Kundenwerttreiber, Kundenverhalten und Zahlungsbereitschaft von Bahnkunden beim Kauf eines GAs
Type
applied research project
Start Date
01 July 2012
End Date
30 May 2014
Status
completed
Keywords
SBB
Zahlungsbereitschaft
Kundenverhalten
Description
Das Ziel des vorliegenden Projekts ist die Ermittlung der zentralen Kundenwerttreiber und deren Einfluss auf die Zahlungsbereitschaft beim GA Kauf. Darüber hinaus verfolgt es den Zweck zentrale Konsumententypologien beim GA Kauf zu beschreiben. Das Projekt baut auf dem Kundenwert (Nutzen und Treiber der Zahlungsbereitschaft) und dem Kundenverhalten (Prozess und Treiber der Zahlungsbereitschaft) auf. Ein Abgleich mit anderen Projekten am SBB Lab ("Alternative Preissysteme", "Kostenteiler Nutzer/Staat") wird vorgenommen, sodass sich die Projekte ideal ergänzen.
Leader contributor(s)
Member contributor(s)
Funder(s)
Topic(s)
Consumer behavior
Method(s)
Means-end analysis
hard laddering
choice based conjoint analysis
Range
HSG Internal
Range (De)
HSG Intern
Division(s)
Eprints ID
216867

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  • Publication
    Purchasing a General Ticket - a Means End Approach
    (Federal University of Rio de Janeiro, 2013-07-15)
    Wittmer, Andreas
    ;
    Riegler, Barbara
    ;
    Joao, Victor
    Consumer behavior or decision making by consumer can be viewed from different perspectives. In the case of the underlying study judgment and decision theory and systematic versus heuristic decision making build bases for the research discussion. The buying behavior of season tickets underlies a complex decision process. The railway customer can deal with complexity in two ways. Either he decides on the based on heuristics of his rather emotional beliefs or systematic based on a rational calculation. The goal of the study is the explanation of the two consumer typologies when buying seasonal tickets along the continuum from rather heuristically to systematically made decisions. Drivers for a rather heuristically based vs. a systematically based decision process under consideration of endogenous and exogenous factors and the willingness to pay are evaluated. Literature review is used to find relevant heuristic and systematic decision factors. Further expert interviews verify those factors. Primary research with railway customers in Switzerland is conducted using implicit and explicit research methods to find the relevance of factors influencing a buying decision. Results show the decision process of rail season ticket customers. It is shown that convenience factors have a greater impact on season ticket sales than systematic factors. Furthermore, it is shown that customers who base their buying decisions on heuristic convenience factors rather than systematic price calculations are less price sensitive. Elements of customer benefits have come out of the research. From those benefits factors which make rail travels more valuable will be derived. The knowledge of the impact of heuristic and systematic factors on the buying decision of seasonal railway tickets allows an explanation of willingness to pay for those tickets.
    Type: conference paper
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/88969