Abstract
This study aims to explore how customer segments are characterised by leisure and mobility orientations. By means of a survey, Swiss rail customers’ socioeconomic and trip profiles as well as attitudes towards taking the rail in their leisure time were collected. Respondents were free to take part in the survey by telephone or online, resulting in 1235 full interviews. A principal component analysis followed by segmentation through cluster analysis was conducted to derive their socio-economic and trip profiles and collect data on their attitudes towards using rail in their leisure time. Five railway customer segments were established, each demonstrating typical leisure orientations and specific attitudes towards the use of rail in leisure time and on tourist trips. This paper contributes to understanding the salient preferences of each segment and provides transport companies with clear indications for developing market-oriented offerings.
Highlights
Customer-oriented marketing of mobility services is based on several customer characteristics
This study aims to explore how customer segments are characterised by leisure and mobility orientations
Customer segmentation in the public transport domain can be based on such mobility styles if individual groups of the population differ greatly in terms of their mobility orientations and use of mobility services; e.g., if they use the train to a different extent and in different ways for excursions depending on their mobility style or use combination offers for travel and tourist services
Summary
Customer-oriented marketing of mobility services is based on several customer characteristics. Customer segmentation in the public transport domain can be based on such mobility styles if individual groups of the population differ greatly in terms of their mobility orientations and use of mobility services; e.g., if they use the train to a different extent and in different ways for excursions depending on their mobility style or use combination offers for travel and tourist services In such cases, precise knowledge of these mobility styles offers added value compared to customer segmentations based only on a few sociodemographic characteristics or behavioural traits. Precise knowledge of these mobility styles offers added value compared to customer segmentations based only on a few sociodemographic characteristics or behavioural traits This is because it enables more precise determination of what customers in individual mobility style groups prefer in their leisure time, when travelling, and how they feel about the use of railways as a means of transport for leisure activities in everyday life or for travel activities [8].
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
