Service Quality, Service Perception, And Bridging The Difference
(A2026-132747)

AUTHORS

Malten Rose, Kiel University; Carsten Schultz, Kiel University

ABSTRACT

This study examines how communication strategies shape perceived service quality in rural on-demand mobility. Building on SERVPERF, we distinguish between self-, society-focused, and explanatory communication and test their effects through a 2×3 vignette experiment (N = 242). Next to the subjective experimental survey data, we analyse more than 72.000 real travel data from the participants and include them into our model. Hierarchical regressions show that society-focused communication reduce satisfaction, while trust emerges as the strongest predictor, overshadowing other communication effects. Technology belief and attitudes toward public transport further influence perceptions. The findings highlight that satisfaction is primarily driven by subjective perceptions mediated through trust. We conclude that clear, personalized and self-focused communication is essential for realigning expectations, mitigating failure perceptions, and enhancing user acceptance in on-demand mobility.