This study aims at quantifying preference heterogeneity in transit service desired quality to better-informing service quality improvements. The analysis is performed using a validated dataset elicited from 906 respondents through an online survey. An unlabelled Stated Preference (SP) experiment was utilized in a Latent class Choice Model (LCM), and an Error Components interaction model. The results of the EC interaction model revealed preference heterogeneity due to differences in respondents’ socioeconomic and behavioural characteristics. While the results of the LCM untapped vital information that has not been reported previously in the transit service quality literature. Unlike the traditional user type classification, our study classifies respondents into three segments: Direct Trip Enthusiastic (DTE), Cost-Sensitive (CS), and Real-time Information Supporter (RIS). Each segment exhibits different preferences for transit service attributes, and their willingness to pay for service improvements is distinctly different. Further, the LCM indicates that the heterogeneity of users’ preferences is not explicit in their usage pattern nor accessibility to different travel modes; instead, it is a bundle of various parameters.

本研究旨在量化公交服务所需质量中的偏好异质性，以更好地通知服务质量改进。使用通过在线调查从906位受访者中得出的经过验证的数据集来执行分析。在潜在类别选择模型（LCM）和错误组件交互模型中使用了未标记的陈述偏好（SP）实验。EC交互模型的结果表明，由于受访者的社会经济和行为特征存在差异，偏好存在异质性。LCM的结果未利用重要信息，而转运服务质量文献中以前并未对此进行报道。与传统的用户类型分类不同，我们的研究将受访者分为三个部分：直接旅行热情（DTE），成本敏感（CS），和实时信息支持者（RIS）。每个细分市场对过境服务属性的偏好都不同，并且他们为改善服务付费的意愿也明显不同。此外，LCM指出，用户偏好的异质性在其使用模式中也不是很明显，也无法访问不同的出行方式。相反，它是各种参数的捆绑。