The study of inbound-outbound bus service experiences: a case study of the Hong Kong bus service

The quality of public transportation is influenced by the development of economy and urban planning which are crucial to quality of life. This paper aims to study how high quality of inbound – outbound bus services can be developed and maintained in terms of service design in Bangkok, Thailand in particular, based on the well-regarded Hong Kong system. The quality of service can be measured in five aspects of the user experience and urban mobility which are: Availability; Affordability; Efficiency; Convenience; and Sustainability. The SERVQUAL Model with its dimensions of Tangible, Reliability, Assurance, Responsiveness and Empathy has been used in order to identify user experience in the ‘before’, ‘during’ and ‘after’ trip phases of bus transportation. The result of this project shows that both the positive and negative sides of the system can be taken into account to form a set of guidelines to improve the quality of the bus transportation system and establish better standardized services in Bangkok and elsewhere in the future.