Managing the competitiveness of Moscow underground (metro) based on consumer satisfaction

Abstract

This article presents an original methodology of consumer assessments of satisfaction with the quality of a product/service based on N. Kano's model; the article describes a study of customer satisfaction with the technical quality of Moscow underground (metro) services carried out in accordance with the methodology developed by the authors aimed at justifying management decisions to increase the competitiveness of metro system. Within the framework of the author's methodology, the relative importance of product attributes, including rail transport services, was determined; the calculation of descriptive statistics indicators for each attribute was carried out; for each attribute, the indices of influence on passengers' satisfaction and dissatisfaction with services were calculated according to R. Best method; the total index of attribute influence on consumer satisfaction was determined; the matrix for interpreting quality categories developed by M. Timko was modified; as well as a comprehensive determination of the impact of an attribute on consumer satisfaction. This methodology makes it possible to highlight problem points in the competitiveness of services and make management decisions to improve them. The authors propose the following management solutions to improve the competitiveness of Moscow underground (metro) services based on the developed methodology: making capital investments in the introduction of important and attractive attributes of technical quality of Moscow underground (metro) services for consumers; reducing costs of introducing quality attributes that are indifferent to consumers; increasing the presence of one-dimensional attributes of technical quality of Moscow metro services; monitoring technical quality attributes of a service and studying their perception by consumers.