Assessing the Service Quality and Passenger Satisfaction at Cebu North Bus Terminal: A Structural Equation Modeling Approach for Optimal Public Transportation Management

This study assesses the relationship between service quality and passenger satisfaction at Cebu North Bus Terminal (CNBT), a major transportation hub in Cebu City. Using the SERVQUAL framework and Structural Equation Modeling (SEM), the research evaluates key service dimensions—responsiveness, reliability, assurance, empathy, tangibility, capacity, and technology utilization—and their impact on passenger satisfaction. Findings highlight capacity, particularly spacious and comfortable seating (β = 0.82956), as the most critical factor, emphasizing the need for better passenger accommodations. Responsiveness, reliability, and assurance also significantly influence satisfaction, as passengers value clear communication, adherence to schedules, and professional staff behavior. In contrast, technology utilization (β = 0.390) has the least impact, indicating that passengers prioritize immediate and tangible services over digital advancements.To meet evolving passenger expectations, improvements in capacity, hygiene, and customer service are essential. These enhancements align with Sustainable Development Goals (SDGs), particularly SDG 3 (public health), SDG 9 (resilient infrastructure), and SDG 11 (sustainable transportation). By prioritizing these factors, CNBT can improve passenger satisfaction, enhance operational efficiency, and serve as a model for other urban transportation hubs, contributing to sustainable public transit development.