Service Communication of BRT Trans Jateng in Fostering Passenger Satisfaction on the Semarang–Grobogan Route

This study examines how service communication relates to passenger satisfaction on the Semarang–Grobogan route of Bus Rapid Transit (BRT) Trans Jateng. A descriptive qualitative embedded single-case study with a phenomenological perspective involved five purposively selected informants: a service coordinator, a bus attendant, a dispatch officer, and two regular passengers. Data were collected through semi-structured interviews, observations at Penggaron Stop and along the Penggaron–Gubug journey, and operational documentation, then analyzed using interactive data reduction, display, and conclusion verification supported by source triangulation. Findings indicate that direct communication between personnel and passengers enabled explanations, immediate feedback, and assistance, reflecting the source, message, channel, and receiver components of service communication. Staff demonstrated responsiveness and empathy, particularly when guiding passengers unfamiliar with the route. Nevertheless, faded timetable information and inconsistent spoken stop announcements limited independent access to service information. One observed bus arrived approximately 12 minutes later than the SiAnteng schedule without a proactive delay notification. Complaint handling involved listening, explaining, and referral, but remained predominantly reactive. Passenger satisfaction was associated with courteous staff interactions and clear, timely operational information. Improvements should prioritize legible displays, routine announcements, and coordinated delay updates through SiAnteng and frontline personnel to reduce uncertainty during everyday travel and waiting.