Each railway company will acknowledge the importance of its customers. After all, it is they to whom they owe a
right to exist and who determine the company’s success. To satisfy (and keep) customers, most railway companies
implement an improvement strategy for achieving operational excellence and which is closely monitored by
conducting regular customer satisfaction surveys. Although such a strategy lends itself well to raising dissatisfiers to
an acceptable level, it falls short when it comes to making a true breakthrough in customer satisfaction