Assessing shared auto-rickshaws adoption by intra-city commuters as part of the public transport system: The influence of negative encounters on passenger satisfaction

Abstract

Emerging research has highlighted the significant role auto-rickshaws play in travel services, and yet, compared to other transport modes, they have received relatively less attention in research. No study has investigated travel behaviour and negative encounters in shared auto-rickshaws. The assumption that negative encounters deter users from utilising shared auto-rickshaws has not yet been validated. Moreover, previous studies have focused on adopting auto-rickshaws and travel behaviour, neglecting the specific dynamics of shared services within the public transport landscape. Here, we investigate the determinants influencing shared auto-rickshaw usage as a distinct mode in Ghana. We also identify negative attributes by drawing the link between negative user encounters and their impact on satisfaction, loyalty, and openness to policy propositions. The study deployed structural equation modelling, which is generally preferred in transport research. We discovered that ‘Availability’ is the most significant factor in predicting the adoption of shared auto-rickshaws. The estimated model established that negative encounters substantially impact users’ satisfaction, and users’ satisfaction was impacted by discomfort with seating arrangement, driver conduct, fleecing of users, and long travel time, among others. Older commuters reported higher levels of satisfaction than younger commuters, whereas commuters with higher levels of education tend to report lower levels of satisfaction. This research expands the limited understanding of shared auto-rickshaw usage by advancing our theoretical grasp of how negative encounters influence satisfaction and loyalty from a user-centric perspective. These insights can aid policymakers, service providers, and transport authorities in crafting legislation that prioritises user needs, enhances service quality, and creates a positive commuting experience. Furthermore, this study discusses managerial implications for transport authorities and policymakers.