Modeling the effect of high-quality transport terminals on transit service choices: the role of individual user attitudes and perceptions

Quality in public transport is a widely discussed topic from both the user's and operator's perspective. With respect to the passenger’s standpoint, the aim of this research was to ascertain whether (and in what way) the traveler’s “quality perception” of high-standard stations could be differently affected by his/her individual attitudes/perceptions, such as to influence mobility choices. To this end, a mobility survey was performed in Naples (Italy) where two metro options, comparable with respect to service characteristics and the connections delivered, differ only in the quality standard of the stations. A binomial Hybrid Choice Model with Latent Variables (LVs) was estimated, jointly with a traditional Logit model as a benchmark. Three LVs proved significant and able to model/quantify the relevance of individual attitudes/perceptions (of “comfort”, “art” and “safety”). Estimation results show that users with an average comfort perception are willing to spend up to 15 min/trip (2.67 Euro/trip) more for high-quality service; users with an average art perception are willing to spend more time traveling (9 min/trip or 1.5 Euro/trip). Furthermore, for this specific (and perhaps unique) case study investigated, the station with greater attention to aesthetics quality is also perceived as safer than other.