Service Quality, Experience, and Satisfaction on Repurchase Intention at Rosalia Indah Bus Probolinggo

Abstract

The public transportation industry faces tight competition, requiring companies to understand what makes passengers return. This study aims to analyze the effect of service quality and customer experience on repurchase intention, using service user satisfaction as a mediating variable at the Probolinggo branch of a long-distance bus company. We applied a quantitative approach with an associative method to answer our research questions. We gathered primary data by distributing printed questionnaires to passengers who recently used the bus service. We selected the respondents using a purposive sampling technique based on their recent travel history. We analyzed the respondent data using a structural equation modeling tool. Our analysis shows that providing good service quality and creating a pleasant customer experience positively and significantly increase passenger satisfaction. We also find that excellent service and positive experiences directly encourage passengers to buy tickets again. Service user satisfaction proves to have a positive and direct impact on the final repurchase intention. This satisfaction successfully mediates the relationship between both service quality and customer experience toward the intention to return. We conclude that maintaining reliable bus facilities and comfortable travel experiences are highly effective strategies to satisfy passengers and secure future ticket purchases.