Resumen de Changing consumer behavior paradigms: : does passenger age impact factors influencing MRT usage?
Sanjai Parahoo, Heather Harvey, Gihad Radi
Mass Rapid Transit (MRT) services including metro and tram services are designed to convey large volumes of passengers, while tackling congestion and environmental concerns faced in large urban areas. However, MRT involves a major capital outlay, and in order to recoup their investment and to leverage the environmental benefits of MRT services, operators must determine novel approaches to motivate widespread use of the service. It is known that age often impacts consumer behavior, while many of the growing markets in Asia have a much younger demographic profile compared with western markets that could impact traditional models and accepted practices for achieving customer loyalty. In this regard, a conceptual model of consumer behavior in MRT services was tested using structural equation modeling based on age segmentation, with data collected from Dubai metro passengers. While service quality, corporate reputation and engagement were all determinants of perceived value for those over 30 years (p<0.05), for younger passengers (<30 years) only reputation was found to influence value. The overriding effect of reputation influencing consumer behavior, particularly for younger consumers, using the Dubai metro ran contrary to the traditional findings where quality has been the key determinant of value. The reasons and implications of the preponderant role of corporate reputation in visible services in a collectivist Asian culture are discussed and suggestions are made to motivate the enhanced use of metro services.
