Customer-led mobility: A research agenda for Mobility-as-a-Service (MaaS) enablement

Mobility-as-a-Service (MaaS) is a relatively new mobility paradigm that offers users a centralized, digital plat form to register, plan, book, e-ticket, and pay for an entire chain of public and private, multimodal service offerings. As MaaS continues to gain traction globally in the customer-led economy, more attention is needed on the role of customers in MaaS enablement. This paper thus serves as a starting point for future research on customer-led mobility. After MaaS is briefly defined and explored using a short case study, this paper proceeds to lay out a research agenda for MaaS enablement, thereby setting the stage for future work on evolving customer behaviors and preferences in MaaS ecosystems.