On-board questionnaires were distributed to bus riders "before" Metro Rapid in early June 2000 and "after" in September 2000 (prior to the strike) to assess rider perceptions, behavior, and profiles. The surveys asked riders to evaluate various elements of service as well as overall satisfaction, with the ultimate purpose of determining changes in customer perceptions of bus service after the introduction of Metro Rapid. Specific questions focused on rider behavior, including trip origins and destinations and frequency of bus use. Questions also obtained information on the ability to recognize Metro Rapid and perceptions of service quality. Finally, demographic questions provided a basis to assess changes in the demographic profile of Metro Rapid and local riders compared to the previous ridership.

Major findings include:

• An analysis of customer ratings and importance of all service attributes clearly shows that Metro Rapid riders perceive a quantum leap in service performance and quality. Changes of this magnitude in performance ratings are rare, particularly over a relatively short time frame (90 days). MTA has essentially raised the bar significantly in terms of service quality for its riders through the Metro Rapid Demonstration Program.
• Ratings for Metro Rapid service are higher for all attributes compared to the prior Limited-Stop service ratings. These improvements are statistically significant for all service attributes. The overall rating of MTA service increased by 0.35, from 3.48 among previous limited riders to 3.83 among Metro Rapid riders.
• Ratings for Metro Rapid service are higher for all attributes compared to the "after" Local service ratings, and all differences are statistically significant. The largest differentials are for cleanliness, travel time on the bus, and frequency of buses.
• Ratings have also increased on local bus service for most attributes, but many of the increases are not statistically significant.
• A surprising number of riders are coming from neighborhoods that are usually seen as low transit ridership areas, especially south of Ventura Boulevard on Route 750.
• Metro Rapid service is drawing new, non-traditional riders. Most Metro Rapid passengers were existing transit users, but 17% either did not make this trip previously or used a non-transit mode (most likely the automobile). The majority of both Metro Rapid and local bus riders report income levels below $15,000 annually. However, over 13% of Metro Rapid riders have incomes above $50,000 versus just 6 percent for local buses. Metro Rapid also has a higher percentage of male riders compared to the locals and former limited lines.
• Nearly 14% of Metro Rapid riders began using MTA services within the last three months. By comparison, only nine percent of local riders began using MTA services in this same time frame.
• Automobile availability is surprisingly similar for Metro Rapid and local bus riders. Approximately one-quarter of riders in both groups are from households with at least two cars.
• Approximately ¼ of Line 750 Ventura riders connected to the Metro Red Line to complete their journey, indicating that the Metro Rapid is serving as an extension of the rail system in the San Fernando Valley.
• A large percentage of those originating from the Eastside, on Route 720 (Wilshire/Whittier), traveled through Downtown to the Westside on the morning trips. This supported findings in previous studies that suggested a relatively large east-to-west demand in the peak hours.

In summary, the Metro Rapid program has demonstrated two critical elements: (1) customers perceive Metro Rapid as clearly superior to MTA's existing bus services; and (2) Metro Rapid's ability to increase transit's market share among discretionary travelers.

Last Modified: Tuesday, August 05, 2003

Related Items: Customer Perceptions and Behavior Tables