Total Management of Customer Service Value - A Tool for Sustainable Changes in Service Behavior: Ukrainian Experience in Suburban Passenger Traffic

Abstract

Services, where clients are served simultaneously in one space, require new approaches for customer service value management. Total customer service value management is a new management concept in the service industry. On the example of suburban passenger transportation, the authors try to prove that it can be an effective tool for customer and transport behavior management. Encouraging drivers of private cars to increase the frequency of public transport usage can reduce harmful emissions, reduce cost of the development of car infrastructure, reduce drivers’ and passengers’ transport fatigue and increase traffic safety. The implementation of purely economic measures aimed at private car owners’ (residents of the suburbs) transport behavior change, can have the effect of increasing the share of those who use public transport. However, this effect may be temporary, as people will gradually return to usage of private cars if they are not satisfied with the value and content of transport customer service value offered by the suburban passenger carrier. Therefore, in order to increase the sustainability of such switching effect, local and state authorities should encourage the suburban carrier to regulate the customer service value of transportation service provided by it, in a certain way. In this way there is a problem of measuring human attitudes to the transportation service offered by the carrier, and developing on this basis the optimal management influence (budget of changes, project implementation time, the magnitude of the effect of switching drivers of private cars to use public transport, combination of these optimization criteria). The largest suburban traffic flow to the capital of Ukraine, Kyiv, is generated by the satellite town Brovary, so the transport situation here is tense. The marketing research results of the possibilities of private cars drivers switching to the use of public transport in this connection are presented.