WHY COMMUNICATION THROUGH SOCIAL MEDIA IS IMPORTANT FOR RAILWAY BUSINESS PUBLIC RELATIONS?

  • 1 University of Belgrade, Faculty of Transport and Traffic Engineering, Belgrade, Republic of Serbia

Abstract

Railway transport has been seen as a backbone for sustainable transport system around the world. It is an essential contributor to the economies and the quality of life in many developed countries. In order to increase the volume of railway passenger transport, the railway managers have to influence customers’ satisfaction and to improve the quality of rail services. One of the communication tools railway companies uses to reach their passengers is Facebook. In this paper, the comparative analysis among different railway companies in selected European countries is done, in order to track good and less good examples of the usage of sites for social networking, i.e. Facebook. There are defined relevant criteria for making this relative comparison. After the analysis is done, the measures for improving the relationships with railway passengers are proposed.

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