The Philippine government introduced the Public Utility Vehicle Modernization Program (PUVMP) to improve the public transportation system through the deployment of modern jeepneys that provide safer, more efficient, and environmentally sustainable services. Despite these improvements, the adoption and continued usage of modern jeepneys among commuters remain inconsistent, particularly in highly urbanized areas such as the National Capital Region (NCR). This study examined the influence of service quality, perceived risk, perceived value, and geographical location on commuters’ intention to continue using modern jeepneys. A quantitative research design was employed, and data were collected through a structured questionnaire administered to regular commuters in NCR. Service quality was measured using an adapted Service Quality framework consisting of tangibility, reliability, assurance, empathy, and responsiveness. Structural Equation Modeling (SEM) was used to analyze the relationships among variables. The results revealed that perceived value plays a central role in shaping commuters’ perceptions of service quality. Furthermore, service quality dimensions significantly influence commuters’ continued usage intention. Reliability emerged as the strongest predictor of usage intention, followed by empathy, assurance, tangibility, and responsiveness. The findings emphasize that improving reliability, service professionalism, and overall value for money is essential for increasing commuter satisfaction and encouraging the long-term adoption of modern jeepneys.

Keywords

Modern Jeepneys, Service Quality, Continued Usage, Commuter Experience