Enhancing MaaS user satisfaction through strategic marketing: The synergy of sustainability and service experience.

As urbanization intensifies and the need for sustainable transportation grows, Mobility as a Service (MaaS) emerges as a promising solution to urban mobility challenges. This study seeks to explore the underlying mechanisms of MaaS from a sustainability perspective and to assess its impact on service experience and user satisfaction. Additionally, it examines how user satisfaction influences the broader adoption of MaaS.