"THE ROLE OF DIGITALIZED SERVICES IN ENHANCING CUSTOMER SATISFACTION OF GEN Z GSRTC USERS”

The Gujarat State Road Transport Corporation (GSRTC) is a major force behind the transportation industry's development. This study aims to assess how Gujarat State Road Transport Corporation's (GSRTC) digital services contribute to a higher level of customer satisfaction among Surat's Generation Z. The research design of the study is descriptive. Data was collected from approximately 200 GSRTC users using a structured questionnaire. The study aims to assess how factors such as reliability, transaction security, ease of use, and accessibility impact their overall degree of satisfaction with their journey. According to the findings, there is a relationship between the factors that affect customer satisfaction and overall satisfaction with digital services. Additionally, the findings might be used to enhance public transport policies and digital service plans in comparable urban regions.