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The present study aims to explore the factors that influence the utilization of intercity transportation services, with a specific focus on ridesharing and bus services, assessing the dimensions of reliability, comfort, responsiveness, safety, social interaction, driver empathy, and value. To this end, it uses responses from 110 users of ridesharing, and 200 users of conventional intercity bus services. Using a non-linear method, Penalty-reward Contrast Analysis, the results show that the investigated dimensions have a distinct influence on the propensity to continue using each of these services, explaining 32% of using conventional road transport, and 65% of ridesharing. We confirmed the non-linearity between customer perception of the surveyed dimensions' performance and their propensity to use the service, with differences and similarities between bus and ridesharing services. A low performance of the dimensions of safety and comfort, and a high performance of reliability, impact both services. But there are significant differences in the impact of perceived value, responsiveness, driver empathy, and social interaction. These findings allow service providers to better understand customers' needs and provide better service. [ABSTRACT FROM AUTHOR]