Due to the rapid economical development, the number of private vehicle is increasing every year which is against the government’s policy of promoting public transportation. According to MOTC’s travel surveys, 23% to 30% of people think the public transportation is not convenient to transfer. It shows that seamless transfer in public transportation becomes a hot issue for research needs. If people have private and public mode choices at the same time, they may lose the loyalty to the public transportation because of poor transfer service quality.
For this reason, this research aims at modeling and validating a causal model of seamless transfer serve quality, satisfaction and loyalty to public transportation by conducting an empirical study at two transfer stations in Taipei Metropolitan. The seamless transfer of the public transportation can be classified into space, time, information and service with passengers’ viewpoints.
The questionnaires with predefined scenarios are surveyed at Taipei Main Station and Banqiao Station. Passengers at two stations are interviewed under one scenario of having private vehicles and the other of having no private vehicles to identify their intention of loyalty to public transportation.
Based on the results of the questionnaires, the hypothesis of causal relationships among service quality, satisfaction and loyalty can be verified by the Structural Equation Modeling (SEM).Then Bayesian Network (BN) model is used to predict passengers’ shifts between private and public vehicles if certain seamless transfer strategies are provided.
From empirical data, the causal relationship between service quality of seamless transfer and the loyalty to the public transportation research is verified to be not relevant, but the others are, on the contrary, to be relevant. Therefore, the satisfaction of seamless transfer plays the mediator role between the service quality of seamless transfer and the loyalty to public transportation. With BN model, it is proven that the satisfaction can increase if the service quality of seamless transfer can be improved. At the same time the loyalty to public transportation can also be significant. According to priority the strategies to improve service quality of seamless transfer are listed as following dimensions: seamless time, seamless service, seamless space and seamless information.
This research presents a causal model of seamless transfer serve quality, satisfaction and loyalty to public transportation which is validated by empirical results. The findings can be referred to other similar application areas with modified models in the future.