Service Quality of Public Utility Vehicle Modernization Program (PUVMP) and Passengers’ Satisfaction

This study assessed the service quality and passengers’ satisfaction of modernized jeepneys under the Public Utility Vehicle Modernization Program (PUVMP) in Bulan, Sorsogon. Specifically, the study aimed to: (1) determine the service quality of modernized jeepneys across SERVQUAL dimensions, (2) assess the level of passengers’ satisfaction, (3) explore how modern jeepney operators ensure service quality, (4) identify the challenges encountered by passengers, and (5) formulate a program that enhances both service delivery and passenger experience. A sequential explanatory mixed-method research design was employed. The quantitative phase involved sixty (60) purposively selected passengers from various sectors, including persons with disabilities (PWD), students, regular commuters, vendors and farmers, employees, and tourists. They responded to a structured survey questionnaire based on the SERVQUAL model’s five dimensions: tangibility, responsiveness, reliability, assurance, and empathy. The qualitative phase followed through interviews with four (4) key informants from the Bulan Transport Cooperative, including top officials responsible for managing modernized jeepney services. Quantitative data were analyzed using weighted mean, while qualitative responses underwent thematic analysis to support and enrich the numerical findings. Results showed that overall service quality was “Evident,” with empathy and assurance rated highest. Passenger satisfaction was “Satisfied,” especially in route efficiency and driver behavior. Challenges such as overcrowding was serious, while cleanliness issues, long waits, and limited routes were moderately serious. Qualitative data highlighted proactive maintenance, cooperative operations, training, and feedback systems as service enablers. The SMART-JEEP Program was proposed to address all SERVQUAL dimensions through structured interventions in cleanliness, scheduling, conduct, routing, affordability, feedback, and employee support.