THE NEXUS BETWEEN THE QUALITY OF BRT SERVICES AND CUSTOMER ECONOMIC CHOICES: EVIDENCE FROM EMERGING ECONOMY

Abstract

This study investigates the nexus between the Quality of BRT Services and Customer Economic Choices in Islamic Republic of Pakistan. BRT systems are gaining popularity as a low-cost, environmentally conscious, reliable means of transportation in response to the rising importance of sustainable mobility in cities. However, in the context of BRT, the influence of service quality on customer economic decisions is still controversial. This study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews. Service quality is measured from dependability, accessibility, affordability, and comfort while customer economic choices are measured from travel costs, time savings, and the overall value proposition of BRT services. Preliminary findings indicate a significant relationship between perceived service quality and customer satisfaction. A more nuanced understanding of how specific service attributes influence economic choices sheds light on the factors contributing to BRT systems' attractiveness in urban settings. Furthermore, the study investigates demographic differences in customer preferences and economic decision-making, providing a more comprehensive understanding of the diverse user base of BRT services. The research has implications for city planners, policymakers, and transportation authorities who want to improve BRT systems and promote sustainable urban mobility. This study contributes to the ongoing debate on improving public transport infrastructure and fostering environmentally responsible urban development by identifying the key determinants of service quality that drive positive economic choices.