Asssurance of the competitiveness of metropolis railway station complexes based on the assessment of the demand for retail services

Abstract

The article presents the results based on the data of a comprehensive market research on the state of retail facilities managed by Moscow railway stations (in the buildings, on platforms and adjacent territory) and on the level of demand for services in the station complexes to ensure the competitiveness of stations by improving the quality of passenger shopping services. The authors have developed an integrated methodology of marketing research of retail facilities functioning at Moscow railway stations, including observation of retail facilities state and determination of demand for services in the course of an online survey of passengers. The study also provides directions for improvement of customer experience, maximization of satisfaction of railway station visitors to enhance the competitiveness of station complexes as urban infrastructure facilities of the metropolis. With this purpose, the paper presents the calculation and analysis of the retail space sizes in terms of the general value-added use of the railway station zones; proposes the index of importance of retail service and the list of the most popular services for the railway station passengers; describes the market rental prices according to the types of trading objects.