Contributions of social media to paratransit/minibus taxi challenges in South Africa

Abstract

To-date, Information Technology (IT) is at the centre of most efficient and effective public transport (PT) services. Moreover, the shift towards digitalisation is generally growing and, therefore, changes in PT user needs. Although (basic) customised IT integration into the transit system is costly, social media (SM) are relatively affordable alternatives. SM research field is emerging; nevertheless, studies are increasingly emphasizing that positive interactions between the service providers and user lead to user satisfaction and growth in client-base. For public services, SM stimulates public-private relations and promote accountability and transparency. In that regard, this study focused on SM to highlight the contributions of public SM contents paratransit or minibus taxi (MBT) challenges in South Africa. Descriptively, SM data between Jan 2019 – Mar 2020 and Oct 2021 – Jun 2022 (n: 114, topics: 28, comments: 1683, and reactions: 3063) relating to the case study of Waterberg District Municipality, is analysed. Findings show that, whilst the public or MBT users are actively participating on social media, the drivers/operations are not engaging, at least, on topics of service quality. Future studies need to fully assess the driver/operator perceptions of SM usage, their passive engagements, and/or SM integration in the MBT industry. Policy frameworks need to shift towards accommodating SM contents and supporting IT investments, in general, as a measure to improve PT user satisfaction.