Willingness to pay for improving service quality in a multimodal area

Travellers use the installations at multimodal areas to transfer from one mode of transport to another. In many cases these installations are called interchanges. This article characterises the users of transport interchanges to determine the fundamental attributes which they most value when they pass through the area. A Stated Choice survey is designed and administered and Mixed Logit models are estimated to calculate willingness to pay levels for three main attributes: transfer time, the quality of the available information and the services provided in the area. Travellers place most value on the quality of the information they receive and the available services rather than on transfer time, which contradicts the widely held opinion of experts in the field. This opens up new possibilities in the design of modern interchanges which should concentrate more on being welcoming areas with many information points rather than being based around minimising transfer times.

► High volumes of people use transport interchanges.
► Establish willingness to pay values as a function of the said customer profiling.
► Most valued variables: quality of the information and the available services.
► The attribute least valued was the transfer time.
► The multimodal stations, could improve the quality of the services.