Abstract
This paper presents the results of a qualitative study of public transport users and car users in order to obtain a deeper understanding of travellers' attitudes towards transport and to explore perceptions of public transport service quality. The key findings indicate that in order to increase public transport usage, the service should be designed in a way that accommodates the levels of service required by customers and by doing so, attract potential users. Furthermore, the choice of transport is influenced by several factors, such as individual characteristics and lifestyle, the type of journey, the perceived service performance of each transport mode and situational variables. This suggests the need for segmentation taking into account travel attitudes and behaviours. Policies which aim to influence car usage should be targeted at the market segments that are most motivated to change and willing to reduce frequency of car use.

Abstract
Public transport systems face the challenge of attracting users to fight the lost in market share, mostly due to the increasing use of private cars. Therefore, the concepts of 'quality' and 'customer' must change and the focus must be on meeting people's needs. At the same time, transport systems should be flexible enough to respond to changes in people's requirements and needs. Thus, the aim for public transport must be enhancing quality of the service. This requires a clear understanding of travel behaviour and consumer needs and expectations. Accordingly, there is an increasing awareness of the importance of including service quality indicators and quality specifications in contracts between operators and public transport authorities. The development of quality measures in the designing of contracts for public transport raises important aspects that must be considered. This paper examines issues concerning the definition of service quality measures for public transport. This will give a better understanding of pertinent questions and of improvement strategies open to public transport management. Next, it outlines some critical aspects that must be considered when including such measures in contracts between operators and public transport authorities.

Abstract
Traveler attitudes and preferences as well as demographic variables are important components of travel behavior. By using travel attitudes, factor and cluster analyses were conducted to segment the sample. Six distinct groups were extracted: transit enthusiasts, anxious status seekers, carless riders, green cruisers, frugal travelers, and obstinate drivers. The segments showed unique combinations of attitudes with distinct travel behaviors and various degrees of intention to use public transportation. Gender differences were then investigated, and the results suggest that women and men exhibit differences in attitudes, preferences, and behaviors. The design of strategies to promote alternatives to car use should target the market segments that are most motivated to change, focusing on the attitudes that can induce a change, such as pro transit or sensibility to the environment.

Abstract
In recent years, the ISO 9000 standard has experienced an extraordinary success. The number of certifications is still increasing worldwide and it is expected that this trend will last. In fact, ISO 9000 certification has become an important factor for doing business in the global market. However, there are many contradictory opinions regarding the real benefits of ISO registration. This paper contributes to this debate by empirically investigating the impact on the Portuguese stock market of achieving ISO 9000 certification. The analysis is based on the event study methodology. The findings suggest that the market positively anticipates the event. A favourable effect is also detected in achieving an early registration within the relevant sector or industry. A financial performance analysis covering a 5-year period centred on the year of the ISO 9000 certification was also carried out. The results suggest that the ISO 9000 certification have a powerful cost effect, decreasing the operating performance and the profitability in the year following the certification. Apparently, companies need one more year to recover those costs.