Discussion of Elements affecting attitude towards rail privatisation and customer satisfaction

The major objective of the Customer Satisfaction (CS) research models was to recognise and evaluate the passenger satisfaction level in relation to the London Overground. Exploiting the seven research survey questions, it could assess the satisfaction of passengers in the London Overground. Moreover, from the regression model, it was found that the customer satisfaction and the privatisation are closely linked as, after the privatisation of London Overground, the customers began to utilise railway service compared to the previous years. Moreover, around 33.1 % of customers had a favourable attitude towards the privatisation of London Overground, and that showed the trust of customers on the London Overground to satisfy their travelling needs.

According to Besednjak, (2010), with reference to the customer satisfaction, it could be understood that there is close connection between the satisfaction of the passengers and rail privatisation. It can be understood that the privatisation of railways might have improved the customer satisfying elements and that ultimately could have come out in the form of

increased customer satisfaction. The satisfying elements may be in the form of increased facilities. As part of this, Gill (2017) argued that concerning the privatisation of the rail services in London, efficient information process and better trains were provided for the customers and that highly contributed for the enhancement of customer satisfaction. From this, it can say that the British Rail and in this case London Overground passengers began to get new or better trains and the renovated trains after the privatisation. Passengers began to enjoy the latest information regarding the train service through the latest rail information system. These all could be the reason for increased customer satisfaction.

Likewise, Gill (2017) also added that the privatisation enhanced the engagement in the activities of railway services and improved the level of customer satisfaction. One can argue that the increased engagement may be related to the passenger's engagement. As part of the privatisation, the passengers may begin to use or engage in the railway services due to the extraordinary services provided by the London Overground, unlike the other transport services. This may be a reason for the enhanced customer satisfaction. Likewise, the engagement of companies could be in the form of supporting to improve the railway services that finally benefits the passengers. Boardman et al., (2009) observed that the privatisation is the efforts of a country to abolish the constraints faced by the private firms or the individuals to deal with the assets of a country. Considering this, it can say that the private individuals and firms attained a chance to enhance the facilities of the London Overground and that might have led to the increase of customer satisfaction. Hence, it can be inferred that the privatisation improved the capability of London Overground to meet the requirements of the people that eventually drove to increase the customer satisfaction.

Regarding the satisfaction with the services and thereby the customer satisfaction, the argument of Gill (2017) is related and relevant. Gill (2017) suggest that the better services like efficient fleet trains and the latest information sharing system enhanced the customer satisfaction of London Overground passengers. Suleiman (2012) is of the view that in the present-day business, the customer satisfaction has significance in determining the success.

Hence, it may be due to the better service like cleanliness, safety and low fare that may lead to increase the customer satisfaction and thereby better business. It can be considered in the case of London Overground that the CS might have increased due to the better services that drove to the higher customer satisfaction. Here, the researcher understood the first important element that has been affecting the customer satisfaction in the London Overground.

The second element that illustrated the CS model is the elements affecting the customer satisfaction that lead to the customer satisfaction. From the literature, it is identified that Transport for London has many responsibilities while providing services to the people that include the safety, affordable ticket pricing and security (TFL, 2017). It can be argued that the TfL mentioned elements such as safety, security and affordable pricing could be considered as the major elements that determine the customer satisfaction. Lour et al., (2015) pointed out the significance of a few surprising elements and its importance in enhancing the customer satisfaction and the competitive advantage.

The elements mentioned by Lour et al., (2015) 1s m the form of service quality, dependability, fair fare, punctuality, etc., and these all lead to the high customer satisfaction. While going through many of the arguments regarding the elements of customer satisfaction, it can interpret that many internal and external elements are contributing to customer satisfaction, and as part of it, it was understood that the efforts of the organisations to meet the expectation of the customers generate value and that will be in the form of satisfaction. Chou et al., (2014) observed that the outstanding service quality drives the customers to take a positive attitude towards the railway services. Eboli and Mazzella (2012) stated that numerous elements positively influence the feelings and emotions of the customers and that results in the form of customer satisfaction.

The arguments of Chou et al. (2014) and Eboli and Mazzella (2012) can be interpreted as, many elements including the service qualities and reduced fares create a positive mentality among the passengers as it affects the feelings and emotions of the customers positively and that eventually aid to improve the customer satisfaction in the London Overground. From the descriptive statistics analysis, it could be found that regarding the London Overground services, the total customer satisfaction touched the top level, and for achieving these many elements are contributing. The element of ticket pricing is prominent among them. Apart from this, the previous experience, the past service knowledge of passengers regarding the London Overground services, the adopted measures to improve the services, customer service and environment of the railway stations are also important. From the survey, the researcher concluded that pricing is the prominent element that has been affecting the customer satisfaction in London Overground. However, like the pricing element, the punctuality, cleanliness, service quality and attractive station environment also contributing to the high customer in London Overground. From these all, it can conclude that the elements of customer satisfaction that had mentioned in the Customer Satisfaction Model are highly

contributing to the customer satisfaction in London Overground. From this, it can be inferred that the study has met the second objective of the current research by understanding one of the significant elements ( elements affecting the customer satisfaction) that affecting the customer satisfaction of rail passengers in the London Overground.

Thirdly, from the customer satisfaction model, it was found that the satisfaction with ticket pricing also contributes to the improvement of customer satisfaction. Chou et al., (2018) argue that in the railway industry, the pricing of ticketing has a significant role in the perception of the customers to choose the service or not. The work Lee (2009) is relevant here as he pointed out that, importantly three factors such as pricing, quality and expectation affect the customer satisfaction of a brand. Lee (2009) added that the brand that meets these factors in the goods and services would attain a competitive advantage in the market. Here one can argue that customer satisfaction mainly depends on price, quality and expectation and the companies which promote these factors will be able to achieve high customer satisfaction and thereby highly competitive advantage in the market.

Chou et al., (2018) also highlighted the significance of cost-effective service and thereby high customer satisfaction in the railway sector. It can interpret that, as part of the ticketing price, if the services are providing with affordable price, the passengers may be more willing to choose the services and conversely the high pricing leads to the boycotting of railway services. Gallup organisation (2011) reported that the services related to the ticketing are one of the three factors that decide the customer satisfaction. Chou and Chang (2014) say the customer satisfaction of railway service depends on the facilities that are available for the passengers inside and outside the railway station that importantly include the facilities regarding the process of ticketing. Thus, it can deduce that the satisfaction with the ticketing leads to the customer satisfaction. From the passenger survey using the descriptive statistics, it was found that the mean level of ticket pricing is comparatively higher than the other elements of customer satisfaction. This indicates that the medium ticket pricing after the privatisation of London Overground positively affected the customer satisfaction. Anyhow, it does not mean that the other elements are not contributing to the higher customer satisfaction.

The Pearson correlation analysis found that there is a close correlation between ticketing and the customer satisfaction and that also contribute to the higher customer satisfaction of

London Overground. From the correlation analysis, it also recognised the importance of improving the ticketing experience of the customers that will aid to sustain the existing customer satisfaction. Jupe and Funnell (2017), stated that in the London Overground the ticket fare decreased and the service qualities like punctuality and cleanliness have improved, and this can be equated with the improved customer satisfaction. Among this, the reduction of price can be regarded as one of the major reasons for improving the customer satisfaction. Here the researcher understood the third element (Satisfaction with Ticketing) that is contributing to the customer satisfaction in London Overground.

The fourth element of customer satisfaction in the London Overground is the ticketing process, and it was found that customer attractive ticketing process in London Overground is one of the major reasons for improving the customer satisfaction. Within literature, the opinions regarding ticketing and its link with customer satisfaction drawn from the work carried out by (Jupe and Funnell, 2017; Chou, et al., 2018) were discussed. This emphasize that affordable train ticket as part of this, the affordable train tickets and its role in the customer satisfaction is important. From the argument of Chou, et al. (2018) it can interpret that the ability of all the people whether it is poor, middle class and rich to afford the train ticket and the efforts of the railway authority to implement the same will be helping to enhance the customer satisfaction.

Gallup organisation (2011) opined that the ease of buying a ticket with the other service qualities like information availability and the personal security of the travellers are the important factors that increase the customer satisfaction. Chou and Chang (2014) observed that the facilities that include both internal and external of the railways affect the customer satisfaction. The authors also included that the internal facilities such as ticket counter, toilets, cafes, shops and waiting rooms and so on generate positive feelings among the passengers and in that way the customer satisfaction could be improved. Drawing on this, highlights the ticket counter factor and its role in the customer satisfaction. It can assume that the easy access ticket counters, air-conditioned space for the passengers in front of the counter room, good attitude of the counter officials and so on, could be attractive for the passengers that may increase the customer satisfaction. From the descriptive statistics, it was found that the passenger satisfaction is higher than the satisfaction of staff who work there in the London Overground. From the descriptive statistics, it is found that few elements are importantly ticketing, or the facilities surrounded with the ticketing in the London Overground enhance the customer satisfaction. Here, it can conclude that the ticketing

element has important role in enhancing the customer satisfaction in London Overground and this way the researcher met the second objective.

From the CS model, it is recognised that on-time service is another element that contributes to the high customer satisfaction in the London Overground. From the findings, especially from the Descriptive Statistics of passenger survey, it was found that ticket pricing is the major factor that enhances the customer satisfaction. Anyhow the other factors particularly the on-time services are highly allowing the London Overground to enjoy customer satisfaction. From the survey, the researcher attained the information that the customer services, ticketing, on time services and station environment are mainly contributing to the increased customer satisfaction in the London Overground.

Moreover, the descriptive statistics also show the comparative higher satisfaction of passengers than the staff in London Overground, and in the higher satisfaction, on-time service has an important role. From the literature, it is understood that the people are busy with the life and business activities and in this busy lifetime has important value, and the punctuality in the transporting improves the customer satisfaction (Malthouse and Blattberg, 2010). It can assume that the punctual timing of train in the London Overground could be one of the reasons for the improved customer satisfaction that has mentioned in the fomth chapter. Flammini et al., (2011) content that the punctuality process of railways including the on-time arrival and departure are some of the, leading elements that increase the customer satisfaction. Lecomte et al., (2016) say that the on-time arrival of trains increases the customer attraction towards the rail services. Aydin et al. (2015) argued that the quality service including the time punctuality is the major determinant of customer satisfaction. Thus, it can infer that the on-time service in the London Overground is another element that increases the customer satisfaction and this conclusion is the contribution to the second objective of the current research.

Customer service is another element that increases the customer satisfaction in London Overground. In the fourth chapter, the correlation chart 4.3 displayed that there is a positive statistically important link between the customer satisfaction and the customer service. The correlation analysis also said that better customer service leads to positive customer perception that eventually concludes in the higher customer satisfaction. Further, the correlation chart 4.3 displays that the passengers of London Overground are satisfied with the

customer service. Monsuur et al., (2017) observed that delivering the productive customer service was one of the main attributes behind the privatisation of London Overground. Flammini, Bologna and Vittorini (2011; Lecomte et al. 2016) mentioned that reliability is one of the factors that lead to customer satisfaction. In the context of London Overground, it can say that the reliable customer service could be a reason for the outstanding customer satisfaction. It was found from the literature that all aspects related to the customer experience enhance the possibility of organisations' sustainability and existence. From this point, it can infer that the customer experiences like better customer service increase the customer satisfaction, and thereby the sustainability and existence of the organisation can be expected. From the research findings, it could understand that the better customer service of London Overground aided to increase the customer satisfaction and thus, in future the sustainability and existence of London Overground can be expected. Hence, it can conclude that the study identified the relationship between customer service and customer satisfaction in the London Overground and in this way the researcher met the second objective of the research.

Finally, in the realm of Customer Satisfaction Model, station environment is an important element that enhances the customer satisfaction in the London Overground. Wills (2016) said that in London, there were bad rails and filthy railway stations before the privatisation. It can be said that the privatisation could be the primary reason for establishing a clean and neat station environment, and it could be the reason for enhancing the customer satisfaction in London Overground. Reis et al. (2013) observe that majority of the railway users are the rural people compare to the urban and hence, the rural people may not be well adapted with the congested and rush railway stations. In the current research context, this argument can be interpreted that rush and congested station environment may affect the customer preferences and thereby the customer satisfaction of the London Overground passengers. In the findings section especially in the descriptive statistics of passenger survey section, it is seen that better customer service is one of the primary reasons after the ticket pricing that enhances the customer satisfaction in relation to the London Overground.

Moreover, in the descriptive statistics staff survey section showcases that customer satisfaction is high compared to the staff satisfaction due to the better station environment in the London Overground. From the survey also, the researcher realised that the station

environment ts one of the maJor factors that is contributing to the enhanced customer satisfaction in the London Overground. In unison, Chou and Chang (2014) stated that the internal and external facilities of the railway facilities are closely linked with the customer satisfaction. In the current context, the internal factors of Chou and Chang (2014) can be included in the station environment. Hence, the clean and neat station environment could be increasing the customer satisfaction. Thus, it can conclude that the better station environment increased the customer satisfaction of London Overground passengers, and hence the researcher again met the second objective of the research.

One of the other main findings emerging from the study is the difference in staff and passenger's attitude towards rail privatisation. The study results show that the staff of London Overground have a more positive outlook towards rail privatisation than passengers. This indicates that the outcomes of rail privatisation were more positive for staff when compared to passengers. The Attitude towards the Rail Privatisation model or the ARP model showcases five elements, and it can say that the rail privatisation is the outcome of these five elements. The five elements are period of using London Overground, effectiveness of services of London Overground, Opinion of outcomes rail privatisation, factors driving rail privatisation and Issues related to rail privatisation.

The first element that contributes to the rail privatisation is the period of using London Overground. It means that the attitude of passengers towards the privatisation was different when the researcher considered both the passengers who used London Overground many times and the passengers who used the service less period. It can be argued that both the aspects towards the privatisation could be different. From the Pearson correlation analysis, it is found that the passengers who have been using the London Overground for a long period have a positive attitude towards the privatisation of London Overground. However, the Pearson correlation also says that the passengers who have used the London Overground for a limited number of periods have a negative attitude towards the privatisation. However, the statistics did not show much difference between the two. The findings say that the