Introduction

1. This research is to examine the reason why there are fewer people who take the MRT in Kaohsiung than in Taipei through public transport passengers’ behavioral intentions. This research focused on passengers’ behavioral intentions and related factors including service quality, perceived value and satisfaction in Kaohsiung MRT, Taiwan. Standing on the passengers’ perspective, this research appeared passengers’ satisfaction and point of view. After understanding passengers’ needs and wants, it is beneficial for Kaohsiung MRT to improve their weakness and promote their ridership to create a win-win situation. Introduction Background Results & Analysis A person’s behaviors which affect their decision directly are behavioral intentions (Fshbein and Ajzen, 1975). The result of their behavioral intentions showed an overwhelming number of participants (89.47%) who took Kaohsiung MRT below 5 times per week. For respondents, the highest (41.45) main purpose of taking MRT was tourism. It showed that most of the passengers prefer taking MRT as their transport on tourism. Before Kaohsiung has MRT, most of the respondents (37.5%) chose motorcycle for their transport, followed by taking bus (30.26%) and taxi (19.08%). MRT system is not necessary for people in Kaohsiung because they already have their transportation which they are used to taking such as motorcycle public bus, taxi and so on. Based on the theoretical framework, the satisfaction is non-statistically significant to behavioral intentions. In customer-satisfaction section, most of respondents who scored 71- 80% were satisfied with Kaohsiung MRT. It is obvious that the result of high satisfaction is not affect passengers’ behavioral intentions. Conclusion The contributions of this research are 1) to examine public transport passengers’ behavioral intentions and other factors which affect them, 2) to have a further understand about customer’s perception of Kaohsiung MRT through customer satisfaction and 3) this research may be a reference for Kaohsiung MRT to understand passengers' needs and opinions. The limitation is the lack of time and insufficient samples of respondents. Distributing questionnaires on the MRT station of two different lines in person instead of on online-survey in order to acquire more different population and precise information are recommended.  References available upon request With the development of cities, pollution and traffic block problems arise. Public transit is not only efficient for people but beneficial for cities' environment (Fouracer, Dunkerley and Gardner 2002). In Taiwan, there are two MRT systems. The first MRT is in Taipei. The second MRT of Taiwan is in Kaohsiung. According to the Ministry of Transportation and Communications (MOTC) statistics (2012), the passenger trips on the Taipei MRT totaled 462.47 million in 2009. However, there were only a total of 43.34 million passenger trips on the Kaohsiung MRT in 2009. In terms of the ridership, there are more people taking the MRT in Taipei than in Kaohsiung. Joy Yang, ys03134@hotmail.com English Department, WenzaoUrsulineCollego of Languages PUBLIC TRANSPORT PASSENGERS’ BEHAVIORAL INTENTIONS: THE ROLES OF SERVICE QUALITY, PERCEIVED VALUE AND CUSTOMER SATISFACTION: A CASE STUDY OF KAOHSIUNG MASS RAPID TRANSIT Based on the theoretical framework, the perceived value and service quality have a positive effect on passengers’ behavioral intentions. The results of correlational questions confirm that the wait time of shuttles service and the convenience of shuttle service is the most unsatisfied item which will affect their decision to take Kaohsiung MRT, therefore, the item should be improved. References available upon request Theoretical Framework This research employed service quality, perceived value and customer satisfaction to examine passengers’ behavioral intentions of Kaohsiung MRT. This research adopted Sumaedi, Bakti and Yarmen’s (2011) empirical study which explore the relations between passengers' behavioral intentions and other factors (service quality, perceived sacrifice, perceived value and satisfaction) which affect passengers through Structural Equation Modeling (SEM) to analyze the conceptualized relationship model. Methodology