Pinchuk O. The image of the railway as a factor of satisfaction of the needs of passengers in mobility.

With the help of empirical research, factors of meeting the needs of passengers, affecting their attitude to the railway, and meet the mobility needs of passengers. It is determined that the image is created in two main ways: personal, associated with his own experience and the attitude of the passenger, the pleasure of his mobility needs; information, due to the information in the knowledge base about the image object. The peculiarity of the image of the railway is that, due to the need and lack of choice, people can choose a railway regardless of the image of the latter. However, in the presence of an alternative, a positive image of the railways is a significant competitive advantage and affects the choice of the passenger and his satisfaction with the service received. Detected: a high direct link between a fixation on negative reports in the media and the indicator of the negative image; the absence of such a connection with a positive image. That is, the negative in the media about rail travel does not directly affect its positive image. It was also recorded that negative reports in the media are in turn related to the integral indicator of satisfaction. Therefore, we can conclude that there is a significant causal link between the indicator of negative image and the integral indicator of satisfaction with rail travel. A methodology for assessing the image characteristics of the railway has been developed, and an image correction model has been built. It was proposed to move from individual actions to improve passenger transport services to a comprehensive passenger service strategy, in order to create a positive image of the railway and meet the mobility needs of passengers.