High speed rail passenger segmentation and ticketing channel preference

A multi-channel strategy for the purposes of marketing and ticketing has been widely employed in various fields, including the transportation industry, yet few transportation studies have investigated ticket channel-related issues. This study thus adopts Taiwan High Speed Rail (THSR) as a case study to identify passengers’ perceptions regarding key factors that affect the channel preference through which they receive their services, particularly across a four-stage ticket purchasing process, including information enquiry, booking, payment, and ticket pick-up. To investigate these key factors, we base the framework of our research model upon customers’ perceived value perspective, adopting a multinomial logit model to examine the influence of channel attributes on HSR passengers’ preferences. The relationship among the decisions made by these passengers at each ticket purchasing stage is also examined. The findings of our study demonstrate that perceived risk, perceived benefit, and perceived ease of use are critical factors influencing passengers’ channel preference throughout the ticket-purchasing process. Perceptual differences are proven to exist due to various demographic factors and trip characteristics. The conclusions of this study have implications for THSR management to design appropriate ticketing channel services for certain types of passengers and can also be generally applied to multiple distribution channels in conventional railway system and intercity bus services.