Moving on a Whim - Customer Value Creation in MaaS

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School of Business | Master's thesis
Degree programme
Information and Service Management (ISM)
102 + 5
Mobility as a Service (MaaS) is a concept that brings together public and private transportation operators, creating a seamless service experience on a single platform. The aim of this study is to improve the understanding of customer value in MaaS. This is achieved by studying how customers of a commercial MaaS provider perceive the value in the service. In particular, the study focuses on discovering 1) the main types of customer value and 2) the main sources of customer value in MaaS. Lastly, the study also addresses how MaaS providers can positively exceed the expectations and desires of their customers. The study consists of literature review on MaaS and customer value creation, and analysis of customer survey results. The quantitative survey answers from 257 respondents are analyzed utilizing methods including Mann-Whitney U and Kruskall-Wallis H tests, and these results are further complemented with findings from open-ended questions. Based on the literature review and empirical findings, the results of the study, and therefore the key issues to consider in service development in MaaS, are the following: 1) The key aspects of customer value in MaaS relate to functionality, costs, reduced effort and risks in using mobility services 2) MaaS can also create value by allowing customers to express their personal values and personality, and by providing services that are customized to personal preferences and situational factors 3) The key sources of customer value in MaaS are the products, yet the usability and features of the platform itself also contribute to value creation 4) To create value for different customer segments, MaaS should include both pay-as-you-go options and service bundles that combine public and private transportation modes
Thesis advisor
Tinnilä, Markku
Kuula, Markku
MaaS, mobility as a service, mobility, customer value, value creation
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