Gestaltung von Mobility-as-a-Service – Ergebnisse einer Conjoint-Analyse
摘要
The digital transformation presents industrial companies in the mobility sector with the challenge of aligning their services more closely with customer needs. Traditional mobility providers must transform themselves into mobility service providers to meet the requirements of networked and shared mobility. However, existing connected mobility offers, Mobility as a Service, show deficits in consistently implementing customer orientation. Therefore, this paper identifies requirements for the design of Mobility as a Service offerings that achieve a high level of customer acceptance. The focus is on identifying divergent customer preferences and the ideal type of bundling of mobility services. To this end, a conjoint analysis based on data from 503 respondents was used to estimate the preference for individual features of a mobility bundle. The results show that the average monthly willingness to pay for a Mobility as a Service bundle is € 208. For all segments, the mobility bundle should include local public transport as a monthly subscription and depending on the segment in question, also bike and car sharing. The high preference for public transport as a component of networked mobility raises the question of whether its operator should take over control of the platform. The paper differs from previous research on Mobility as a Service in Germany because of the mobility services researched and the method of benefit segmentation, based on the utilities, used. The results offer valuable starting points for further research into the business model and ecosystem of connected mobility.