Navigating Passenger Satisfaction: A Structural Equation Modeling–Artificial Neural Network Approach to Intercity Bus Services

Abstract

The phenomenon of passenger satisfaction is an important issue for public transport services and transport companies. Clarifying the relationship between influencing attributes and passenger satisfaction significantly improves service satisfaction. This study examines passenger satisfaction with intercity buses and, in particular, the role of digital information channels (websites and mobile apps) in promoting sustainable travel choices on the Madrid–Bilbao route. This study analyzed data from 459 passengers to identify the key factors influencing the bus choice for intercity bus travel. Punctuality, safety, and ticket price are the most important determinants. We use a combined structural equation modeling (SEM) and artificial neural network (ANN) approach to capture the intricate relationships between service attributes and information channels. The results show that information channels, travel experience, and ticket prices significantly impact passenger satisfaction, which bus operators should improve. Also, inserting the SEM result as input for the ANN showed that ticket price is the most significant predictor of satisfaction, followed by information channels (84%) and travel experience (65%). This approach provides valuable insights for improving the passenger experience. This study emphasizes integrating digital transformation strategies into public transport systems to promote sustainable mobility goals.