This project aims to answer the research question of, ‘What are some determinants that influence Roskilde University students’ perception of DSB’s reputation?’. Through this investigation of DSB’s legitimacy and accountability, in terms of the organization being state owned and how accountable they appear through their customers expectations and perceptions. With an interpretivist point of we intend to explore and interpret the findings in order to answer the research question, by finding patterns that lead to the identification of the these determinants. We continue by further providing an explanation and interpretation of this gap between expectation and perceived service and products, and how relations between DSB and their customers can influence overall perceptions. Through the focus to find various determinants that influence reputation, the research highlights on customers experience and perception of the services provided by DSB. To understand these aspects in further depth, the theoretical framework has been established, in which marketing concepts of customer relationships, customer satisfaction, loyalty brand creation and complex responsive process are discussed. These concepts provide foundations to analyse the research findings after conduction of semi-structured interview with various Roskilde University, RUC, students. Finally, the determinants are identified, which influence perception towards DSB. The determinants discovered are price, punctuality, quality of product and adequate traffic information.
|Uddannelser||Virksomhedsledelse, (Bachelor/kandidatuddannelse) Kandidat|
|Udgivelsesdato||28 maj 2017|