Procedia Social and Behavioral Sciences Procedia - Social and Behavioral Sciences 00 (2013) 000–000 www.elsevier.com/locate/procedia International Islamic Business Conference 2013 (IIBSC 2013) The Supply Of Rural Passengers Transport in Relation to Fear Towards Crime Rohana Sham a , Suhana Mohamed b* , Muharratul Sharifah Shaik Alaudeen a , Shaherah Abd Malik a and Norhayati Omar a a Faculty of Business Management, Universiti Teknologi MARA, KM 12, Jln. Muar, 85009 Segamat, Johor, Malaysia b Faculty of Business Management, Universiti Teknologi MARA, Jln. Heman, Kg. Aman, 80350 Johor Bahru, Johor, Malaysia Abstract Managing a supply for rural passengers transport has always created a lot of challenges among the transport planners. Most of the town planners usually focus on the supply or movement of urban passengers transport. Ignoring these group lead to a high level of fear among the travellers especially among the non -resident student of Universiti Teknologi MARA Kampus Segamat, Malaysia. Although there are lot of other factors that affect their travel fear while travelling into the campus is concern, one of the most discuss are the factors of bus service provision to and from the campus. Issue of bus service attributes like punctuality, security and comfortability were being discussed in relation to the level of fear level of current student who have to depend on the bus services to commute into the campus. One of the major objectives of the study is to examine which service attribute contributed to the rural passengers transport feeling of fear. A personal administered survey based on quota sampling technique was going to be considered during the field survey. © 2013 Published by Elsevier Ltd. Selection and/or peer-review under responsibility of Universiti Teknologi MARA Malaysia. Keywords: Rural Passengers Transport; Travel Fear; Transport Feeling of Fear; Bus Service Provision * Corresponding author. Tel.: +6-019-7459392; fax: +6-07-2342210. E-mail address: suhan291@johor.uitm.edu.my