Analyzing Public Bus Services in Dubai: Insights from Passengers’ Perspectives

Dubai's tourism popularity and growing economy have resulted in transportation congestion and negative impacts on business and the environment. This study proposed customer-based solutions to reduce traffic through improving public bus services, leading to increased satisfaction and ridership. The research tested the impact of service quality on customer satisfaction, mediated by corporate image and perceived value. Structure equation modeling has been applied, and AMOS is used for the data analysis. A higher-order service quality model was first identified and tested, and then this higher-order service quality construct was used in the main model to test multiple mediation of corporate image and perceived value. Results showed that corporate image and perceived value have a mediating role in the relationship between service quality and customer satisfaction. The findings have academic, managerial and social significance.