Service Quality Analysis of Rural Goods Transport System

This case study investigates the service quality of the rural goods transport system in Mianwali District, Khyber Pakhtunkhwa, Pakistan — covering villages of Rikhi, Ban Hafiz G, Burikhel, and Chakrala. Using an adapted SERVQUAL framework, the study evaluates six service quality dimensions: Responsiveness, Reliability, Tangibility, Assurance, Order Condition, and Timeliness. Two separate surveys — an Expected service survey (n = 150) and an Actual/Perceived-service survey (n = 150) — were administered to rural farmers, traders, and shopkeepers. Gap analysis is computed using the formula P − E (Actual minus Expected). Descriptive statistics, paired-samples t-tests, multiple regression, factor analysis, and Pearson correlation analysis were applied using SPSS. Results show that actual service performance exceeds expectations across all six dimensions, with Timeliness recording the largest positive gap (+2.39) and emerging as the dominant predictor of customer satisfaction (β = 0.519, p < .001). All gaps are statistically significant at p < .001. The study fills a documented gap in service quality research for rural freight transport in Pakistan and provides evidence-based recommendations for operators, policymakers, and future researchers.

Poster