Analysis of Urban Transport User Satisfaction in Ambato: Segmented Results from a Target Population

Urban public transportation plays a crucial role in the daily mobility of citizens, especially in medium-sized cities like Ambato, Ecuador. This study aims to evaluate user satisfaction levels with different urban transport cooperatives through a data-driven approach. A total of 123 responses were collected via a digitally distributed survey using QR codes, with a methodological focus on individuals aged 20 to 40 due to their higher digital literacy. The questionnaire included dimensions such as comfort and safety, risk perception, and punctuality. The analysis, conducted through Power BI, revealed differentiated levels of satisfaction across service dimensions. Comfort and safety received a mean rating of 41.5%, while risk perception reached 53.8%. Punctuality, evaluated through a single item, showed a favorable perception from 66.7% of users. These findings indicate specific areas of concern, such as perceptions of security and cleanliness, which require attention from transport providers and local authorities. The results provide a scalable model for user satisfaction assessment that can be replicated in other urban contexts. Moreover, the integration of business intelligence tools facilitates evidencebased decision-making and supports future initiatives to enhance urban mobility systems in Ecuador and Latin America. © 2025 IEEE.