Enhancing rural transportation services for older adults: Bridging customer-provider perspectives

Rural older adults reliant on transportation services represent an historically underserved demographic, yet their specific service needs remain inadequately understood. This study aims to explore important rural transportation service features for senior customers while identifying service gaps and potential misconceptions between senior customers and service providers. Utilizing data from a cross-sectional service survey in rural Wisconsin, 13 important service features were identified by both senior customers and service providers, and grouped into three categories—basic, technological, and special—via exploratory factor analysis. While consensus existed between seniors and providers on the primary importance of basic features, seniors attributed greater significance to technological aspects than service providers anticipated. Differing preferences surfaced between seniors and providers regarding special features. Statistical tests revealed the substantial importance of basic features, particularly among older females, individuals with mobility constraints, and limited leisure activity. Moreover, technological features received higher ratings from older females, younger individuals, and those with internet access. Varied attention towards special features aligned with diverse older adult needs. Service providers, regardless of their characteristics, exhibited consistent prioritization of service features. Our findings emphasize opportunities for rural transport service providers to better serve senior users by enhancing basic service provisions, embracing age-friendly technologies, and tailoring specialized services to meet distinct user requirements within local contexts.