The influence of service factors towards the satisfaction of express bus passengers in Kuala Lumpur

Majlis Amanah Rakyat ‘MARA’ (The Council of Trust for Indigenous People), being one of the main government agencies, in early formation has played major roles in increasing the socio-economic status of Bumiputra’s. Several programs has been planned and provided which one of it are MARA Bus Transportation (MBT) services. Even though almost 100% of MBT’s project is operating in a route, which can be,
considered as non-commercial or profitable but MBT is committed in providing the best services to its customers, as it is consistent in meeting their social responsibility mission.
Previous management meeting of MARA vehicle department has made a decision to focus on express route, which in other word to go for profit motive while the stage bus operation for social responsibility. The purpose of this research is to find out which factors specifically on services provided that can influence the passengers to choose bus service provider when they plan to travel to other places. This research is conducted using interviews, questionnaires and statistical software in order to get a better picture. It
is hope that with the outcomes that derive from this research will assists the MBT’s management team to develop the best marketing measures in both attracting and retaining the passengers and thus, generating a good income at the same time