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.