Factors Influencing Road Users’ Satisfaction From Bukit Kayu Hitam To Alor Setar, Kedah

In the realm of road transportation, service quality has gained paramount importance due to the heightened awareness and expectations of road users. Organizations involved in road infrastructure have been prompted to prioritize and enhance the
quality of their services to meet these evolving demands. Road users now expect efficient, safe, and well-maintained roads, along with effective traffic management and support services, which not only ensure satisfaction but also foster greater loyalty dan it's widely acknowledged that service quality plays a critical role in enhancing customer satisfaction. Besides, there is limited studies conducted focus on service quality and customer satisfaction quantitatively. Therefore, this study is set forth to investigate the factors that influence road user satisfaction from Bukit Kayu Hitam to Alor Setar, Kedah. By using non-probability sampling techniques, 363 questionnaires were distributed by face-to-face interview to road user who are situated in the urban areas of selected districts in Kedah. Based on the correlation results, this study reveals that service quality factors (reliability, responsiveness and tangibles) and customer satisfaction factors (road sign and safety) significantly influence road user satisfaction. In addition, a multiple regression analysis has highlighted that safety plays the most
critical role in influencing road user satisfaction due to the heightened awareness and expectations of road users. These results underscore the importance of prioritizing improvements in reliability, responsiveness, and safety measures along the route to
enhance road users' satisfaction and promote tourism and economic development in the region. Future efforts should focus on addressing these key areas to ensure a positive experience for road users and stimulate growth in the Bukit Kayu Hitam area.