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Abstract
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Article Information:
Critical Service Encounters: Employee’s Viewpoint a Study on Transport Services in Dhaka City
Afsana Akhtar, S.S.M. Sadrul Huda and Segufta Dilshad
Corresponding Author: S. S. M. Sadrul Huda
Submitted: 2009 June, 28
Accepted: 2009 July, 27
Published: |
Abstract:
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The purpose of the study is to evaluate critical service encounter or the critical moment of truth and
the customer behavior in the case of bus services in Dhaka City, Bangladesh. The scope of the study is the
frontline employees of different transport (bus) service industries of Dhaka City. Data were collected using the
critical incident technique (CIT), through structured, open-ended questionnaires. The results were then content
analyzed to examine employee’s perspective of critical service encounters of bus service. The research was
conducted over 50 sample units (employees of different bus service provider) using the convenience sampling
technique. Finally, the qualitative data was put into quantitative analyses. The most notable finding of this
research is that problematic customers are the root cause for mass dissatisfaction. Then employee response to
service delivery system failures, employee response to customer needs and requests and finally, unprompted
and unsolicited employee actions are respectively the critical factor for the dissatisfaction for the user of the
bus service in Bangladesh. In conclusion, it can be concluded that both the behavior of the problematic
customers as well as employee response to customer needs and requests are the primary challenges for the
transport (bus) industry and these issues need to be addressed carefully.
Key words: Critical service encounter, customer behavior, bus service, , , ,
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Cite this Reference:
Afsana Akhtar, S.S.M. Sadrul Huda and Segufta Dilshad, . Critical Service Encounters: Employee’s Viewpoint a Study on Transport Services in Dhaka City. Current Research Journal of Social Sciences, (2): Page No: 16-22.
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ISSN (Online): 2041-3246
ISSN (Print): 2041-3238 |
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