Abstract
This chapter uses the customer-oriented approach to help enhance understanding of the use of sustainable public transportation (PT) systems in urban areas to support climate change actions. It studies the views and experiences of young passengers (Generation Z) in a heavily used Central European PT system. Three surveys were conducted to study the effect of the coronavirus epidemic on the behavior of passengers. Additionally, automated passenger counting data were utilized. The surveys identified that despite the epidemic, the most important factors of customer experience were those that related to the total travel time. Findings further included the fact that the PT is starting to be used more frequently in 2022 after decline in 2020 and 2021. The decline was not caused by a massive outflow of regular passengers, but in general by passengers having fewer reasons to travel. Discussions are underway as to how to increase the attractiveness of PT systems.
TopIntroduction
Urban public transport (UPT) is an essential symbol of every large city. Every day, buses, trolleybuses, trams, and underground transport large numbers of passengers. In Central Europe, just as in other countries, UPT has been competing against personal transport by passenger vehicles. Extensive development of modern public transport (PT) in the late 19th and early 20th century was gradually replaced with the “automobile era” (Schaeffer & Sclar, 2002), particularly in the latter half of the 20th century. Its effects, both positive and negative ones, are felt daily. These days, increased awareness, sustainable thinking as well as the perception of the negative state of public space have led to the renaissance of public transport. Which was originally perceived as a “necessary evil for the poor” is now considered “a modern solution for urban mobility”. The need for more intensive use of UPT is becoming ever more topical in the context of climate change.
In the past, UPT in the Czech Republic (CR) faced a long-term decrease in the number of users, but since 2011 data have indicated an upward trend. During this period, PT operators have modernized their fleets, placed growing importance on the role of marketing and generally strived to improve the parameters of UPT services. Public transport in Prague ranked among the best in Europe, respectively world (Arcadis, 2017; Biazzo et al., 2019; Praha.eu, 2010). CR had the highest use of public transport per capita among the countries of the European Union (Enerdata, 2019). However, this promising trend received a blow in March 2020 in the form of the coronavirus epidemic (CE). The unprecedented decline in human activity led to a significant drop in the number of PT users. Over the next two years there was some reluctance to respect the current epidemiological measures (particularly enforced wearing of face masks in public transport vehicles). The list of potential negatives of UPT has grown by several further items. UPT operators cannot merely rely on the social responsibility of people or their poor financial situation (could become relevant shortly given rising energy prices and increasing inflation in 2022), which would force them to use UPT. Instead, they must actively “fight” for passengers. Creating a sustainably functional and reliable UPT system requires a comprehensive strategic approach.
Key Terms in this Chapter
Customer Experience (CX): A mixture of a customer’s internal reactions (of various kinds) resulting from the comparison between the customer’s expectations and the stimuli from the interaction with the organization (service) at all points of contact throughout the customer’s life. A crucial component of a positive customer experience is the customer’s satisfaction, both contributing toward the customer’s loyalty. For the purpose of this research, the focus was on the CX during the ride on a UPT vehicle.
Coronavirus Epidemic (CE): The spread of the infectious disease caused by the SARS-CoV-2 virus. In the Czech Republic, the epidemic began in March 2020. Czech society was most affected by the epidemic in the first half of 2021.
Epidemiological Measures: Measures implemented with the aim of preventing further spread of the coronavirus epidemic. In the context of UPT in the Czech Republic, these measures primarily included the obligation to wear face masks on board UPT vehicles (face masks and later respirators), and social distancing rules. On their own initiative, UPT operators also started to thoroughly disinfect the interiors of UPT vehicles.
Automated Passenger Counting (APC): A system for automatic tracking of the movement of passengers through the doors of a UPT vehicle. In Pilsen, the APC system is based on infrared sensors or cameras placed above each door of the UPT vehicle.
Generation Z: A designation for people born roughly between 1995 and 2010 (there is no agreement on the precise dates delimiting this time period).
On-demand Transport: A regular public transport connection operated only based on a prior request by telephone. Alternatively, it may be a transportation model where the UPT vehicle is ready to service a particular location in a given time period based on telephone requests.
Passenger-Kilometer / Person-Kilometer: A measure expressing the transportation of one person over the distance of one kilometer.
Rush Hour: A time period with the highest demand for UPT services. In Pilsen, the rush hour is between 5–8 a.m., between 1:30–4:00 p.m., and at times also around 10 p.m.
Vehicle-Kilometer: A measure of the distance of one kilometer traveled by one standard vehicle (regardless of occupancy).