Within a highly motorized context, urban public transit (PT) agencies have been trying to find effective ways to increase PT ridership, which is important in ridership retention and attraction. This study is designed to examine how perceived service quality, perceived value, corporate image, satisfaction, and complaints interact to influence passengers’ loyalty to PT, on the basis of a passenger segmentation approach according to the extent to which passengers are satisfied and dissatisfied with PT, i.e., a cross satisfaction-and-complaints classification approach. A four-step analysis procedure consisting of exploratory factor analysis, structural equation model, latent class cluster analysis, and multigroup SEM, is proposed. Passengers are segmented into three subgroups, each profiled by distinctive feature associated with passengers’ satisfaction and complaints about PT service. The multigroup analysis reveals significant differences about the relationships between factors of interest across the three subgroups. It is expected that the results would provide useful implications for transit agencies to enhance the passengers’ loyalty, where customized marketing measures and strategies towards groups holding diverse satisfaction and complaints with PT are necessary.

在高度机动化的背景下，城市公共交通 (PT) 机构一直在努力寻找有效的方法来增加 PT 的客流量，这对于保留和吸引客流量很重要。本研究旨在研究感知服务质量、感知价值、企业形象、满意度和投诉如何相互作用以影响乘客对 PT 的忠诚度，基于乘客细分方法，根据乘客对 PT 的满意和不满意程度。 PT，即交叉满意度和投诉分类方法。提出了由探索性因素分析、结构方程模型、潜在类聚类分析和多组 SEM 组成的四步分析程序。乘客分为三个子组，每个都通过与乘客满意度和对 PT 服务的投诉相关的独特特征进行描述。多组分析揭示了三个亚组中感兴趣因素之间关系的显着差异。预计结果将为公交机构提供有用的启示，以提高乘客的忠诚度，其中需要针对对 PT 持有不同满意度和投诉的群体定制营销措施和策略。