To understand fully passengers' perceptions and expectations of the bus service quality in Taipei, business managers and governmental agencies must seek a proper scale that can reflect passengers' opinions accurately. This study develops and tests a service quality scale designed for a city bus transit system in Taipei. Churchill's paradigm and a focus group interview were combined into a multistage scale development procedure. Based on the procedure, Taipei city buses were selected as the example, for which a service quality scale was developed. The final scale contains four dimensions and 20 items. These four dimensions are 'interaction with passengers', 'tangible service equipment', 'convenience of service' and 'operating management support'. Finally, the results of scale development and the managerial applications of the service quality scale for the city transit system are discussed.
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
This research demonstrates that the type of product option framing (additive vs. subtractive) and the temporal distance between an option choice and later buying behavior can influence decision difficulty. In two studies, the authors show that consumers who engage in additive option framing experience greater difficulty in making decisions for the near future than for the distant future, whereas consumers who engage in subtractive option framing experience greater difficulty in making decisions for the distant future than for the near future. In addition, by using theories of mental simulation, the authors show that communication strategies that promote process simulations for distant‐future choices in the subtractive option framing condition and those that promote outcome simulations for near‐future choices in the additive option framing condition are most effective in reducing decision difficulty. These effects hold across varying product categories and varying option prices.
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