From Friend to Friend, Access by KAI Gains Recognition in the Digital Era

Amid the rapid flow of digital information and algorithms that increasingly determine the content appearing on people’s screens, recommendations from those closest to us still have a strong influence. The Customer Satisfaction Survey for the First Semester of 2026 conducted by MarkPlus found that friends and family were the main sources of awareness of Access by KAI among respondents who had not purchased tickets through the application.

The survey of 3,160 respondents across nine Operational Areas and four Regional Divisions of KAI found that among 1,028 respondents who had not purchased tickets through Access by KAI, 680 respondents or 66.1% were already aware of the application. Of this group, 59.6% each mentioned friends and family as sources of information about Access by KAI.

This finding shows that digital communication and personal recommendations go hand in hand. Social media remains an important source of information, but experiences shared by people close to us can make a service feel more relevant and easier to trust.

In addition to friends and family, information about Access by KAI was also obtained through KAI station staff at 31.2%, social media at 25.3%, digital advertisements at 24.1%, Play Store/App Store at 18.1%, and information received when purchasing tickets through other channels at 12.8%.

Interestingly, the use of digital media remains high. A total of 76.2% of respondents used Instagram to obtain general information, while 64.5% used it to search for information about railways. Meanwhile, 56.7% of respondents considered Instagram a suitable medium for KAI to deliver information.

Access by KAI continues to be developed as part of KAI’s digital travel ecosystem, offering various features to help customers, ranging from ticket booking, schedule changes, and cancellations to Trip Planner, Female Seat Map, hotel reservations, Railfood, and Live Tracking.

The combination of technology and recommendations from people close to customers provides an opportunity for KAI to continue delivering services that are easy to use, informative, and relevant to customer needs. Even in the algorithm-driven era, a good experience still has the power to be shared and passed on.