Customer satisfaction in passenger transport is declining. Despite the possibilities of technology, communication breaks down during delays – and the patience of Swedish travelers is at an end.
For the twentieth year in a row, the Swedish Quality Index has surveyed customer satisfaction in the passenger transport sector, which includes trains, buses, boats and flights. This year's measurement shows a decline: the satisfaction index now stands at 67.7, which is 0.5 units lower than last year. Despite a slight decline, Vy bus4you and VR maintain their positions at the top, but the difference between the best and worst has narrowed, indicating that competition is getting tougher.
“It is clear that the industry is under pressure from several directions right now. It is no longer enough to deliver good service – punctuality and affordability weigh significantly more heavily on customer satisfaction,” says Johan Parmler, CEO of the Swedish Quality Index.
Punctuality and value for money – not service – determine satisfaction
According to the survey, it is primarily functional factors such as departure frequency, comfort and, above all, punctuality that determine the perception of value for money. Service in itself is not enough to create high value – if the basics are not working.
“Arriving on time is not a bonus, it is a minimum requirement. Value for money is fundamentally about what the customer feels they are getting – not just what it costs. This applies to a very high degree in passenger transport,” notes Calle Walmstedt, project manager at SKI.
At the same time, two players stand out: Vy bus4you and VR. Here, travelers experience that the good service actually increases the experience of value for money, which is one reason for the high level of satisfaction.
Delays are increasing and communication is deteriorating
The percentage of travelers affected by delays has increased from 33 to 42 percent – a significant increase compared to the previous year. But what is really concerning is how the delays are handled.
”"Delays in themselves are not the whole problem, a large part of the delays are outside the control of the actors. But how they are handled is something you can influence, and unfortunately we see a worsening rating there," says Calle Walmstedt.
Lack of information and follow-up is a recurring criticism. Despite the fact that practically all travelers today have a smartphone, frustration remains about how information is handled in the event of deviations.
”"It's 2025. Lack of or inadequate communication is simply not acceptable anymore. What should be a hygiene factor is still perceived as a deficiency. Here, only Vy bus4you and VR clearly manage to meet customer expectations," concludes Johan Parmler.
