Redesigning the interiors of public buses in Dhaka city: Exploring the gender-based perceptions and preferences of young public bus users

Abstract

In this paper, the interior design perceptions and preferences of young male and female public bus users are examined for different service quality criteria, sub-criteria, and design alternatives using the Analytic Hierarchy Process (AHP) decision-making model. The ultimate objective is to redesign the interiors of the existing public buses in Dhaka city to suit the needs of both genders. Several interior design aspects, their problems, and alternative solutions were discussed in three focus group discussions (FGDs). A customized service quality model based on SERVQUAL and RESCA models was used as the instrument for the FGDs which eventually led to the design of the AHP study. Results of pairwise comparison surveys based on the AHP model suggest the dire need for restructuring of the interiors of the existing buses, especially for female passengers. Finally, sketches of the most popular redesign alternatives are presented followed by a discussion of the policy implications of such reforms.

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