STUDYING OF TRANSPORT SERVICES CONSUMER BEHAVIOR IN THE CONDITIONS OF DIGITALIZATION

Abstract

The study used digital tools to assess the loyalty of consumers of transport services, which allowed determining the feasibility of introducing additional services in the field of rail transport in Ukraine. Such services will help improve the quality of transport services and the level of loyalty of potential consumers in today's competitive environment. Based on the study, the influence of the degree of consumer loyalty on the technological and organizational aspects of the railway industry and their business processes is substantiated. A model of multidimensional analysis of the attractiveness of transport services based on the study of the structure of consumers on various grounds (age, place of residence, Internet access, and social status) has been developed. The degree of satisfaction with the quality of such a service for individual consumer groups was modeled. Functional attributes for adaptation to introducing the latest information technologies and digital tools for positioning transport companies in the competition for customers are identified. The study of consumer preferences, which was based on modeling the attractiveness of transport services, namely rail transport, allowed substantiating the key factors of consumer choice of travel or travelling depending on the development of digital technologies. The analysis of the survey results allowed applying quantitative methods to the classification and grouping of consumer purchasing behavior to identify new and latent qualities of such behavior. The study showed that for online travel services and the ability to use mobile applications to book and pay for travel by rail, there is a need to constantly use and improve these services as one-dimensional functions to maximize service quality. The development of such functions needs to pay attention to within the policy of product improvement and to increase the competitive advantages of passenger transportation by rail.