• Examines the IRCTC app’s digital transformation using affordance theory in a public transportation context. • Identifies visibility, interactivity, and persistence as key affordances enhancing user experience. • Demonstrates that improved user experience leads to higher perceived quality, brand awareness, and brand loyalty. • Reveals the moderating role of user trust in strengthening UX–branding and quality relationships. • Extends mobile travel and transportation literature by focusing on a large-scale, mission-critical public service platform. India’s railway network, serving over 23 million daily passengers, necessitates efficient ticket reservation systems to enhance user experience and satisfaction. This study examines the role of the Indian Railway Catering and Tourism Corporation Ltd’s (IRCTC) app in improving user satisfaction, brand loyalty, and perceived quality. Employing a two-wave repeated cross-section design, data were collected from diverse demographic groups across two time periods using structured questionnaires. Structural equation modeling analyzed the relationships between user experience factors—visibility, interactivity, and persistence—and outcome variables. Results indicate these factors significantly enhance user experience, leading to greater perceived quality, brand awareness, and brand loyalty among users. The study underscores the importance of integrating intuitive information management systems with seamless user interactions in designing user-centric transportation apps. Theoretical and practical implications highlight the necessity for continuous app improvement to cater to diverse user groups, thereby making public transportation more inclusive and efficient.
Chakraborty et al. (Tue,) studied this question.