Sustaining Interstate Land Transportation in Nigeria Amidst Consumers’ Changing Tastes and Preferences: An Investigative Report

Abstract

Encircled by profit centric inter-state land transporters, middle class consumers (passengers) in Nigeria have echoed their resolve to adopt any land transport company with robust value creation for passengers due to their hedonistic tendencies. This investigative report sought to ascertain the likelihood of middle class consumers adopting a modern and equipped transportation company for inter-state journeys. It specifically identified factors that optimize value creation among middle class consumers, assessed the level of adoption intention, and determined the predictive effect of adoption intention on adoption behavior/continued patronage for a perceived modern and equipped transportation company for inter-state journeys. Using a mixed method, the report identified prioritization of timely departure, free access to communication facilities (Free Wi-Fi) while aboard, efficient response to consumer enquiries and complaints, and vehicle condition which is instrumental to passengers’ safety as the core factors that determine value creation among middle class inter-state passengers in Nigeria. Results further revealed that almost 90% of the respondents exhibited high adoption intention level for a perceived modern and equipped transportation company. Lastly, findings showed that consumers’ adoption intention significantly predicted adoption behavior/continued patronage for a perceived modern and equipped transportation company.  Implications of the findings are also discussed.