MaaS bundle design

Abstract

Abstract Mobility service bundling has received a lot of attention from researchers and practitioners due to its centrality to Mobility as a Service (MaaS) business models and potential to foster sustainable travel behavior. Stated choice studies have to date been used to explore the willingness to pay for MaaS bundles and their components. Despite an increasing number of academic studies and commercial trials, there is a surprising dearth of research on how to design MaaS bundles in the first place. Comparative learning is further limited as the designs of choice experiments and studied bundles differ widely. What are the underlying design dimensions and how can we separate differences in outcome from differences in design? We address this gap by (1) conducting an extensive literature review on MaaS bundle design and synthesizing ten fundamental design dimensions, (2) extending the Design of Designs literature to develop a framework to systematically relate and compare design, methods and outcome of stated choice studies in general, and (3) applying our framework to MaaS bundle design and developing a research agenda, structuring future endeavors in this field.