With the development of society, customers are having an increasing expectation on bus service. Problems such as bus being late all the time seem to become common. It usually annoys the customers and have a bad influence on bus companies.It's crucial to improve the bus service. This report adapts and applies a modified SERVQUAL approach to estimate the service quality in public transport. Wessex Red servcie, bus service in England UK, operated in partnership with the University of the West of England and the University of Bristol, is evaluated in the report being representative for bus service. In this study, the author has applied the SERVQUAL questionnaire among the three groups of customers in Bristol UK based on these five dimensions of SERVQUAL:"Tangibles, Responsiveness, Assurance, Reliability and Empathy"(Parasuraman, 1988). The results illustrates a high degree of importance placed on reliability, in which bus being late is an issue most concerned. The author analyzes the problem and finally provides suggestions and recommendation for the issue. This study is to provide a quality evaluation tool readily usable by transport operators willing to certify the service offered and it also offers a tool for practioners characterized by flexibility so as to fit individual needs. In addition, this study is beneficial to students who are learning Marketing. The study provides students a methodology in their marketing research. It also gives students a tool to evaluate services so as to set up their marketing plan and could give a better horizon to understand marketing.
