Can Mobility-on-Demand services do better after discerning reliability preferences of riders?

We formalize one aspect of reliability in the context of Mobility-on-Demand (MoD) systems by acknowledging the uncertainty in the pick-up time of these services. This study answers two key questions: i) how the difference between the stated and actual pick-up times affect the propensity of a passenger to choose an MoD service? ii) how an MoD service provider can leverage this information to increase its ridership? We conduct a discrete choice experiment in New York to answer the former question and adopt a micro-simulation-based optimization method to answer the latter question. In our experiments, the ridership of an MoD service could be increased by up to 10\% via displaying the predicted wait time strategically.