Article

Received 30.09.2024

Revised 05.11.2024

Accepted 25.12.2024

Retrieved from Vol. 28, No. 2, 2024

Pages 12 -23

Bakalinsky, O., & Van Acker, V. (2024). Segmentation of train passengers based on the cognitive-affective profile of consumer value of transport services. The National Transport University Bulletin, 28(2), 12-23. https://doi.org/10.33744/2308-6645-2024-2-59-012-023

Segmentation of train passengers based on the cognitive-affective profile of consumer value of transport services

Oleksandr Bakalinsky Veronique Van Acker

This article uses data from an online train passenger survey conducted in the Grand Duchy of Luxembourg. The sample includes 536 respondents. The survey included questions about attributes of the customer value of the public transport service and passengers' emotions during the last trip. The cognitive profile of the customer value of the transport service was defined as the difference between the passenger's benefits and sacrifices. Respondents' cognitive reactions to attributes of benefits and sacrifices were measured. Emotions during the last trip were determined using the semantic differential scale. The cognitive-affective profile of the customer value of the transport service was built on the basis of the cognitive profile with the addition of the passenger's positive emotions to the benefits and his negative emotions to the sacrifices. 23 Passengers were segmented based on cognitive and cognitive-affective profiles. The segmentation variables were benefits, sacrifices, and customer value of the public transportat service. The most powerful source of managerial information for improving the public transport service is the segmentation based on the cognitive profile. This is followed by segmentation based on the cognitiveaffective profile. This sequence is completed by an approach to marketing research based on understanding of the market as homogeneous. Segmentation based on the cognitive profile of the customer value of the public transport service is a practical management tool, which is achieved due to its simplicity, ease of use and, as a result, the comprehensibility of the results. It provides the transport operator with opportunities that other approaches to segmentation provide only partially. Originality/novelty This is the first study in which the results of market segmentation based on cognitive and cognitiveaffective profiles of customer value of public transport services are compared from a managerial point of view

consumer value; public transport; segmentation; cognitive; affective; profile; service improvement
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https://doi.org/10.33744/2308-6645-2024-2-59-012-023