The Empirical Study of Public Transport Passengers’ Behavioral Intentions: The Roles of Service Quality, Perceived Sacrifice, Perceived Value, and Satisfaction (Case Study: Paratransit Passengers in Jakarta, Indonesia)

Behavioral intentions have been much discussed in marketing literature. Surprisingly, except for airline industry, few studies have been found in transportation industries. This paper studies the public transport passengers’ behavioral intentions in Jakarta city, especially paratransit’s passengers. This paper explores the relationship between passengers’ behavioral intentions and other latent factors, including satisfaction, perceived value, perceived sacrifice, and service quality. The empirical data were drawn from 339 paratransit’s passengers using questionnaire method. Structural Equation Modeling technique is used to analyze the conceptualized relationship model. The empirical results reveal that perceived value and service quality significantly affect passengers’ behavioral intention. The results also show that perceived value is significantly affected by service quality and perceived sacrifice. From the empirical results, managerial implications are discussed.