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Published in:
2021 | OriginalPaper | Chapter
Mobile Ticketing Customers: How to Attract Them and Keep Them Loyal
Authors : Marta Campos Ferreira, Catarina Ferreira, Teresa Galvão Dias
Published in: Intelligent Transport Systems, From Research and Development to the Market Uptake
Publisher: Springer International Publishing
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Abstract
Technological advances and the use of mobile solutions to make smartphone users’ daily life easier is a mindset that has revolutionized the society lifestyle in the past years. In the public transport sector, mobile ticketing is an example of the applicability of mobile solutions in a real context. Using one smartphone to purchase and validate tickets is a revolutionary idea that has acquired fans around the world. The convenience of use and time savings throughout the process are positive aspects, however, the success of the adoption of such services is limited.
Based on the case of Porto, Portugal and particularly of the mobile app And, this study intends to understand customer churn factors of mobile ticketing services by analysing data from customer complaints and from usage history. Thus, an analysis of the complaints, the complainers and the effects of complaints is presented. A strategy for capturing and retaining users is also proposed considering four stages of mobile ticketing apps lifecycle: user onboarding, user engagement, user retention and user reinstall.