EVALUATION OF TRANSIT SERVICE IMPROVEMENTS: MEASURES OF SYSTEM EFFECTIVENESS

This final report encompasses what is perhaps the broadest dimension of transit marketing--analysis of service development. The report suggests that evaluative techniques, specifically twelve evaluation designs, are available to local transit management and city representatives to assess service improvements, based on (1) ridership response; (2) changes in awareness and knowledge of the system; and (3) evaluation of local bus operations. Thus the efficacy of planned and implemented service improvements at the local level can be ascertained. The evaluation design and evaluative studies presented in the report can be utilized by the State Department of Highways and Public Transportation for deriving more comprehensive performance indicators, as a means of assessing system effectiveness for local bus operations, and for comparative appraisals across systems. Unlike other system accounts or approaches for measuring local transit performance which emphasize measures of cost efficiency, this report presents procedures for appraising system effectiveness--to current patrons and the public-at-large.