Measuring User Satisfaction in Transport Services: Methodology and Application

Abstract

Purpose — New methods of measuring user satisfaction in transport services have been proposed and applied in the literature. In this paper, we compare three alternative measures for estimating user satisfaction: the numerical rating, the ordinal rating and the choice.

Approach — We analysed these measures considering their differences and limitations and the models that use these measures as dependent variables. We developed and applied a methodology to build these models. It comprises a preliminary qualitative analysis and a quantitative survey to identify the most relevant attributes of the satisfaction function, and a stated preference survey to obtain information of the alternative satisfaction measures for modelling purpose.

Findings — The ordinal rating may be a better user response to estimate satisfaction than score and choice based on its characteristics. The results obtained in the application reinforced this approach.

Research limitations — It is assumed that choice, score and ordinal valuation depend upon a latent stochastic satisfaction function of the same attributes. Further research is needed to analyse this assumption and how these responses vary according to the context for decision and exogenous factors, including the response scale of ratings.

Practical implications — Gathering alternative satisfaction responses simultaneously from users allowed for the consistency analysis and filtering of data, which greatly benefited the model estimation process.

Originality/value — The paper provides a methodology to estimate user satisfaction models in transit services, which can be applied in other transport services. The conceptual analysis and the application suggest that ordinal ratings are key user responses to uncover the underlying satisfaction function.

Citation

Donoso, P., Munizaga, M. and Rivera, J. (2013), "Measuring User Satisfaction in Transport Services: Methodology and Application", Zmud, J., Lee-Gosselin, M., Munizaga, M. and Carrasco, J.A. (Ed.) Transport Survey Methods, Emerald Group Publishing Limited, Leeds, pp. 603-624. https://doi.org/10.1108/9781781902882-033