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This paper aims to explore the factors influencing passengers’ satisfaction toward bus transit and develop the improvement strategy for the small-medium city. Data including individual attributes, travel activity attributes, and perceived service attributes were collected in the city of Weinan, China. The ordered logit (OL) model and ordered Probit (OP) model were employed to explore the significant factors associated with passengers’ satisfaction toward bus transit. The odds ratio (OR) was applied to quantitatively measure the effects of the significant factors. Improving strategies of bus transit service were proposed based on the model results using the three-factor theory. Results show that the OL model outperforms the OP model. The age, daily average waiting time, perceived waiting time, transferring convenience, the attitude of the driver, intelligent travel information service, hygienic environment inside the bus, ticket price, bus route setting, and bus stop setting significantly affect the passengers’ satisfaction. Among them, the ticket price, perceived waiting time, bus stop setting, intelligent travel information service, transferring convenience, and bus route setting were identified as exciting factors. It is recommended that optimization of bus route and bus stop setting, building bus dedicated lanes, optimizing dynamic charging system, and providing intelligent travel information service could be effective strategies to improve passengers’ satisfaction toward bus transit in Chinese small-medium cities.

Exploring Influencing Factors of Passenger Satisfaction toward Bus Transit in Small-Medium City in China