Mobility as a service (MaaS): are effort and seamlessness the keys to MaaS uptake?

A study undertaken by the company Gartner (https://www.gartner.com/) suggests that customer effort is the strongest driver of customer loyalty, or disloyalty. There has been a large amount of focus on the M (mobility) in Mobility as a Service (MaaS), which has in many senses dwarfed the focus on S (service). [Extracted from the article]