DETERMINANTS OF CUSTOMER SATISFACTION IN NIGERIAN PUBLIC TRANSPORTATION: EMPIRICAL INSIGHTS FOR SERVICE OPTIMIZATION

Public transportation plays a crucial role in urban mobility, yet challenges such as service reliability, affordability, safety, and comfort continue to impact customer satisfaction in Nigeria. This study empirically examined the determinants of customer satisfaction in Nigerian public transportation, focusing on service reliability, affordability, safety, comfort, and overall service quality. Using a quantitative survey research design, data was collected from 372 respondents across four major cities: Lagos, Abuja, Port Harcourt, and Kano. The study employed simple regression analysis, one-way ANOVA, and Structural Equation Modeling (SEM) to analyze the relationships between key service factors and customer satisfaction. Findings revealed that all five factors significantly influence customer satisfaction, with service quality emerging as the strongest predictor. From the results, recommendations were made, highlighting the need for policy interventions, including real-time tracking systems, fare subsidies, stricter safety regulations, improved vehicle maintenance, and public transport monitoring frameworks. It was concluded that optimizing these service attributes can enhance commuter experiences and promote a more efficient, sustainable, and user-friendly public transportation system in Nigeria