Share:


A segmentation based analysis for measuring customer satisfaction in maritime transportation

Abstract

This study was conducted to profile customers according to the level of satisfaction with the service attributes of maritime public transport provided by Seabus Service Company (SSC), the sole provider of maritime transport in Istanbul. Such analysis needs to be conducted by considering market segments in terms of maritime transportation usage and post purchase behavior. This was accomplished by conducting quantitative research through face-to-face surveys of SSC passengers. According to the results by multivariate data analysis, including factor analysis and cluster analysis, six segments are revealed in terms of customer satisfaction level with the maritime service attributes. Moreover, there are significant differences among the segments in terms of usage frequency (travel frequency in this study), age and education level. Different strategies for different customer segments within the maritime passenger market to increase customer usage and satisfaction of maritime transportation in Istanbul are suggested from the findings. Thus, this paper provides guidelines for the Turkish Maritime Authorities as to how to expand maritime transportation usage in Istanbul, which is not only the largest city and the most crucial trade center of Turkey but also has the highest share of passenger maritime transportation in the country.


First published online 24 September 2015

Keyword : mass passenger public transport, statistical analysis, socio-economic characteristics, passenger transportation, customer satisfaction

How to Cite
Ekinci, Y., Uray, N., Ülengin, F., & Duran, C. (2018). A segmentation based analysis for measuring customer satisfaction in maritime transportation. Transport, 33(1), 104-118. https://doi.org/10.3846/16484142.2015.1079800
Published in Issue
Jan 26, 2018
Abstract Views
1379
PDF Downloads
951
Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

References

Ambrož, M.; Lotrič, B. 2009. Impact of a mediating role of repurchase intentions on customer retention, Promet – Traffic &Transportation 21(5): 341–348. http://dx.doi.org/10.7307/ptt.v21i5.249

Anderson, R. E. 1973. Consumer dissatisfaction: the effect of disconfirmed expectancy on perceived product performance, Journal of Marketing Research 10(1): 38–44. http://dx.doi.org/10.2307/3149407

Anderson, E. W.; Fornell, C.; Lehmann, D. R. 1994. Customer satisfaction, market share, and profitability: findings from Sweden, Journal of Marketing 58(3): 53–66. http://dx.doi.org/10.2307/1252310

Anderson, S.; Pearo, L. K.; Widener, S. K. 2008. Drivers of service satisfaction: linking customer satisfaction to the service concept and customer characteristics, Journal of Service Research 10(4): 365–381. http://dx.doi.org/10.1177/1094670508314575

Anderson, E. W.; Sullivan, M. W. 1993. The antecedents and consequences of customer satisfaction for firms, Marketing Science 12(2): 125–143. http://dx.doi.org/10.1287/mksc.12.2.125

Anderson, R. E.; Swaminathan, S. 2011. Customer satisfaction and loyalty in e-markets: a PLS path modeling approach, Journal of Marketing Theory and Practice 19(2): 221–234. http://dx.doi.org/10.2753/MTP1069-6679190207

Bedi, M. 2010. An integrated framework for service quality, customer satisfaction and behavioral responses in Indian banking industry – a comparison of public and private sector banks, Journal of Services Research 10(1): 170–183.

Birnerova, E. 2007. Assessment of customer satisfaction in public transport companies, Promet – Traffic &Transportation 19(3): 163–166.

Cardozo, R. N. 1965. An experimental study of customer effort, expectation, and satisfaction, Journal of Marketing Research 2(3): 244–249. http://dx.doi.org/10.2307/3150182

Chen, C.-F. 2008. Investigating structural relationships between service quality, perceived value, satisfaction, and behavioral intentions for air passengers: evidence from Taiwan, Transportation Research Part A: Policy and Practice 42(4): 709–717. http://dx.doi.org/10.1016/j.tra.2008.01.007

Chou, J.-S.; Kim, C.; Kuo, Y.-C.; Ou, N.-C. 2011. Deploying effective service strategy in the operations stage of highspeed rail, Transportation Research Part E: Logistics and Transportation Review 47(4): 507–519. http://dx.doi.org/10.1016/j.tre.2010.12.004

Churchill, G. A.; Surprenant, C. 1982. An investigation into the determinants of customer satisfaction, Journal of Marketing Research 19(4): 491–504. http://dx.doi.org/10.2307/3151722

Culiberg, B.; Rojšek, I. 2010. Identifying service quality dimensions as antecedents to customer satisfaction in retail banking, Economic and Business Review 12(3): 151–166.

De Ona, R.; Eboli, L.; Mazzulla, G. 2014. Key factors affecting rail service quality in the Northern Italy: a decision tree approach, Transport 29(1): 75–83. http://dx.doi.org/10.3846/16484142.2014.898216

Deng, T.; Nelson, J. D. 2012. The perception of bus rapid transit: a passenger survey from Beijing southern axis BRT line 1, Transportation Planning and Technology 35(2): 201–219. http://dx.doi.org/10.1080/03081060.2011.651885

EC. 2011a. Statistical Pocketbook 2011: EU Transport in Figures. 136 p. Available from Internet: http://ec.europa.eu/transport/facts-fundings/statistics/pocketbook-2011_en.htm

EC. 2011b. White Paper: Roadmap to a Single European Transport Area – Towards a Competitive and Resource Efficient Transport System. COM(2011) 144 final. 28.3.2011, Brussels. Available from Internet: http://eur-lex.europa.eu/legalcontent/EN/ALL/?uri=CELEX:52011DC0144

EC. 2001. White Paper: European Transport Policy for 2010: Time to Decide. COM(2001) 370 final. 12.9.2001, Brussels. 124 p. Availabe from Internet: http://ec.europa.eu/transport/themes/strategies/doc/2001_white_paper/lb_com_2001_0370_en.pdf

Fellesson, M.; Friman, M. 2008. Perceived satisfaction with public transport service in nine European cities, Journal of the Transportation Research Forum 47(3): 93–103.

Givoni, M.; Rietveld, P. 2007. The access journey to the railway station and its role in passengers’ satisfaction with rail travel, Transport Policy 14(5): 357–365. http://dx.doi.org/10.1016/j.tranpol.2007.04.004

Gustafsson, A.; Johnson, M. D.; Roos, I. 2005. The effects of customer satisfaction, relationship commitment dimensions, and triggers on customer retention, Journal of Marketing 69(4): 210–218. http://dx.doi.org/10.1509/jmkg.2005.69.4.210

Hair, J. F.; Anderson, R. E.; Tatham, R. L.; Black, W. C. 1995. Multivariate Data Analysis: with Readings. Prentice Hall College Div. 500 p.

Hallowell, R. 1996. The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study, International Journal of Service Industry Management 7(4): 27–42. http://dx.doi.org/10.1108/09564239610129931

IBB. 2011a. Nüfus ve demografik yapı. İstanbul Buyukşehir Belediyesi [Istanbul Metropolitan Municipality – IBB]. Available from Internet: http://www.ibb.gov.tr/SITES/KS/TR-TR/0-ISTANBUL-TANITIM/KONUM/Pages/Nufus_ve_Demografik_Yapi.aspx (in Turkish).

IBB. 2011b. Ekonomi. İstanbul Buyukşehir Belediyesi [Istanbul Metropolitan Municipality – IBB]. Available from Internet: http://www.ibb.gov.tr/sites/ks/tr-TR/0-Istanbul-Tanitim/konum/Pages/Ekonomi.aspx

IETT. 2011. Istanbul Electricity Tramway and Tunnel (IETT) General Management. Available from Internet: http://www.iett.gov.tr/en

Jain, S.; Aggarwal, P.; Kumar, P.; Singhal, S.; Sharma, P. 2014. Identifying public preferences using multi-criteria decision making for assessing the shift of urban commuters from private to public transport: a case study of Delhi, Transportation Research Part F: Traffic Psychology and Behaviour 24: 60–70. http://dx.doi.org/10.1016/j.trf.2014.03.007

Jen, W.; Hu, K.-C. 2003. Application of perceived value model to identify factors affecting passengers’ repurchase intentions on city bus: a case of the Taipei metropolitan area, Transportation 30(3): 307–327. http://dx.doi.org/10.1023/A:1023983627092

Ji, J.; Gao, X. 2010. Analysis of people’s satisfaction with public transportation in Beijing, Habitat International 34(4): 464–470. http://dx.doi.org/10.1016/j.habitatint.2009.12.003

Kim, J.-O.; Mueller, C. W. 1978. Introduction to Factor Analysis: What It Is and How to Do It. SAGE Publications, Inc. 80 p.

Lai, W.-T.; Chen, C.-F. 2011. Behavioral intentions of public transit passengers: the roles of service quality, perceived value, satisfaction and involvement, Transport Policy 18(2): 318–325. http://dx.doi.org/10.1016/j.tranpol.2010.09.003

Lu, C.-S. 2003. Market segment evaluation and international distribution centers, Transportation Research Part E: Logistics and Transportation Review 39(1): 49–60. http://dx.doi.org/10.1016/S1366-5545(02)00022-4

Malik, S. U. 2012. Customer satisfaction, perceived service quality and mediating role of perceived value, International Journal of Marketing Studies 4(1): 68–76. http://dx.doi.org/10.5539/ijms.v4n1p68

Ocak, İ. 2006. Kadıkoy–Kartal raylı taşıma sisteminin yeraltına alınmasının analizi [Analysis for taking Kadıkoy–Kartal rail system to underground], İstanbul Yerbilimleri Dergisi – Istanbul Journal of Earth Sciences 19(1): 77–89. (in Turkish).

Olawole, M. O.; Aloba, O. 2014. Mobility characteristics of the elderly and their associated level of satisfaction with transport services in Osogbo, Southwestern Nigeria, Transport Policy 35: 105–116. http://dx.doi.org/10.1016/j.tranpol.2014.05.018

Oliver, R. L. 1980. A cognitive model of the antecedents and consequences of satisfaction decisions, Journal of Marketing Research 17(4): 460–469. http://dx.doi.org/10.2307/3150499

Oliver, R. L. 1999. Whence consumer loyalty?, Journal of Marketing 63: 33–44. http://dx.doi.org/10.2307/1252099

Olshavsky, R. W.; Miller, J. A. 1972. Consumer expectations, product performance, and perceived product quality, Journal of Marketing Research 9(1): 19–21. http://dx.doi.org/10.2307/3149600

Park, J.-W. 2007. Passenger perceptions of service quality: Korean and Australian case studies, Journal of Air Transport Management 13(4): 238–242. http://dx.doi.org/10.1016/j.jairtraman.2007.04.002

Petrick, J. F. 2004. The roles of quality, value, and satisfaction in predicting cruise passengers’ behavioral intentions, Journal of Travel Research 42(4): 397–407. http://dx.doi.org/10.1177/0047287504263037

Pfaff, A. B. 1972. An index of consumer satisfaction, in Proceedings of the Third Annual Conference of the Association for Consumer Research, 3–5 November 1972, Chicago, IL, 713–737.

POAS. 2011. OMV Petrol Ofisi A.S. Available from Internet: http://gm.poas.com.tr/POASFIYAT/Fiyatlar.aspx?u=guest (in Turkish).

Reichheld, F. F. 2001. The Loyalty Effect: the Hidden Force behind Growth, Profits, and Lasting Value. Harvard Business School Press. 352 p.

Tarigan, A. K. M.; Susilo, Y. O.; Joewono, T. B. 2014. Segmentation of paratransit users based on service quality and travel behaviour in Bandung, Indonesia, Transportation Planning and Technology 37(2): 200–218. http://dx.doi.org/10.1080/03081060.2013.870792

Tataw, D. B.; Bazargan-Hejazi, S.; James, F. W. 2011. Health Services utilization, satisfaction, and attachment to a regular source of care among participants in an urban health provider alliance, Journal of Health and Human Services Administration 34(1): 109–141.

Tyrinopoulos, Y.; Antoniou, C. 2008. Public transit user satisfaction: variability and policy implications, Transport Policy 15(4): 260–272. http://dx.doi.org/10.1016/j.tranpol.2008.06.002

Valaskova, M.; Križanova, A. 2008. The passenger satisfaction survey in the regional integrated public transport system, Promet – Traffic &Transportation 20(6): 401–404.

Williams, P.; Naumann, E. 2011. Customer satisfaction and business performance: a firm‐level analysis, Journal of Services Marketing 25(1): 20–32. http://dx.doi.org/10.1108/08876041111107032

Zhang, W.; Gao, X. 2008. Spatial differentiations of traffic satisfaction and its policy implications in Beijing, Habitat International 32(4): 437–451. http://dx.doi.org/10.1016/j.habitatint.2008.01.005