Investigating the Service Quality of Kocaeli Tram Service Using Artificial Neural Networks

Abstract

Service quality is one of the main issues of today's world. Firms operating in the passenger transportation sector are also trying to improve the quality of the services they provide to their passengers. It is crucial to determine the passenger service quality perceptions and priorities to evaluate and improve the service in this context. In this study, Kocaeli tram user service quality perceptions have been evaluated by applying a survey consisting of 20 questions and user satisfaction levels from different service dimensions. Then, an artificial neural network model was developed using the demographic data of the users and their responses to the survey questions to mimic their service quality satisfaction. The artificial neural network model developed has been examined to understand the importance that tram users give to service quality. Using the developed "change of score" method, how the changes to be made in the tram system will affect the quality of service and, hence, how the opinions of different user groups will be affected can be examined in detail. The artificial neural network model prediction capability was compared with that of the multiple linear regression model, and found its superiority. Based on the developed Change of Score Method, the most frequent user attaches the highest importance to the service dimensions of the convenience to pay for the tram, getting his/her destination on time, and reducing environmental pollution.