Özet:

The size and content of consumer value (CV) of the service for the transportation of passengers by the railways ofUkrainein long-distance communication by nighttime and daytime trains is determined. A comparison is made of the results of two approaches to researching the attitude of customers to the service – traditional (point-based) and new, taking into account the specific requirements of the total management of the customer value of the service. The directions of the managerial impact of CV on the passenger transportation in long-distance communication by the railways ofUkrainebased on the attitude of customers to the disadvantages and advantages of this service are determined. In three focus groups, discussions were held about travel by Ukrainian railways by daytime and nighttime trains. Based on the results, a list of the disadvantages and advantages that form the consumer value of such a transport service is formed. The list of 19 positive and negative statements reflected all stages of the trip by rail. Behind it, the Likert scale and the corresponding form for conducting an interview were developed. The number of respondents is 823. The sample is random. The results of the polls confidently prove that the prejudiced attitude of passengers towards daytime transportation has been overcome. The ratio of passengers of the railways ofUkrainein daytime transportation in long-distance traffic is better than in nighttime. Only one fifth of those traveling daytime and nighttime are fully satisfied with the level of advantages and disadvantages, which is not enough for most customers to make repeat purchases. However, such a hypothesis needs to be verified in future studies. The feeling of satisfaction among passengers of daytime trains with a positive value of consumer value does not arise in 29 %, which is a threat to the railway operator company. Women are generally worse off on transportation services than men. Personal experience using the train in general does not affect the attitude. However, the experience of using a nighttime train significantly reduces the consumer value of the transport service. The main conclusion is that when several customer segments are served simultaneously in a common space, the total management of the customer value of the service and the corresponding research methods are productive.

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