The Added Value of a New, Innovative Travel Service: Insights from the UbiGo Field Operational Test in Gothenburg, Sweden
Book chapter, 2015

The aim of this chapter is to introduce the UbiGo transport broker service developed in Gothenburg, Sweden, and to discuss insights from the six- month field operational test regarding incentives for users adopting new travel services as well as perceived added value. Results are presented from participant questionnaires, interviews, and travel diaries. Findings suggest that potential early users are initially incentivized by curiosity, but that this must be trans- formed into practical incentives such as convenience and economic advantage if the users are to continue using the service. Customers also found added value in the “transportation smorgasbord” concept, 24-hour customer support, new types of subscriptions and tickets, and having everything in their smartphone, but wished for more personalized decision support and feedback. Concern for the environment functioned more as a bonus than as an incentive, meaning that the environmentally friendly choice must also be the practical choice in order to promote sustainability.

Field operational test

Seamless travel

Added value

Incentive

Multimodal travel

Travel service

Author

Jana Sochor

Chalmers, Product and Production Development, Design and Human Factors

Helena Strömberg

Chalmers, Product and Production Development, Design and Human Factors

MariAnne Karlsson

Chalmers, Product and Production Development, Design and Human Factors

Lecture Notes of the Institute for Computer Sciences, Social-Informatics and Telecommunications Engineering

1867-8211 (ISSN)

169-175

Areas of Advance

Transport

Subject Categories

Transport Systems and Logistics

Other Social Sciences not elsewhere specified

DOI

10.1007/978-3-319-19743-2_26

ISBN

978-3-319-19742-5

More information

Created

10/7/2017