Exploring Service Quality Measuring Model of Public Transportation : Focused on the Perceptions of Subway Service Users in Busan

A subway, as a typical public transportation in modern society, need to ensure service quality in order to obtain the confidence of service users. Based on such assumptions, this study try to explore a model that measures service quality of a subway using SERVQUAL. Especially, this study composes modified questionaries that measure service quality of the public transportation based on SERVQUAL which suggested by Parasuraman(1988) and draws five factors of the service quality: reliability, responsiveness, assurance, empathy, and culture. This study suggests cultural factor as a new composed factor of the service quality based on the theoretical research and measurement variables secure reliability and validity. In order to verify a suggested model, this study carry out a survey from 282 of subway users and uses factor analysis, correlation analysis, and regression analysis. This study identifies culture to most important aspect in measuring service quality context.