Increasing satisfaction with public transport in the digital age: Perspectives from public transport providers and travelers in Sweden
We have examined how public transport providers in Sweden use digital communication tools, the challenges they encounter, and what motivates them. We have also explored passengers’ attitudes and behaviours, as well as what motivates them to travel by public transport. Overall, we find that public transport providers are aware of the potential of digitalisation to enhance the customer experience, increase ridership, and meet the needs of all passenger groups. However, operators also face challenges in managing the transition towards digital systems. The results show that Swedes, on average, are fairly satisfied with public transport. Older adults are somewhat more satisfied and experience less stress when travelling by public transport. However, seniors are not primarily motivated by environmental concerns and struggle with the increasing digitalisation within the public transport system. The findings also indicate that seniors, young people, car users, and frequent public transport passengers hold different perceptions and expectations regarding digital channels.