Comparative analysis of perceived quality of bus services in different socioeconomic and cultural urban contexts: Tangier (Morocco) and Oviedo (Spain)

Abstract

Understanding how socioeconomic and cultural factors shape the perception of public transport (PT) services is crucial for improving urban mobility. This study investigates user satisfaction with bus services in Tangier, Morocco, and Oviedo, Spain—two medium-sized cities representing contrasting socioeconomic and cultural contexts. The objective is to assess bus service attributes by identifying and comparing them between the two cities to improve the quality of public transport services. The comparison also highlighted the two cities’ different socioeconomic and cultural contexts.

The research was based on customised surveys that collected 1,271 answers from bus users in Tangier and 970 in Oviedo. Then, an analytical method was applied, integrating Classification and Regression Tree (CART) and Importance-Performance Analysis (IPA). These methods were used to determine key factors affecting user satisfaction and to evaluate the importance and performance of various service attributes. The relevant factors identified were comfort, accessibility, ticket pricing, and service information.

Significant differences in user perceptions were identified. Oviedo excels in comfort, service information, and accessibility, reflecting the maturity of its public transport system. While showing higher satisfaction with ticket prices, Tangier has a younger population that relies heavily on public transport for daily needs. In contrast, Oviedo has a broader age range of users and a higher proportion of women and elderly passengers. Additionally, Oviedo faces challenges in service frequency and availability on weekends and holidays. The analysis suggests that insights from Oviedo’s system can improve service quality in Tangier by adapting best practices to local conditions. The findings underscore the importance of tailoring public transport policies to socioeconomic and cultural contexts to enhance user satisfaction and promote sustainable urban mobility in cities with varying levels of development.