SERVICE LOYALTY AND ITS IMPACT ON OMNI BUS SERVICES - A PRAGMATIC ANALYSIS

The purpose of the study is to analyse the passengers' satisfaction and service loyalty towards omni bus services and its determinants and also to evaluate the impact of various determinants on service loyalty towards omni bus services on passengers satisfaction. In order to analyse the above objectives ‘T' test, confirmatary factor analysis (CFA) and multiple regression analysis were used. For the purpose of the study. The passengers are classified into two important groups on the basis of their nativity namely rural and urban passengers. The sample respondents are selected from 10 important cities in tamilnadu. The service loyalty is an outcome of repeated passengers' satisfaction on a particular service provider. Service loyalty is a ultimate aim of Omni bus service provider in the market and highly helpful to the service provider in order to maintain their market shares. The factors determining service loyalty includes service quality, customers' value and passengers' satisfaction. These factors were analysed and ascertain the significantly influencing special service quality, significant customers' value enabling the passengers repeatedly travelling by Omni bus services.