Identifikace postojů spotřebitelů k službám železničních dopravců

Abstract

Transport and shipping services provided by railway operators play a significant role in today's world. The main objective of the thesis was to identify consumer attitudes towards these services. The relationship between passengers and individual carriers, as well as certain services offered by carriers, was examined based on primary data obtained through online surveys. Factors influencing passengers' purchasing decisions and their choice of carrier were investigated. Based on the collected data, the preferred carrier among passengers and the advantages each carrier has over its competitors were assessed. Specific improvements that carriers must make to retain customers and strengthen their position and competitiveness in the market were also identified. The theoretical foundations of consumer behavior were elucidated in the thesis. Research findings revealed that České dráhy are the most commonly chosen travel option among people, but the most preferred carrier is Regio Jet. A comparison of the "Top of Mind" research results among railway operators for the years 2022 and 2024 was conducted. The results showed that České dráhy still hold the "Top of Mind" position, but the number of respondents significantly decreased compared to 2022. Improvement in results was also observed for Regio Jet. If this trend continues, it is highly likely that Regio Jet will become the "Top of Mind" carrier in a few years. Based on the research findings and respondent feedback, proposals and recommendations were developed for individual carriers, focusing on enhancing services provided, competitiveness, and market position.