Assessing Service Quality and User Satisfaction in University Transit: Evidence from the SERVQUAL Approach

Sustainable urban transport planning requires inclusive, high-quality mobility systems that address both user needs and broader environmental objectives. This study examines the service quality and user satisfaction of Chiang Mai University Transit using the SERVQUAL framework and structural equation modeling, based on survey data from 384 student respondents. Seven service quality dimensions—Tangibles, Reliability, Responsiveness, Assurance, Empathy, Environmental Performance, and Respiratory Disease Prevention—were systematically analyzed. The results indicate that Responsiveness has the strongest positive influence on perceived service quality, while Tangibles most significantly shape user expectations. Overall, higher service quality is found to enhance user satisfaction substantially. Nevertheless, a measurable service quality gap persists, especially in the areas of Responsiveness (gap = −0.34) and Respiratory Disease Prevention (gap = −0.26), which are identified as priority areas for targeted improvement. In contrast, Environmental Performance surpasses user expectations (gap = +0.12). These empirical insights underscore the importance of strategically investing in university transit systems to encourage modal shift away from private vehicles, reduce congestion, and improve air quality. The study provides an evidence-based foundation for policymakers and planners seeking to implement integrated and environmentally sustainable mobility strategies within both university and broader urban contexts.