Transit service quality analysis using cluster analysis and decision trees: a step forward to personalized marketing in public transportation
[EN] A transit service quality study based on cluster analysis was performed to extract detailed customer profiles sharing similar appraisals concerning the service. This approach made it possible to detect specific requirements and needs regarding the quality of service and to personalize the marke...
| Autores: | , , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2015 |
| País: | España |
| Institución: | Universitat Politècnica de València (UPV) |
| Repositorio: | RiuNet. Repositorio Institucional de la Universitat Politécnica de Valéncia |
| Idioma: | inglés |
| OAI Identifier: | oai:riunet.upv.es:10251/120461 |
| Acceso en línea: | https://riunet.upv.es/handle/10251/120461 |
| Access Level: | acceso abierto |
| Palabra clave: | Service quality Personalized marketing Cluster analysis Decision trees CART Bus transit INGENIERIA E INFRAESTRUCTURA DE LOS TRANSPORTES |
| Sumario: | [EN] A transit service quality study based on cluster analysis was performed to extract detailed customer profiles sharing similar appraisals concerning the service. This approach made it possible to detect specific requirements and needs regarding the quality of service and to personalize the marketing strategy. Data from various customer satisfaction surveys conducted by the Transport Consortium of Granada (Spain) were analyzed to distinguish these groups; a decision tree methodology was used to identify the most important service quality attributes influencing passengers overall evaluations. Cluster analysis identified four groups of passengers. Comparisons using decision trees among the overall sample of all users and the different groups of passengers identified by cluster analysis led to the discovery of differences in the key attributes encompassed by perceived quality. |
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