ABSTRACT
This study examines consumer expectations for the service quality of airport shuttle buses in Mandalay, Myanmar, utilizing the SERVQUAL model dimensions: tangibility, reliability, responsiveness, assurance, and empathy. A quantitative methodology was utilized, collecting primary data through self-administered questionnaires from 200 participants and evaluating it with IBM SPSS Statistics. Descriptive and inferential statistical methods, such as means, standard deviations, and reliability assessments, were employed to evaluate service quality and customer satisfaction. Results indicated modest satisfaction in all areas, with average scores below 4.0, signifying potential for enhancement. The emphasis on tangibility and reliability underscored the necessity for improved facilities, regular service, and strict adherence to schedules. Responsiveness, certainty, and empathy indicated possible improvements in employee training, communication, and customer-centric tactics. Recommendations encompass the implementation of GPS and CCTV systems to enhance safety and surveillance, provision of real-time updates for passengers, and maintenance of bus cleanliness. Furthermore, the establishment of customer service units at terminals and the enhancement of driver professionalism are essential. The study offers critical insights for service providers and prospective investors to synchronize services with customer expectations, therefore enhancing overall satisfaction and competitiveness. These findings provide a framework for enhancing airport shuttle bus services in Mandalay and suggesting the overall comprehension of customer service quality within the transportation industry.