The social perception of urban transport in the city of Madrid: the application of the Servicescape Model to the bus and underground services

Purpose This paper is a study of the user’s perception of urban and suburban transport and was carried out in an attempt to compare the social value of various means of transport. The measurement of social perceptions is carried out with regard to ambient conditions, space, signs, front-line employees and other customers as stakeholders of both public transport services. Thus, this paper aims to identify the reasons for individuals’ preferences when choosing one particular means of transport for their daily life. Results The results show that user perceptions of the underground are slightly better than the perceptions of buses; the results also highlight the decent management of both means of transport in terms of quality air, temperature, space, noise, cleanliness, smell and seating facilities. Some modest improvements are recommended to enhance public transportation service delivery. Conclusions This approach reflects the gap between the social perception of a service and companies’ financial situations. Management policies are necessary to improve the service’s social value.