Customer experience management : mapping the bus customer journey in Malta and Gozo

Abstract

Purpose: This study aims to respond to the call to help identify the customer experience journey when using the bus service in the islands of Malta and Gozo. Its objective is to investigate all the stages that a customer goes actually goes through and what touchpoints need improvement. The intention is to have a real-life picture, improve the bus service and gain more trust and eventually more patrons. Design/methodology/approach: A total of 12 focus group discussions were conducted; two from every region that form the island. This study follows an interpretivist phenomenological ontology as it explores the process experienced by the public transport customers through the passengers’ eyes. Findings: The customer experience journey is split in five stages and the main touchpoints that frustrate the customers are, outdated information or different information on different channels, bus capacity, routes and frequency, not adequately designed bus stops and bus drivers who do not understand and speak English. This study proposes a clear list of touchpoints that need immediate upgrade in order to improve the existing bus service. Suggested Future studies: Being a first study of its kind in Malta, a good number of suggested future studies are mentioned. Amongst which, an ethnographic study to experience the bus service with commuters and observe their reactions and a research interviewing Malta Public Transport Managers to have point of view regarding what is lacking in the bus service provided on the island.