Transport user needs and marketing public transport

Abstract

A better understanding of how public transport can be rendered more attractive to motorists is needed. This paper presents findings from recent studies of the psychological dimensions underlying respondent ratings of car and public transport use. Automobile users obtain autonomy as well as mobility from driving. There are two aspects to this autonomy—a sense of personal identity and a sense of independence—with feelings of control, confidence and safety a core component of both. Analysis of ratings of ten features of bus and rail services showed, for both modes, two underlying dimensions of judgement, service availability and service attractiveness. Analysis of 16 aspects of interchanging bus and rail journeys found separate factors representing psychological needs (saving effort), journey needs (saving time) and cost considerations (saving money). All journeys require expenditure of physical, cognitive and emotional effort. Current car commuters see a public transport alternative involving interchange as requiring unwelcome additional expenditure of physical and emotional resource. Analysis of bus and train traveller ratings of 16 journey demands found separate factors for in-trip anxieties, personal vulnerability concerns, in-trip and pre-trip information load. Focusing on these sources of satisfaction and dissatisfaction should assist those marketing public transport alternatives to car use.

The value of integrated multimodal traveller information and its potential contribution to modal change

“…Thus, there are a number of cognitive barriers which must be overcome before the user will choose to use UTI to inform a modal choice: the decision to consider an alternative mode; desire to use an alternative mode; seeking information about information sources; and using and compiling information about the viability of a variety of modes. The effort involved in this process, combined with the uncertainty that the effort will be rewarded by the exposure of a viable modal alternative, is such that UTI is unlikely to be used to inform travel by alternative modes (for a discussion of the role of effort as a barrier to modal shift see Stradling, 2002;also, Potgraven and van Leusden, 1995).…”

“…Thus, the mode is attractive or unattractive because of the way it makes one feel about oneself and the way in which one is, or one believes one is, perceived by others as a result of one's modal choice. In this sense, the car has become the mechanical embodiment of desirable attributes, including modernity, progress, freedom, individuality, autonomy and empowerment (Aird, 1972;Flink, 1975;Freund and Martin, 1993;Gartman, 1994;Steg et al, 2001;Stradling, 2002;Tertoolen et al, 1998;Wright and Egan, 2000), providing an important means of communication about oneself and an identity for oneself in a society where 'what one has' is seen to be 'what one is worth' (Sachs, 1992:147).…”

Psychological Effects of and Design Preferences for Real-Time Information Displays

“…Services or products should be "easy to use" in order to match customer needs and thereby increase satisfaction and sales figures (Consortium Infopolis 1999). Focusing on aspects of the experience and thinking of the traveler is a rather new approach in PT (Stradling 2002). In addition to saving time and money, people want to save effort when using PT.…”

“…In addition to saving time and money, people want to save effort when using PT. Stradling (2002) names three types of effort: physical effort, cognitive effort, and affective effort. While physical effort concerns the physical activity on a journey, cognitive effort is expended on a journey via information gathering and processing for route planning, navigation, progress monitoring, and error correction.…”

The Combination of a Fuzzy Analytical Hierarchy Process and the Taguchi Method to Evaluate the Malaysian Users’ Willingness to Pay for Public Transportation

“…These main factors should be considered and enhanced in order to improve the quality of public transportation and, at the same time, satisfy the users. Travel time savings is considered as a vital factor in satisfying the needs of public transportation's users [15].…”