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The main objective of the study is to identify the most significant factors hindering the development of quality and increase in income of the regional branch of the railway company of JSC Ukrzaliznytsia. As a result, a SWOT analysis is presented with the identification of key factors hindering the development of the passenger transportation industry and, as a consequence, an increase in railroad revenue. The key issues to improve the activities of railway company were resolved. As a result of the identified factors of SWOT - analysis, key elements were identified to form an image, which in turn is a solution to a part of the task of improving the quality of services, consumers' perception of the transport company and, consequently, an increase in railway revenues. A methodology has been developed to form a positive image of a transport enterprise in the field of passenger transportation by rail. Positive image contributes to the development of the railway company. After all, the image of the organization is reflected in the minds of the people of the whole structure, or rather the totality of significant features of this organization. The content of the image has a structure in accordance with the nature of social relations in which the organization is included and how people perceive it. The management will be able to adequately assess their image, that is, to have a real idea of how the organization is perceived by staff, owners, business partners. The formation of a multifaceted image of such an enterprise as the regional branch of the railway company has a great responsibility to the consumer and entails an idea of the company. and therefore will have a direct impact on the formation of the income of the enterprise. As a result, this will improve the perception of consumers about the services provided by the railway.

ФОРМУВАННЯ ПОЗИТИВНОГО ІМІДЖУ ЗАЛІЗНИЧНОЇ КОМПАНІЇ АТ "УКРЗАЛІЗНИЦЯ"