2010 Volume 8 Pages 436-450
This study aims to suggest reasonable method of analyzing automobile users' empirical cognition on travel mode choice. This study defines the concept of Automobile User-Value (AUV) as, the ratio of transportation service that automobile users acquire to cost that they pay. The analysis frame is developed by considering Customer Value and Service Quality (SERVQUAL) method. AUV is divided into expected value and perceived value, and evaluated by SERVQUAL method. The analysis indicates that the AUV score is 4.6 times higher in automobile than transit. Path analysis shows that the effectiveness of automobile's motive to transit's motive was low. Various policy alternatives for modal shift have been made to relieve transportation problems. But the auto's mode share has increased mainly due to ignorance in policies about automobile user value. In order to improve transportation systems in metropolitan areas, it is strongly recommended that AUV should be surveyed and analyzed in more detail.
