Evaluating Customer Loyalty and Sustainability Performance of the TPASS Integrated Commuter Pass in Taiwan

Abstract: This study evaluates the sustainability performance and customer loyalty of Taiwan’s TPASS Integrated Commuter Pass, a national transportation initiative jointly supported by central and local governments to encourage public transport use and reduce private vehicle dependency. The TPASS system, launched in 2023, integrates metro, light rail, intercity and city buses, Taiwan Railways, and public bike services under a region-based flat-rate fare structure. It represents a significant policy effort to improve multimodal integration, enhance accessibility, and promote equitable urban mobility across metropolitan areas. By combining multiple transportation services under a single pass, TPASS seeks to lower commuting costs, simplify transfers, and create a more sustainable and human-centered transport environment.A structured questionnaire survey was conducted among TPASS users in northern Taiwan, where ridership density and intercity commuting are particularly high. The questionnaire, designed through a review of relevant literature, measured perceptions related to sustainable transportation, urban sustainability, and customer loyalty using a five-point Likert scale. The study adopts a mixed quantitative approach combining Importance–Performance Analysis (IPA), the Improvement Coefficient (IC), and regression modeling. IPA was used to identify which attributes users consider both important and underperforming, providing guidance for priority improvements. The IC was applied to quantify the gap between importance and satisfaction, enabling policymakers to rank service attributes objectively. Regression analysis was then used to examine how perceived importance and satisfaction within sustainability dimensions influence users’ continued use and loyalty toward TPASS.The results indicate that TPASS has contributed positively to economic sustainability and system integration, yet several aspects particularly mobility, affordability, and fairness—require improvement. These attributes were located in the “Concentrate Here” quadrant of the IPA matrix, signifying high importance but relatively low satisfaction. Conversely, efficiency and accessibility were categorized in the “Keep Up the Good Work” quadrant, indicating areas of strength that align with user expectations. Regression outcomes further show that perceived performance and fairness exert a significant influence on both satisfaction and continued use intention. These findings underscore the importance of not only operational efficiency and fare integration but also the social inclusiveness and equity of the system.Overall, this study provides empirical insights from the user perspective on how integrated fare policies can advance sustainable urban mobility. By combining IPA, IC, and regression methods, it demonstrates an effective analytical framework for prioritizing improvements in transport policy. The results suggest that enhancing connectivity, maintaining affordable pricing, and ensuring equitable access are essential strategies for achieving both long-term financial viability and human-centered urban sustainability. TPASS thus offers a meaningful reference for other regions seeking to design integrated commuter passes that balance efficiency, inclusiveness, and sustainability.

Keywords: Customer Loyalty, Sustainability, Importance-Performance Analysis, TPASS

DOI: 10.54941/ahfe1007019

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