A Study On The Public Image Of Drivers And Crew Of Chongqing Public Transit System

With the rapid development of China's ecomomy, cities are all aiming at modernization, urbanization and internationalization. At presant, 186 cities have put forword the objective of establishing international metropolis. As an service channel to the city, urban public transit is an important sign to show the extent of a city's modernization. People come to the city for the purpose of learning, travelling, dealing or starting an career. And at first they would have contact with the drivers and crew. As a way to show the city image, drivers and crew' manners, behavior, attitude towards customers, level of service and quality of service can reflect the features of people in city from a certain aspect. This is to some extent represanting the city image.According to the literature review and the theory frame established by my own understanding, this survey study does subject's analysis and the exploring factors analysis through the pre-questionnaires among 150 people in Beibei District in Chongqing. On the basis of it, the formal questionnaires were formlized. After that we carried on the research in the central districts in Chongqing. 572 of 600 questionnaires were available. We have carried out credibility test, descript ional statistic, T-test, analysis of variance and so on. The results are as follows:1. Drivers and crew' image of the public transit system is an organic multi-dimensional and multi-factor system, the four factors contained are: professional ethics, quality of service, way of servie, effect of service.2. The internal concordance reliability, split-half reliability, content validity, construct validity were favorable in the questionnaire of "drivers and crew' image of the public transit system in Chongqing". 3. In general, drivers and crew' image of the public transit system in Chongqing is placed in the general level.4. There aren't notable differences in different professions and different areas of sample, but there are notable difference in different gender, different age and different eduction level. Specifically, the males have better evaluations than the females; the younger they are, the better evaluations they will give; the better education background they have, the better evaluations they will give.5. Drivers and crew' image of the public transit system in Chongqing should be improved. The suggestions are as follows: one is taking messures to improve service image according the problems of the driver-crew's service image; the other is improving the service image from the four dimensions and it contains four aspects.This research not only presents a definition of the drivers and crew' service image, but also makes systematic divisions of its factors. Moreover, the advices for improving the drivers and crew' image of the public transit system in Chongqing can be also used as a reference in other cities.