关键词: 城市交通, 公交忠诚度, RFM模型, 通勤人群

Abstract:

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.

Key words: urban traffic, public transit loyalty, RFM model, commuters