
achieve this, we refer to Table 9, where the final ranking of the service
quality dimensions is carried out based on the FAHP and VIKOR models. Hence,
re-arranging the ranking in Table 9 gives us the required order of
importance as shown in Table 10, the order of importance is thus,
Ranking of
service quality dimension of BRT in the VIKOR method
In assessing the most
influential service quality criteria for Lagos BRT users, Table
10 has the
most influential service quality dimension obtained from the VIKOR and FAHP
analysis of the services quality data acquired from Lagos BRT users; it is the pricing dimension with the lowest VIKOR index value (
To optimize the service quality of the BRT system using MCDM, the result
established that the combination of FAHP and VIKOR models proved
to be a rational framework that can support the management of BRT systems to
optimize their service delivery and rank the alternatives to solve problems
related to service quality delivery. The ranking and the stability interval
helped to relate the best alternatives to the most sensitive criterion, thus
bringing new insights to decision-makers.
The
first ranking of the alternatives that established new insights for the
decision-maker is the pricing dimension. This study revealed the measurement of
service quality in public transport services in Nigeria, using the
multi-criteria decision-making model of FAHP and VIKOR. Thus, the framework is
an important contribution to the current theory-building effort, improving the
ongoing body of research in service quality and MCDM.
4.4. Discussion of
findings
This
study was conducted in Lagos, Nigeria, the most populous city in Africa. The
data used for the analysis was obtained from Lagos BRT users in selected corridors
of the BRT in Lagos. The Weights
5. CONCLUSION
AND RECOMMENDATIONS
This study assessed the management of service
quality optimization of a bus rapid transport system using the multi-criteria
decision analysis. It was established that the combination of FAHP and VIKOR models proved
to be a rational framework that can support the management of the BRT system to
optimize their service delivery, by ranking the alternatives to solve the
problem related to service quality delivery. The ranking and the stability
interval helped to relate the best alternatives to the most sensitive
criterion, thus providing new insights to decision-makers.
The first ranking of the
alternatives that established new insights for decision-makers is the pricing
dimension.
Based on the conclusion,
the following recommendations were made,
i.
The BRT system requires ultimate attention to
price as commuters are very sensitive to this service quality dimension, thus,
optimal pricing strategy should evolve by ensuring that price and quality meet
the needs of commuters per distance travelled and comfort to be enjoyed.
ii.
Management of the BRT system should improve
their employee training on empathy quality as the result of the research shows
that Lagos BRT users are treated with low empathy. Thus, it is suggested that
loud music should be well regulated in transit, more attention should be given
to people with disabilities and pregnant women, and the system should be
optimized to reduce commuters’ delay time at the terminals.
iii.
The research analysis shows that users are
satisfied to some extent with the tangibility quality; hence, it is recommended
that the BRT system should leverage it to continually ensure users’
satisfaction.
iv.
The management of the Lagos BRT system should
frequently conduct service quality reviews from the user’s perspective to
optimize their services to continually meet customer satisfaction from time to
time.
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Received 25.02.2022; accepted in
revised form 09.04.2022
Scientific Journal of Silesian University of Technology. Series
Transport is licensed under a Creative Commons Attribution 4.0
International License
[1] Department of Business
Administration, University of Lagos, Akoka. Lagos. Nigeria. Email: soadebiyi@unilag.edu.ng.
ORCID: https://orcid.org/0000-0001-7657-1182
[2] Department of Business
Administration, University of Lagos, Akoka. Lagos. Nigeria. Email: akinrinmadegbeenga@yahoo.com.
ORCID: https://orcid.org/0000-0002-1371-2520
[3] Department of Management
Sciences, Distance Learning Institute (DLI), UNILAG. Nigeria. Email: amolebb@unilag.edu.ng.
ORCID: https://orcid.org/0000-0001-7143-893X