CONSEQUENCES OF SERVICE QUALITY ON CUSTOMER LOYALTY IN PUBLIC BUS TRANSPORT: A CASE OF BORNO EXPRESS, MAIDUGURI

The main objective of the study is to examine the consequences of service quality on customer loyalty in public bus transport: A case of Borno Express, Maiduguri. The study adopted a descriptive survey method to collect data from the respondents and the instrument used for data collection was the self-administered questionnaire method. The type of data obtained for the study was the primary type. The exact population size for the study was considered unknown. A sample size suitable for an unknown population was adopted based on Cochran’s (1977) sample size of 384 respondents and a 10% of the initial sample size was added to become 422 respondents. Convenience sampling technique was adopted for selecting respondents. The data collected was analysed using mean and standard deviation and a criterion mean of 3.00 was used for decision making. The findings of the study show that, there is a significant effect of accessibility, punctuality, comfort, and safety on customer loyalty in public bus transport: a case of Borno express, Maiduguri. The strength of the association among the factors were moderately and relatively strong. The study concluded that, service quality have effect on customer loyalty in public bus transport. Based on the findings of the study therefore, it recommended that there should be improvement on accessibility, punctuality, comfort, and safety in order to improve its customer loyalty in public bus transport. The management of Borno express should prioritize service quality improvement initiatives to strengthened customer loyalty and ensure long-term sustainability growth.