Age Segmentation for Predicting Behavioural Intention of Using Railway Services in Indonesia

IF 0.8 Q4 BUSINESS, FINANCE

Asian Journal of Business and Accounting Pub Date : 2018-06-28 DOI:10.22452/ajba.vol11no1.8

Savira Miranti Ansory, Anya Safira

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引用次数: 3

Abstract

Manuscript type: Research paper. Research aims: This study aims to examine the predictors of passengers’ behavioural intention in using railway services. It also attempts to identify whether these predictors differ among consumers of different age groups. Design/ Methodology/ Approach: A survey is conducted to collect data from the passengers using the KA Commuter Line (KRL) Jabodetabek. The 213 respondents are divided into two age segmentations comprising young and old. Data are analysed separately. The proposed model is tested quantitatively through multiple regression analysis and the independent sample t-test. Research findings: The results show that different age groups have different evaluations and they use different determinants for gauging the railway services. Perceived value emerges as an impor- tant determinant of customer satisfaction among the younger age group whereas service quality is the determinant for the older age group. Both groups, however, consider corporate image and customer satisfaction as determinants of behavioural intention. Theoretical contributions/ Originality: This paper contributes to existing research on public transportation from a marketing pers- pective. It extends on previous works by adopting age segmentation to examine passengers’ perception, evaluation and behavioural intention of using the railway services in Jakarta. Practitioner/ Policy implications: The findings of this study suggest that the Indonesian Railway Company should take age segmentation as a meaningful and useful social categorisation. It should not treat the entire population of passengers to be the same. Different age groups have different responsiveness and expectations of the railway services thus, the Indonesian Railway Company needs to put in more efforts in maintaining and improving its corporate image so as to encourage more people to use its services thereby reducing traffic congestion in Jakarta. Research limitation: This study is limited by its sample size. Therefore, it is not possible to perform structural equation modelling (SEM). Keywords: Behavioural Intention, Railway Services, Age Segmenta- tion, Customer Satisfaction, Corporate Image. JEL Classification: M3

查看原文本刊更多论文

预测印尼铁路服务使用行为意向的年龄分割

手稿类型：研究论文。研究目的：本研究旨在检验乘客使用铁路服务的行为意向的预测因素。它还试图确定这些预测因素在不同年龄组的消费者中是否不同。设计/方法/方法：进行了一项调查，以收集使用KA通勤线（KRL）Jabodetabek的乘客的数据。213名受访者分为两个年龄段，包括年轻人和老年人。数据分别进行分析。通过多元回归分析和独立样本t检验对所提出的模型进行了定量检验。研究结果：研究结果表明，不同年龄组对铁路服务的评价不同，他们使用不同的决定因素来衡量铁路服务。在年轻群体中，感知价值是客户满意度的重要决定因素，而在老年群体中，服务质量是决定因素。然而，这两组人都认为企业形象和客户满意度是行为意向的决定因素。理论贡献/原创性：本文从营销角度对现有的公共交通研究做出了贡献。它扩展了以前的工作，采用年龄分割来检查乘客对使用雅加达铁路服务的感知、评估和行为意图。从业者/政策含义：这项研究的结果表明，印尼铁路公司应该将年龄划分作为一种有意义和有用的社会分类。它不应该把全体乘客一视同仁。不同年龄段对铁路服务的反应和期望不同，因此，印尼铁路公司需要加大力度维护和改善其企业形象，以鼓励更多人使用其服务，从而减少雅加达的交通拥堵。研究局限性：本研究受样本量限制。因此，不可能进行结构方程建模（SEM）。关键词：行为意向，铁路服务，年龄段，客户满意度，企业形象。JEL分类：M3

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来源期刊

Asian Journal of Business and Accounting BUSINESS, FINANCE-

CiteScore

2.00

自引率

11.10%

发文量

期刊介绍： An academic journal that aims to advance knowledge in the business and accounting disciplines, to narrow the gap between theory and practice, and to set direction for policy initiatives in Asia. Welcome to the Asian Journal of Business and Accounting (AJBA). AJBA is an international refereed journal, published biannually (30th June and 30th December) by the Faculty of Business and Accountancy, University of Malaya, Malaysia. AJBA aims to publish scholarly business researches that are relevant to Malaysia and the Asian region. It intends to highlight the practical implications in promoting better business decision making process and the formulation of public policy in Asia. This journal publishes theoretical, conceptual, and empirical papers within the broad areas of business and accounting in Asia. The AJBA covers a broad spectrum of the business and accounting disciplines. A suggestive (though not necessarily comprehensive) list of areas that would be included in this journal are: general management, strategic management, human resource management, organizational behaviour, labour and industrial relations, international business management, business communication, entrepreneurship, leadership, management science, operations management, production management, supply chain management, marketing management, brand management, consumer behaviour, information management, e-marketing, e-commerce, quality management, retailing, service marketing, hospitality management, hotel and tourism management, asset pricing, capital and money markets, corporate finance, derivatives markets, finance and banking, financial economics, etc.