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Exploring Behavioral Intentions of Kaohsiung MRT Passengers: Impact of Service Quality and Value

This research analyzes passenger behavior towards the Kaohsiung Mass Rapid Transit (MRT), focusing on the relationship between behavioral intentions, service quality, perceived value, and customer satisfaction. By distributing questionnaires to riders during winter vacation, the study aims to uncover the factors affecting ridership, including service quality, safety, and convenience. Utilizing Structural Equation Modeling (SEM), this study seeks to provide insights that could enhance Kaohsiung MRT's operational strategies and increase passenger numbers, addressing the significant disparity in ridership compared to Taipei.

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Exploring Behavioral Intentions of Kaohsiung MRT Passengers: Impact of Service Quality and Value

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  1. PUBLIC TRANSPORT PASSENGERS’ BEHAVIORAL INTENTIONS: THE ROLES OF SERVICE QUALITY, PERCEIVED VALUE AND CUSTOMER SATISFACTION: A CASE STUDY OF KAOHSIUNG MASS RAPID TRANSIT UE4A 1098200040 Joy Yang

  2. Proposed Research Topic • Analyze the reason why there are few people who take Mass Rapid Transit (MRT) in Kaohsiung

  3. Purposes • Analyze the relations between behavioral intentions, service quality, perceived value and customer satisfaction • Explore what factors affect their behavioral intentions (e.g. service, safety and quality)

  4. Background • In Taiwan, there are two MRT in Taipei and Kaohsiung • Ministry Of Transportation and Communications (MOTC) statistics: • In 2009, passenger trips: - Taipei MRT totaled 462.47 million - Kaohsiung MRT totaled 43.34 million

  5. Scope • Questionnaire • Object: people who have taken Kaohsiung MRT • During the winter vacation • Hand out 150 questionnaires • Expect to withdraw 100 questionnaires • By random sampling

  6. Theoretical framework • Sumaedi, Bakti and Yarmen’s (2011) - relationship between behavioral intentions and other factors • Structural Equation Modeling (SEM) - assume factors have a positive effect on behavioral intention

  7. Theoretical framework • Definition Structural Equation Modeling (SEM) Natasha K. and Shenyang G. (2011) - SEM as an “umbrella” - multivariate statistical approaches - empirical data, conventional, developed approaches

  8. Theoretical framework • Definition of Behavioral Intention (BI) Fishbein, M. and Ajzen, I.(1975) - Two factors: 1. His attitude toward the behavior 2. His subjective norm Theory of Reasoned Action (TRA) - prediction of attitude & BI

  9. Theoretical framework • Service Quality Rust, R, Oliver, R. (1994) “Service Quality presents the latest research and theory in customer satisfaction and services marketing.” • Definition of perceived value Dodds, B. (2003) “Perceived value is a function of the perceptions of quality, customer, service, and price.” • Definition of customer satisfaction Cochran, C. (2003) Customer satisfaction can nearly mean everything

  10. Method • Conduct a literature review on behavioral intention, service quality, perceived value and customer satisfaction and Structural Equation Modeling (SEM) • Hand out questionnaires by random sampling - hand out 150 & withdraw 100 Content will divide into four main parts: - Behavioral intentions (The important degree of service quality, perceived value and customer satisfaction) - Service quality (e.g. attendant’s attitude, shuttle service) - Perceived value (e.g. price, convenience, security, facilities) - Customer satisfaction (The satisfied degree of Kaohsiung MRT) • Undertake passengers’ behavioural intentions analysis of the questionnaires, guided by Structural Equation Modeling (SEM)

  11. Limitations • Questionnaire by random sampling instead of whole passengers’ opinion • Time limitations - number of questionnaires insufficient to reflect the entirety

  12. References • Cochran, C. (2003), Customer Satisfaction: Tools, Techniques, And Formulas For Success, VIBA. • Dodds, B. (2003), Managing Customer Value: Essentials of Product Quality, Customer Service, University Press of America • Fouracer P., Dunkerley C. and Gardner G. (2002), Mass rapid transit systems for cities in the developing world, Taylor & Francis Publishing, p. 299 • Fishbein, M., and Ajzen, I.(1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley. • Ministry Of Transportation and Communications (MOTC) http://www.motc.gov.tw/en/home.jsp?id=254&parentpath=0,150,250 • Nwadel, A. (2003), The Relationship Between Perceived Values Congruence and Organizational Commitment In A Multinational Organization, CoreIDRAW. • Natasha K. and Shenyang G. (2011), Structural Equation Modeling, Oxford University Press • Rust, R, Oliver, R. (1994), Service Quality: New Directions in Theory and Practice, Sage Publications, p. 298 • Sumaedi, S., Bakti, I. and Yarmen, Y. (2011) The empirical study of public transport passengers’ behavioral intentions: the roles of service qualiry, perceived sacrifice, perceived value, and satisfaction. International Journal for Traffic and Transport Engineering, 2012, 2(1): 83 – 97 • Figure 1, Sumaedi, S., Bakti, I. and Yarmen, Y. (2011),International Journal for Traffic and Transport Engineering, 2012, 2(1): 85 • Figure 2, Fishbein, M.,& Ajzen, I.(1975), Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Reading, MA: Addison-Wesley. http://www.motc.gov.tw/en/home.jsp?id=254&parentpath=0,150,250

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