The Passenger Satisfaction in Pasig River Ferry Service A SERVQUAL Model and Marketing Mix Model Approach

Abstract

The Pasig River holds rich importance as it played a crucial role in major transportation routes for trade and commerce during the Spanish Colonial era and even periods before. The Pasig River Ferry Service serves as an alternative mode of transportation for both goods and people at the time of the study. This study aimed to assess the effectiveness of the ferry service as one of the modes of transportation in Pasig City. Thus, the study intended to determine the level of passengers’ satisfaction with an end view of formulating marketing strategies that would strengthen the overall effectiveness of the ferry service and its promotion across various platforms. The researchers used descriptive – correlational research design aided by the SERVQUAL method of service quality and the Marketing Mix with emphasis on Product, Price, Promotion, and Place.

This study revealed that all elements of the marketing mix were rated effective, with the product being the most effective. Similarly, the SERVQUAL Method showed high satisfaction levels across various aspects of the service, specifically assurance and responsiveness. In addition, there were no significant differences in effectiveness or satisfaction based on demographic groups. Lastly, the study revealed correlations between certain elements of the marketing mix and service quality perceptions, highlighting the interconnectedness of marketing strategies and service quality.

The recommendation of the study concentrated on the formulation of marketing strategies with alignment on the combined aspects of the marketing mix and SERVQUAL model, which could have led to strengthening the passengers’ satisfaction and effectiveness of the ferry service as an alternative mode of transportation.