Examining Consumer Intention to Cycle at the Happy and Healthy Bike Lane: A Service Quality Perspective
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Abstract
The objectives of this research were to: 1) examine the levels of service quality, perceived enjoyment, perceived safety, customer satisfaction, and revisit intention at the Happy and Healthy Bike Lane; 2) analyze the influence of service quality, perceived enjoyment, and perceived safety on customer satisfaction; 3) investigate the influence of service quality, perceived enjoyment, perceived safety, and customer satisfaction on revisit intention; and 4) analyze the role of customer satisfaction as a mediator between antecedent factors and revisit intention. A mixed-methods research approach was employed; quantitative data were collected from 392 users and analyzed using Structural Equation Modeling (SEM) via statistical analysis software, complemented by qualitative data from in-depth interviews with five experts. The results revealed that: 1) all variables were rated at high levels, with perceived safety receiving the highest mean score; 2) perceived safety had the strongest positive influence on customer satisfaction, whereas service quality exerted a negative influence due to complex procedures, and perceived enjoyment had no significant impact on satisfaction; 3) customer satisfaction was the primary driver of revisit intention. Conversely, perceived safety and service quality had direct negative influences on intention; qualitative insights suggested that overly stringent regulations may diminish cyclists’ sense of autonomy and challenge; and 4) customer satisfaction functioned as a full mediator, transforming the negative direct effects of structural factors into a positive total influence on revisit intention. These factors act as "hygiene factors" (Hygiene Factors), which must first generate satisfaction to effectively drive sustainable revisit intentions in the future.
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