Exploring the role of service quality attributes and user perceptions on customer satisfaction and loyalty for continued shared mobility use in Europe

Abstract

The growing adoption of shared mobility services provides a sustainable alternative to private vehicle use and offers a potential solution to urban challenges such as traffic congestion, environmental degradation, and inefficient land use. This study examines how service quality attributes, perceived usefulness, and environmental benefits influence user satisfaction and loyalty across multiple shared mobility modes, including shared electric cars, bicycles, and scooters. Drawing on survey data collected from 331 shared mobility users across Inverness (Scotland), Greater Manchester (England), and Dublin (Ireland), we apply Partial Least Squares Structural Equation Modelling (PLS-SEM) to identify the key determinants of satisfaction and loyalty. An Importance–Performance Map (IPM) analysis is used to prioritise areas for service improvement, while multigroup analysis highlights differences in user preferences across transport modes and geographic contexts. The results show that service quality attributes, specifically accessibility, affordability, safety, ease of use, and convenience, play a central role in shaping user satisfaction, which in turn directly increases loyalty. Perceived environmental benefits also display a significant positive influence on satisfaction, underscoring the importance of sustainability considerations in user decision-making. By analysing satisfaction and loyalty across diverse shared mobility modes and three European cities, this study makes a significant step forward in advancing the existing knowledge in shared mobility literature. The findings offer operators and policymakers actionable guidance to optimise service delivery, strengthen user retention, and promote the uptake of sustainable transport solutions.