Market Research
Annual Onboard Customer Surveys
In the spring of 2005, 2006, and 2007, Metro conducted system-wide onboard surveys of both MetroBus and MetroLink customers. These studies were completed in support of an ongoing effort to annually update customer demographics, identify trip patterns and travel behavior, and measure customer satisfaction and attitudes toward Metro service. Metro has sought to obtain not only a detailed and accurate snapshot of its current riders and potential rider markets, but also to focus its attention on the specific needs of its customers by identifying the variables driving their satisfaction levels and intentions to use the system in the future.
A unique component of each onboard study is the development of statistical models to help identify and isolate key service factors influencing customer satisfaction and overall attitudes. Since satisfaction is related to future intentions to use a service, as well as intention to refer the service to friends or family, developing customer satisfaction models tailored to specific rider groups has been an important component of Metro's rider recruitment and retention efforts.
Using the results of the annual onboard surveys, Metro has been able to take active steps to address specific service deficits and improve overall attitudes. For example, a program was initiated to develop more standardized procedures for handling customer complaints and improving interactions with customers. Ongoing efforts exist to improve riders' perceptions of safety and security while using the system by allocating more resources to improving the passenger environment.
You may view the onboard survey reports from 2005, 2006, and 2007 by clicking on the links.
Highlights from the 2007 Onboard Survey
In general, St. Louis transit customers are quite pleased with Metro service. Metro found that customers are rating service factors that they define as most important higher than in previous years. This suggests that Metro is doing an increasingly good job at meeting its customers' expectations.
- Overall customer satisfaction is an average of 3.72 on a 5-point scale.
- Among 27 service factors, MetroBus customers reported higher levels of satisfaction with:
- Personal safety while riding
- Weekday service (destinations)
- Comfort while riding
- Arrives at destination on time
- Among 27 service factors, MetroBus customers reported lower satisfaction with:
- Weekend service (destinations)
- Ability to make transfer connections
- Responsiveness to complaints
- Most respondents (70%) reported that they "probably"or "definitely" would recommend MetroBus' service to others.
- There continued to be some regional variation in customer satisfaction. Illinois bus customers reported the highest levels of overall satisfaction. Southwest St. Louis City & St. Louis County routes (57, 58, 240X, 410X, 08) reported the lowest level of overall satisfaction.
What is most important to Metro's customers?
- The most important service factors for MetroBus respondents were personal safety while riding and on-time arrival.
- These results matched those of the 2005 and 2006 surveys.
- Overall satisfaction was an average of 4.13. This was higher than last year's average of 4.11.
- Among 25 service factors, MetroLink customers reported high satisfaction with:
- Convenience (proximity to destination)
- Availability of service on weekdays
- Comfort-related survey items
- Among 25 service factors, MetroLink customers reported the lowest level of satisfaction with:
- Weekend service
- Connectivity to MetroBus
- Metro's responsiveness to complaints
- A very large majority (89%) of MetroLink customers reported that they "probably" or "definitely" would recommend MetroLink's service to others.
What is most important to Metro's customers?
- The most important factors for MetroLink customers were on-time service, personal safety, and weekday service.
- These perceptions were also largely unchanged from 2006.
Impact of the new Cross-County (Shrewsbury) extension
- Customers were asked whether they used the new Shrewsbury line, and, if so, how the new line had affected their travel experience. Both MetroBus and MetroLink respondents reported that the new line had improved Metro’s service (69% and 73%, respectively).
- 55% of customers responded that they use the new Shrewsbury line.
Questions or Comments? Contact Metro's Research and Development Department at researchrider@metrostlouis.org.
©2008 Bi-State Development Agency