Evaluating web site service quality in public transport: Evidence from Taiwan High Speed Rail

More and more public transport system passengers plan their trips by using website services. The passengers’ perceived service quality of a website plays a crucial role in recognizing the satisfaction of a transportation service chain. This study aims to investigate the passengers’ perception of electronic service quality (e-SQ) delivery through the Taiwan High Speed Rail’s (THSR) website, by adopting the Rasch measurement model to measure a subjective latent construct: perceived e-SQ. The Rasch model can compare person parameters with item parameters, which are then subjected to a logarithmic transformation along a logit scale to clearly identify which e-SQ measurement items are appreciated by certain passengers. Analytical results show substantial differences between the perceived e-SQ of various personal characteristics such as age, income, and trip types. Empirical results also demonstrate that passengers are most satisfied with the website’s accuracy of information and introduction to the THSR stations’ surrounding area, but are not satisfied with instructions when a transaction fails as well as the carriage layout of the THSR. Our analytical results also identify which service items lead to the perceived e-SQ difference between business trip and leisure trip passengers. The relationship between the two main attribute dimensions – quality of transportation information provided and quality of website services – are also further examined. The empirical results can help a transportation system service operator to better understand how passengers perceive e-SQ and to suggest what should be improved.     

Investigating structural relationships between service quality,perceived value,satisfaction, and behavioral intentions for air passengers: Evidence from Taiwan

This study aims to investigate the relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers through a structural equation model (SEM). The main study’s results are as follows. Service expectation has a significantly positive effect on perceived performance, but not on perceived value and satisfaction. Perceived performance has a significantly positive effect on perceived value, but not on satisfaction. Perceived value has a significantly positive effect on satisfaction. Both perceived value and satisfaction have significantly positive effects on behavioral intentions. In addition, perceived performance reveals the indirect effect on satisfaction moderated by perceived value. Finally, perceived value reveals a larger effect than overall satisfaction on behavioral intentions. Specific theoretical and managerial implications are discussed.     

An aggregate demand model for air passenger traffic in the hub-and-spoke network

In this paper, we build an aggregate demand model for air passenger traffic in a hub-and-spoke network. This model considers the roles of airline service variables such as service frequency, aircraft size, ticket price, flight distance, and number of spokes in the network. It also takes into account the influence of local passengers and social-economic and demographic conditions in the spoke and hub metropolitan areas. The hub airport capacity, which has a significant impact on service quality in the hub airport and in the whole hub-and-spoke network, is also taken into consideration.Our demand model reveals that airlines can attract more connecting passengers in a hub-and-spoke network by increasing service frequency than by increasing aircraft size in the same percentage. Our research confirms the importance of local service to connecting passengers, and finds that, interestingly, airlines’ services in the first flight leg are more important to attract passengers than those in the second flight segment. Based on data in this study, we also find that a 1% reduction of ticket price will bring about 0.9% more connecting passengers, and a 1% increase of airport acceptance rate can bring about 0.35% more connecting passengers in the network, with all else equal. These findings are helpful for airlines to understand the effects of changing their services, and also useful for us to quantify the benefits of hub airport expansion projects.At the end of this paper, we give an example as an application to demonstrate how the developed demand model could be used to valuate passengers’ direct benefit from airport capacity expansion.     

Assessing asymmetric response effect of behavioral intention to service quality in an integrated psychological decision-making process model of intercity bus passengers: a case of Taiwan

This study introduces the concept of loss aversion to consumer behavioral intention at the personal psychological level to develop an integrative structural equation model for analyzing traveler psychological decision making. In this model, the relationship between behavioral intention and service quality is a non-smooth function based on the theory of loss aversion. The expectation service quality in the SERVQUAL model proposed by Parasuraman, Zeithaml, and Berry (PZB) serves as a reference point. This model can be applied to analyze the effect of non-smooth response of behavioral intention to service quality in a traveler psychological decision-making process model. Intercity travel among cities in Taiwan is used as an empirical example. Data were gathered in cities in Taiwan via a questionnaire survey, and the model was tested using path analysis performed by LISREL. The empirical result shows that all causal relationships are statistically significant. Service quality loss influences repurchase intention more than does Service quality gain. Finally, this study concludes by discussing managerial implications and suggesting directions for future research.

A dichotomous choice survey for quantifying option and non-use values of bus services in Korea

The total economic value for a transportation service consists of use, option, and non-use value. The use benefit is based on a traveler’s willingness to pay for usual consumption of the service. The optional value, on the other hand, is related to the possible use of the service for trips not yet anticipated or currently accommodated by other travel modes. The non-use value, however, is derived from the intrinsic merit of the service, even though a trip-maker never actually or potentially depends on the mode. A closed-ended contingent valuation method is considered for the quantification of the option and non-use values. A survey of single- and double-bounded dichotomous choices is conducted with a case study of South Korean bus operations. A logistic regression model and a survival analysis for the single- and double-bounded approaches, respectively, are applied. The estimation result is examined according to the statistical property required and the behavioral validity expected. In particular, three issues from the output are discussed. First, the results help to show the preferable framework between single- and double-bounded surveys for addressing an individual’s option and non-use values. Second, the differences in the absolute values of option and non-use values are compared. Thirdly, the relationship between trip-makers’ willingness to pay and the level of service of their primary travel modes are investigated. In conclusion, the summary of research and the possibilities for future studies are given.     

Mobile taxi booking application service’s continuance usage intention by users

The long-term development of a mobile booking taxi application service depends on the continued use of its passengers. The aim of this study is to investigate the determinants of the mobile taxi booking application service’s continuance intention, using the technology continuance theory by including the perceived risk and subjective norms. The data were collected by surveying 387 users of the mobile taxi application service. The data were analysed by applying the partial least squares technique. The analysis showed that the technology continuance theory has extensive power to explain the continuance intention to use the mobile booking taxi application. Subjective norms also have a significant effect on the attitude of mobile booking taxi application users which represents an important contribution to technology continuance theory extension. The theoretical and practical significances of the study have been discussed.     

Some managerial and technical issues in transport sector development projects

In development projects there is only one problem, but it is huge: everything is connected to everything else. The authors separated from the whole the following important issues: (1) Project management and coordination: The Recipient Country’s Aid Coordination Unit (ACU) and Project Implementation Unit (PIU) staffed with competent local experts are necessary to hold the reform process memory. This issue is considered in the context of “Ownership” and “Government Leadership” as it is recognized in donor aid forums in the last decade. (2) Human resource development: Most technical assistance is oriented toward providing solutions, and the development of local capacities is ignored. The authors point out the importance of specially selected local experts—the “Technical Communication Officers”. (3) Institutional functioning: A ‘process consultation’ approach to institutional restructuring is promoted in which the Recipient has the key role. It is also recommended that the Recipient is the initiator of technical assistance in the projects. (4) Design standards are a recurrent and difficult problem. Recommendations are necessary how to transit to the new standards and how to mediate their approval process. (5) Procurement and management of consulting services: The authors argue that the recipient country qualified professionals have to be in the lead role. The vignettes in the paper are from the “real world” although they are modified slightly to protect privacy.     

Differences in air passengers’ buying behaviour: findings from Korean and Australian international passengers

Abstract

This paper investigates how air passengers’ expectations, ticket price, airline service quality, value, passenger satisfaction and airline image determine their buying behaviour. To test the conceptual frameworks, path analysis was applied to data collected from Korean and Australian international passengers to examine differences between these two groups. Further analyses were undertaken on different passenger segments between national and foreign airline passengers. The results of the path analysis reveal that air passengers’ buying behaviour differs significantly between Korean and Australian international passengers. Results also reveal that the determinants of air passengers’ buying behaviour differ by airlines.     

User satisfaction with paratransit in competition with motorization in indonesia: anticipation of future implications

The rapid pace of motorization throughout the world has changed travel behavior, which in turn has influenced every aspect of transport operations. This impact has also increasingly challenged the future existence of such road-based urban public transport as paratransit due to its characteristics and problems, especially in developing countries. Since creating satisfied users can help retain paratransit’s existence, this research aims to explore user satisfaction with paratransit service in order to anticipate future implications for its competition with motorization in Bandung, Indonesia. It establishes important factors and attributes to explain user perceptions and priorities regarding the service. Its hypotheses explain how users measure paratransit’s quality of service, inferring that they are likely to continue to use it. Even though users are dissatisfied with several aspects of paratransit, and the impact of competition has been strong, loyal users can still be found. By considering the findings, existing problems of inappropriate-quality service can be addressed to satisfy users’ expectations. The study also suggests some anticipation of winning the competition with motorization.     

Estimation method for railway passengers’ train choice behavior with smart card transaction data

Smart card systems have become the predominant method of collecting public transport fares in Japan. Transaction data obtained through smart cards have resulted in a large amount of archived information on how passengers use public transportation. The data have the potential to be used for modeling passenger behavior and demand for public transportation. This study focused on train choices made by railway passengers. If each passenger’s train choice can be identified over a long period of time, this information would be useful for improving the customer relationship management of the railway company and for improving train timetables. The aim of this study was to develop a methodology for estimating which train is boarded by each smart card holder. This paper presents a methodology and an algorithm for estimation using long-term transaction data. To validate the computation time and accuracy of the estimation, an empirical analysis is carried out using actual transaction data provided by a railway company in Japan. The results show that the proposed method is capable of estimating passenger usage patterns from smart card transaction data collected over a long time period.     

Predicting electronic toll collection service adoption: An integration of the technology acceptance model and the theory of planned behavior

In order to reduce the number of vehicles stuck in congestion, especially for stop-and-go traffic at toll plazas, the establishment of electronic toll collection (ETC) systems has been a hot issue and dominant trend in many countries. Taiwan has joined the crowd, adding an ETC system to its toll roads in early 2006. However, despite the potential benefits for motorists, the utilization rate has been lower than expected during the introductory stage. The objective of this study is to advance our understanding on the critical antecedents of motorists’ intention of ETC service adoption by integrating both technology acceptance model (TAM) and theory of planned behavior (TPB) perspectives. Through empirical data collection and analysis from highway motorists who had not installed on-board units (OBU) for ETC service in Taiwan, we found that system attributes, perceived usefulness and perceived ease of use, indeed, positively engender motorists’ attitudes towards ETC service adoption. Moreover, results also reveal that attitude, subjective norm and perceived behavioral control positively influence the intention of ETC system adoption. Implications for practitioners and researchers, and suggestions for future research are also addressed in this study.     

Transit service quality analysis using cluster analysis and decision trees: a step forward to personalized marketing in public transportation

A transit service quality study based on cluster analysis was performed to extract detailed customer profiles sharing similar appraisals concerning the service. This approach made it possible to detect specific requirements and needs regarding the quality of service and to personalize the marketing strategy. Data from various customer satisfaction surveys conducted by the Transport Consortium of Granada (Spain) were analyzed to distinguish these groups; a decision tree methodology was used to identify the most important service quality attributes influencing passengers’ overall evaluations. Cluster analysis identified four groups of passengers. Comparisons using decision trees among the overall sample of all users and the different groups of passengers identified by cluster analysis led to the discovery of differences in the key attributes encompassed by perceived quality.     

Intention and willingness to pay for green freight transportation: An empirical examination

The objective of this paper is to explore what motivates consumer intention and willingness to pay for green transportation. The model is based on the theory of planned behavior and explains the relationship between consumer attitude, perceived behavioral control and peer pressure on intention and willingness to pay for a t-shirt that was transported using energy efficient fuel. Data from a survey of U.S. consumers is analyzed. Results suggest consumer attitude and peer pressure are positively associated with intention which is positively associated with willingness to pay. High levels of consumer attitude, perceived behavioral control and intention suggest a positive outlook for organizations investing in green transportation initiatives. Results also suggest a need for organizations and government to market and educate consumers and citizens about the positive implications of green transportation and using energy efficient fuel.     

Can rural older drivers meet their needs without a car? Stated adaptation responses from a GPS travel diary survey

Rural seniors are highly dependent on their automobile to meet their trip making needs, yet the effects of aging can make access to the vehicle difficult or impossible over time. The anticipated growth in the older person population, in concert with limited travel data available to support rural transportation planning in Canada suggests a disconnect between what rural older people may require for transportation and the availability of formal alternatives. Many will seek informal alternatives to driving, such as depending on friends and family, to meet their travel needs, but the degree is not well understood in the context of their actual vehicle usage and stated ability to adapt. This paper draws from a Global Positioning System (GPS)-based multi-day travel diary survey of a convenience sample of 60 rural older drivers (29 men, 31 women, average age of 69.6 years) from New Brunswick, Canada. Participants would rely on “friends and family” for 52% of all trips they undertook as driver in the survey, “walk or bike” for 14% of trips, and “not take the trip” in 34% of trips if they did not have access to a vehicle. The formal option of “Transit” was not selected as a viable alternative by any participant for any trip. “Medical trips”, “Shopping” and “Personal Errands” were the least discretionary of all trip types, yet the most difficult for participants to find alternate arrangements. This suggests the need to explore different models of service delivery, such as a community-supported, member-based rural shuttle service with volunteer and paid drivers that build on informal social networks and can provide service when friends and family are unavailable.     

Unreliable trains and induced rescheduling: implications for cost-benefit analysis

This paper is concerned with the assessment of generalized user cost reductions in the cost-benefit analysis (CBA) of transport policies that aim at reducing unreliability. In particular, we investigate the implications of railway passengers’ anticipating departure behavior when train services were unreliable. A simple model is established to describe and predict such anticipating behavior. Our numerical example shows how travelers’ anticipating departures and scheduling costs depend on the level of unreliability. The possible bias incurred by ignoring the reliability and schedule delay costs reductions in the traditional CBA can be quite substantial. Given our assumptions and parameterization, the underestimation of ignoring these costs could range from 33 to 75% of total generalized user cost reductions.     

Multi-fleet ferry service network design with passenger preferences for differential services

This paper investigates a multi-fleet ferry routing and scheduling problem that takes into account ferry services with different operation characteristics and passengers with different preferred arrival time windows. The logit model is used to represent passengers’ service choices. The full problem is formulated as a mixed integer nonlinear programming problem and solved with a heuristic procedure that first fixes the demand and then decomposes the resultant model by ferry services. At each iteration of the algorithm, the demand is updated and the relaxed problem is re-solved. Numerical results for the case of ferry service network design in Hong Kong are provided to illustrate the properties of the model and the performance of the heuristic.     

On the effect of operational service attributes on transit satisfaction

Public transport (PT) providers aim to offer services that meet users’ satisfaction, and for this, they can control some operational service attributes such as frequency, speed, crowdedness and reliability. Understanding how these objective attributes affect user satisfaction is essential to improve it cost-effectively, but these associations have not been examined enough in the PT literature. This study aims to unveil how key transit operational variables actually experienced by users affect their satisfaction. We analysed data derived from a multiannual consumer satisfaction survey for the Santiago de Chile Metro system; between January 2013 and June 2016 (n?=?41,993), where approximately 1000 questionnaires were completed each month. We also gained access to a set of operational variables managed by Metro for the same period, including more than 1.4 million records. With this unique dataset, we first developed a structural equation model (SEM) with users’ perceived attributes, finding that safety, ease of boarding, response to critical incidents (CI), the number and type of CI endured, and information, were the variables that mostly affected satisfaction. We also examined heterogeneity in transit satisfaction with SEM-MIMIC models, by characterising the user population through their trip and socioeconomic characteristics, finding a striking result: that as users age they are more satisfied with the system. Next, we assessed whether including operational service attributes, such as crowding levels, frequency, commercial speed and CI, added predictive power to the proposed model. We found that the number of CI, speed, frequency and crowdedness, plus their variability (measured through the coefficient of variation), affected transit satisfaction at significant levels. Including these objective service attributes provided more explanatory power to the SEM-MIMIC transit satisfaction models. Policy recommendations for improving satisfaction, derived from our results, are: to implement an automatic control system for the number of passengers on Metro platforms (as safety and ease of boarding are critical issues for passengers); and to deploy a comprehensive tactical plan to address CI: determine which happen more often, take actions to minimise them and provide better responsive actions.

     

Mind the map! The impact of transit maps on path choice in public transit

This paper investigates the impact of schematic transit maps on passengers’ travel decisions. It does two things: First, it proposes an analysis framework that defines four types of information delivered from a transit map: distortion, restoration, codification, and cognition. It then considers the potential impact of this information on three types of travel decisions: location, mode, and path choices.¹ Second, it conducts an empirical analysis to explore the impact of the famous London tube map on passengers’ path choice in the London Underground (LUL). Using data collected by LUL from 1998 to 2005, the paper develops a path choice model and compares the influence between the distorted tube map (map distance) and reality (travel time) on passengers’ path choice behavior. Results show that the elasticity of the map distance is twice that of the travel time, which suggests that passengers often trust the tube map more than their own travel experience on deciding the “best” travel path. This is true even for the most experienced passengers using the system. The codification of transfer connections on the tube map, either as a simple dot or as an extended link, could affect passengers’ transfer decisions. The implications to transit operation and planning, such as trip assignments, overcrowding mitigation, and the deployment of Advanced Transit Information System (ATIS), are also discussed.