Factors Affecting Satisfaction and Loyalty in Public Transport using Partial Least Squares Structural Equation Modeling (PLS-SEM)

This dataset investigates the factors influencing user satisfaction and loyalty in public transport amidst competition from ride-hailing services like Grab and MyCar in Malaysia. Data from 179 public transport users in Kuching city were analyzed using partial least squares structural equation modeling (PLS-SEM). The study identifies safety, security, and reliability as key factors positively affecting satisfaction and loyalty, while accessibility showed no significant relationship. This dataset is valuable for researchers and practitioners seeking to enhance public transport strategies and usage.