Analysing weekend city travellers' customer value to business

Abstract

The purpose of this research is to analyse the customer values of weekend city travellers for creating customer knowledge of the city's government facilities for marketing. The most important issue for the weekend travellers is the ‘transport arrangements in Taipei city’. The research proposed a transport economical model (convenience, time and fare (CTF) model) for recognising travellers' preferences on vehicle selections, and travel agencies can apply the proposed model in their marketing systems. The research methods include the proposed CTF model, recency, frequency and monetary (RFM) model, the proposed equation (CV-RFM equation) and analytic hierarchy process procedure. This research discovers and ranks the travellers' values. The research also segments the traveller database into three value markets. Hence, the value of the findings can enhance the satisfaction of city travellers (domestic or international travellers) and enhance the travel growth rates. However, marketing systems or customer relationship management systems of travel agencies can also apply this framework on systems for daily transport routines. The data can be analysed for helping urban government to arrange public transportation for city weekend travellers.