What drives college-age generation Ys perceived value on high speed rail

Abstract

The need for efficient and sustainable transport infrastructure has led to significant growth in the development of high-speed rail networks. However, the central question for advocates of sustainable transport is how to increase the use of high speed rail. Generation Y (Gen Y) has emerged with youthful values which will rival Baby Boomers' market dominance. The concept of perceived value is closely linked to customers' satisfaction, loyalty, repurchase and profitability. Therefore, the objective of this research is to identify and describe the perceived value drivers of generation Y's perceived value on high speed rail. The data collection in this study was conducted through a series of focus group discussions. Researchers have explored Gen Y members' perceived value and grouped into five dimensions: (1) functional value; (2) social value; (3) emotional value; (4) epistemic value; and (5) conditional value. In this endeavor, the values of this study could offer high speed rail marketers initial insight to encourage Generation Y's use of high speed rail, and further applying in other public transit for the development of sustainable transportation.

Age Segmentation for Predicting Behavioural Intention of Using Railway Services in Indonesia

“…Therefore, H 6 and H 11 are supported. This result is consistent with previous research (Chao et al, 2012;Park et al, 2004). The findings demonstrate that younger passengers will have higher perceived values and they associate the company with good corporate image if they perceived the service quality to be high.…”

“…Therefore, H 8 and H 11 are supported. This finding is consistent with prior empirical works (Chao et al, 2012;Park et al, 2004). As indicated in Table 8 (model 4), service quality (β=0.548, t=1.876***) and corporate image (β=0.526, t=3.934***) affect customer satisfaction while perceived value (β=0.134, t=0.578) does not play any significant role in predicting customer satisfaction.…”

“…Previous literature (Chao, Shyr, Chao, & Tsai, 2012) has established a relationship between perceived value and service quality in which service quality was found to influence perceived value. Chao et al…”

“…For instance, in Taiwan, Gen Y passengers were found to enjoy the high speed rail and they felt relaxed when taking the service. This Age Segmentation for Predicting Behavioural Intention of Using Railway Services in Indonesia factor inadvertently, also affected their perception on service quality (Chao et al, 2012).…”