Service Quality in UAE Transport Sector - Research Paper Example

Service Quality in UAE Transport Sector Institution: Name: Abstract This study examines an impending challenge in the UAE road transport system which is poor service quality. Some of the contributory factors leading to the problem include; low demand of public transport services, congestion, poor management and coordination of projects, social factors such as increased population and the perception of the public towards public transport. The study acknowledges the fact that the UAE government has indeed adopted various strategies in order to improve service quality. Nevertheless, the approaches have not been effective enough. Consequently, the study proposes the use Total Quality management essentially Deeming’s 14 principles of TQM in order to resolve the challenge. Introduction The transport industry is an indispensible element in supporting economic activities in many countries and regions of the World. The United Arabs Emirates for instance, greatly depends on the transport industry for its economic progression. In the previous decades, UAE has experienced a rapid economic growth due to the discovery of oil. This has made the region to be one the most developed federations in the globe and also in the Middle East region. In order to advance the economic growth, there is need for quality service in the transport system. This paper seeks to conduct an analysis of an impending challenge in the UAE transport sector. The focus of the study will mainly be grounded on Road transport. Issue Identification The growth of urban cities necessitates for quality services in the transport industry. This is because quality transport services are essential in supporting economic development and investment (Worku, 2013). Over the years, the transport infrastructure of the UAE has been well developed. Road transport has for instance has witnessed the development of modern roads and highways that can facilitate easy movement of goods and people. However, although there is growth in the transport industry due to infrastructural development, the UAE is experiencing a great challenge in its road transport system. The issue of poor service quality in the transport industry has been of great concern to both the government and other stakeholders. Therefore, there is need to examine the issue poor service quality in the road transport industry and the future implications of problem on UAE. Research Methodology The study has considered a number of data collection methods that could be used in the research process with regard to the problem that has been identified. Based on the nature the study and the existing available sources of information relating to such topic or subject, the study will mainly use secondary sources of data. This will mainly be from previous studies that have been conducted on the issue. Secondary data will also be in the form of evaluation of case studies of the transport industry of various federations which form part of the UAE. Case studies may be particularly useful in illustrating a holistic portrayal the transport sector of various UAE federations. In this study, the research seeks to take a deep study and assessment of the issue of poor service quality. The results of this study are therefore founded on a holistic and multi-dimensional approach leading to a more informed conclusion which may be useful in future decision making. Literature Review Causes and Effects of poor service quality in the UAE transport industry Worku (2013) undertook a study to examine the demand for improved public transport services in the UAE, through a case study of Dubai. The study by Worku (2013) had the objective of evaluating the willingness of the UAE residents to pay and use the improved public transport services. The study involved the use of the contingent valuation survey which was administered on a representative sample of 852 residents of the UAE. The ordered and probit and logit methods were used for the purpose of analyzing the data surveyed. The findings of the study revealed that there is a strong possibility that the average resident of UAE is prepared to use an improved method of transport such as an upgraded bus service. Also the residents would be willing to more for the bus trip if the services were improved. Car owners on the other hand were only willing to use the bus service in the event that the bus station is safe, closer to their work place and home. Worku (2013) discloses that the UAE government has adopted a number of strategies that are aimed at improving the quality of transport services. Some of the approaches include encouraging the use of public transport such as bus services and reducing the use of private vehicles in order to reduce traffic congestion. However such approaches have not been effective due to the lack of willingness by the people to pay and use the public transport services. In addition, the lack of market incentives that can influence people to reduce the use of personal vehicles has also affected the failure of government strategies to enhance service quality. Worku (2013) study therefore concludes that the service quality provided to customers does not actually meet their expectations. Belwal and Shweta (2012) argue that the perception of the public towards public transport has also affected service quality in the road transport system. The need to develop an effective transport system essentially the public transport system has in the recent years gained a great momentum. Many governments are determined to overcome the existing weaknesses in the transport system; as a result certain GCC countries have taken steps to resolve the existing problems. For instance in 2009 the UAE Road and Transport Authority (RTA), introduced the new fleet of buses that were to be used solely by women (Asian News, 2009). Other initiatives include enriched infrastructure for public transport in Abu Dhabi by offering free bus and taxi services in order to ease congestion. Sharjah has the objective of simplifying the travel anguishes of daily commuters and residents by providing more busses on every route. Belwal and Shweta (2012) assert that although the UAE government has made attempts to develop a more effective public transport system, the provision of quality services has actually been a difficult task. For instance despite the initiatives, Belwal and Shweta (2012) disclose in a survey they conducted that 72% of residents of the UAE still have the feeling that public transport is not adequate enough . In addition, not many people are willing to stop using their personal cars and use public transport services. Belwal and Shweta (2012) therefore argue that the public perception is a major hindrance to quality services in the transport industry. According to Moza et al (2012) poor service quality in the UAE transport industry has also been influenced by the management issues. Moza et al (2012) conducted a study to evaluate management issues that affect mega projects in the infrastructure projects undertaken in UAE. The study aimed at pinpointing factors that influence failure of projects in the transport industry. The methodology of the study involved research that entailed face to face interviews that were conducted on twenty experienced stakeholders in the transportation industry. The study further involved a group focus discussion that consisted on ten main stakeholders who have taken part in mega projects in the transport construction. The findings of the study revealed that complexity does exist in the management of mega projects in the transport infrastructure in the UAE. Stakeholders such as agencies of the government, contractors, consultants, company management and sponsors influence various stages in the project life cycle. Nevertheless, the contribution of these stakeholders through effective communication, decision making, knowledge sharing and coordination are not effective. Moza et al (2012) therefore propose that there is need for the adoption of improved coordination and communication between the government and other stakeholders when conducting mega projects that are supposed to improve service quality in the transport industry. An increase in traffic congestion is another influencing factor that causes the existence of poor service quality in the transport system (McKinnon et al, 2008). GulfTalent.com conducted a study in 2007 to evaluate the key issues that affect personnel at their work. The study involved a survey that was performed on 5, 000 employees in fourteen main Middle East cities. The findings of the study disclosed that employees working in Dubai use an average of 1 hour and 45 minutes to get to work every day. The time spent of traffic is usually longer for those employees who commute to Dubai from neighboring towns such as Sharjah. Employees who reside at Sharjah and work in Dubai spend an average of 2 hours and 44 minutes, although the town is 15 km away from Dubai and two express highways exist between Sharjah and Dubai. The study further disclosed the fact that many professionals in the emirate region are becoming more concerned about the effect of stress related to traffic congestion because it leads to exhausting and thus affecting the productivity of the employees (GulfTalent.com, 2010). Thomas (2014) also affirms that Dubai is now heading towards being the World’s greatest traffic jams if the traffic nightmare will not be resolved. According to AbdelFatah (2013) social factors such as an increase in population has greatly influenced poor quality of services in the transport industry. Abu Dhabi city for instance has experienced a major population expansion over the previous two decades. This particular growth has caused to major upsurge in the number of vehicles in the city. The city has also witnessed an increase in the number of younger drivers and also an increase of number of women drivers. Furthermore, due to the increase in population, there has been an increase in the number of commercial vehicles and trucks which has also made traffic congestion even worse. Most of the vehicles are usually driven slowly making most of the streets to be overcrowded and thus casing the more traffic jams (Majaida, 2012). AbdelFatah (2013) discloses that the Abu Dhabi police has been working on approaches such as the traffic response and monitoring that can assist in reducing the congestion. A major implication of poor service quality in the road transport industry is that it is bound to affect the potential of UAE as a logistic hub. Fernandez and Rodrigues (2009) highlight that in order develop the UAE region as an integrated logistic hub it is vital to develop a robust transport system in the aviation, maritime and land transport. In a survey to examine the importance of different types of transport and how they contribute to the development of an integrated logistic hub, 94% respondents stated that land transport is very significant in an integrated logistic hub. Therefore if the system of land transport such as road transport is congested or facing other challenges then it is bound to affect the development of the region as an integrated logistic hub. Poor service quality in the transport industry also affects the delivery of services and also products to the desired destinations. This may therefore affect business activities in the region (McKinnon, et al, 2008). Analysis and findings From the above review of literature and case studies of cities in UAE various findings can be drawn. One of the findings is that indeed the transport system of the UAE is infiltrated with poor service quality. As indicated by the study by Worku (2013) to examine the demand for improved public transport services, the demand for quality services does exist. This is because people are willing to use alternative method like taking a bus. In addition, they are also willing pay more if the services are improved. Worku (2013) however takes not of the fact that according to the customers/ the public the services that exist are not of good quality. The literature presented has also stated that the UAE government is actually aware of the existence of poor service quality in the transport industry. As a result many initiatives have been adopted in order to resolve the problem. Some of the outlined strategies include enriching public transport through provision of bus and taxi services, infrastructural developments such as road expansions and traffic response and monitoring which are done by the police. Despite of these initiatives it can be stated that the problem of poor service quality in the public transport system has not been effectively solved. From the findings of the study by Belwal and Shweta (2012) the perception of the public towards the services offered by the government has affected the effective implementation of quality transport services. Another key finding is that although projects have been initiated to resolve the problem of poor service quality, the aspect of management has affected the success of the projects. As indicated by Moza et al (2012) many infrastructure projects in UAE have been affected by lack of coordination and communication between the government and other stakeholders. The literature also discloses the fact that Dubai has advisedly been affected by the problem of poor services in the transport. Thomas, (2014) for instance highlights that if the Transport Authority does not resolve the existing problem, then Dubai is heading towards being the world’s leading traffic jam. Abu Dhabi on the other hand continues to experience poor services in the transport industry essentially due to the increase in population which has further increased traffic congestion. Discussion and Recommendations Service quality is a concept that begins from the perspective of the customers. It is therefore attained when the expectations of the customers are satisfied and even exceeded. Service quality is an important element when providing any service, based on the fact that it influences the demand (Kabir, and Carlsson, 2010). Transport services are usually characterized by a huge demand based on the fact that they are essential. Due to the high demand the quality of services tend to be poor as indicated by the various studies conducted in the UAE. Therefore there is need to for change in the quality of services in the transport system. As noted by many of the finding, management is basically a key issue that affects the provision of quality services in the Industry. The UAE government has adopted various initiatives to improve the quality of services; nevertheless a key challenge has been the issue of how to manage quality which can further result to improving the quality of services. This study recommends the adoption of Total quality management in the UAE transport system. The application of total quality management is very relevant in managing the industry. TQM requires stakeholders to adopt the certainty that service quality should meet, if not exceed, the expectations of the customers (Bhimaraya, 2006). The success of the UAE system therefore depends on customer satisfaction, attracting and retaining customers to use or support its services. This is because if there are no customers, there is no need for public transportation services. Bhimaraya, (2006), proposes the use of Deming’s 14 principles of TQM in the management of transport. This study therefore proposes that a further study should be conducted to examine how Deming’s 14 principles of TQM can be effective in enhancing quality services in the UAE transport industry. Conclusion The above study has presented the issue of poor service quality as an impending challenge affecting road transport in the UAE. Several factors have been highlighted as key issues that contribute to the problem. These factors include; low demand of public transport services, congestion, poor management and coordination of projects, social factors such as increased population and the perception of the public towards public transport. The future implications of the existence of poor service quality in the UAE transport industry is that it is bound to affect the regions potential as a logistic hub. In addition, the delivery of crucial services and products will be delayed and thus affecting business operations. In conclusion, it is essential to implemented changes that can facilitate future improvement of service quality in the UAE transport system. References Abdelfatah, A. (2013). Framework for Abu Dhabi Police Traffic Monitoring and Response Center. Journal of Traffic and Logistics Engineering.1 (2) , p243-245. Asian News. (2009). Dubai launching women-only bus service. Retrieved; 28th/ May / 2014 From < http://www.asianews.it/news-en/Dubai-launching-women-only-bus-service-14938.html> Belwal, R. (2010). Public Transportation Services in Oman: A Study of Public Perceptions. Journal of Public transport. 13(4), p3-4. Bhimaraya, A.(2006). Total Quality Transportation, Through Deming’s 14 Points. Journal of Public Transportation. 9 (4); p 35-50. GulfTalent.com. (2007). Dubai Overtakes Cairo in Traffic Congestion. Retrieved From Fernandes, C and Rodrigues , G.(2009). Dubai‟s Potential As An Integrated Logistics Hub. The Journal of Applied Business Research. 25(3); p86-87. Kabir, H and Carlsson, T . (2010). Service Quality Expectations, perceptions and satisfaction about Service Quality at Destination Gotland, A case study. Retrieved on 28th May 2014 From Moza, T, Al Nahyan, Amrik S. Sohal, Brian N. Fildes, Yaser E. Hawas, (2012) "Transportation infrastructure development in the UAE: Stakeholder perspectives on management practice", Journal of Construction Innovation: Information, Process, Management, 12 ( 4), pp.492 – 514 Thomas, B.(2014). Dubai heading for the world's biggest traffic jam. Arabian Business . Com. Retrieved From < http://www.arabianbusiness.com/dubai-heading-for-world-s-biggest-traffic-jam-544792.html#.U4G3ubFlDIU> Worku, B. (2013). Demand for Improved Public Transport Services in the UAE: A Contingent Valuation Study in Dubai. International Journal of Business and Management. 8(10) ;p 108-125. McKinnon, A, Palmer, A, Edwards, J and Piecyk, M. (2008). Reliability of Road Transport from the Perspective of Logistics Managers and Freight Operators. International Transport Forum. Retrieved , 28th/ May / 2014 Read More