00771134

Component

https://doi.org/10.3141/1669-16

http://scholar.google.com...dson&publication_year=1999

Despite the availability of, and benefits associated with, prepaid stored-value fare cards, many transit riders continue to select traditional single-ride or round-trip tickets for payment of their fares. At the San Francisco Bay Area Rapid Transit District (BART), an effort was made to assess why many riders select low-value fare instruments and to evaluate potential actions to increase the share of riders buying higher-value tickets. The qualitative and quantitative research techniques utilized at BART to explore this issue are described. Focus groups were conducted to identify important decision-making factors, which were later quantified through a telephone survey. Fear of losing high-value tickets coupled with a lack of information regarding the availability of these tickets appears to limit high-value ticket sales. Some possible approaches to encouraging the purchase of high-value tickets may include a last-ride-free feature and increased awareness of the availability of discount tickets at off-site sales outlets. This study provides insight into the decision-making process of customers when purchasing stored-value tickets and can help inform the policy-making process regarding ticket systems.

This paper appears in Transportation Research Record No. 1669, Public Transit Planning, Management and Performance, and Marketing and Fare Policy.

English

p. 129-135

1999

Transportation Research Record

030907066X

References (3) ; Tables (10)

Customers; Decision making; Discount fares; Fare prepayment; Focus groups; Information dissemination; Marketing; Public transit; Recommendations; Surveys

San Francisco Bay Area Rapid Transit District

Data and Information Technology; Finance; Highways; Public Transportation; Research; Society

TRIS, TRB, ATRI

Oct 11 2000 12:00AM

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