Marketing Research on Passenger Satisfaction With Public Transport Service in the City of Belgrade

  • Branislav Radnović Educons University, Faculty of Business Economy
  • Radenko Miloš Marić Educons University, Faculty of Business Economy
  • Vladana Radnović Raiffeisen bank a.d., Belgrade
  • Milena Ilić Public Enterprise “City Housing Services“, Belgrade
  • Dragan Lukač Regional Chamber of Commerce Novi Sad
Keywords: transport, public transport, marketing research, marketing strategy, elements of marketing mix, passengers, satisfaction,

Abstract

The aim of this paper is to determine, based on conducted marketing research, the level of passenger satisfaction with public transport services for the purpose of making better marketing decisions in the example of the City of Belgrade. The main task is to test the hypothesis on the existence of significant influence of factors, such as quality service, attitude and behaviour of employees (e.g. driver), adequate informing, quality of vehicles, line routes and timetable, on passenger satisfaction. Correlation coefficient and regression analysis were used for interpreting the obtained results and examining the formulated hypothesis. Empirical research has shown that there is a significant correlation between the aforementioned factors and passenger satisfaction with public transport services. The obtained results provided recommendations and guidelines for improving and increasing the quality of public transport services. The research results also provide the basis for future research that could examine the relationship between passenger satisfaction with services and sub-groups within the analyzed factors.

Author Biographies

Branislav Radnović, Educons University, Faculty of Business Economy
Department of marketing and management
Radenko Miloš Marić, Educons University, Faculty of Business Economy
Department of marketing and management

References

Radnović B. Marketing Services. Sremska Kamenica: Faculty of Business Economy; 2013.

Veljković S. Marketing Services. Beograd: Ekonomski fakultet; 2009.

Maričić B. Consumer Behavior. Beograd: Faculty of Economics; 2005.

Schiffman LG, Kanuk LL. Consumer Behaviour [in Croatian]. Zagreb: Mate; 2004.

Grubor A, Milicevic N, Mijic K. Empirical Analysis of Inventory Turnover Ratio in FMCG Retail Sector - Evidence from the Republic of Serbia, Inzinerine Ekonomika - Engineering Economics. 2013;24(5):401-407. doi:10.5755/j01.ee.24.5.3546

Hanić H. Marketing Management. Beograd: Belgrade Banking Academy; 2008.

Alpopi C, Manole C. Qualitative analysis of urban public transportation in Bucharest. Management research and practice. 2012;4(2):68-86.

Djokic N, Salai S, Kovac-Znidersic R, Djokic I, Tomic G. The Use of Conjoint and Cluster Analysis For Preference-Based Market Segmentation. Inzinerine Ekonomika - Engineering Economics. 2013;24(4):343-355. doi:10.5755/j01.ee.24.4.3118

Salai S, Božidarević D. Marketing Research. Beograd: Savremena administracija; 2001.

Vemić J, Marić R, Jotić J. A Comparative Analysis of Contribution of Human Resource Management to Organizational Performance of Banks in Serbia. Industrija. 2013;41(4):91-108. doi:10.5937/industrija41-4487

Vojnović B, Vojnović D, Grujić D. Domestic Companys Management in the Circumstances of Economic Crisis. Industrija 2011;39(1):201-216.

Gladović P, Simeunović M. Public Transport Case Study. Inđija: SO; 2010.

Tijunaitiene R, Petukiene E, Damkuviene M. Participation of Clients in Public Services: the Aspect of Motivating. Inzinerine Ekonomika - Engineering Economics. 2012;23(3):301-309. doi:10.5755/j01.ee.23.3.1375

Kulović M, Drašković D. Quality parameters of city’s public passenger transportation [in Serbian]. Proceedings of 7th Scientific Conference with international participation Quality 2011; 2011 June 1-4; Neum, Bosnia and Herzegovina; 2011. Available from: http://www.quality.unze.ba/zbornici/QUALITY%202011/173-Q11-148.pdf

Banyte Ј, Gudonaviciene R, Grubys D. Changes in Marketing Channels Formation. Inzinerine Ekonomika - Engineering Economics 2011;22(3):319-329. doi:10.5755/j01.ee.22.3.522

Dell’Olio L, Ibeas A, Cecin P. The quality of services desired by public transport users. Transport Policy 2001;18(1):217-227. doi:10.1016/j.tranpol.2010.08.

Published
2015-03-02
How to Cite
1.
Radnović B, Marić RM, Radnović V, Ilić M, Lukač D. Marketing Research on Passenger Satisfaction With Public Transport Service in the City of Belgrade. PROMET [Internet]. 2015Mar.2 [cited 2019Jun.19];27(1):47-. Available from: http://traffic.fpz.hr/index.php/PROMTT/article/view/1522
Section
Articles