基于RFM模型的通勤人群公交忠诚度研究

Commuters' Loyalty to Public Transit Based on RFM Model

以上海市通勤人群公交使用情况问卷调查数据为依托,运用营销学领域中识别顾客忠诚度的RFM模型及相关统计学方法,从'行为忠诚'与'态度忠诚'两方面探讨乘客公交忠诚度的界定与划分,并结合公交服务质量,顾客满意度和顾客忠诚度的相关理论,重点分析上海市通勤人群公交忠诚度的分布情况,并在此基础上建立公交忠诚度影响因素分析模型.结果表明,约1/3受访者虽然目前表现出高强度的公交使用行为,但未来有向公共系统外的其他交通方式转移趋势和风险,而公交使用的态度忠诚度主要受年龄、教育背景、轨道交通票价、公交候车时间、行程时间稳定性及公交车厢拥挤程度影响.

Based on the data collected from commuters＇ transit usage questionnaire in Shanghai, this paper analyzes commuters＇ loyalty to public transit by the use of RFM model in marketing and some relevant statistical approaches. The definition and classification of the ＂loyalty＂ are discussed from two dimensions which can be denoted as ＂behavioral loyalty＂ and ＂attitudinal loyalty＂. Combined with theories on service level of bus transit, customer satisfaction and loyalty, the distribution of the interviewed commuter＇ s loyalty to public transit in Shanghai is given under the two dimensions. Then, casual model is also conducted to analyze the influence factor of the ＂loyalty＂. The results indicate that about 33% interviewed commuters who had shown a high-intensity usage of bus transit may transferred to other transport modes and the ＂loyalty＂ is influenced by age, education, ticket price, bus waiting time, stability of travel time and crowding.