Models and methods for estimating users’ preference for non-conventional quality transport services

In an era marked by rapid technological innovation, environmental urgency and shifting user expectations, public transport systems are increasingly evaluated not only through operational metrics but also through user-centered perceptions of quality. As cities promote modal shift and reduce car dependency, public transport becomes central to sustainable mobility strategies. Yet, achieving these goals requires more than improvements in frequency or coverage – it demands a deeper understanding of how users experience transport services in psychological, perceptive and emotional terms. This research investigates the role of perceived service quality – particularly attributes such as cleanliness, comfort, design, safety and fare-free – as a driver of satisfaction and sustainable behavior. These elements, though often intangible, shape how users relate to public transport: hygiene influences trust and perceived safety, spatial comfort supports ease and control, while architectural aesthetics foster emotional connection, dignity, and civic value. Collectively, these perceptions extend beyond functional assessment, shaping transport not only as a service, but as a lived and meaningful experience – capable of encouraging long-term behavioral shifts aligned with sustainability and well-being. The thesis is structured around three interrelated case studies, each examining how quality perceptions shape user behavior under different policies and contextual conditions. The first analyzes users’ willingness to pay (WTP) for high-quality bus terminals in Milan, Rome and Naples, through a Discrete Choice Experiment (DCE) and Mixed Multinomial Logit (MMNL) model conducted through a Virtual Reality (VR) immersive experience. Results show strong preferences for architectural quality, digital services, intermodality, and perceived safety – highlighting the role of station design in enhancing both satisfaction and modal appeal. The second case examines the impact of the Covid-19 pandemic on perceptions of service quality at Toledo metro station in Naples. Using a before-and-after survey design – based on two mobility surveys conducted in 2019 (before the pandemic) and 2023 (after the pandemic) – the study compares user evaluations across time. Ordered Logit (OL) and Partial Least Squares Structural Equation Modeling (PLS-SEM) reveal a post-pandemic shift in priorities: satisfaction is now more strongly influenced by cleanliness and perceived safety, even in a high-design station context, reflecting persistent psychological impacts on travel expectations. The third case focuses on Luxembourg’s nationwide Fare-Free Public Transport (FFPT) policy – the first of its kind globally. A before-and-after approach is applied, based on two waves of survey data collected in 2020 (pre-policy) and 2025 (post-policy), targeting residents of Luxembourg and cross-border commuters from Belgium, France and Germany. Using PLS-SEM, the analysis evaluates how fare abolition affected perceptions of accessibility, equity, satisfaction and behavioral intention. While the removal of fares improved perceptions of inclusiveness and affordability, the findings indicate that service reliability and frequency remain the strongest predictors of user satisfaction and continued usage. These results underscore that symbolic policy measures such as FFPT must be supported by consistent service performance to generate lasting behavioral change. Methodologically, the thesis integrates behavioral and structural approaches (DCE, MMNL, OL, PLS-SEM) to capture both stated preferences and latent perceptions. This enables an understanding of how users respond to infrastructure quality, external disruptions, and symbolic policy innovations. Despite the comprehensive approach adopted in this thesis, several limitations must be acknowledged, which open avenues for future investigations. First, the generalizability of findings may be constrained by the contextual specificity of the three case studies, which are embedded in particular geographic, cultural and policy environments. Second, although the survey design ensured comparability over time, the data remains cross-sectional, limiting the possibility of tracking individual behavioral changes. Third, while psychological and symbolic dimensions were considered through perception-based models, additional factors such as emotional resilience, trust in institutions, or long-term loyalty could be further explored using longitudinal or mixed qualitative-quantitative approaches. Future research could build on this work by extending the case studies to diverse cultural and infrastructural contexts, incorporating real-time behavioral data (e.g., GPS traces, mobile apps), and developing hybrid models that better integrate cognitive, affective, and situational variables. Moreover, expanding the focus on equity and inclusiveness – particularly across gender, age, and socio-economic groups – can further enhance the policy relevance of future mobility research. Overall, the findings demonstrate that perceived service quality – particularly when rooted in affective, symbolic, and context-sensitive dimensions – is not merely a complementary aspect of public transport, but a strategic lever for achieving long-term sustainability goals. By placing user experience at the core of evaluation and planning processes, this thesis advocates for a paradigm shift: from systems optimized solely for performance to transport networks designed to be emotionally engaging, socially equitable, and environmentally responsible. In doing so, it offers both theoretical and empirical tools to support the development of future-ready mobility systems that resonate with the values, needs and expectations of contemporary urban societies.