An Empirical Study Of Relationships Among Service Quality, Passengers Satisfaction And Behavior Intention

Lately, in the area of Yangtze River Delta,governments have set up BRT. System in order to make trips convenient for independent passengers,upgrading urban passenger image,increasing the competitiveness of cities and joining into the regional BRT.system to go to a journey was not high. Because its main function is to provide service for independent passenger quality of service that customers expected to reach the level is the most important work for the service .therefore , taking the construction of independent passengers as the research object ,this paper investigate quality of passengers on the basis of independent passengers and behavior intention of independent passengers on the basis of analyzing characteristics of BRT.system service.Finally, the paper will give some suggertion to improve the services and functions of the BRT. System .Measurements regarding service quality are mainly based upon SERVQUAL,a theoretical model developed by Parasuraman Zeithem&Berry. PZB argues that "gap of service quality "is the discrepancy between customers'expectany toward service and what they actually received. PZB service quality evaluation framework was adopted in this study to construct six major facts of the service quality of the BRT. system which includes "Tangible", "Reliability","Empathy","ResponsiveNeS s", "Assurance" and "convenience". The six facets and 24 survey items build up the form which can be used to examine the service quality of the BRT.system.Other findings of the study are as follows:1. There is significant difference between users' expectation and percepation of BRT. System . BRT. System can enhance service quality by improving all the items,particularly those worse.2. Demographic variables and user cognitive level of the six facets; demographic variables and satisfaction of independent passengers ;demographic variables and behavior intention of independent passengers were statistically significant ,respectively. The manager must take pertinent actions to reinforece service quality and independent passengers satisfactiom.3. Independent passengers' perception toward service quality and the six facets were positively correlated with the satisfaction and the ehavior intention of independent passengers . "ResponSiven ess", "Assurance" have a large role to the satisfaction of independent passengers "Responsiveness" ,"Empathy"have a greater contribution for behavior intention of independent passengers . BRT.system can thus take pertinent actions to reinforce service quality and independent passengers'satisfaction according to the priority.4. The behavior intention of independent passengers positively negative correlated with attractiveness of alternatives .independent passengers have other choice to go to a tour .