Analysis of Consumer Preference Evolution Global: Implications for Digital Service Design in Transportation Services Companies

Abstract

The rapid advancement of digital technologies and shifting market dynamics have significantly transformed consumer preferences in transportation services worldwide. This study aims to analyse the evolution of global consumer preferences towards digital service design in transportation service companies. The method used was descriptive qualitative with in-depth interviews with eight informants, consisting of application users and internal service parties, who were selected purposively based on their involvement in the application. This research demonstrates that consumer preference for digital transportation services has shifted toward faster, more efficient, and app-based solutions. The KAI Access app is considered to simplify ticket purchasing and schedule checking, with added value in its ease of use, simple interface, and e-boarding pass feature relevant to the younger generation. The results showed that most respondents felt KAI Access facilitated ticket booking and provided travel information, with the Local Train/Commuter Line service feature being the most frequently used. However, several obstacles were identified, such as perceived confusing app updates, limited ticket availability, and the lack of direct payment via QRIS. A SWOT analysis identified key strengths as ease of use and compatibility with the lifestyles of the younger generation, along with opportunities stemming from digitalization trends and potential partnerships with digital payment platforms. Thus, KAI Access contributes significantly to the digital transformation of the transportation sector, but still requires feature development, payment integration, and adaptive service strategies to increase user satisfaction and loyalty