Buses are the most common mode of public transport worldwide, as they provide a mass transit alternative, facilitate traffic flow, help reduce congestion caused by extensive private vehicle use, and are cheap and easy to implement. However, quality is perceived differently in different socioeconomic and cultural contexts. In recent years, research interest in the quality of public transport services by adapting operating policies to local conditions in different social and cultural settings has increased significantly on a global scale. The term “perceived quality” refers to the level of quality rated by users (Transportation Research Board, 1999) and users’ evaluation of the usefulness of a bus service (Lai and Chen, 2011). According to Habib et al. (2011), perception is an abstract psychological concept that significantly influences the control of behavior and the definition of action.
Although previous studies have attempted to address the improvement of public transport, few have systematically compared user perceptions in different social and cultural settings. However, there are not enough studies with field data in developing countries due to difficulties in accessing information and lack of digital data sources. In addition, there are problems in surveying people due to cultural constraints and security reasons. This study aims to address this gap by comparing users’ perceptions of the quality of bus service attributes in medium-sized cities in different socioeconomic contexts. The research analyzes two case studies: Oviedo (Spain) and Tangier (Morocco). These locations were selected as cities in developed and developing countries, respectively. The objective is to identify and compare the key attributes of bus service in the context of each city. To this end, a methodological design using a CART-IPA approach was selected based on data collected from surveys conducted in each city. A distinctive feature of this study is that a significant sample of bus users in Tangier and Oviedo was surveyed. Thanks to this comparative analysis, valuable insights into the challenges of urban mobility are possible, offering practical strategies for improving public transport services according to local conditions. These results provide valuable guidelines for bus service providers, transport authorities and policy makers to allocate resources more efficiently and improve the use of public transport. In both cities the public transport service by urban and interurban bus is managed by ALSA, one of the largest private operators of collective mobility. The company’s collaboration has been fundamental in carrying out this work and thanks to it, we have all been able to learn a little more about the habits, needs and degrees of satisfaction perceived by the users of the services offered.
Tangier urban transport card, managed by the ALSA company
The selection of Tangier and Oviedo as focal cases was motivated by two main factors, each of which contributes to the overall significance of the research. First, Tangier and Oviedo were chosen because of their contrasting cultural and socio-economic contexts, representing respectively North African and European urban settings. Tangier is located in the northern region of the Kingdom of Morocco, on the shores of the Strait of Gibraltar and about 14.4 km from Spain. Tangier has a population of 947 952 inhabitants (Haut-Commissariat au Plan (HCP), 2017), making it the third most populous city in the country. ALSA operates public bus transport services in Tangier. The network consists of 45 lines with a fleet of 190 buses to cover the service with 759 km of lines.
The municipality of Oviedo is an inland city located in the centre of Asturias, Northern Region of Spain. It has a population of 219,943 inhabitants (INE, 2019). Moreover, its public transport system is mainly based on bus services provided by TUA (Transportes Unidos de Asturias S.L.), a private company of the ALSA Group. Oviedo’s urban bus network has fifteen daytime lines and one night bus, with a fleet of 67 buses covering 206 km of lines. The total number of passengers in 2019 was 12 million passengers (TUA, 2019).
The clear disparities in economic and cultural factors significantly influence users’ perception and evaluation of public transport services. Oviedo’s GDP is five times higher than Tangier’s, and motorisation ten times higher.In terms of mobility, active modes in Oviedo are almost double the use in Tangier, while bus use in Tangier is three times higher than in Oviedo.Most of Tangier’s population is captive to public transport because only 10% own a car.These differences underline the need for operational policies adapted to the specific local conditions of each city.
One of the modern units of TUA, Oviedo’s urban transport concessionaire, which belongs to the ALSA Group.
One of the modern units of TUA, Oviedo’s urban transport concessionaire, which belongs to the ALSA Group.A structured survey was designed to collect data from passengers on the selected bus lines. In Oviedo, the survey design was based on two primary sources. First, it incorporated data from a previous survey conducted by the operator ALSA in 2018. Second, it drew on findings from previous studies with similar scopes, such as those conducted in Spain, Santander (Dell’Olio et al., 2011) and Granada (de Oña et al., 2013, de Oña et al., 2018). Subsequently, a comprehensive analysis of these data sources was carried out to shape the survey for Oviedo. The Tangier survey was initially based on the Oviedo survey and subsequently adapted to suit different socio-economic and cultural contexts. This adaptation was carried out through a collaboration agreement with the local branch of the Abdel Malek Saadi University (FST), where the survey was revised and adapted to the Moroccan Arab context.
The questionnaire for each of the two case studies is structured in three sections:
Section 1: Socio-economic characteristics
Section 2: Travel Characteristics
Section 3: Satisfaction with Bus Service Attributes
The evaluation gave an overall Satisfaction score (rated between 0 and 5) of 3.86 for the Tangier public transport system and 3.99 for Oviedo, with standard deviations of 0.92 and 0.66 respectively.
The study reveals that the most highly rated attribute in Oviedo is service information and the worst is weekend frequency
The study reveals that the most highly rated attribute in Oviedo is service information and the worst is weekend frequencyIn comparing the two cities, different priorities for improving the perceived quality of public transport emerge, reflecting the unique local contexts of each city. In Oviedo, four key service attributes stand out: weekday frequencies, public holiday frequencies, information service, and start and end time services. ‘Service start/end time and frequency and schedule on weekends and public holidays’ are paramount. In particular, the importance of service start and end times varies by day of the week, with passengers valuing this attribute more on weekends and public holidays. This reflects the city’s need for flexible transport options, especially during free time. Adapting bus services to meet these needs can significantly improve the quality of public transport. To increase public transport patronage, policies should be aligned with the specific needs and preferences of the population by extending schedules (start/end times), frequency on weekdays and especially on weekends and public holidays.
In contrast, Tangier has three critical service attributes that require urgent action. These are ‘travel comfort’, which is a top priority for reliable services and efficient and accessible public transport (Hernández et al., 2016). Service information’ is also essential, as travellers depend on accurate and up-to-date information on bus routes, schedules and delays (Romero et al., 2022). In addition, ‘Bus network extension’ is a priority because a comprehensive bus network can help reduce traffic congestion and improve access to different areas of the city (Eboli and Mazzulla, 2007). Given the city’s lower GDP, low car ownership and high dependence on public transport, it is essential to improve these aspects to ensure that buses meet the daily needs of a predominantly young population (87%) that relies on buses for work (44%) and study (19%). The expansion of the bus network will help alleviate traffic congestion and improve accessibility in different areas of the city.
