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Niche marketing opportunities for increasing short- and long-term transit ridership

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Title:
Niche marketing opportunities for increasing short- and long-term transit ridership
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Book
Language:
English
Creator:
Brady, Michael
Mustard, William A
United States. Dept. of Transportation. University Research Program
Florida State University. College of Business
National Urban Transit Institute (U.S.)
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Florida State University, College of Business
Place of Publication:
Tallahassee, Fla
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Subjects / Keywords:
Market segmentation   ( lcsh )
Van pools--Marketing   ( lcsh )
Local transit--Ridership   ( lcsh )
Local transit--Marketing   ( lcsh )
Paratransit services--Marketing   ( lcsh )
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letter   ( marcgt )

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University of South Florida Library
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University of South Florida
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usfldc doi - C01-00148
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Niche marketing opportunities for increasing short- and long-term transit ridership
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Niche Marketing: Opportunities for Increasing Short and Long-Term Transit Ridership J. Joseph Cronin Jr., PhD., Will iam A. Mustard and Michael Brady PhD. Pr inci pal Investigators Florida State Uni versity October 1998 the Marketing Institute Florida State University College of Business Tallahassee, FL 32306-1111 (850) 644-2509 FAX (850) 644-6231 http : /ftmi. cob. fsu.edu

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Tt:CtL'IOICAL NDARO TrTl.E PA.C:F. -.. NUTIFSU l. a.,_....."'. Ao::oes'IW'< Hq. frtTI$f C..lof No. NUT13-FSU-4 UMTRISIFT A Seclion f ..... the Ma r keting lnstitut& Nich& Marketing : Opportunities for Increasing Shon and October 1998 Long Term Tran.sil Ridership ....... 0fii!'".Colltloro Coo 1 AttiiiOI'!tl Willi am A. Mustard Di r ecto r t h e Marketing I nstitute 8 RallO'\ +40, J Joseph Cronin. Jr. PhD FSU Michael Brady, PHd t Pofot""IID Ncame .lM Adcl-t 10. WM Unll No. IN Marktclng Institute Aofldo SCit!l university CCiogo &ninoss u "'-"<> ...... OTRS 93-G-0019 T ........... Aorida. 32306--3037 1t.I ...... 00'9 M -f!!OfA-... 11. u .s. Department of Transportation Federal Tra .nsi'l Administration (FTA) January 1995 March 1996 400 1" Stree l S.W. Washington, DC 20590 1 4 $pOntqtiflll COO. IS Hn Supported by a grant from the U S Department of Transportation. University Research lnstitut& Program In order to better under sta nd niche ttansrt marketing $lrategies, a study was undertaken by The Marketing Inst itute of the College of Business at F l orid a State Univcwsity Four niche efforts were investigated. The res,utts of the study are presented m the collection of tables thai follow The analyses prese nted i n this r eport are descriptive t he intent is to ide ntity tha genera l characteristics of transit users' eva l u ations of niche trans i t marketing s tr ategies and th&ir i mpact on transit use More detai l ed data analyses procedu res wi ll p rovide specific Inte r p retat i ons t hai are beyond the scope of t h i s report These e ffort s w ill be undertaken with the i n t e n t of publishing t h e findings i n appropriate journa l s The foyr sam pl&s were all d rawn In metropolitan area$ that have established area transit programs Sa m ple one represen ts a midslzed southeast ern city where the local economy i s dominated by muttiple state universities a nd offices. Samp le two '' rrom a large southeastern city The area's economy is dominated by service and military operations Samples three and four are from different very large. MidweStern citi&S that have diwr&lfted economies An examination of the service qua l ity and customel satisfaction ratings identified in the Appondix suggests thai ample variation eXists to explain differencas in tranS-it users petoeptions of, and behavior relative to, niche marketing strateg lea.. 17 IL Transit SeiVice Market ing Repon Availablo through tho : TOM M arl! Pt) ... No P1 o UnclassHied U nc la.ssif ied F<>nn DOT F 1700.7tB)

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TABLE OF CONTENTS EXECUTIVE SUM MARY .. ... ........... ............. .... .... ...... .. ... ..... ..... ..... ..... .... .... .... ... .. 2 INTRO D UCTION ... ... ................................. ... ................ ... ... ............................. ...... ........ 4 Section One: User Satisfaction With T ransi t V e h i c l es ....... ...... ... ........ ...... ....... ......... ..... 5 Section Two: Use r S at isfact i on With Trans i t Empl oy e es ............. .... ... ... ........ ... ... .......... 8 Section Three: User Satisfact i on Wit h Trans i t Sto ps ................................ .... ... .. ........... 1 0 Section Four: U ser S at i sfaction with Transit Drivers .................... ............. ......... ..... ..... 13 Section Five: User Sat isfact i o n With Tra n s i t Serv i ces .. .. .. ... ... ........... ............... ............ 15 Section Six: Use rs Evaluation of Transit Service Qual ity ............................... ..... ......... 18 Sec tion Se v en: The Effect of Serv i ce Quality Perceptions o f Transi t User Satisfaction .... ....... ..... ... ........... ............ ... ... ............ . .... ... .. ... .... ...... ..... 2 3 Secti on E ight: The Effect of Service Quali ty Percept i ons o n Users Percept i on s of Trans i t Conven i ence ........ ... ...... .. .. .. .. ... ...... .... ........................ 28 Section Nine : The Effect of Service Quali ty Perceptions on User s In te n tions to Reuse A Transit S e rvice .............................. ......... ...... .. ..... ....... 32 Section Ten: The Effect of Servic e Qua lity Perceptions On Users Willingne ss to R e commend A Trans i t Service ................................................ ... 37 Section Ele ve n: The Effect of U sers Satisfacti o n Wi t h Transit Service Componen t s o n Thei r Overa ll Satisfaction With The S e rvice .............. ... .... ... ... 42 Section T welve : The Effect of U s ers Satisfaction With Transit S e rv i ce Components on Th eir I ntentio n s To Reuse A Service ... .... ............... ... ............. 44 S ecti on Thirteen: The Effect o f Users Satisfact i on with Tra nsit S e rv i ce Components o n T heir Intentions to Use Other Transit Services ...... ... .... .... ................. .. 46 Section Fourteen : The Effect o f Users Sati s fact i on with Transi t Serv i c e C omponents on Their Intentions to Recommend The Service .............. 49 Appendi x ..... ....... .... .... .... .. ............ ... ........ ............ .... . .... ....... ............... ...... ........... ... 52

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EXECUTIVE SUMMARY In order to better understand niche transit marl
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Transit managers shoul d endeavor to i dent ify means of e ncouraging the users of niche transit services to use their other programs These strategies offer an idea l forum in which to promote services to m ot ivated and satisfied target market segments. I n a d d i t ion to these genera l conc l usions the fourteen sets of tab l es presented offer i nsight relat i ve to the detenninant of niche transit users satisfaction and service quality percept i ons. While the spe c ific conclusions are t o o numerous t o det a il here, a general conc l usion can be rendered Niche t ra n si t users are l ooking for a well organized con ve ni e n t t ra nsit option that prov i des safe and friend l y service. While t h i s c onclusion i s hardly surprising, the dat a presented will ill uminate the specific dimensions from wh ich such evaluations and att i tu d es eme r ge. Read e rs are encouraged to examine the r esults from the i r own perspectives Once again, it i s important t o n o te that t h e d ata presen ted are r i ch i n tenns of the quantity of i nf o rmation co ntained. However, the quality of tha t i nfonnatio n 's fina l use is a function of the interpreta t ion and imple men t ation o f i n d ividua l trans i t market i n g managers The Mark e ting Inst i tute April 1 998 3

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INTRODUCTION This study presented exam ined transit user's satisfaction with four different Niche Market Services These four services were a game day express bus service for a college football (;lame, a similar service for a professional football team a subscription vanpool program, and a seasonal shuttle service offered in a metropo l itan park. Several quest ions were inv estigated: 1. What detennines the users' satisfaction with the vehicles used; 2. What detennines the users' satisfaction with the service employees: 3 What detennines the users' satisfaction with service stops; 4. What determines the users satisfact i o n with the drivers ; 5 What determines the users' sa t isfaction with the convenience of the serv i ce: 6. What determines the users' rating of the quality of the service: 7 What detenn in es the users' overall satisfaction with the service: 8. The influ ence of serv i ce quality perceptions on perceptions of the convenience of the service ; 9. The i nfluence of service quality perceptions on users i ntentions to reuse a transit service: 10. T h e influence of service quality perceptions o n users' willingness to recommend the service ; 11. The influence of users satisfaction with components of a trans i t service on their overall satisfaction with the serv ice: 12. The influence of users satisfaction with components of a transit serv ic e on t heir intentions to reuse the service; 13 The i nfluence of users satisfaction with components of a transit service on their intentions to use other transit serv i ces, and 14. The influence of user satisfaction with components of a transit serv ice on the ir willingness to recommend the service Each question is considered individually in the following sections. For each quest ion, the r e is a set of tables that are numbered according to the questions iden tified above The discussions that are presented are designed onl y to ident ity th e most bas i c conclusions from the corresponding data ana l yses. Users are encouraged to thoroughly consider the data i n their entirety. 4

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Section One: User Satisfaction with Transit Vehicles T he data (Tables 1 a 1d and Tab l es 1a,-1 d,) suggest that safety is the number one factor in determ ining trans i t users sa t i sfaction with transit vehicles Specifically th e only variable which is a si gni f icant predictor o f users' sat i sfaction with trans i t vehicles i n each of the four sa m ples was V7 "I felt safe while on the bus" Other factors wllich were i denti fied as important determinants of users' satisfaction vehicles was the smooth r ide (samp l e 3), and the absence of a fear of being i n an accident ( sample 4). The range o f vanance explained in transit users' satisfaction with trans i t vehicles was from 66 to .92. Table 1-a: Service Quality Perceptions Effects on Satisfac1ion With Transit Vehicles Sample One Table 1-a1 : Stepw ise Regression Model Change Statistics Sample One Mod e l Variable Entered R' Change 1 I felt safe wllile on the bus .896 2 Our buses were verv dean .025 3 We aot to ou r destination Qui ckly .003 Sig. 000 .000 018 DV I was verv hat>t>Y with the vehi cles used AdjR'=.922 Table 1-b: Service Quality Perceptions Effects on Satisfaction With Transit Vehicles Sample Two 5

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Table 1-01 : Stepwise Regression Model Change Statistics Sample Two Model Variable Entered R'Chanae Sla. 1 I felt safe while on the bus 544 .000 2 Our buses were comfortable .104 000 3 We oot to our destination auickly .015 003 DV. I was verv haoov with the vehicles used Adi R'=.658 Table 1-c: Service Quality Perceptions Effects on Satisfaction with Transit Vehicles Sample Three Table 1-c, : Stepw is e Regression Model Change Statistics. Sample Three Model Variable Entered R' Chanae Siil. 1 The r id e was smooth 584 000 2 Our buses w ere not overly crowded .088 000 3 I felt safe while on the bus 024 000 4 We aot to our dest in ation auickiY 009 014 DV. I was VSIY ha..Pf!L with th e veh icles used Ad)fi<= .699 Table 1-<1: Service Quality Perceptions Effects on Satisfaction with Transit Vehicles Sample Four 6

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Table 1 d1 : Stepwise Regression Model Change Statistics Sample Four Mode l Variable Entered R2Change Sig. 1 I have no fear that I will be in an a ccident 697 .000 2 Our buses are v erv dean 055 .000 3 I fe l t safe wh il e on the bus 045 .000 4 Our bus es are not overly cro w ded .011 022 DV. I wa s \/elY happy with the vehicle s used AdjR!-. 799 7

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Section Two: User Satisfaction with Transit Employees The data (Tables 2a-2c and Tabl es 2a1 -2c1 ) suggest that staff availability and their willingness to help riders are the factors with the greatest impact on transit users satisfaction with transit employees. Specifica lly, staff availab i lity had the greatest impact on user satisf action with transit employees in two samples and their w illi ngness to hel p in one. Sample four was a subscription vanpool service that had no user direct contact employees. The range of varia n ce explained in transit users satisfaction w i th transit employees was 86 to .94. Table 2-a: Service Quality Perceptions Effects on Satisfaction with Service Employees Sample One were available at the stops I was very happy at Table 2-a,: Stepw ise Regression Mode l Change Statistics Sample One Model Variable Entered R' Change Sig, 1 The staff at the stoos were verv willina to helo riders 928 000 2 Staff at the stops were available when needed .012 .000 3 The staff at the stoos were friendly 002 026 DV I was very happy with the employees at the AdjR'=.940 stops Table 2-b: Service Quality Perceptions Effects on Satisfaction with Service Employees Sample Two 8

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Table 2-b,: Stepwise Regression Model Change StatisticsSample Two at Table 2-c: Service Quality Perceptions Effects on Satisfaction with Service Employees Sample Three Ad} Table 2-c1 : Stepwise Regression Model Change Statistics Sample Three Model Var i able Entered R' Chanae Sia. 1 Staff was ava i lab l e at the stops whe n needed .805 .000 2 Staff at the stops were friendlv .049 .000 3 Staff at the stops were very willing t o helo riders .009 .001 DV. I was vety happy with the employees a/the Adj F/:'=.861 sloos Table 2-d : Service Quality Perceptions Effects on Satisfaction with Service Employees Sample Four Sample finn has no direct contact employees Table 2-d1 : Stepwise Regression Model Change Statist ics Sample Four Sample finn has no direct contact employees 9

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Section Three: User Satisfaction with Transit Stops The data (Tables 3a-3d and Tables 3a, -3d,) suggest that locat ion has the greatest impact on trans i t users' satisfaction with transit stops as it is the only factor that is significant in all four samples. Convenient par1
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Tab le 3-b1 : Stepwise Regression Model Change Statistics Sample Two Mode l Variable Entered R Chanae Sig. 1 The locations of the stops were convenien t .603 0 00 2 Convenient oarkino was available .105 .000 3 The wai t ino time was reasonable .030 .000 4 I felt safe at the stops .011 .004 DV. I was very happy with th e stops Table 3-c: Service Quality Perceptions Effects on Satisfaction with Transit Stops -Sample Three Table 3-c1 : Stepwise Regression Model Change StatisticsSample Three Model Var i able Entered R'Change S i g. 1 T h e locations at the stops were convenient .609 .000 2 Convenient parking was available 035 I .000 DV. I was vety happy with the stops AdjR'=.640 Table 3-d: Service Quality Perceptions Effects on Satisfaction with Transit Stops Sample Four 1 1

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Tab le 3-d1 : Stepwise Regression Model Change StatisticsSample Fou r Model Variable Entered R Change Sig 1 I felt safe at the stops .626 000 2 The l ocations of the stops were convenient .058 .000 3 T he lines to get on the buses were well .030 004 organized DV I was vel)l happy with the stops Adj 12

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Section Four: User Satisfaction with Transit Drivers The data (Tables 4a-4d and T ables 4a, 4d,) suggest that in three of the four samp les, the "courteousness of drivers had th e most sign ificant effect on transit users satisfact i on with transit drivers. The one exception was the sample from the M i dwestern city where u s ers d i d not perceive courteousness to be at all imp ortant. H aving grown u p i n the Midwe s t I can u nderstand the find i ng I n all fo u r samp les, d ri ver friendliness was s i gn i f i ca n tly r e la ted to u sers satisfaction w i th drivers T he range of va r iance explained i n users sat i sfaction with transit drivers ranges f rom 88 t o 98. Table 4 a : Service Quality Perceptions Effects On Satisfaction With Transit Drivers Sample One Tab l e 4-a1 : Stepwise Regression Model Change Statist ics -Sample One Model Variable Entered R2 Chanae Sia 1 T he drivers were co u rteous .977 0 00 2 T h e drivers were friend l v 004 000 DV. I was verv haoov with the drivers Adi R'= .980 Table 4-b: Service Quality Perceptions Effects On Satisfaction With Transit Drivers Sample Two Variable Beta value Sia. 1 Th e drivers we r e courteous .2 1 4 3 129 002 2. T h e driver s were friend l v .433 5 177 .000 3. The d ri vers we r e verv will i ng to help ride r s 319 5.229 .000 DV. I was vety happv w ith the stops Adl R'=. 875 T able 4-b1 : Stepwise Regression Model Change Statistics-Samp l e Two Model Variable Entered R' Chanae Sia 1 The drivers were f r iendly 851 000 2 T he drivers were very wi llin g to he l p riders .020 000 3 Th e drivers were court e ous .006 002 DV. I was vel)' happy w i th the drivers Adj 1 3

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Table 4-c: Service Quality Perceptions Effects On Satisfaction With Transit Drivers Sample Three Variable Beta t-value Sig. 1 The drivers were courteous 505 9.391 000 2. The drivers were friendly .283 4.872 .000 3 The drivers were verv willina to help riders .198 4.259 .00 0 DV. I was very happy with the stops Ad} R'=.911 Table 4-c,: Stepwise Regression Model Change StatisticsSample Three Model Variable Entered RChange Sig. 1 The drivers were courteous 880 .000 2 The drivers were friendly 025 .000 3 The drivers were verv willina to help drivers 008 000 DV. I was verv happv with the drivers Adi Table 4-d: Service Quality Perceptions Effects On Satisfaction With Transit Drivers Sample Four Table 4-d1 : Stepwise Regression Model Change Statistics-Sample Two Mode l Variable Entered RChange 1 The drivers were verv willina to help drivers .851 2 T he drivers were friendly .045 Sig. .00 0 000 DV. I was verv happv with the drivers Adi 895 14

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Section Five: User Satisfaction With Transit Services The data (Tables Sa-5d and Tables Sa, -Sd1 ) suggest that i n the three no-vanpool samples (sample 3 is a subscription vanpool service } convenience is the factor most closely associated with users' satisfaction with transit serv i ces. For the vanpool serv ice, the convenience of the link with the commuter service was identi fied as the most important facto r Thus it is ap p a r ent that con ve n ience is the most significant det erminant of transrt user satisfact ion. Being well organized was deemed importa nt i n three of the four samples The range of variance exp l ained in users' satisfaction with t ransit serv i ces ranges from .56 to .92 Table 5-a: Service Quality Perceptions Effects On Satisfaction With Transit Services Sample One Table 5-a1 : Stepwise Regression Model Change StatisticsSample One Model Variable Entered R' Change Sig. 1 This service is more convenient than driving .878 000 ou r selves 2 We were well oroanized .034 .000 3 Enouoh information was available .0 06 001 DV. I was verY haoov with this service Adj R'=. 916 Table 5-b: Service Quality Perceptions Effects On Satisfaction With Transit Services Sample Two 15

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Table 5-b1 : Stepwise Regression Model Change Statistics. Sample Two Model Variable Entered R Change 1 We were well organized 609 2 Convenient parking was available .087 3 This service is more convenient than driving .047 ourselves 4 It was easy to buy a ticket .015 DV. I was verv haoov with this service AdjR'=.752 Table 5-c: Service Quality Perceptions Effects On Satisfaction With Transit Services Sample Three /was very used Table 5-<:1 : Stepwise Regression Model Change Statistics-Sample Three Mode l Variable Entered R Change 1 T he connection with Metrolink is convenient .466 2 It was easy to buy a ticket .067 3 T h is service is more convenient than driv i ng 034 o urselves DV. I was very happy with this service Ad] R'=.561 S i a .000 .000 000 .001 Sia. .000 .000 000 Table 5-d: Service Quality Perceptions Effects On Satisfaction With Transit Services Sample Four 16

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Table 5-d,: Stepwise Regression Mode l Change Statistics-Sample Four Model Variable Entered R'Change Sig. 1 We were well organized .742 .000 2 The serv ice is more convenient than .029 .003 drivinQ ourselves 3 It was easy to buy a ticket .013 .041 DV. I was V91Y happy with this seNice Adi R'"=.775 17

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Section Six: Users Evaluation of Transit Service Quality The data (Tables 6a-6d and Tables 6a, 6d,) suggest that convenience and organ i zation are the factors which best explai n transit users' perception of the qua lity of transit services. The range of variance explained i n users' eva lu ations of transit service quality ranges from .71 to .94. Table 6 a: An Analysis of the Importance of Individual Service Quality Perceptions Sample One 18

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Table 6-a,: Stepwise Regression Model Change Statistics-Sample One stops when were 000 19

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Table 6-b: An Analysis of The Importance of Individual Service Quality Perceptions -Sample Two Tab l e 6-b1 : Stepwise Regress ion Model Change Statistics Sample Two Model Variable Entered R Change Sig. 1 We were well oroanized .606 000 2 The waiting time was reasonable 108 000 3 The drivers were courteous .04 1 .000 4 This service is more convenient than driving .018 .000 ourse l ves 5 Convenient oarkina was available .014 .001 6 We got to our destination Quickiv .009 005 DV. The qualitv of the service I received today was excellent Adi R'=.790 20

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Table 6-c: An Analysis of The Importance of Ind ividua l Service Quality Perceptions Sample Three today Ad] 705 Table 6-c1 : Stepwise Regression Model Change Statistics Sample Three Model Variable Entered R Chan11e Sill. 1 I felt safe while on the bus .480 .000 2 The connection w i th Metrolink is convenient .140 .000 3 The drivers were courteous .052 .000 4 This seiVice is more convenient than driving .01 4 .009 ourselves 5 The drivers were friendly .015 .007 6 I felt safe at the stops .010 021 7 The staff at the stoos were lriendlv .007 .046 DV. The quality of the service I received todav was excellent Ad/ R'=. 705 21

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Table 6-d: An Analysis of the Importance of Individual Service Quality Perceptions Sample Four Table 6-d, : Stepwise Regression Mode l Change Statistics Sample Fou r Model Variable Entered R'Change Sig 1 We are well organized 757 .0 00 2 This serv i ce i s more convenient than driving 077 .000 ours elves 3 The lines t o aet on the b uses are well oraaniz e d .024 001 4 The drivers are verv willina to help drivers .0 1 6 .004 5 Our buses a r e verv clean 009 023 6 We aot to our destination auicklv 012 .008 7 The ride is smooth .009 .0 17 8 Our buses are comfortable .0 09 .011 DV The quality of the service I received today was excellent Ad] R'.901 22

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Section Seven: The Effect of Service Quality Perceptions of Transit User Satisfaction The data (Tables 7a-7d and Tables ?a, -7d1 ) suggest that conven i ence and organi zation also best expla i n the effect of transit users perception of the quality of transit services on the i r overall satisfaction with the service. That is transit services which are conven i ent and well organ ized i ll icit greater satisfaction f r om t ransit users The range of variance explai ned in users satisfactio n by their serv i ce quality perceptions ranges from 75 to 95. Table 7 -a: An Analysis of the Influence of Individual Service Quality Perceptions on Satisfaction with the Service Sample One 23

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Table 7-a,: Stepwise Regression Model Change StatisticsSample One Model Variable Entered R' Change S i g 1 T his service is more convenient than driving .878 .000 o u rselves 2 Our buses were verv clean .035 .000 3 Conven ientoarkino was available .018 .000 4 We we r e well oroanized 007 000 5 I felt safe at the stops .005 000 6 Enou!lh information was available .002 030 7 We OOt to our dest i nation QUickly .002 032 OV. I am ve/YhiiiiiiV with this service Adi R'=.945 Table 7-b : An Analysis of the Influence of Individual Service Quality Perceptions on Satisfaction with The Service Sample Two 24

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Table 7 b,: Stepwise Reg r ession Model Change Statistics Sample Two Model Variable Entered R' Change SiQ. 1 We we r e we ll organ i ze d .609 .000 2 Convenient parking was availab l e .087 .000 3 T he drivers were very willing to help ri ders 047 .000 4 This service is more conven i ent than driving .036 .000 o u rselves 5 T he waitina time was reaso n able .019 .000 6 We aot to our destinatio n auicklv .009 .005 7 Enouah informat i o n was avai l ab l e .005 .022 8 T he staff a t the stop s were courteous .005 .029 9 The staff at the stoos were f ri end l y .004 .040 10 I had no fear that an accident would occur .004 .040 DV I am vefY happy with this service Adi R' = .815 Tabl e 7 -c: An Analysi s of The Influence of Individual Service Quality Perceptions on Satisfaction With The Service -Sample Three 25

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Table 7-c1 : Stepwise Regression Model Change Statistics-Sample Three Model Variable Entered R Chanae Sia. 1 1 fell safe while on the bus 509 000 2 The connect ion with Metrolink is convenient .153 000 3 The drivers were courteous .045 000 4 I felt safe at the stops .023 .000 5 This service is more convenient than driving .009 .019 ourselves 6 The l ocations of the stops were convenient .009 .019 7 We got to our destinat ion quickly .011 .008 DV I am very happy with this service Adj R'-.749 Table 7 -d: An Analysis of the Influence of Individual Service Quality Perceptions on Satisfaction With The Service Sample Four 26

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Table 7-<11 : Stepwise Regression Model Change Statistics. Sample Four Model Variable Entered R2 Chanae Sf g. 1 We are well oroanized 742 000 2 The drive r s are verv will i na to hel p riders .033 .002 3 The l ines to aet on the buses are well oraanized .025 .004 4 This serv ice i s more convenient than driving 022 005 ourse l ves 5 I fe l t sa f e while on the bus .011 .035 DV I am veN haoov with this seNice Adj R''-.821 27

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Section Eight: The Effect of Service Quality Perceptions on Users' Perceptions of Transit Convenience The data (Tables Sa-Sd and Tab l es Sa,8d,) suggest that Information p arking, service links. and safety are the factors by which trans i t users judge the conve nien ce of transit services. The range of variance expla ined in users' perceptions of the conveni ence of transit services range from .39 to .87. Table 8-a: An Analysis of the Influence of Individual Service Quality Perceptions on Relative Convenience of the Service Sample One ourselves 28

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Table 8-a1 : Stepwise Regression Model Change Statistics Sample One Model Variable Entered R Chanae 1 I felt safe at the stops .780 2 Convenient oarkino was available .066 3 I t is easv to buv a ticket 009 4 I felt safe while on the bus 005 5 The staff at the stops were friendlv .003 6 The waitina time was reasonable .005 7 Our buses were very clean 004 DV. This service is more convenient than driving AdjR'=.866 ourselves Table 8-b: An Analysis of the Influence of Individual Service Quality Perceptions on Relative Convenience of the Service -Sample Two 29 Sia_ .000 .000 .002 .023 .047 .016 .030

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Table 8-b,: Stepwise Regression Model Change Statistics-Sample Two Model Variable Entered R Change Sig. 1 We were well organized .398 .000 2 I fell safe while on the bus .086 .000 3 The locat i ons of the stops were convenient .035 .000 4 Our buses were comfortable .015 .017 DV. This service is more convenient than driving ourselves AdjR'=.524 Table 8-c: An Analysis of the Influence of Individual Service Quality Perceptions on Relative Convenience of the Service Sample Three Table 8-c,: Stepwise Regression Model Change Statistics Sample Three Model Variable Entered R' Change SiQ. 1 The connection with Metro link is convenient .348 .000 2 Convenient parking was available 050 000 DV. This service is more convenient than driving AdjR'=. 390 ourselves 30

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Table 8-d: An Analysis of the Influence of Individual Service Quality Perceptions on Relative Convenience of the Service Sample Four Table 8-d1 : Stepwise Reg ression Model Change Statistics Sample Four Mode l Variable Entered R Chanqe Siq. 1 Enough lnfonnation was availab l e .629 .000 2 Convenient parking was available .070 .000 3 Our buses are comf o rtable .021 .023 DV. This service is more convenient than driving Adj R" .708 ourselves 31

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Section Nine: The Effect of Service Quality Perceptions on Users' Intentions to Reuse A Transit Service The data (Tables 9a-9d and Tabl es 9a, 9d,) suggest that conven ience an d the fr iend li ness of s taff are the f actors whi ch best explain transit users inte ntions to reuse transit services. The range of variance exp la i ned in user s reuse i ntentions range from .67 t o .81. Table 9 a: An Analysis of the Influence of Individual Servic e Quality Perceptions on Intentions To Reuse The Service Sample One 32

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Tab le 9-a1 : Stepwise Regression Model Change Statistics Sample One Model Variable Entered R2Chanae Sia. 1 This service is more convenient than driving .764 .000 ourselves 2 Convenient park i na was available .025 .000 3 We aot to our destination auicklv 010 .005 4 Our buses were not overlv crowded .011 .003 DV. I would use this service aoain Adi R'-.806 Table 9-b: An Analysis of the Influence of Individual Service Quality Perceptions on Intentions To Reuse The Service Sample Two 33

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Table 9-b1 : Stepwise Regression Mode l Change Sta tistics. Sample Two Model Variable Entered R' Chanae Sla 1 I t was easv to buv a ticket 522 000 2 This service is more conve nien t than driving 1 16 000 our selves 3 The locat ions of the stops were convenient 023 000 4 We oot to our destination ouicklv 010 021 DV. I would use th i s service aQain Adi R"; 665 Table 9-c: An Analysis of The Influence o f Individu al Service Qua lity Perceptions on Intentions To Reuse The Service. Sample Three 34

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Table 9-c1 : Stepwise Regress ion Model Change Statistics. Sample Three Model Variab l e Entered R Chanae Sig 1 The staff at the stops were friendly .497 000 2 The Connection with Metrolink is convenient .093 000 3 Our buses were very clean .059 000 4 This service i s more convenient than driving .013 016 ourselves 5 The locations of the stops were convenient .0 1 1 .027 6 Staff were availab l e at the stops when needed .009 .044 DV. I would use this service again Adj R"=.669 Table 9-d: An Analysis of the Influence of Individual Service Quality Perceptions on Intentions To Reuse The Service Sample Four 35

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Tab le 9-d1 : Stepwise Regression Model Change Statistics Sample Four Model Variable Entered R Change Sig. 1 The locations of the stops were convenient .549 .000 2 The drivers are courteous .165 0 0 0 3 The drivers are friendly .027 008 4 It is easy to buy a ticket .027 .006 DV. I would use this service again Adj R'=. 755 36

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Section Ten: The Effect of Service Quality Perceptions On Users' Willingness to Recommend A Transit Service The data (Tables 10a -10d and Tables 10a1 -10d1 ) suggest that convenience, organization, and staff friendliness are the factors which best explain transit users' willingness to recommend transit services The ra nge of variance expla i ned in users willingness to recommend transit serv i ces ranges f rom .70 to 82. Table 10-a: An Analysis of The Influence of Individual Service Quality Perceptions on Willingness To Recommend This Service -Sample One 37

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Table 10-a1 : Stepwise Regression Mode l Change Statistics-Sample One Model Variable Entered R Change SiR. 1 T his service is more convenient than driving ourselves .767 000 2 We oot to our destination quickly .034 .000 3 The staff at the stops were very willing to help riders 010 004 4 I felt safe while on the bus 005 045 5 The location of the stops was convenient 005 .047 6 Convenient par1
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Tab l e 10-b,: Stepwise Regression Model Change Statistics-Sample T wo service is more convenient Table 10-c: An Analysis of The Influence of Individual Service Quality Perceptions on Willingness To Recommend Th i s Service -Sample Three 39

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Table 10-c,: Stepwise Regression Mode l Change Statistics. Sample Three Model Variable Entered R Chan!le Si!l. 1 The staff at the stops were friendlv 523 .000 2 The connection with Metrolink is c o nven ient .101 .000 3 Our buses were verv clea n .025 001 4 The drivers were friendly .019 003 5 This service is more conveni ent than driving .024 .001 ourse lves 6 It was easy to buy a ticket .015 .006 7 I felt safe while on the bus .012 .01 1 8 T he staff at the stops were very willing to help r iders .009 .02 8 9 The l ocations of the stops were convenient .009 .025 10 T he waiting t ime was reasonable .008 .031 11 I felt safe at the stops 009 .024 12 The drivers were co u rteous .008 .025 13 Our buses were not overly crowded .008 025 DV. I would stronolv recommend this service to a good friend Adi Table 1 0-d: An Analysis of The Influence of Individual Service Quality Perceptions on Willingness To Recommend This Service Sample Four friend 40

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Tabl e 1 0-d,: Stepwise Regress ion Model Change Sta t istics. Sa mple Fou r Model Varia b l e Entere d R' Chanae Sig. 1 We ar e well oraanized .632 .000 2 The drive r s a r e v e rv w i lli na to helD ri ders 072 0 0 0 3 T h i s service is more convenie n t than d riv i n g 040 .001 ourse l ve s 4 Conven i en f parking i s avai l able .014 048 DV. I would strongly recommend this service to a good AdjR'=. 743 friend 41

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Section Eleven: The Effect of Users Satisfaction With Transit Service Components on Their Overall Satisfaction With The Service The data (Tables 11a-11d and Tables 11a1 -11d1 ) suggest that drivers, stops, and vehicles are the mos t important components of transit services in explaining transit users overall satisfaction with transit services. The range of variance explained in users overall satisfaction ranges from .50 to .88. Table 11-a: An Analysis of The Influence of Satisfaction With Specific Transit D i mensions On Overall Satisfaction With The Service Sample One Variable Beta t-Yalue Sla. 1 I am verv haoov with the vehicles used 378 6.148 000 2. I was very happy with the employees at the 134 2.181 031 stops 3. I was verv happy with the stops 228 3.499 .001 4 I was verv happy with my driver(s) .25 1 3.899 .000 OV. I am very happy with this service Ad} R'=.876 Table 11-a1 : Stepwise Regression Model Change Statistics-Sample One Model Variable Entered R Chanae Sia. 1 I am verv with the vehicles use d 810 .000 2 I was verv happy with the stops .050 .000 3 I was verv happy with my driver(s) 015 .000 4 I was verv happy with the employees at the stops 004 031 ov. I am verv ha!JIJY with this service Adi R', .876 Table 11-b: An Analysis of The Influence of Satisfaction With Specific Transit Dimensions On Overall Satisfaction With The Service Sample Two Variable Beta !-value Si11. 1. I am verv haPPY with the vehicles used .190 3.496 .001 2 I was very happy with the employees at the 240 3.956 .000 stops 3. I was Yerv haPPY with the stops .384 7 249 .000 4. I was verv happy with my driver(s) 178 2.950 .004 OV. I am verv ha/JIJY with this service Adi R' .707 42

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Tab le 11-b, : Stepwise Regression Mode l Change Statistics Samp l e Two .560 Table 11-c: An Analysis of The Influence of Satisfaction With Specific Transit Dimensions On Overall Satisfaction With The Service Sample Three Table 11-c1 : Stepwise Regress i on Model Change StatisticsSample Three Model Variable Entered R' ChanQe Sig. 1 I was very happy with the drivers .45 1 .000 2 I was very happy with the stops .051 .000 DV. I am ve!Y hEX_ with this service Adj R"' .497 Table 11-d: An Analysis of The Influence of Satisfaction With Specific Transit Dimensions On Overall Satisfaction With The Service Sample Four Table 11-<11 : Stepwise Regress i on Model Change StatisticsSample Four 43

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Section Twelve: The Effect of Users Satisfaction With Transit Service Components on Their Intentions To Reuse A Service The data (Tables 12a-12d and Tables 12a, 12d1 ) clear1y suggest !hat transit users' overall satisfaction with the service provided is the major determinant of their intentions to r euse a specific transit service. This suggests t h at users emotional re actions to the services provided are more imp ortant in determining their intentions to reuse a service than their perceptions of the quality of the service. The range of variance expla in ed in users in tentions to reuse a service is from .60 to 78. Table 12-a: An Analysis of the Influence of Satisfaction With Specific Transit Dimensions On Intention To Reuse The Service -Sample One Table 12-a1 : Stepwise Regress ion Mode l Change StatisticsSample One Table 12-b: An Analysis of the Influence of Satisfaction With Specific Transit Dimensions On Intention To Reuse The Service -Sample Two 44

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Table 12b1 : Stepwise Regression Model Change Statistics. Sample Two Model Variable Entered R Change Sig. 1 I am very happy w ith this service .576 .000 2 I was very haoov with the stoos 017 .005 3 I was verv haoov with the emo l ovees at the s too s 009 .040 DV I would use this service aaa i n Adi R'".596 Table 12-c: An Analysis of the Influence of Satisfaction With Specific Transit Dimensions On Intention To Reuse The Service Sample Three Table 12 c1 : Stepwise Regression Model Change Statistics Sample Three Model Variable Entered R'Change Sig. 1 I am very haoov with this service .534 .000 2 1 was very haoov with the stoos 070 .000 DV. I would use this seNice again Adj R'-.600 Table 12-d: An Analysis of the Influence of Satisfaction With Specific Transit Dimensions On Intention To Reuse The Service Sample Four Table 12-<11 : Stepwise Regression Model Change Statistics Samp l e Four Mode l Variable Entered R Change Si!l. 1 I am very h appy with this service .743 000 2 I was very h appy with the stops 027 00 1 3 I was very happy with mv driverlsl .011 .031 DV. I would use this saNice aaain Adi 45

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Section Thirteen: The Effect of Users Satisfaction with Transit Service Components on Their Intentions to Use Other Transit Services The data (Tables 13a-13d and Tables 13a1-13d1 ) dearly suggest that transit users' overall satisfaction with the service provided is also the major determinant of their intentions to u se other transit services. This suggests that users' emotional reactions to the s ervices provided is more important in determining their intentions to use additional transit services than their percept i o n s of the quality of the serv i ce The range of var iance e)(plained in users intentions to use other trans i t services is from 24 to .33. Table 13-a: An Analysis of the Influence of Satisfaction With Specific Transit Dimensions On Intention To Use Other Transit Service -Sample One Table 13-a1 : Stepwise Regression Model Change Statistics Sample One Model Variable Entered R'Change Sig. 1 I am very happy with this service 320 000 2 I was very happy with the emolovees at the stops .020 028 DV. Because of this seNice I would use other similar AdjR"=.332 services Table 13-b: An Analysis of the Influence of Satisfaction With Specific Transit Dimensions On Intention To Use Other Transit Service -Sample Two use other 46

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Table 13-b,: Stepwise Regression Mode l Change Statistics. Sample Two Mode l Variable Entered R2Change Si!:l. 1 I was verv hapov with this service .240 0 0 0 DV. Because of this service, I would use other similar Adj R"= .236 seNices Table 13-c: An Analysis of the Influence of Satisfaction with Specific Transit Dimensions On Intention To Use Other Transit Service Sample Three similar services Tab l e 13-c,: Stepwise Regression Model Change Statistics Sample Three Model Variab le Entered R'Change Sill. 1 I am verv haoov with this service .245 0 00 2 I was verv haoov with the stops .025 .013 DV. Because of this service, I would use other similar Adj R"-.262 services Table 13-d: An Analysis of the Influence of Satisfaction With Specific Transit Dimensions On Intention To Use Other Transit Service -Sample Four 47

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Table 13-d1 : Stepwise Regression Model Change Statistics-Sample Four Model Variable Entered R' Chanqe SiA. 1 I am verv happy with this service .3 10 000 DV Because of this service, I would use other AdjR'=.302 similar services 48

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Section Fourteen: The Effect of Users Satisfaction with Transit Service Components on Their Intentions to Recommend The Service The data (Tables 14a 14 d and Tables 14a, 14d,) further suggest that transit users' overall satisfaction with the serv ice provided is also the major determinant of their i ntentions to recommend a transit service. Again, this suggests that users emot i ona l r eac t ion to the services provided is more important in determining their intentions to recomme nd a service than their perceptions of the quality of the service. The range of variance explained in users' in tentio ns to reuse a service is from .56 to .81. Table 14-a: An Analysis of The Influence of Satisfaction With Specific Transit Dimensions On Intention To Recommend The Transit Service Sample One Table 14-a1 : Stepwise Regression Model Change Statistics Sample One Model Variable Entered R2 Change Sig. 1 I am veri haoov with this service .777 .000 2 I was veri haoov with the vehicles used .011 004 DV. I would strongly recommend this service to a good friend Table 14-b: An Analysis of The Influence of Satisfaction With Specific Transit Dimensions On Intention To Recommend The Transit Service Sample Two 49

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Table 14-b, : Stepwise Regression Model Change Statistics -Sample Two Mode l Variable Entered RChanae Sia 1 I am verv haoov with this service .645 .000 DV I would strongly recommend this servi c e to a good friend Adj R''-.643 Table 14-c: An Analysis of The Influence of Satisfaction With Specific Transit Dimensions On Intention To Recommend The Transit Service -Sample Three Table 14-c,: Stepwise Regression Model Change Statistics -Sample T hree Model Variable Entered R' Channa Sicl. 1 I am verv haoov with this service .479 000 2 I was verv happy with the stops .078 000 3 I was verv happy with the emplovees at the stops .014 .014 DV. I would strongly recommend this service to a good Adj R'=. 564 friend Table 14-d: An Analysis of The Influence of Satisfaction With Specific Transit Dimensions On Intention To Recommend The Transit Service Sample Four 50

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Table 14d1 : Stepwise Regression Model Change Statistics Sample Four Model Variable Entered RChange Sig. 1 I am very happy with this service .767 .000 2 .I was very happy with the stops 034 000 3 I was very happy w i th the veh i c l es used .011 .026 DV. I would strongly recommend this service to a Adj good friend 51

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! App e ndix Variables Service Taltran Bi State JTA Pace 1. Our b u ses are verv c l ean. 4 61 4 .44 4 .22 4 .39 2 O u r b u s es are comfortab l e 4.49 4 .43 3 9 1 4 .38 3. Our b uses a r e n o t c r owded 4 .26 4.29 3.69 3.76 4 We g ot to our destinati o n auickl v 4 .64 4 .34 3 .98 4 0 1 5 The ride was smooth. 4.47 3 .98 3 83 4 18 6. I had no fear that I would be i n an acc i dent. 4 .44 N / A 3 96 4 12 7. I felt safe wh il e on the bus 4 .57 4 56 4 12 4 25 8 I was verv haoov with the vehic l es used 4.62 4 .30 4.12 4 2 7 9 The staff at the stoos was courteous 4.58 4 .50 4 .24 N/A 1 0 The staff at the stops was fri end l Y 4 .56 4 .46 4 17 NIA 1 1. The staff at the stops was very willi n g to 4 .55 4 .46 4.11 N/A hel P rider s 12 S taff was avail a b le at the stops when they 4.51 4 .38 4 .07 N/A wer e needed 13. I was very happy with the e m ployees at the 4 .54 4.42 4.12 N/A s t ops. 1 4 The l o c at ions of the stoos we r e c o nven i ent. 4 .46 4.40 4 .07 4 .29 15 I fe l t safe at the stops 4.60 4 .42 4 .23 4 2 0 16 The wai tino t i me was reasonable? 4 .18 4.29 3.81 3 9 1 17. T h e l ines to get on the buses wer e well 4.35 N/A 3 8 1 4.0 1 o r Qanized 1 8 Conveni ent parking was availabl e at our 4.50 4 26 3.90 3 .89 stops? 19 I was very haoov with the stoos 4 .46 4 34 4.00 4.24 20. The d rivers were courteous. 4.55 4.62 4.0 7 4.15 21. The dri vers were friend lv. 4 5 2 4.57 4 .08 4 1 8 22. The drivers were very will ino to helo riders. 4.51 4 .56 4 .01 4.1 9 23. I was v e ry h appy with the drivers 4.53 4 .60 4 .05 4.20 24. I t w as easy to b u v a ticket. 4 .55 4.43 4.33 4.01 25. We were we ll o rganized. 4.56 N/A 4.16 4 .00 26. En o uoh i nformation was availabl e 4.47 4 22 4 .03 4.1 2 27. T he connect ion with Metrolink is N/A 4 .60 N / A N I A conve ni ent. 28. Conven i ent parking was avai l able at our 4 .51 N/A 3 .94 3 .83 service? 29. Th i s service is mor e conven i ent tha n 4 .59 4 53 4 35 4.09 d ri v ino mvself 30. The qua l ity of the serv i ce I recei ved today 4 .56 4 .63 4 1 1 4.12 was excellent. 31. I am verv ha o ov with th i s serv i ce. 4 .59 4 .64 4.16 4 1 5 32. 1 wou l d use thi s serv i ce aQain. 4.65 4 7 1 4.42 4 37 52

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33. Because o f this s ervice, I will use o the r 4 17 4 .39 3.75 3 82 s imilar serv i ces 34. I would s t rongly recommen d th i s service to 4 59 4.70 4.23 4.27 a QOOd friend. 35. In g e n e ral I am very happy with th i s 4.37 4 .03 4.02 4 3 0 service' s service. 36. I frequent l y use th i s service to commute to 2.66 4.19 1.8 1 3 .71 w o rk 37. I frequently use this service for purposes 2 .75 4.11 2.28 3 .03 oth e r t han worl<. 38. Overall I think thi s service s servic e quali ty 4 27 4 02 3 .70 4 20 is exce ll ent. 39. Do you own a car? N/A N/A N/A 1.54 40. D o you have a car ava il ab l e for t h i s trio? N/A N/A NiA 1 64 4 1 How did you get t o y o u r stop? N/A N/A N/A 1 .96 42 How often do you ride? N/A N/A N/A 1 .46 43 My gender is? 1 .51 1 .51 1.40 1.46 44. The h i ghest educat i on I have comp l eted 3 83 3.15 3.36 2 .90 is? 45. The citv I live i n i s? 1 .00 3 .00 2 .00 4 .00 Samp l e Size 181 231 212 114 53

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SURVEY INSTRUMENTS

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r..tJplllJ r.tt 1-.n-c-,.,._..,. --& .,, .. __ ......... .__ ..... - -----------., -._. --. f.oiiM;irJ Cit.ecttOMb, l l,w-a ,..... cUt for ,-..r I'Upori&IC$ wfwl'f' 10 IMaai _.I"'OItl'" a-'r 1rh IM .llalnn.Mt a-illd 0 alllt.Ud fOU "roat).\' ilb iL \'ou"""' liM uy 0 111M 10 C o IMlc:at,YMJ>(ttlinp.. 1. Allt.br .c.,pt Of' ).t$tWlns ere cinn 2. The d.tJdu In wbJ(h I ... .," dt1u 1 3 4 5 6 7. I c:Ou.ld b t n an). liiU1nwK111\4:ol l rmtdc at the 5IOP" cu 'l'h t ii.lutOWKtmmlll tha.t Nade ll.tlht 3C9pt ur stlltion:. w e r t "dpruJ Thrt '('_rt; an Nequ-tt oumbfror t.Alrmlld4.lfl "lg.u fd: lbt t i OpJ or tatlons Dcot&Da of the 1"'-in-was adttUkiJ' n:plalned to 1oe The ,.., wed Mtqoa&e: Wonn&IIM. to tW.otrs a. Then-....... tq\IIIU Into,....._ 4is:pbycd ill tM ,-d!Jc:k9 CdtLIIa t o tht atop"" eM)' 1 0. Jl cuy lo bQy a fr lhb Hrvke 11. U WU IIU)' to (('lOft a nhkk tlht 12. P eop&ctmr4 wtU orp.tdud at lhetopt 13. T h e l)ll l'n ha4 uou."' tmploytl ttop" 14. of the .,._"' 'trf tblc to llf'Jp ridrn 15 I rc.tt M un\Watl trellac tile '"thld.: Ill Wtk I ro4t-oW4 M '-u aftWrnt 16. lw-. Ml .. 17 I wu .oc .. Av of "'1" pr:..,.... a fl1 r Nkln lht srste. s nhk&t 18. "'1'llc \ddc.lq "'"' toocrow41H 19. The dme it zd co totlloftl 20. Tile tlnletpn1t waltblc to crt (lfl. 'thltl "*'too crut 21, T h e ride tO OW' dtstinafi o n W N fiUODill 22, Starr ert nalkbk at the ltopr "''''"the)' ue need< 23. 1'M autr atthr. 1 0 takt Jlridela tbffi" jobs 24. Tht-N1r at tllle .Copt wtN (VIIr1t'OU 25. Tbt IWpt llff-N frit.'tT 26. Th44rh c:rswwe-t'OW'ItoiU 27. 28 1 wrvke c Ill han l O ISACREt 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 I 1 I 1 1 1 1 I 1 1 1 1 I 1 1 1 I 2 z 29. lkcIDt or my upericnce thb tcrv1a, 1 WUl tUt ofber .Jmilar Hn'kt If tJvtn a caJKe 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 I 2 2 2 2 2 2 z 2 2 2 2 2 z z 2 2 2 2 z 2 2 2 2 z l 2 z z 30. Bcuut or my nperiti'M't trvlce, I -Atll 04btt' Ht'\'kU orftrtd byTNTran 31. O''t:,...,l wa. nry happy,.tth thb Rf"YI 32. I wu very h : app y with tlte ,etlkt u Qtd 33. 1 ,..., "'-"'happy Tlll'r,..s f: .. piO)'"" .... oo manned; tile it opt 34. I"" '"'l' ha"ywit.ll TtaiTru's' dti, tn 35. 1a l'*nio I ... nf)' bappy 1dl lht U:n"k-n ofn-rH 36. I TarT'ran to C'HUMk I O"Morlt 37, I 1o1M Tai'J' ran tor +thotr Ibn conuautinl t o "'otk 38. Ovcn.l&, I tlribtk lhr Stm.inok Mf'Vkt qu.Jjty b nctUtt 39. OvtNil, lthlnJ,:. the lt"'lt:l qua!Jt)' offe-red lly Tall' ran b n(rlltnt 40. lwo nlll.-roncly rot nnterld dtf! St-n iliwte t:.tprtss ul'\-ict ,., .. coud 1 1 I I ' 2 2 2 2 0 1 z C) I l MyGendtrb ( l"irrlr._.nt)!\1 F MyActb_ TM ftwl or I tu.w n,mplorlrtl I -----3 3 J J J J J 3 3 3 3 J 3 3 3 3 .l J J J 3 3 J J J 3 3 .l J J J 3 J .l J J 3 3 J J s s 5 s s 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 s 5 5 s 5 5 5 5 5 5 s 5 5 s 5 5 s s s 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 7 1 1 1 1 1 7 7 7 1 7 7 7 7 7 7 7 1 ? 7 7 1 1 1 7 7 1 7 ? 7 1 1 1 7 1 7 7 1 1 ? a 8 ll 8 8 8 8 ll i II II 8 8 8 II 8 8 8 8 8 ACREE 10 IU 10 10 10 10 10 10 10 10 10 10 10 10 10 10 10 1 0 10 1 0 10 10 10 10 10 1 0 1 0 10 10 1 0 10 1 0 10 10 10 10 10 10 10 10 OW' fnUJ,inc(lmC' i$ -------

PAGE 58

S1'RONGJ..,\'' STRONGLY DISAGREE AGREE J1d us about you.r ride-. Our busn art. ''try dta.n. I 1 J 5 Our art coRI!orUb l e 1 3 s Our bu.sa an not ove-1'1) ci"'wdtd 1 J s We> get 1 0 our deniAatil)n qQ.Ickfy 2 J s i$ 3 s I fl .p_(c "bile on the bw: I 2 3 s I M'l nry the 'd\JCI6 2 J s ( T it'U us a boat Ol.t.r sto(l'. The loca.Hom ortht stops art J s I fed saft at tht stop9 2 3 s Tht Yl'altln! timt b rt'AJOI'I2bJt J s (:'onvcnitnt parldng b a''allable-1 J s I urn ,cry happy wlth the stops 1 J s I TtU us about ourdri..,trs. T N-drhcn are I 2 3 4 s The drinn art fritncUy I 1 J 4 5 Tltt drh't" a.n 'tel')' UJ.tAa: 10 tw:lp rider$ I 3 s J aJh very happ)' v.ith my drivtt{3) I 1 3 4 s J 1 c:IJ us 11bout ou.r ttn'kt. h I s easy to a I 1 J s Enou_c:h infon:m.tkln U rnallablot I 2 J 4 5 The cOMtdion with Mdr
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STRO:otCI..V STR.ONGt.Y I T d u.s abo11t your ridr-. DISAGREE ACRE 0\lr bUt$ \llft'rt \'U)' dtatl 3 4 s Our bus" '111-.n: oomforcablt 3 4 s Our basn ,.. .. rt' not O\'trly uowdtd 3 4 s tot IO IIUr dHfulatior1 qaicid y I 3 4 5 Tht ridt' llmoolh I 3 4 s I had M ftarthal 1 ill a.n u:tidt-nt I 3 4 s I f<'lt Wtc ""tillt on tht bus l J s I Wll$ ''1:1')' happy witb tbt. thlclt$ Wltd I 3 s I T tO 'rh e ttarfa.lthe :,tops "Wt'Crt: 3 4 s $Laff at the $kips f rit:nd l y 3 4 s The $bffat etw 5tops were ''ywtwn,c to hel.p Iiden 3 s StafTwtrea......U..ble at thr 5tops wbtn they were nttdtd 3 4 s I 'lllti vtry hAPY ""1th the tmploytei at tht stop' 3 5 IT dJ us a!M>ut our .>11)pt. The locsrioM c fthe ${ups cC>nVc:Nrt I 2 3 4 s I ftlt saft. at the stops I l J 4 s The ,.,a.ld.nc ttmc 111'M I 3 4 s The lin" to t.et on were weO orcan.bc:d l l J 4 s <:onvenknt a\'allabt.c I 3 4 s I 'lll'lil$ very happy with the Mops I 3 s (TtU us about our drlvtn. The driVt'nJ WC:n! 3 s t'hc: WC'n! l)icndly I 3 4 s Tht drive" wtre wWinc to hrfp ridt-nJ l J 4 s I was vtry happy wSth my dli\tr(') I 2 3 4 s I TtU wabout out II was easy to bur a tkbt 2 J 4 s We -eO or,a.n.lzed 2 J 4 s Enough information w Q ani1.11blc: I 2 J 4 s Convtnka.t partdA&: tJ&S l 2 J 4 s Thb b cQnven.itn t than o-undvf::'l 1 2 J 4 s iht quaUty of the Str"ice I n:cdved today was eJ:ceUtnt l 1 J 4 s 1 am vtry happy\1111h tllb &tJ'\i l 1 J 4 s ITtU us about )'OW'ust otthburvlrt. I would th.b Mrvl apbt l J 4 5 of t ills stni. I will uu scrvicts l J 4 s I woldd strooJ: I Y ruommt:nd tllis t() a rDOd t'litnd I 3 4 s I Jacksonvi& Arta RtsidtnU Only: In rtnfrd.l am nf'1happy wltb METRO..ervlcu I 2 J 4 s I ue METRO to-commute to work J 4 s I fftqutn.U)' aM METRO fo r oht-r than work I 2 J s 0vC"n.IL I think METRO 's uoi'Ykt" qoatlty b nctUtnl I 2 3 4 s My (,>(oeultr b (tbdt ont) M F My A&t" Is __ Myhomt.zlp oocle b U 1C' tducadon. I have complt1td Is Our fa.m.U)' btcome b