Undergraduate thesis.

This study evaluates local tourists{92} satisfaction with the UBE ( Ultimate Bus Experience) shuttle bus service that connects the Paranaque Integrated Terminal Exchange (PITX) and the Ninoy Aquino International Airport (NAIA) terminals in Metro Manila. The research responds to the practical need to assess how well an airport-focused public transport service delivers on essential quality attributes that shape travelers{92} first and last impression of a destination. Guided by the SERVQUAL framework-tangibility, responsive, reliability, empathy, and assurance- the study employs a mixed-method design that integrates a descriptive quantitative survey with qualitative integrates a descriptive quantitative survey with qualitative insight from open-ended items and brief interview conducted at the point of service. A total of 278 local tourists participated via convenience sampling reflecting a primarily young traveler profile. The instrument underwent expert validation and pilot testing; internal consistency was deemed acceptable for academic purposes ( Cronbach{92}s a> .50). Shapiro- Wilk test indicated non-normal distributions (p<.001), so no significant differences in perceived service quality by age across the five dimensions. However, assurance differed significantly by sex-female passengers registered higher mean ranks- and educational attainment was related to tangibility and responsiveness, with lower mean ranks among college and graduate groups compared with elementary and secondary groups. Weighted means showed high satisfaction for tangibility (approximately 3.54- 3.62 on a 4 -point scale), indicating confidence in the physical cues of service quality such as cleanliness, vehicle condition, and the legibility of information. Qualitative themes highlighted accessibility, affordability, clear travel instruction, and comfort as perceived strengths; while areas for improvement included safety communication, sufficiency of staff-provided information, and real-time notification of schedule changes(e.g, at PITX). Taken together, results suggest that the UBE shuttle provides a consistently positive experience for local tourists but would benefit from systematic enhancement in proactive communication , reliability signaling, and inclusive wayfinding. The study offers actionable recommendations for the operator and airport stakeholders and demonstrates the value of combining SERVQUAL metrics with qualitative evidence to steer continuous improvement in airport ground transportation services.