MANAGEMENT OF CUSTOMER VALUE TRAJECTORY CREATION IN SERVICE PROCESS

ABSTRACT

Bakalinsky O. V. Management of customer value trajectory сreation in service process. Visnyk of the National Transport University. Series «Economic sciences». Scientific and Technical Collection. - K.: NTU, 2021. - Issue 2 (49).

The aim of the study - development and testing of marketing tools that allow to analyze the trajectory of creation of clients attitude to the service, the results of its application are clear and understandable to the management of the service provider, and the conclusions from analysis of trajectory are more fully than known approaches can rationalize the management of elements of customer service value.

Methods - passenger survey, measuring the consumer value of trips by public transport based on Likert scale, measuring the level of passenger satisfaction with public transport service based on semantic differential, development of cascade charts of trajectory of customer value of passenger transportation service.

Results. When interacting with the market, rational management of the customer service value is an important factor of goals achieving by service provider. Customer service value is the client's feeling of the difference between the benefits and the sacrifices gained in the process and the outcome of the service. To improve service, the provider usually measures the client's perception of the service process at its some control points and (or) by specific elements of its customer value. Measurements of custormer service value are made in the form of client's attitude using various ordinal scales. At this case the client's attitude is a static indicator. The service provider often has no idea about the path of client's consciousness changed before measuring the customer service value. But the final measured level of customer service value depends on trajectory of forming the clien's attitude, so this information should be useful to manager. It can contribute to the further rationalization of managerial decisions aimed to improve the service. Based an example of public passenger transportation in city Kyiv shows how manager can uses the waterfall chart of customer value formation at managerial decisions to improve service.

KEYWORDS: SERVICE MARKETING, CUSTOMER SERVICE VALUE, TRAJECTORY OF ATTITUDE CREATION, SERVICE PROCESS, MANAGERIAL DECISIONS

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AUTHOR

Bakalinsky Oleksandr V., Doctor of Economics, professor, National Transport University, professor department of management, e-mail: anticrisiscrew@gmail.com, tel. +38 050 351 25 10, Україна, 01010, Kyiv, Omelyanovycha-Pavlenka Str., 1, r. 243, orcid.org/0000-0003-1215-7470.

REVIEWER

Melnyk T. S., Doctor of Economics, JSC Ukrzaliznytsia, Kyiv, Ukraine.

Vorkut T. A. Doctor of Tech Sci, professor, National Transport University, Kyiv, Ukraine.

Article language: Ukrainian

Open Access: http://publications.ntu.edu.ua/visnyk/49/003-014.pdf

Print date: 15.03.2021

Online publication date: 05.04.2021

 

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