Moving on a Whim - Customer Value Creation in MaaS

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dc.contributorAalto Universityen
dc.contributorAalto-yliopistofi
dc.contributor.advisorTinnilä, Markku
dc.contributor.advisorKuula, Markku
dc.contributor.authorLuukkainen, Pilvi
dc.contributor.departmentTieto- ja palvelujohtamisen laitosfi
dc.contributor.schoolKauppakorkeakoulufi
dc.contributor.schoolSchool of Businessen
dc.date.accessioned2020-07-12T16:01:36Z
dc.date.available2020-07-12T16:01:36Z
dc.date.issued2020
dc.description.abstractMobility 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 modesen
dc.format.extent102 + 5
dc.format.mimetypeapplication/pdfen
dc.identifier.urihttps://aaltodoc.aalto.fi/handle/123456789/45371
dc.identifier.urnURN:NBN:fi:aalto-202007124328
dc.language.isoenen
dc.locationP1 Ifi
dc.programmeInformation and Service Management (ISM)en
dc.subject.keywordMaaSen
dc.subject.keywordmobility as a serviceen
dc.subject.keywordmobilityen
dc.subject.keywordcustomer valueen
dc.subject.keywordvalue creationen
dc.titleMoving on a Whim - Customer Value Creation in MaaSen
dc.typeG2 Pro gradu, diplomityöfi
dc.type.ontasotMaster's thesisen
dc.type.ontasotMaisterin opinnäytefi
local.aalto.electroniconlyyes
local.aalto.openaccessyes
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