Analysis of Trajectory of Client’s Attitude Formation in Managerial Decisions for Improving the Customer Service Value

When interacting with the market, rational management of the customer service value is an important factor in the success of the service provider. Customer service value is the client’s feeling of the difference between the benefits and the sacrifices gained in the process and the outcome of the service. To improve service, the provider usually measures the client’s perception of the service process at its some control points and (or) by specific elements of its customer value. Measurements of customer service value are made in the form of client’s attitude using various ordinal scales (e.g. Likert, Stapel, Semantic differential). Client’s attitude usually measured as static indicator. But the final measured level of customer service value depends on trajectory of forming the client’s attitude. The service provider often has no idea about the path of client’s consciousness changed before measuring the customer service value. So this information should be useful to manager. The aim of study is development of method of measuring of trajectory of client’s attitude formation as base for managerial decisions for improving the customer service value. It can contribute to the further rationalization of managerial decisions aimed to improve the service. The data were obtained during survey of passenger’s attitude to public transport in city Kyiv. We show how manager can uses the waterfall chart of trajectory of client’s attitude formation at managerial decisions to improve passenger transportation service.