NJ Transit’s Rail Coach Purchase: Letting the Customers Choose

NJ Transit was planning to purchase 95 new rail cars to be delivered in October 1996. These cars would replace 70 older cars that will be retired, thus adding 25 new cars to the existing fleet of 715 cars to accommodate expanded service. Before purchasing the new cars, NJ Transit conducted qualitative and quantitative research to test customer satisfaction with the interior features of a new proposed rail coach and to identify customers’ preferences regarding seating configuration. The first phase of the research consisted of four focus groups with NJ Transit employees and customers. Customers were asked to rate interior features of current coaches such as colors, doors, public address system, leg room, and seating configuration. Next, customers were asked to rate interior features of a new proposed coach on the basis of a pictorial design concept. The second phase entailed a quantitative research study. A questionnaire was designed to collect and analyze rail passengers’ seating patterns, preferences, and input into the “3-2” or “2-2” seating configuration decision. The questionnaire was also designed to capture market segmentation of opinion and to compare current seating behavior patterns with stated preferences and opinions. The results of the research were used to design a visually appealing, durable, and maintainable interior that incorporates customers’ preferences regarding colors, textures, and seating configurations for the 95 rail coaches that will go into revenue service in October 1996.