1. The research problem
(a) Background
Melbourne’s transportation structure, and more importantly the tram system plays a crucial role in the lives of many Melbournians providing them with a mode of transport, whether that be travelling to work, education or leisure activities. Obtaining a greater understanding of customer’s satisfaction towards Yarra Trams’ service will assist in determining the strengths of the service, but also areas for improvement. Google Trends data (Appendix A) reveals that there has been a decrease in interest the tram service. Therefore, this report will provide a framework for undertaking research to better understand customer satisfaction and in turn, where they can improve. (b) Statement of the Problem
MRP Statement: “to better understand customer satisfaction with Melbourne’s tram system.” Components: • Customer satisfaction with the service provided by Yarra trams (staff) (the tram service itself e.g. disruptions, service availability, seating, cleanliness etc.) • To identify the satisfaction of all customers across different demographic groups e.g. age, culture, religion. • To investigate the different level of satisfaction amongst different usage profiles (e.g. frequent vs rare users) 2. Research Approach (a) Research questions RQ1: “Does satisfaction with Melbourne’s tram network differ across customer income groups?” Component: Satisfaction with tram service (reliability) Constructs: Income Variables: Customer income group, Customer satisfaction score RQ2: “Does satisfaction with Melbourne’s tram network differ from that with Melbourne’s train network?” Component: Satisfaction with tram service (reliability) Constructs: Mode of travel Variables: Mode of travel (trams vs trains), Customer satisfaction score RQ3: “Do men and women differ in their satisfaction with tram staff?” Component: Satisfaction with tram service (staff) Constructs: Gender Variables: Gender, Customer satisfaction score RQ4: “Does satisfaction with tram staff differ across customer age groups?” Component: Satisfaction with tram service (staff) Constructs: Age Variables: Customer age group, Customer satisfaction score RQ5: “Does frequency of use affect customer satisfaction with Melbourne’s tram network?” Component: Satisfaction with tram service (reliability) Constructs: Frequency Variables: Frequency of use, Customer satisfaction score RQ6: “Does age influence the frequency of usage of Melbourne’s tram network?” Component: Satisfaction across different usage frequencies Constructs: Age Variables: Age, frequency of usage RQ7: “Does income affect the frequency of usage of Melbourne’s tram network?” Component: Satisfaction across different usage frequencies Constructs: Income Variables: Income, frequency of usage RQ8: “Does place of residence affect the frequency of usage of Melbourne’s tram network?” Component: Satisfaction across usage frequencies Constructs: Location (residence) Variables: Place of residence, frequency of use RQ9: “Does satisfaction with Melbourne’s tram network differ between domestic and foreign customers?” Component: Satisfaction with tram service (reliability) Constructs: Origin Variables: Origin, Customer satisfaction score RQ10: “Does price affect the age of people who travel on Melbourne’s tram network?” Component: Satisfaction across demographics Constructs: Price Variables: Price, age of passengers RQ11: “Do perceptions of safety on Melbourne’s tram network affect customer satisfaction?” Component: Satisfaction with tram service Constructs: Security Variables: Perception of safety, customer satisfaction score RQ12: “Does customer satisfaction with Melbourne’s tram network differ across places of residence?” Component: Satisfaction with tram service (reliability) Constructs: Location (residence) Variables: Place of residence, Customer satisfaction score RQ13: “Does length of journey (travel time) affect …show more content…
a)1 or less days a month
b) 2 to 4 days a month
c) 1-3 days a week
d) 4-6 days a week
e) 7 days a week
(13) From your previous experiences with Metro Trains, overall how would you rate your previous experiences with the RELIABILITY of Metro Trains services. (1 being extremely unreliable and 5 being very reliable)
Extremely unreliable: 1--2--3--4--5--Extremely reliable
(14) From your previous experiences with Metro Trains, overall how would you rate your OVERALL SATISFACTION with Metro Trains services (1 being Not satisfied, 3 being neither satisfied nor dissatisfied and 5 being extremely satisfied)
Not Satisfied: 1--2--3--4--5-- Very Satisfied
Back to Yarra Trams, overall, how much do you agree with the following statements
(15) ‘I find Yarra Trams staff to be very friendly’. Do you agree or disagree?
a) Strong Agree
b) Agree
c) Neither agree or disagree
d) Disagree
e) Strongly Disagree
(16) ‘I feel safe while utilising Yarra Trams service’ Do you agree or disagree?
a) Strong Agree
b) Agree
c) Neither agree or disagree
d) Disagree
e) Strongly Disagree
(17) Have you had any of the following occur whilst using Yarra Trams services in the past 6 months? (Check all that
(a) Background
Melbourne’s transportation structure, and more importantly the tram system plays a crucial role in the lives of many Melbournians providing them with a mode of transport, whether that be travelling to work, education or leisure activities. Obtaining a greater understanding of customer’s satisfaction towards Yarra Trams’ service will assist in determining the strengths of the service, but also areas for improvement. Google Trends data (Appendix A) reveals that there has been a decrease in interest the tram service. Therefore, this report will provide a framework for undertaking research to better understand customer satisfaction and in turn, where they can improve. (b) Statement of the Problem
MRP Statement: “to better understand customer satisfaction with Melbourne’s tram system.” Components: • Customer satisfaction with the service provided by Yarra trams (staff) (the tram service itself e.g. disruptions, service availability, seating, cleanliness etc.) • To identify the satisfaction of all customers across different demographic groups e.g. age, culture, religion. • To investigate the different level of satisfaction amongst different usage profiles (e.g. frequent vs rare users) 2. Research Approach (a) Research questions RQ1: “Does satisfaction with Melbourne’s tram network differ across customer income groups?” Component: Satisfaction with tram service (reliability) Constructs: Income Variables: Customer income group, Customer satisfaction score RQ2: “Does satisfaction with Melbourne’s tram network differ from that with Melbourne’s train network?” Component: Satisfaction with tram service (reliability) Constructs: Mode of travel Variables: Mode of travel (trams vs trains), Customer satisfaction score RQ3: “Do men and women differ in their satisfaction with tram staff?” Component: Satisfaction with tram service (staff) Constructs: Gender Variables: Gender, Customer satisfaction score RQ4: “Does satisfaction with tram staff differ across customer age groups?” Component: Satisfaction with tram service (staff) Constructs: Age Variables: Customer age group, Customer satisfaction score RQ5: “Does frequency of use affect customer satisfaction with Melbourne’s tram network?” Component: Satisfaction with tram service (reliability) Constructs: Frequency Variables: Frequency of use, Customer satisfaction score RQ6: “Does age influence the frequency of usage of Melbourne’s tram network?” Component: Satisfaction across different usage frequencies Constructs: Age Variables: Age, frequency of usage RQ7: “Does income affect the frequency of usage of Melbourne’s tram network?” Component: Satisfaction across different usage frequencies Constructs: Income Variables: Income, frequency of usage RQ8: “Does place of residence affect the frequency of usage of Melbourne’s tram network?” Component: Satisfaction across usage frequencies Constructs: Location (residence) Variables: Place of residence, frequency of use RQ9: “Does satisfaction with Melbourne’s tram network differ between domestic and foreign customers?” Component: Satisfaction with tram service (reliability) Constructs: Origin Variables: Origin, Customer satisfaction score RQ10: “Does price affect the age of people who travel on Melbourne’s tram network?” Component: Satisfaction across demographics Constructs: Price Variables: Price, age of passengers RQ11: “Do perceptions of safety on Melbourne’s tram network affect customer satisfaction?” Component: Satisfaction with tram service Constructs: Security Variables: Perception of safety, customer satisfaction score RQ12: “Does customer satisfaction with Melbourne’s tram network differ across places of residence?” Component: Satisfaction with tram service (reliability) Constructs: Location (residence) Variables: Place of residence, Customer satisfaction score RQ13: “Does length of journey (travel time) affect …show more content…
a)1 or less days a month
b) 2 to 4 days a month
c) 1-3 days a week
d) 4-6 days a week
e) 7 days a week
(13) From your previous experiences with Metro Trains, overall how would you rate your previous experiences with the RELIABILITY of Metro Trains services. (1 being extremely unreliable and 5 being very reliable)
Extremely unreliable: 1--2--3--4--5--Extremely reliable
(14) From your previous experiences with Metro Trains, overall how would you rate your OVERALL SATISFACTION with Metro Trains services (1 being Not satisfied, 3 being neither satisfied nor dissatisfied and 5 being extremely satisfied)
Not Satisfied: 1--2--3--4--5-- Very Satisfied
Back to Yarra Trams, overall, how much do you agree with the following statements
(15) ‘I find Yarra Trams staff to be very friendly’. Do you agree or disagree?
a) Strong Agree
b) Agree
c) Neither agree or disagree
d) Disagree
e) Strongly Disagree
(16) ‘I feel safe while utilising Yarra Trams service’ Do you agree or disagree?
a) Strong Agree
b) Agree
c) Neither agree or disagree
d) Disagree
e) Strongly Disagree
(17) Have you had any of the following occur whilst using Yarra Trams services in the past 6 months? (Check all that