From commuter to advocates: assessing satisfaction and advocacy towards urban mass transportation

Purpose The prime objective of this study was to develop a comprehensive model based on customer orientation and customer centricity for measuring commuter satisfaction and advocacy behaviour towards Urban Mass Transportation (UMT). Design/methodology/approach Convenience sampling was used to select 1,015 samples from the population of various parts of India. The quantitative approach is employed to validate the UMT passenger satisfaction measurement model. A total of seven constructs consisting of 36 items were selected for the study. After item review, trimming and modifications, pilot testing was carried out based on the established scale development procedure. Hypothesis testing was carried out through structural equation modelling. Findings As per the results, the predictors of commuter satisfaction and advocacy are train-specific services, security services, platform services, ticketing services and employee-driven services. Further, the measurement model shows internal consistency, reliability and construct validity. Originality/value The present study is distinct as limited studies were found on a light, convenient, comfortable and eco-friendly mode of UMT, “Metro Railway.” In the Indian context, there are limited studies that have been found on the Metro Rail, which has become a change agent in the public transport industry of the Indian subcontinent.