Customer engagement and value co-creation in public transport services: A study of railway services in Wales

卡迪夫大学和威尔士交通部之间的合作项目，TfW铁路服务旨在为威尔士及其社区提供优质的铁路服务。威尔士铁路服务现代化和转型的主要挑战之一是公众对当前服务的不利看法。为了提高客户参与度和体验，本研究提出共同创造作为一种现代观点，TfW铁路服务的客户积极参与价值创造过程的设计和实施，符合服务主导逻辑方法（SDL）（Vargo和Lusch，2008）。这与公共交通服务的客户是被动接受者的传统观点形成对比（Lovelock等人，1987年）。SDL假设价值总是由受益人决定的多个参与者共同创造的，这种价值将导致增强的消费体验（Vorre-Hansen，2017年; Saarijärvi等人，2013年）。许多研究已经推进了对共同创造驱动因素的理解（Breidbach等人，2013; Payne等人，2009年）。然而，只有少数人进行了实证研究，试图评估共同创造对消费者行为的影响（Navarro等人，2016年），只有一个在铁路部门的背景下这样做（Gebauer等人，2010年）。研究目的/问题：Gebauer等人（2010年）确定了五个共同创造要素：（一）客户参与;（二）自助服务;（三）客户体验;（四）解决问题;（五）共同设计，这可以导致公共交通服务的绩效改进。该项目旨在通过解决以下研究问题来提供客户洞察力：1。顾客对价值的看法和他们对目前铁路服务的体验是什么？2.公共铁路服务的客户价值主张是什么？3.我们如何在铁路服务业中嵌入所确定的五个价值共创要素？

Collaborative project between Cardiff University and Transport for Wales, TfW Rail Services aims to deliver an excellent railway service for Wales and its communities. One of the main challenges in addressing the modernisation and transformation of railway services in Wales is the public's unfavourable perceptions towards the current service. To enhance customer engagement and experience, this study proposes co-creation as a modern view where the customers of TfW Rail Services are active participants in the design and implementation of the value-creation process, in line with the Service-Dominant Logic approach (SDL) (Vargo and Lusch, 2008). This contrasts the traditional view that customers of public transport services are passive receivers (Lovelock et al., 1987). The SDL posits that value is always co-created between multiple actors, determined by the beneficiary, and such value will lead to an enhanced consumption experience (Vorre-Hansen, 2017; Saarijärvi et al., 2013). A number of studies have advanced understanding of drivers of co-creation (Breidbach et al., 2013; Payne et al., 2009). However, only a few have carried out empirical research in an attempt to assess the impact of co-creation on consumer behaviour (Navarro et al., 2016) and only one has done so in the context of the railway sector (Gebauer et al., 2010). Research Aim/Questions: Gebauer et al. (2010) identified five co-creation elements: (i) customer engagement; (ii) self-service; (iii) customer experience; (iv) problem-solving; and (v) co-design, which can lead to performance improvements in public transport services. This project aims to provide customer insight by addressing the following research questions: 1. What are the customer perceptions of value and their experience of the current rail service? 2. What are the customer value propositions for a public rail service? 3. How do we embed the identificed five value co-creation elements within the railway service industry?