Loyalty towards Shared Two-wheelers

Abstract

Shared mobility has experienced significant growth in the Netherlands, yet it continues to face various operational challenges and market instability. User satisfaction and loyalty, which are interconnected with each other, are crucial for ensuring the sustained use of shared mobility services. This continued usage attracts new users, supports stable revenue streams, fosters sustainable transportation, and contributes to broader policy objectives. Thisresearch investigated the satisfaction and loyalty of shared two-wheelers users (shared bikes, shared cargo bikes and shared scooters) in Amsterdam-Noord and identified key improvements that could increase this loyalty. A mixed-methods approach was employed, incorporating a survey among users of shared two-wheelers and expert interviews. The survey explored participants’ satisfaction and loyalty toward the services, while the expert interviews provided contextual insights and reflections on the survey findings. The results indicate that the respondent group, primarily young with a high socio-economic status, is relatively satisfied and loyal in their use of shared bicycles and scooters. According to experts, user loyalty tends to be directed more toward the vehicle type than the brand, partly due to limited choice in providers. The study also highlights several key improvements to enhance satisfaction and loyalty among shared mobility users, which include improving accessibility, expanding service offerings, adjusting pricing strategies, and increasing governmental support and regulation. The findings of this study are helpful for urban planners, policymakers, and shared mobility providers aiming to improve sustainable transportation in cities. By understanding user satisfaction and loyalty, they can implement targeted improvements in accessibility, pricing, and service offerings, ultimately promoting higher adoption rates of shared two-wheelers. Future applications of these findings could lead to more integrated and user-friendly shared mobility systems, contributing to a more sustainable transport system.