Digital transformation of railway services: An affordance theory analysis

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.