Selecting and promoting service encounter elements in passenger rail transportation

A critical issue in the effective development and promotion of services is the identification of which service components are most closely related to attitude toward the service provider and repeat purchase behavior. The present study disaggregates a service (passenger rail transportation) into pre‐core and core service performances, and uses these elements to create a model of the effects on relevant service attitudes and intentions. Using a sample of 2,529 Amtrak riders, the present research finds that the core service elements of on‐board conditions, cafe car conditions, and on‐time performance were most strongly related to attitude toward the service provider. Advertising implications for developing repeat purchase behavior are discussed.