Open Conference Systems, ICQQMEAS2009

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QUANTITATIVE METHODS IN SERVICES MARKETING: AN APPLICATION IN MEASURING SUBURBAN RAILWAY’S CUSTOMERS SATISFACTION
Dimitris Novas, Dimitris Zondiros, Sryros Filios

Last modified: 2015-09-16

Abstract


Public transportation is a structural element of urban environment. Its necessity and utility is obvious. Customers’ satisfaction, i.e. passengers’ satisfaction of public transport is a field of research in services Marketing that aims at locating both the positive elements and the arising problems and suggest appropriate solutions. In this paper, a trackguided transport means is examined: the Suburban Railway that connects the city of Athens with certain suburbs and the satisfaction of passengers from its operation. The variables examined are stations’ access and environment, (customer) service offered by railway’s personnel, time, ambience and safety of transportation and, finally, ticket prices. The usefulness of each of these variables to the measurement of total satisfaction is assessed and a linear model for the prediction of total customer satisfaction is proposed. This means that total satisfaction can be measured effectively through the selected variables and provide useful information for company’s strategic marketing planning

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