Introduction of analysis of satisfaction of users for achievement of strategic aims of passenger sector of railway transport

Abstract

Purpose. Practical aspects of research of loyalty of users and estimation of level of their satisfaction by commodities / worked out services utterly not enough: concrete recommendations absent in relation to drawing on the results of analysis of satisfaction / to dissatisfaction of users, liquidation of weak points, resulting in dissatisfaction, development of operating under providing of loyalty of clients and their withholding and other. Further development of methods of analysis of satisfaction of users is needed for achievement of strategic aims and tasks of enterprises, adaptation of these methods to the specific of railway industry in the field of transport maintenance of population. Method. The offered method of research of satisfaction of users is based on the models of satisfaction, allowing exposing breaks. Most full satisfaction of users is characterized by their conduct after the purchase of commodity / services, for the study of which the matrix of consequences was developed in relation to status of user of railway passenger transport. The increase of degree of satisfaction of users can be attained by certain strategic actions which are recommended by us for the different levels of satisfaction of passengers. As one of methods of the psychological affecting user, forming of «diamond of corporate values», allowing strengthening the positive image of company is offered. Results. Stability of demand on the products of company is determined the degree of satisfaction of its users. Satisfaction of users arises up as a result of co-operation of row of external and internal factors of suggestion. It is set that most companies are attracted and effectively apply for not all factors of increase of level of satisfaction. In accordance with it forming of «diamond of values» was offered as an instrument of effective management of organization, strengthening its positive image, and also the variants of strategies of increase of degree of satisfaction of users and model of conduct of buyers are developed after acquisition of commodity / receipts of favor. Scientific novelty. The «diamond of values» of company is offered with strategic vision the central verge of which reflects interests of users of company, providing a basis for their long-term loyalty. The base set of strategies of increase of degree of satisfaction of users is extended, taking into account all possible situations at the market, reflecting attitude of users toward commodities / to services of company. The matrix of consequences is developed in relation to status of user by a railway passenger transport, which contains 25 quadrants depending on the degree of satisfaction and degree of loyalty of passengers and 6 types of marketing’s strategies foresee forming. Practical meaningfulness. Forming of «diamond of corporate values» will allow a railway company to support and strengthen a positive image both into a company and from outside. Realization of the recommended strategic operating under the increase of satisfaction of users will be instrumental in their more effective withholding, and the use of matrix of consequences in relation to status of user will enable in time to translate the certain groups of users in the desired status of loyal and devoted passengers.