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A deeper look at the effects of the Mobility-as-a-Service (MaaS) service experience on brand loyalty and brand attachment: the roles of effort and seamlessness

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  • Chen, Ching-Fu
  • Tsai, Wei-Lun

Abstract

Mobility-as-a-Service (MaaS) has been promoted to enhance sustainable urban mobility. The hypothetical or trial scenarios in most existing studies remain a limitation of the intention–behavior gap, indicating that expressed intentions may not translate into actual use. This study focuses on the “S” of service in MaaS and conceptualizes the MaaS service experience using two key dimensions—effort and seamlessness to investigate the effects of users’ experience-based evaluations on behavioral outcomes. Using an online survey of 459 current users of an operational MaaS scheme in Taiwan, we empirically investigated the interrelationships between effort, seamlessness, experiential value, satisfaction, brand loyalty, and attachment. Different service-experience profiles were also identified using the latent profile analysis. Policy implications suggest that MaaS governance should shift from promoting adoption to managing service performance. Segment-specific service standards can further support user retention and the long-term sustainability of schemes.

Suggested Citation

  • Chen, Ching-Fu & Tsai, Wei-Lun, 2026. "A deeper look at the effects of the Mobility-as-a-Service (MaaS) service experience on brand loyalty and brand attachment: the roles of effort and seamlessness," Transport Policy, Elsevier, vol. 183(C).
    • Handle: RePEc:eee:trapol:v:183:y:2026:i:c:s0967070x26001654
    DOI: 10.1016/j.tranpol.2026.104155
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