Designing a model of dimensions affecting the change of consumer attitudes in the development of the rail transport industry

Rail transport is an industry that has a significant impact on the economy of any country by expanding economic activities, increasing national production, improving and developing the infrastructure of the rail industry. Accordingly, the importance of recognizing the railway industry for more industrial development and competition with developed countries has made us aware of the attitudes, social behaviors and personalities of consumers by using appropriate strategies to reduce cognitive inconsistencies and change attitudes. Consumers took advantage of rail transportation and increased the capacity of the industry. Therefore, the purpose of this study is to design a model to change the attitude of consumers of rail transport services with emphasis on the theory of cognitive inconsistency. The method of this research is a combination of qualitative and quantitative. In the qualitative part, the semi-structured interview method with the help of experts and in the quantitative part, the paired questionnaire method and its distribution among the statistical population of the rail transport industry have been used. In qualitative research, by performing the thematic coding method (theme), the theoretical model was reached and then effective variables were calculated through Demetel and fuzzy ANP methods. They are variables of environmental factors.