Assessing Asymmetric Response Effect of Behavioral Intention to Service Quality in an Integrated Psychological Decision-Making Process Model of Intercity Bus Passengers: A Case of Taiwan

Document Type

Journal Article

Publication Date


Subject Area

planning - methods, planning - service quality, ridership - behaviour, mode - bus


Taiwan, Structural equation modeling, Service quality, Questionnaires, Quality of service, Psychosocial aspects, Psychological effects, Psychological aspects, Passengers, Passenger service quality, Motor bus transportation, Loss aversion, Intercity travel, Intercity bus transportation, Intercity bus lines, Human behavior, Formosa, Empirical methods, Decision making, China (Republic : 1949- ), Case studies, Bus transportation, Behaviour, Behavior


In order to develop an integrative structural equation model for analyzing traveler psychological decision making, this study applies the concept of loss aversion to consumer behavioral intention at the personal psychological level. The relationship between behavioral intention and service quality in this model is a non-smooth function based on the theory of loss aversion. The expectation service quality in the SERVQUAL model proposed by Parasuraman, Zeithaml, and Berry serves as a reference point. This model can be applied to analyze the effect of non-smooth response of behavioral intention to service quality in a traveler psychological decision-making process model. Intercity travel among cities in Taiwan is used as an empirical example. Data were gathered in cities in Taiwan via a questionnaire survey, and the model was tested using path analysis performed by LISREL. The empirical result shows that all causal relationships are statistically significant. Service quality loss influences repurchase intention more than does service quality gain. Implications for management and directions for future research are discussed.