Research On Passenger Satisfaction Of Passenger Dedicated Line Based On Customer Value

Customer value management and customer satisfaction management are two important realms of marketing. They are important to railway that need thorough study. Customer behavior has deep impact on choice of enterprise's marketing strategy. Enterprises could not achieve success in fierce market competition unless considering customers as center while offering products and service, and offer satisfaction to customers. So research on customer satisfaction rises quietly. But most researches lack origin formed of it.1990s, western marketing scholars and entrepreneurs pay close attention to customer value, which brings hope to study of customer satisfaction, because it carried on research from essential demand of customers.This paper explores combination of them, studies customer satisfaction in terms of customer value, and analyzes key driving factors of customer satisfaction by analyzing customer value.Firstly, on basis of reviewing domestic and international customer value theory, concept of customer value of passenger dedicated line is confined. The paper presents model of relation of customer value and passenger satisfaction, then proves customer value is important antecedent to passenger satisfaction with beijing southern station's empirical researches. Based on this, this paper studies passenger satisfaction based on customer value, presents model of passenger satisfaction management based on customer value, then states process and methods of passenge satisfaction management based on customer value. Finally, the paper conducts empirical researches with Jing-jin Passenger Dedicated Line to test model of passenger satisfaction management based on customer value. Inspired by Woodruff's entire process method, the paper develops customer value scale of passenger dedicated line.Then this paper designs passenger satisfaction survey questionnaire of passenger dedicated line based customer value, and conducts passenger satisfaction questionnaire survey. Partial least square method is used to calculate passenger satisfaction index, according to passenger satisfaction evaluation based on customer value, corresponding marketing strategies are suggested.