mirМИР (Модернизация. Инновации. Развитие)MIR (Modernization. Innovation. Research)2079-46652411-796XSchool of Public Administration10.18184/2079-4665.2023.14.3.484-499ahfknwmir-1538Research ArticleРАЗВИТИЕRESEARCHВлияние потребительского опыта на оценку воспринимаемой транспортной доступности в мегаполисеThe influence of consumer experience on the assessment of perceived transport accessibility in the metropolishttps://orcid.org/0000-0003-2455-3622ЛукинаА. В.LukinaA. V.

Лукина Анастасия Владимировна, доктор экономических наук, профессор; профессор кафедры маркетинга

Researcher ID: AAD-7230-2020, Scopus Author ID: 57200269901

Москва

Anastasia V. Lukina, Doctor of Economic Sciences, Professor of the Marketing Department

Researcher ID: AAD-7230-2020, Scopus Author ID:57200269901

Moscow

Lukina.AV@rea.ruhttps://orcid.org/0000-0001-7322-8063ТимохинаГ. С.TimokhinaG. S.

Тимохина Галина Сергеевна, кандидат экономических наук, доцент; доцент кафедры маркетинга

Researcher ID: M-4416-2016, Scopus Author ID: 57221204007

Москва

Galina S. Timokhina, Candidate of Economic Sciences, Associate Professor of the Marketing Department

Researcher ID: M-4416-2016, Scopus Author ID: 57221204007

Moscow

Timohina.GS@rea.ruhttps://orcid.org/0000-0001-7762-010XМуртузалиеваТ. B.MurtuzalievaT. V.

Муртузалиева Таира Велимагомедовна, кандидат экономических наук, доцент; доцент кафедры маркетинга

Researcher ID: L-1710-2018, Scopus Author ID: 57198420985

Москва

Galina S. Timokhina, Candidate of Economic Sciences, Associate Professor of the Marketing Department,

Researcher ID: M-4416-2016, Scopus Author ID: 57221204007

Moscow

Murtuzalieva.TV@rea.ruhttps://orcid.org/0000-0001-8471-2395МхитарянС. В.MkhitaryanS. V.

Мхитарян Сергей Владимирович, доктор экономических наук, профессор, профессор кафедры маркетинга

Researcher ID: АВС-9288-2021, Scopus Author ID: 57188741772

Москва

Sergey V. Mkhitaryan, Doctor of Economic Sciences, Professor of the Marketing Department, 

Researcher ID: АВС-9288-2021, Scopus Author ID: 57188741772

Moscow

Mkhitaryan.SV@rea.ruhttps://orcid.org/0000-0002-4033-2937СидорчукР. Р.SidorchukR. R.

Сидорчук Роман Роальдович, доктор экономических наук, профессор, профессор кафедры маркетинга

Researcher ID: D-4239-2009, Scopus Author ID: 56426297800

Москва

Roman R. Sidorchuk, Doctor of Economic Sciences, Professor of the Marketing Department, 

Researcher ID: D-4239-2009, Scopus Author ID: 56426297800

Moscow

Sidorchuk.RR@rea.ruРоссийский экономический университет имени Г. В. ПлехановаРоссияPlekhanov Russian University of EconomicsRussian Federation202312102023143484499Copyright © Лукина А.В., Тимохина Г.С., Муртузалиева Т.B., Мхитарян С.В., Сидорчук Р.Р., 20232023Лукина А.В., Тимохина Г.С., Муртузалиева Т.B., Мхитарян С.В., Сидорчук Р.Р.Lukina A.V., Timokhina G.S., Murtuzalieva T.V., Mkhitaryan S.V., Sidorchuk R.R.Данная работа распространяется под лицензией Creative Commons Attribution 4.0.This work is licensed under a Creative Commons Attribution 4.0 License.https://www.mir-nayka.com/jour/article/view/1538

Цель работы – оценка влияния потребительского опыта, выраженного показателями частоты пользования услугами наземного городского пассажирского транспорта (НГПТ), на восприятие потребителями транспортной доступности в г. Москве.

Методы

Методы. Проверка гипотез исследования проведена на основе метода измерений восприятия транспортной доступности по 17ти атрибутам. Онлайн-анкетирование восприятия транспортной доступности по этим атрибутам проводилось на репрезентативной выборке объемом 1500 наблюдений в г. Москве. Достоверность результатов проверялась с помощью критерия хи-квадрат при уровне значимости 5%.

Результаты работы

Результаты работы. Подтверждена гипотеза о наличии положительной взаимосвязи переменных «частота использования» и «восприятие доступности наземного городского общественного транспорта» по 17-ти атрибутам. В рамках проверки второй гипотезы, по 7-ми атрибутам из 17-ти выявлены различия в оценках восприятия транспортной доступности разными категориями пассажиров, в зависимости от частоты использования транспорта. Фокус на негативном опыте потребителей с разной частотой использования транспорта позволил выделить два потребительских сегмента с большей долей неудовлетворенности. В силу разного потребительского опыта и природы неудовлетворенности предложены дифференцированные управленческие и маркетинговые решения для улучшения опыта этих потребителей и изменения их восприятия транспортной доступности в г. Москве.

Выводы

Выводы. Доказано, что восприятие транспортной доступности зависит от потребительского опыта и активности пользования услугами НГПТ. Определен оптимальный уровень пользования услугами транспорта, при котором формируется положительный потребительский опыт. Авторы полагают, что цифровизация экономики, тренды удаленной работы, планирование городской среды будут изменять транспортное поведение потребителей, способствовать уменьшению частоты поездок, приближая их к оптимальному уровню. Понимание взаимосвязей между частотой использования услуг НГПТ и различиями в восприятии потребителями отдельных атрибутов доступности транспорта позволит принимать решения по управлению транспортным поведением разных потребительских сегментов.

Purpose

Purpose: is to assess of the degree of influence of consumer experience, expressed in terms of the frequency of use of ground public transport services, on the perception of transport accessibility in Moscow by consumers of such services.

Methods

Methods: the research hypotheses were tested on the basis of the dimensions of the perception of transport accessibility for 17 attributes. An online survey of the perception of transport accessibility in terms of these attributes was conducted on a representative sample of 1,500 observations in Moscow. The significance of the results was tested using the chi-square test at a significance level of 5%.

Results

Results: the first hypothesis was confirmed about the presence of a positive relationship between the variables "frequency of use" and "perception of the availability of ground urban public transport" for seventeen attributes. As part of testing the second hypothesis for 7 out of 17 attributes, differences in the assessments of the perception of transport accessibility of different categories of passengers depending on the frequency of transport use were revealed. The focus of researchers on the negative experience of consumers with different frequency of use of transport made it possible to identify two consumer segments with a higher proportion of dissatisfied consumers relative. Due to different consumer experience and the nature of consumer dissatisfaction the authors propose differentiated management and marketing solutions to improve the experience of these consumers and change their perception of transport accessibility in Moscow.

Conclusions and Relevance: it has been proven that the perception of transport accessibility depends on consumer experience and frequency of use of Ground Urban Passenger Transport (GUPT) services. The optimal level of use of public transport services at which positive consumer experience is formed has been determined. The authors believe that digitization of the economy, remote work tendencies, and urban infrastructure planning will change the transport behavior of consumers, enabling passengers to reduce the number of trips, bringing them closer to the optimal level. Understanding the interrelation between the frequency of use of GUPT services and differences in consumer perceptions of individual attributes of transport accessibility allows us to make decisions on managing the transport behavior of different consumer segments.

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The authors declare that there are no conflicts of interest present.