Methodology

Methodology

            The researcher used the descriptive-normative-survey research design.  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.  Part two asked for their perceptions towards the service being provided by the London Underground.  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.  The respondents were asked to rate each statement according to the following Likert scale:

      Rating                                                                  Interpretation

            7                                                                      Highly Satisfied        

            6                                                                      Moderately Satisfied

5                                                                      Satisfied

            4                                                                      Uncertain

            3                                                                      Dissatisfied

            2                                                                      Moderately Satisfied

            1                                                                      Highly Dissatisfied

            The researcher used the weighted mean and the percentage and frequency distribution to describe the respondents' answers to the survey.

Results and Analysis

 

A.  Demographic Profile of the Respondents

 

 

1.  Age

Table 1.  Age of the Respondents

Age Range	Frequency	Percentage
0-15 years old	6	4.00
16-24 years old	35	23.33
25-34 years old	43	28.67
35-44 years old	30	20.00
45-54 years old	16	10.67
55-64 years old	12	8.00
65 years old and above	8	5.33
Total	150	100.00

 

 

            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.  This shows that the majority of tube riders are already in university or are working in the city.  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.

 

 

 

 

2.      Sex

 

Table 2.  Sex of the Respondents

Sex	Frequency	Percentage
Male	79	52.67
Female	71	47.33
Total	150	100.00

 

 

            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.

 

B.  Consumer Perceptions Towards the Company

 

Table 3.  Consumer Perceptions Towards the Company

Statement	Weighted Mean	Interpretation
1. As a preferred mode of transportation in London	4.89	Satisfied
2.  The pricing of the tickets	5.63	Moderately Satisfied
3.  The waiting time between trains	5.98	Moderately Satisfied
4.  The help extended by the staff	4.76	Satisfied
5.  The availability and presence of the staff	5.03	Satisfied
6.  The 7AM to midnight train schedule	5.79	Moderately Satisfied
7.  Crowd trains	4.89	Satisfied
8.  Security and safety in the train	5.12	Satisfied
9.  The cleanliness of the train	5.36	Satisfied
10.  The cleanliness of the station	5.24	Satisfied
Average	5.27	Satisfied

 

 

            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.  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.  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.

            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.

            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.  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.

 

C.  Consumer Perceptions Towards the Company's Organizational Strategies

 

Table 4.  Consumer Perceptions Towards the Company's Organizational Strategies

Statement	Weighted Mean	Interpretation
1.  The London Underground's modernization	5.16	Satisfied
2.  Improvement training for  employees	5.34	Satisfied
3.  Huge recruitment drive	5.87	Moderately Satisfied
4.  Training for the drivers	5.69	Moderately Satisfied
5.  Contribution to the London-wide environmental strategies	4.65	Satisfied
6.  Safety compliance	5.03	Satisfied
7.  Lessening of energy consumption	4.65	Satisfied
8.  Improved travel information facilities	5.41	Satisfied
9.  Improved ticketing facilities	6.06	Moderately Satisfied
10.  Launching of the Research Networks Contacts	4.31	Uncertain
Average	5.22	Satisfied

 

           

            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.

            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.  Apparently, the consumers were able to perceive that these strategies are working to their gain.  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.  The training of the drivers has also apparently reflected as the consumers also gave this a Moderately Satisfied rating.

            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.

            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.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

D.  Consumer Perceptions towards London Underground as a tourist attraction

 

Table 5.  Consumer Perceptions towards London Underground as a Tourist Attraction

Statement	Weighted Mean	Interpretation
1. I would consider the London underground a tourist attraction.	5.12	Satisfied
2.  No tourist should leave London without riding the London Underground.	5.24	Satisfied
3.  The security in the London Underground is safe for tourists.	5.46	Satisfied
4.  Presence of city maps	5.19	Satisfied
5.  Presence of flyers about London as a tourist attraction	4.87	Satisfied
6.  Clear train directions signs	4.92	Satisfied
7.  Presence of train station names and drop-off points to other trains	5.09	Satisfied
8.  Information about the tube's history	4.63	Satisfied
9.  Presence of "tourist-friendly" merchandise like postcards	5.37	Satisfied
10.  Helpful, articulate staff willing to guide tourists to their destinations	5.18	Satisfied
Average	5.11	Satisfied

 

           

            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.  The overall rating the respondents gave to the London Underground as a tourist attraction is satisfactory.

            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,

            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.

            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.

Conclusion and Recommendations

            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.  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 London public, can bolster the tube's image as a safe and quick form of public transportation. 

            Based on the findings of this study, the researcher recommends the following:

1. 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.
2. 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.
3. 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.
4. 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.

---

Looking for last minute shopping deals? Find them fast with Yahoo! Search.