Exploring the Effect of Kaohsiung Shuttle Taxi Service Quality on Behavior

Abstract

In March 2014 the Kaohsiung City Transportation Bureau started to use taxi to substitute for bus in some routes Since the service expanded into urban areas the innovative operation model has attracted public attention However there are still many people unfamiliar with this service due to the unique operation mode as well as unclear labeling and insufficient publicity Furthermore the government can only directly observe quantitative data such as ridership and the users ' viewpoint is hard to be detected To understand the perceptions and expectations of service quality of shuttle bus service in Kaohsiung this study will explore users’ opinions and intentions by questionnaire survey to reflect their perspectives This study investigates the relationships between some service quality facets including vehicle condition service provision drivers’ attitude information and fare toward behavioral intention by using structural equation modeling The result reveals that drivers’ attitude and fare facets have positive and significant relationships with behavioral intention This study also compares users’ satisfaction with expectation by applying importance-performance analysis (IPA) to evaluate what aspects should be improved or kept on By giving advice from the results of analysis this study can provide government or the cooperation as a reference for decision making

Date of Award	2019
Original language	English
Supervisor	Tzuoo-Ding Lin (Supervisor)