Abstract
The Waterloo Region will see the construction of a Light Rail Transit system in 2014. This transit system will be owned and managed by Grand River Transit, the current operators of the Region's bus transit system. This document uses the concepts of services marketing in order to provide recommendations to Grand River Transit for the implementation of Light Rail.
It is imperative to understand the purpose of a Light Rail Transit system so that marketers can understand how it is positioned in the consumer's mind. Light Rail is best positioned similar to public bus transportation, with the exception of accommodating longer distances in a shorter time frame.
Following this, the service must be designed in a way that will enhance the core service of transportation. The core service must be strong on the key service dimensions that consumers use to evaluate it. The implication is that Light Rail Transit must be timely and must communicate the schedules as well as any possible disruptions in the schedule in a transparent manner. Supplementary services such as providing information, consulting with users, as well as improving billing and payment options will also enhance the transportation experience.
