THE IMAGE OF THE RAILWAY AS A FACTOR OF SATISFACTION OF THE PASSENGERS NEEDS IN MOBILITY

The research is devoted to the study of the relationship between the image of the railway and customer satisfaction in mobility. The various approaches to determining the state of the image and meeting the needs of passengers in mobility were analyzed, as well as outlined approaches to managing the image. With the help of empirical research, factors of meeting the needs of passengers, affecting their attitude to the railway, and meet the mobility needs of passengers. It is determined that the image is created in two main ways: personal, associated with his own experience and the attitude of the passenger, the pleasure of his mobility needs; information, due to the information in the knowledge base about the image object. A significant causal relationship has been established between the negative image indicator and the integral indicator of satisfaction with railway movements. A methodology for assessing the image characteristics of the railway has been developed, and an image correction model has been built. It was proposed to move from individual actions to improve passenger transport services to a comprehensive passenger service strategy, in order to create a positive image of the railway and meet the mobility needs of passengers.