Methodological triangulation in measuring public transportation service quality

Abstract

To develop more successful marketing and management strategies, service marketers need to understand how consumers evaluate the quality of their services. However, customer evaluations of service quality are an elusive concept to measure with a single method. The existing literature suggests that triangulation, or the use of multiple methodologies and data sources, would produce more valid and reliable data. This study shows how triangulation can be used in measuring transportation service quality. Data was collected from the general public and transportation officials through surveys, critical incident techniques, and focus group interviews. The results identify the areas of transportation activities with which the respondents are currently satisfied or dissatisfied, and determine the relative importance and funding priorities of various transportation services. The consistencies and inconsistencies of the results from the 2 groups of respondents and from 2 different methodologies are examined and discussed from a managerial point of view.

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