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UE4A 1098200040 Joy Yang

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. Proposed Research Topic.

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UE4A 1098200040 Joy Yang

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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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