Methodology
style='font-family:Arial'> The
researcher used the descriptive-normative-survey research design.style='mso-spacerun:yes'> The respondents of this study were composed
of randomly selected passengers of the tube.
The sampling design used was random.
A total of one hundred fifty (150) respondents were surveyed for this
study. It used a researcher-made survey
questionnaire composed of four parts.
The first part queried the respondents on their demographic profile.style='mso-spacerun:yes'> Part two asked for their perceptions towards
the service being provided by the London Underground.style='mso-spacerun:yes'> Part three queried for their perceptions on
the company’s organizational strategies.
Finally part four asked them for their perceptions on the London Underground
as a tourist attraction. Parts two to
four contained ten statements with a seven-rating scale.style='mso-spacerun:yes'> The respondents were asked to rate each
statement according to the following Likert scale:
style='mso-bidi-font-weight:normal'>style='mso-spacerun:yes'> Rating Interpretation
style='font-family:Arial'> 7style='mso-tab-count:6'> Highly
Satisfied
style='font-family:Arial'> 6style='mso-tab-count:6'> Moderately
Satisfied
5 Satisfied
style='font-family:Arial'> 4style='mso-tab-count:6'> Uncertain
style='font-family:Arial'> 3style='mso-tab-count:6'> Dissatisfied
style='font-family:Arial'> 2style='mso-tab-count:6'> Moderately
Satisfied
style='font-family:Arial'> 1style='mso-tab-count:6'> Highly
Dissatisfied
style='mso-bidi-font-weight:normal'>style='mso-tab-count:1'> The researcher used the weighted mean and the percentage and frequency
distribution to describe the respondents’ answers to the survey.
style='font-family:Arial'>Results and Analysis
style='font-family:Arial'>
style='font-family:Arial'>A. Demographic
Profile of the Respondents
style='font-family:Arial'>
style='font-family:Arial'>
1.
Age
style='font-family:Arial'>
Table 1. Age of the Respondents
style='border-collapse:collapse;border:none;mso-border-alt:solid windowtext .5pt;
mso-yfti-tbllook:480;mso-padding-alt:0in 5.4pt 0in 5.4pt;mso-border-insideh:
.5pt solid windowtext;mso-border-insidev:.5pt solid windowtext'>
w:st="on"> style='font-family:Arial'>Age style='mso-bidi-font-weight:normal'>
w:st="on">Range
|
style='mso-bidi-font-weight:normal'>Frequency
|
style='mso-bidi-font-weight:normal'>Percentage
|
0-15
years old
|
style='font-family:Arial'>6
|
style='font-family:Arial'>4.00
|
16-24
years old
|
style='font-family:Arial'>35
|
style='font-family:Arial'>23.33
|
25-34
years old
|
style='font-family:Arial'>43
|
style='font-family:Arial'>28.67
|
35-44
years old
|
style='font-family:Arial'>30
|
style='font-family:Arial'>20.00
|
45-54
years old
|
style='font-family:Arial'>16
|
style='font-family:Arial'>10.67
|
55-64
years old
|
style='font-family:Arial'>12
|
style='font-family:Arial'>8.00
|
65
years old and above
|
style='font-family:Arial'>8
|
style='font-family:Arial'>5.33
|
Total
|
style='mso-bidi-font-weight:normal'>150
|
style='mso-bidi-font-weight:normal'>100.00
|
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'> Table
1 shows that majority of the respondents were between the ages of 16 to 44
years old. These age range cumulatively
accounted for seventy-two percent (72%) of the respondents.style='mso-spacerun:yes'> This shows that the majority of tube riders
are already in university or are working in the city.style='mso-spacerun:yes'> Only four percent (4%) of tube riders were 15
years old and below, and cumulatively, twenty-four percent (24%) were 45 years
old and above. The tube has a
relatively youth market which has the most needs in terms of mobility, time
saved in transit to work or school, the cleanliness of the place, and other
issues they feel is important to their commute within London.
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial;mso-fareast-font-family:Arial'>2.
style='font-family:Arial'>Sex
style='font-family:Arial'>
style='font-family:Arial'>Table 2. Sex
of the Respondents
style='border-collapse:collapse;border:none;mso-border-alt:solid windowtext .5pt;
mso-yfti-tbllook:480;mso-padding-alt:0in 5.4pt 0in 5.4pt;mso-border-insideh:
.5pt solid windowtext;mso-border-insidev:.5pt solid windowtext'>
style='mso-bidi-font-weight:normal'>Sex
|
style='mso-bidi-font-weight:normal'>Frequency
|
style='mso-bidi-font-weight:normal'>Percentage
|
style='font-family:Arial'>Male
|
style='font-family:Arial'>79
|
style='font-family:Arial'>52.67
|
style='font-family:Arial'>Female
|
style='font-family:Arial'>71
|
style='font-family:Arial'>47.33
|
style='mso-bidi-font-weight:normal'>Total
|
style='mso-bidi-font-weight:normal'>150
|
style='mso-bidi-font-weight:normal'>100.00
|
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'> Table
2 presents that 52.67% of the respondents were male and the remaining 47.33%
were female. This is an almost equal
number of tube riders from both sexes.
style='font-family:Arial'>
style='font-family:Arial'>B. Consumer
Perceptions Towards the Company
style='font-family:Arial'>
style='font-family:Arial'>Table 3. Consumer
Perceptions Towards the Company
style='border-collapse:collapse;border:none;mso-border-alt:solid windowtext .5pt;
mso-yfti-tbllook:480;mso-padding-alt:0in 5.4pt 0in 5.4pt;mso-border-insideh:
.5pt solid windowtext;mso-border-insidev:.5pt solid windowtext'>
style='mso-bidi-font-weight:normal'>Statement
|
style='mso-bidi-font-weight:normal'>Weighted
Mean
|
style='mso-bidi-font-weight:normal'>Interpretation
|
1.
As a preferred mode of transportation in w:st="on">London
|
style='font-family:Arial'>4.89
|
style='font-family:Arial'>Satisfied
|
2. style='mso-spacerun:yes'> The pricing of the tickets
|
style='font-family:Arial'>5.63
|
style='font-family:Arial'>Moderately Satisfied
|
3. style='mso-spacerun:yes'> The waiting time between trains
|
style='font-family:Arial'>5.98
|
style='font-family:Arial'>Moderately Satisfied
|
4. style='mso-spacerun:yes'> The help extended by the staff
|
style='font-family:Arial'>4.76
|
style='font-family:Arial'>Satisfied
|
5. style='mso-spacerun:yes'> The availability and presence of the staff
|
style='font-family:Arial'>5.03
|
style='font-family:Arial'>Satisfied
|
6. style='mso-spacerun:yes'> The 7AM to midnight train schedule
|
style='font-family:Arial'>5.79
|
style='font-family:Arial'>Moderately Satisfied
|
7. style='mso-spacerun:yes'> Crowd trains
|
style='font-family:Arial'>4.89
|
style='font-family:Arial'>Satisfied
|
8. style='mso-spacerun:yes'> Security and safety in the train
|
style='font-family:Arial'>5.12
|
style='font-family:Arial'>Satisfied
|
9. style='mso-spacerun:yes'> The cleanliness of the train
|
style='font-family:Arial'>5.36
|
style='font-family:Arial'>Satisfied
|
10. style='mso-spacerun:yes'> The cleanliness of the station
|
style='font-family:Arial'>5.24
|
style='font-family:Arial'>Satisfied
|
Average
|
style='mso-bidi-font-weight:normal'>5.27
|
style='mso-bidi-font-weight:normal'>Satisfied
|
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'> Table
3 shows that the respondents gave the London Underground a general Satisfactory
rating in terms of their perception towards the company. The respondents were
Moderately Satisfied with the London Underground’s pricing of the tickets, the
waiting time between trains, and the 7AM to midnight train schedule.style='mso-spacerun:yes'> These show that these three aspects of the
service of the London Underground has improved considerably and are rated the
highest among all the ten aspects of the tube’s service.style='mso-spacerun:yes'> Rated the lowest, but still satisfactory is
the help extended by the staff. This
goes to show that the customers expect more the staff in terms of service and
the accordance of help. This relatively low rating vis-à-vis other services may
have been influenced by the respondents’ past experiences with the tube staff.
style='font-family:Arial'> The
respondents were also satisfied with the following services of the company: as
a preferred mode of transportation in London, the availability and presence of
the staff, the level of crowding in the trains, its security and safety, and
the cleanliness of the trains and their stations.
style='font-family:Arial'> These
ratings show that the consumers are satisfied with the service being offered by
the London Underground, although the management of the company can do more to
improve their services so that the consumers should not only be satisfied, but
be moderately or highly satisfied with their service.style='mso-spacerun:yes'> Since three aspects of the services of the
tube has been given Moderately satisfied ratings, the company, can start from
there and work on its weaker services.
style='font-family:Arial'>
style='font-family:Arial'>C. Consumer
Perceptions Towards the Company’s Organizational Strategies
style='font-family:Arial'>
style='font-family:Arial'>Table 4.
Consumer Perceptions Towards the Company’s Organizational Strategies
style='border-collapse:collapse;border:none;mso-border-alt:solid windowtext .5pt;
mso-yfti-tbllook:480;mso-padding-alt:0in 5.4pt 0in 5.4pt;mso-border-insideh:
.5pt solid windowtext;mso-border-insidev:.5pt solid windowtext'>
style='mso-bidi-font-weight:normal'>Statement
|
style='mso-bidi-font-weight:normal'>Weighted
Mean
|
style='mso-bidi-font-weight:normal'>Interpretation
|
1. style='mso-spacerun:yes'> The London
Underground’s modernization
|
style='font-family:Arial'>5.16
|
style='font-family:Arial'>Satisfied
|
2. style='mso-spacerun:yes'> Improvement training for style='mso-spacerun:yes'> employees
|
style='font-family:Arial'>5.34
|
style='font-family:Arial'>Satisfied
|
3. style='mso-spacerun:yes'> Huge recruitment drive
|
style='font-family:Arial'>5.87
|
style='font-family:Arial'>Moderately Satisfied
|
4. style='mso-spacerun:yes'> Training for the drivers
|
style='font-family:Arial'>5.69
|
style='font-family:Arial'>Moderately Satisfied
|
5. style='mso-spacerun:yes'> Contribution to the London-wide
environmental strategies
|
style='font-family:Arial'>4.65
|
style='font-family:Arial'>Satisfied
|
6. style='mso-spacerun:yes'> Safety compliance
|
style='font-family:Arial'>5.03
|
style='font-family:Arial'>Satisfied
|
7. style='mso-spacerun:yes'> Lessening of energy consumption
|
style='font-family:Arial'>4.65
|
style='font-family:Arial'>Satisfied
|
8. style='mso-spacerun:yes'> Improved travel information
facilities
|
style='font-family:Arial'>5.41
|
style='font-family:Arial'>Satisfied
|
9. style='mso-spacerun:yes'> Improved ticketing facilities
|
style='font-family:Arial'>6.06
|
style='font-family:Arial'>Moderately Satisfied
|
10. style='mso-spacerun:yes'> Launching of the Research Networks Contacts
|
style='font-family:Arial'>4.31
|
style='font-family:Arial'>Uncertain
|
style='font-family:Arial'>Average
|
style='mso-bidi-font-weight:normal'>5.22
|
style='mso-bidi-font-weight:normal'>Satisfied
|
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'> Table
4 shows the consumer perceptions towards the organizational strategies of the
London Underground. These strategies
have brought about the satisfactory ratings the tube has gotten from their
consumers in terms of the quality of service they offer.
style='font-family:Arial'> The
company was able to achieve this through the ten aforementioned organizational
strategies. The most improved
organizational strategy was the improvement in ticketing facilities, followed
by the huge recruitment drive, and the training of the drivers.style='mso-spacerun:yes'> Apparently, the consumers were able to
perceive that these strategies are working to their gain.style='mso-spacerun:yes'> Ticketing is an important aspect of the
tube’s service and the moderately satisfied rating showed that the consumers
liked the changes being done. Moreover,
the recruitment of more people has meant more staff to guide people to their
destinations, which the consumers apparently saw too.style='mso-spacerun:yes'> The training of the drivers has also
apparently reflected as the consumers also gave this a Moderately Satisfied
rating.
style='font-family:Arial'> The
consumers were also satisfied with the London Underground’s modernization
drive, the improvement training for their employees, its contribution to the
London-wide environmental strategies, its safety compliance, its lessening
energy consumption, and its improved travel information facilities.
style='font-family:Arial'> However,
the consumers gave an Uncertain rating to the company’s launching of the
Research Networks Contacts. This shows
that the consumers weren’t sure what this is all about and the lack of
information drive the company has had on this aspect of their organizational
strategy.
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'>D. Consumer
Perceptions towards London
Underground as a tourist attraction
style='font-family:Arial'>
style='font-family:Arial'>Table 5.
Consumer Perceptions towards London
Underground as a Tourist Attraction
style='border-collapse:collapse;border:none;mso-border-alt:solid windowtext .5pt;
mso-yfti-tbllook:480;mso-padding-alt:0in 5.4pt 0in 5.4pt;mso-border-insideh:
.5pt solid windowtext;mso-border-insidev:.5pt solid windowtext'>
style='mso-bidi-font-weight:normal'>Statement
|
style='mso-bidi-font-weight:normal'>Weighted
Mean
|
style='mso-bidi-font-weight:normal'>Interpretation
|
1.
I would consider the London
underground a tourist attraction.
|
style='font-family:Arial'>5.12
|
style='font-family:Arial'>Satisfied
|
2. style='mso-spacerun:yes'> No tourist should leave w:st="on">London without riding the London
Underground.
|
style='font-family:Arial'>5.24
|
style='font-family:Arial'>Satisfied
|
3. style='mso-spacerun:yes'> The security in the London Underground is
safe for tourists.
|
style='font-family:Arial'>5.46
|
style='font-family:Arial'>Satisfied
|
4. style='mso-spacerun:yes'> Presence of city maps
|
style='font-family:Arial'>5.19
|
style='font-family:Arial'>Satisfied
|
5. style='mso-spacerun:yes'> Presence of flyers about
w:st="on">London as a tourist attraction
|
style='font-family:Arial'>4.87
|
style='font-family:Arial'>Satisfied
|
6. style='mso-spacerun:yes'> Clear train directions signs
|
style='font-family:Arial'>4.92
|
style='font-family:Arial'>Satisfied
|
7. style='mso-spacerun:yes'> Presence of train station names and
drop-off points to other trains
|
style='font-family:Arial'>5.09
|
style='font-family:Arial'>Satisfied
|
8. style='mso-spacerun:yes'> Information about the tube’s history
|
style='font-family:Arial'>4.63
|
style='font-family:Arial'>Satisfied
|
9. style='mso-spacerun:yes'> Presence of “tourist-friendly” merchandise
like postcards
|
style='font-family:Arial'>5.37
|
style='font-family:Arial'>Satisfied
|
10. style='mso-spacerun:yes'> Helpful, articulate staff willing to guide
tourists to their destinations
|
style='font-family:Arial'>5.18
|
style='font-family:Arial'>Satisfied
|
Average
|
style='mso-bidi-font-weight:normal'>5.11
|
style='mso-bidi-font-weight:normal'>Satisfied
|
style='font-family:Arial'>
style='font-family:Arial'>
style='font-family:Arial'> Table
5 indicates the consumer perceptions of the London Underground as a tourist
attraction. Apparently, the results show
that the consumers are satisfied with the London Undergound’s packaging as a
tourist attraction. They gave the
highest satisfied rating to the security of the London Underground for
tourists. This was followed by a
satisfied rating fo rthe presence of “tourist-friendly” merchandise like
postcards. Moreover, they also
recommended the tube highly as a place no tourist should leave unvisited when
in London.style='mso-spacerun:yes'> The overall rating the respondents gave to
the London Underground as a tourist attraction is satisfactory.
style='font-family:Arial'> Other
aspects of the London Underground as a tourist attraction were also given
satisfactory ratings. They included the
following: considering the London Underground as a tourist attraction,
style='font-family:Arial'> The
lowest rating, although still satisfactory was about the presence of the tube’s
history. Another relatively low rating
was the presence of flyers about London
as a tourist attraction and the presence of clear train directions signs, the
presence of city maps, the presence of train station names and drop-off points
to other trains and the presence of helpful and articulate staff willing to
guide tourists to their destinations.
style='font-family:Arial'> The
management of the London Underground can benefit from the findings of this
survey as it shows the remarkable potential the tube has as a tourist
attraction. It just has to ensure that
the ride becomes a wonderful experience for tourists and that the sign and
directions, as well as any connecting trains are labeled clearly for them not
to get lost in the maze.
style='mso-bidi-font-weight:normal'>Conclusion
and Recommendations
style='mso-bidi-font-weight:normal'>style='mso-tab-count:1'> The study shows that the majority of tube riders are between the ages of
16-44 years old and there is an almost equal number of male and female passengers.style='mso-spacerun:yes'> Moreover, the respondents are generally
Satisfied with their consumer perceptions towards the company, with their
perceptions of the London Underground’s organizational strategies, and the tube
as a tourist attraction. These are
obviously positive developments for the management of the London
Underground. Revenues from tourism can
help improve the company’s earnings.
Moreover, the satisfaction of their consumers, the w:st="on">London public, can bolster the tube’s image
as a safe and quick form of public transportation.style='mso-spacerun:yes'>
style='font-family:Arial'> Based
on the findings of this study, the researcher recommends the following:
- That the management
should conduct periodic evaluation of the staff and its services to ensure
that the satisfied ratings of the consumers are maintained and even
improved further.
- That the management
should support the staff through periodic trainings, evaluations, and
incentives so that they work towards providing good service to the tube
commuters.
- That the management
continue improving the infrastructure of the tube in terms of signs,
directions, placement of flyers for tourists, and other related projects
to ensure that going to the tube experience is not like being in a maze.
- That the management
capitalize on the Londoner’s perception of the tube as a potential tourist
attraction by providing tourist-friendly infrastructure like flyers, maps,
restaurant guides, walk tours, and other items tourists may need as they
navigate through London
using the tube.
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