You are the consultant to the general manager of the Kansas City Regional Transportation Authority which serves the mass transportation needs of 1.6 million members of a city with approximately 300 buses that cover more than 10 million miles each year. 


The bus accident rate has increased steadily over the last several years.  Statistics indicate that city buses have one of the highest accident rates of all types of vehicles.  Claims settlement costs for the past year at KCRTA were almost one million dollars.


The KCRTA employs 425 bus operators who are members of the Transport Workers Union.  The average tenure is 11.5 years and 96% are male.  Bus operators are charged with the responsibility of filing all accident reports.  Accidents are recorded by the transit authority’s safety supervisor on a daily trouble sheet.


In the face of rising accident costs, the authority had conducted, with little success, several programs to reduce the rate and cost of accidents.  These programs included the enforcement of a disciplinary code, yearly safety awards, and free coffee and donuts on accident free days.  Even improved training appeared to have little immediate effect on reducing accident rates.


Assignment:  Develop an action plan using “reinforcement theory” that will motivate bus operators to reduce their accident rates without adversely affecting production.