Are they telling the truth? Revealing hidden traits of satisfaction with a public bike sharing service

Public bike-sharing systems are an emerging mode of transportation introduced by municipalities to solve congestion problems in metropolitan areas, especially when integrated with other types of transportation. In the last years, the number of public bike sharing services is constantly on the rise all over the world, and generally the overall satisfaction with them is high. However, satisfaction with public services is driven by mechanisms that can differ from those in the private sector. It is important to establish to what extent a high satisfaction is genuine or simply ephemeral. Even “old” public services (like public transportation) become “gold” when accompanied by the introduction of new technologies. In this paper we analyse this phenomenon using data from a satisfaction web-survey conducted among customers of the public bike sharing system ’BikeMi’ in Milan, Italy, in a period when mobile technologies have been introduced to speed up the service. On simply analysing the responses to satisfaction questions, satisfaction resulted very high. However, our aim was to look for potential ’darker’ sides of the service by detecting possible hidden satisfaction components. To this purpose, we used the Nonlinear Principal Components Analysis, which is particularly powerful in this sense. A simple textual analysis was also performed as a validating test.
 Results from our analysis indicated that satisfaction is flawed by a set of factors like the mechanics of the bikes, the picking and dropping system, and the apps used to organize the service. Less concern was detected for more general aspects of the service.