Taxi service and private-hire driver companies (VTCs) offer their services through online platforms to cater for passenger demand yet there is a lack of studies as to who these passengers are, what their demands are and how to gain their loyalty over the next years. Based on a survey of taxi and VTC passengers in Spain, we have performed different qualitative and quantitative analyses to explore connections between loyalty and passengers' profiles, experience and values. The main result in terms of profile is that VTC passengers are more price-sensitive and less loyal than taxi passengers, who are less price-sensitive and more loyal. Regarding experience, loyalty to a taxi service centres on transparency and safety (trust), while in VTCs it revolves around quality and comfort. Finally, values are related to loyalty in the sense that passengers support the service they use most, but Corporate Social Responsibility does not influence a first choice. In terms of age, we observed that younger passengers are less loyal, more price-sensitive and more concerned with sustainability. This implies that these factors are worth to explore in other countries as they could drive the future of urban passenger transport. The results of this study show trends that could be of interest to researchers, companies and policymakers.

的士服务和私人出租司机公司 (VTC) 通过在线平台提供服务以满足乘客需求，但缺乏关于这些乘客是谁、他们的需求是什么以及如何在未来几年获得他们的忠诚度的研究. 基于对西班牙出租车和 VTC 乘客的调查，我们进行了不同的定性和定量分析，以探索忠诚度与乘客资料、体验和价值观之间的联系。就概况而言，主要结果是 VTC 乘客对价格更敏感且忠诚度低于出租车乘客，后者对价格更不敏感但忠诚度更高。关于体验，对出租车服务的忠诚度以透明度和安全性（信任）为中心，而在 VTC 中，则以质量和舒适度为中心。最后，价值观与忠诚度相关，因为乘客支持他们最常使用的服务，但企业社会责任并不影响第一选择。在年龄方面，我们观察到年轻乘客的忠诚度较低，对价格更敏感，更关心可持续性。这意味着这些因素值得在其他国家探索，因为它们可以推动城市客运的未来。这项研究的结果显示了研究人员、公司和政策制定者可能感兴趣的趋势。这意味着这些因素值得在其他国家探索，因为它们可以推动城市客运的未来。这项研究的结果显示了研究人员、公司和政策制定者可能感兴趣的趋势。这意味着这些因素值得在其他国家探索，因为它们可以推动城市客运的未来。这项研究的结果显示了研究人员、公司和政策制定者可能感兴趣的趋势。