Zarbalizade E. Formation of customer value of suburban passenger transportation.

The dissertation is devoted to the scientific and applied task of improving and testing the methodological support for assessing the value and content of consumer value of suburban passenger traffic as a basis for its formation by the carrier in the context of the public need to increase public transport, when traveling by private car. The choice of a person's way of moving in space depends on the consumer value of the trip as a private car and public transport. The main motives of transport behavior of suburban residents are identified, which differ from the factors that motivate citizens to act. A person will choose a way of moving in space that will potentially give him the desired combinations of the greatest consumer value and (or) the least sacrifice and (or) the greatest benefits. Extended contents of consumer value of suburban trips by private car and public transport in the form of two sets of elements are formed. A method for measuring the impact of the consumer value of suburban travel by private car and public transport on the transport behavior of drivers is proposed. Due to the specific action of a number of effects of price perception, a toolkit for determining a person's sensitivity to the cost of a commuter trip has been developed. It is substantiated that it can be based on the author's improved Gabor-Granger method. The segmentation procedure is proposed, which is based on the directions of human search for the consumer value of travel by car or public transport, as well as - on consumer intentions to change transport behavior. The results of approbation of methodological developments conducted with the help of marketing research in the form of an opinion poll show the reaction of drivers of private cars to the increase in financial sacrifices when making suburban trips. Also identified are those segments of private car owners that should be subject to the primary influence of local authorities and carriers by shaping the value of travel. On this basis, practical measures are proposed to switch drivers of private cars to use public transport in suburban traffic