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Content in the train: Taking a closer look at in-train screens : A study on what types of content, on in-train digital signage, lead to a more positive customer experience

Moritz, B. (2016) Content in the train: Taking a closer look at in-train screens : A study on what types of content, on in-train digital signage, lead to a more positive customer experience.

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Abstract:For NS it is increasingly important to focus on an excellent experience. One way to influence the travel experience is to change the content on the in-train screens. These screens, better known as digital signage, can be used for information, advertising and entertainment. The question has risen what other types of content could be shown on the screens, next to travel information. The main study was an experimental design. Three types of content were tested: advertising, an information bar and (non-)congruent content. Congruence meant relevant to NS or the travel by train. 835 respondents filled out the online questionnaire, in which they were shown one of the eight different movies. The presence of advertising had negative effects on a large number of constructs. Congruent commercials were more positively evaluated, so were the long commercials. The information bar had a negative effect on pleasure, but a positive influence on the review of travel information frequency. Advertising on the in-train screens had a negative influence on travellers, therefore should not be shown on the screens. Looking at the great desire of respondents to see travel information and the main goal of the screens, it would be wise to add an information bar.
Item Type:Essay (Master)
Clients:
NS, Utrecht, The Netherlands
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 43 environmental science, 70 social sciences in general
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69391
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