A STUDY OF THE DETERMINANTS OF PASSENGERS’ CHOICE OF ROAD TRANSPORT COMPANY OF SOME SELECTED TRANSPORT COMPANIES IN CALABAR METROPOLIS,CROSS RIVER STATE, NIGERIA

The study investigated the factors that determine passengers’ choice of transport companies in Calabar metropolis. Road transport system is typical to all groups of passengers in Nigeria and choices are made on various service providers. Passengers’ choices differ; what inform these choices form the essence of the study. The research studied passengers of mini buses of maximum of 18 capacities, which corresponds to the selected transport companies; ABC and CALCLUX transport companies. The study adopted survey research design, convenience and simple random sampling techniques respectively. Data were obtained with the use of a well-structured questionnaire on the variables of interest which include; customer service, corporate image, Bus terminal, transport fare and passengers ‘choice of transport service. Customers’ service and corporate has no significant relationship passengers choice; while transport fare, spreads of bus terminals have a significant impact on passengers’ choice of road transport services. The Data analyzed with the use of a multiple regression analysis revealed that model predicted over 25 per cent change in passengers’ choice of road transport services of the selected companies. The policy implication requires that passengers’ complaints should be treated with utmost attention with a mechanism to minimize and compensate passengers where necessary. Relationship marketing would do well in maintaining positive corporate image with a positive effect on service patronage.