Understanding Buses offers a clear, non-technical, jargon-free explanation of how the bus industry works. The author Chris Cheek joined the industry more than 50 years ago. He brings to this book the knowledge and insight that comes from more than 35 years as an analyst and consultant, studying and researching influences, trends and performance.
The chapters examine:
- The costs of operation – what the components are and what drives them, particularly understanding the crucial importance of speed and predictability
- The revenue earned – how much is needed to enable operators to meet their three key objectives
- to cover their costs
- to meet their financial obligations
- to invest in the future
- The need for profit – why operators need to make a surplus and what they do with it
- The principal drivers of demand for bus services
- The bus product – its various attributes and why they are important
- The competitive environment in which the industry operates
- The customer interface – researching, listening and communicating with bus users
- Trends in fares and ticketing
- Public spending on buses
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