Ride-Hailing vs. Traditional Commute: Generational Perspectives on Mobility Preferences and Their Implications for Transport Marketing Strategies
DOI:
https://doi.org/10.5281/zenodo.20632015Keywords:
ride-hailing services, traditional transportation, transportation services, Generation Z, Millennials, Metro ManilaAbstract
Urban transportation systems continue to evolve as commuters are presented with expanding mobility options, including app-based ride-hailing services and conventional public transportation. This study examined and compared the transportation preferences of Generation Z and Millennial commuters in Metro Manila, particularly their inclination toward traditional transportation and ride-hailing services. A quantitative descriptive-comparative research design was employed using a structured Google Forms survey. A total of 257 valid responses were analyzed, consisting of 210 Generation Z commuters and 47 Millennial commuters who regularly travelled within Metro Manila. The data were treated using descriptive statistics, independent samples t-test, and multiple linear regression analysis through SPSS. Results showed no statistically significant difference between Generation Z and Millennials in their preference for traditional transportation (p = 0.180) and ride-hailing services (p = 0.186). However, service-related factors shaped transportation choices. Accessibility and comfort significantly predicted traditional transportation preference, while accessibility, reliability, and comfort significantly predicted ride-hailing service preference, with accessibility emerging as the strongest predictor in both models. The findings indicate that commuter preferences are influenced more by practical service attributes than by generational classification. The study recommends that transport providers, marketers, and policymakers improve accessibility, reliability, comfort, safety communication, and integrated mobility services to respond to the needs of urban commuters.
Downloads
References
Ahmad, T., & Anwar, A. (2023). Determinants of commuters' choice between ride-hailing and traditional transport services in developing countries. Journal of Intelligent Transportation and Urban Systems, 11(2), 45-56. https://systems.enpress-publisher.com/index.php/jipd/article/view/7920
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211. https://doi.org/10.1016/0749-5978(91)90020-T
Ali, N., Javid, M. A., Campisi, T., Chaiyasarn, K., & Saingam, P. (2022). Measuring customers' satisfaction and preferences for ride-hailing services in a developing country. Sustainability, 14(22), 15484. https://doi.org/10.3390/su142215484
Asian Transport Observatory. (2024). Metro Manila transport sector profile. https://asiantransportobservatory.org/documents/262/Metro_Manila_transport_sector_profile.pdf
Chalermpong, S. (2023). Ride-hailing applications in Southeast Asia: Safety and operational issues. International Journal of Transportation Research. https://doi.org/10.1080/15568318.2022.2032885
Cueto, A. J. P., Dino, R. D., & Reyes, M. M. (2024). An analysis of ride-hailing services as a mode of public transport: The case of Olongapo City. Transportation Science Society of the Philippines Conference Proceedings. https://ncts.upd.edu.ph/tssp/wp-content/uploads/2024/12/TSSP2024-12-Revised-Paper.pdf
Francisco, A. L., & Bautista, J. C. (2025). Factors influencing intention to use ride-hailing applications among university students in Quezon City. IEOM Society International Conference Proceedings. https://ieomsociety.org/proceedings/singapore2025/176.pdf
Garcia, R., & Torres, P. (2023). Commuter perceptions on comfort and reliability of public transport in Metro Manila. Journal of Transport and Urban Studies, 11(1), 34-48.
Gumasing, M. J. J., Deinla, E. C., Espaldon, A. K. P., Jarin, D. R. I., & Mercado, N. C. (2023). The usability of transport network vehicle service apps amidst the pandemic in the Philippines: A comparison of Grab, Angkas, and JoyRide. MSIE 2023 Conference Proceedings. https://doi.org/10.1145/3603955.3603974
Kim, S., Park, J., & Lim, H. (2022). App usability and behavioral intention in ride-hailing services. Asian Transport Research.
Lim, D., & Peralta, C. (2022). Determinants of transport choice among Filipino commuters. Asia-Pacific Journal of Transportation.
Luan, Y., Liu, F., & Hu, J. (2025). Analyzing the influence of risk perception on commuters' transport mode choices. Sustainability, 17(9), 4188. https://doi.org/10.3390/su17094188
Nguyen, L., Tran, P., & Vu, N. (2023). Convenience and perceived usefulness in ride-hailing adoption in Southeast Asia.
Ocampo, M., & Reyes, A. (2023). Safety perceptions and commuter trust in ride-hailing services in Metro Manila. Philippine Journal of Transportation Studies.
Rahman, M., & Hasan, M. (2022). A structural equation modeling approach to users' perceptions of ride-sharing in Dhaka City. arXiv Preprint. https://arxiv.org/abs/2210.04086
Rahman, M., Hoque, T., & Islam, S. (2021). Reliability and user satisfaction in ride-hailing platforms. Journal of Urban Mobility. https://doi.org/10.1016/j.urbmob.2021.100015
Singh, R., Kumar, A., & Patel, N. (2022). Safety perception and customer satisfaction in urban transport services. International Journal of Urban Studies. https://www.tandfonline.com/doi/full/10.1080/15568318.2022.2032885
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
How to Cite
