M.B.A. / The aim of this study is to investigate the factors that affect the service quality delivery implementation, benchmarking Translux and Greyhound, using the SERVQUAL model. 4 1.3 Objectives The study has the following objectives: 1.3.1 to determine the different customer-orientated approaches; 1.3.2 to investigate insights into the concept of marketing studies that support customer orientation; 1.3.3 to ascertain how to implement a customer-orientated approach in the industry; and 1.3.4 to determine the gaps between Translux and Greyhound service delivery and customer expectations. An assumption of the study is that the adoption of a customer-orientated philosophy will mean that the company has embraced the implications of the philosophy