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18 3JUL Y - SEPTEMBER 11

Urban Passenger Awareness of the Marketing

Schemes in APSRTC - An AssessmentSHRI C PANDURANGA MURTHY and DR. M SATHYAVATHI

* Shri Panduranga Murthy, ED-APSRTC (Retired) is Ph.D Research Scholar, Dept. of Commerce, Kakatiya University,

and Dr M Sathyavathi is Associate Professor, Kakatiya University, Warangal.

ABSTRACT

This paper is the outcome of a field surveyconducted through a structured questionnaire whichelicited the data from the travelling passengers of

APSRT C buses. The study is undertaken tounderstand the present marketing practices orbusiness strategies of APSRTC and chronicle themto enable the enthusiastic sister organisationsworking in the same / similar industry to utilisethem, so that the wheel need not be reinvented. Thestudy also endeavours to find gaps if any, in theorganisation and to make the requiredrecommendations. The emergence of marketingconcept in respect of services is a recent

phenomenon. Let us produce what we think themarket wants, and the sales department will manageto sell. This was the focus prior to the beginning ofthe marketing concept in the context of selling theservices. The end of 1950s paved avenues, forservice marketing as organisations like banking,

insurance and others felt that the application ofmarketing strategies while managing and selling theservice would make possible qualitative improvement.Services are essentially intangibles. Their purchasedoes not result in the ownership of something

physical. They are often described as ephemeraland experimental. A substantial portion of our

purchasing is of services. For instances, leasing anautomobile, living in a rented accommodation,utilising the facilities provided by a banker, lunchingin a restaurant, making a telephone call, travellingby an airline and a host of other services. Thecustomer pays for an experience, or a service

provided by a service firm. Service in most casesinvolves transfer of some intangible benefits whichresult from the activities of service providers.

Keywords: Crew, CAT Card, Couple Gift Card,General Bus Ticket, Jubilee Hi-tech Ticket,Moffusil. MST (Monthly Season Ticket), APSRTC(Andhra Pradesh State Road TransportCorporation).

SHRI C PANDURANGA MURTHY

DR M SATHYAVATHI


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18 4INDIAN JOURNAL OF TRANSPORT MAN AG EM EN T

INTRODUCTION

The concept of marketing in a big way is seen exhaustively being applied in thetangible product arena. Application of different marketing concepts is by now well establishedin product manufacturing firms. Its appreciation and application in the area of services israther thin, rare, sparse and scarce. Its scanty presence in the area of services is largelylimited to banking, insurance and allied financial services, health and hotel services. Inthe area of passenger /cargo transportation, it is conspicuously restricted to airways, whichcaters to the needs of an extremely limited microscopic minority of the affluent segment ofthe market. Of late, we witness the refreshingly import of marketing concepts in the workingof the monolithic organisation, the Indian Railways too. However, these concepts are strikingmore by their absence than their presence in bus passenger transportation.

It is by and large, unheard in the area of bus passenger transportation. This is aunchartered arena left unexplored for more than one reason. Lack of applicability ofmarketing concepts is more acute in State Transport Undertakings. The State Transport

Undertakings are the product of the Road Transport Corporations Act 1950. The StateGovernments or local bodies have created these public bodies to meet the transportrequirements of the local areas.

Marketing is defined as human activity directed at satisfying needs and wants throughexchange processes. It represents a higher order integration of many support functions selling, advertisement, marketing research, new product development, customer service,physical distribution that impinges on customer needs and satisfaction. Marketing shouldbe treated as the process whereby the firm in whichever sphere of activity it happens tooperate, seeks to identify and quantify the needs of its markets (present and potential) andtakes the necessary steps for satisfying such needs.

The American Marketing Association defines services as activities, benefits orsatisfactions which are offered for sale or are provided in connection with the sale of goods.This de fini tion of serv ices makes it cl ear that serv ices are activi ties , benefi ts orsatisfactions. In common parlance, the term services is used for personal services likeauto repairing, hair cutting, dentists services, legal work, consultancy and so on. But inthe eyes of the marketing experts the contents of services are wider.

Marketing of Services in APSRTC Involve

Marketing of its core products like the various bus services provided.

(a) Development of new and subsidiary products to augment the services.

(b) Providing tangibility to the products through various types of buses, various /levels

of luxury, comfort and other special features.

Some of the recent efforts made by the APSRTC to develop new products and improveits market share are :-

(i) Providing a wide range of luxury through Volvo and super luxury services.

(ii) Concessional Annual Ticket (CAT) Card.

(i ii ) RTC Complaints Analysis and Redressal System (CARES)

(iv) Providing computerised reservation points.

(v) Providing long term advance booking and return reservation facility.

(vi) Reservation on telephone facility.


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Research Methodology

The survey technique has been used as the main research method for this study,wherein the data has been collected by using a structured questionnaire which was givento the respondents during the journey period. The questionnaire was administered among asample of 500 respondents who were selected at random by following the random samplingtechnique which is popular and appropriate for this study.

Data collected from Primary Sources

The primary data was collected from the users of the various services of the APSRTC,through a structured questionnaire. As the size of the population is very large, the sampleis purposive, with some type of stratification to cover various regional, age groups, genders,income related segments. The data has been analysed with the help of a Likert Type on ascale of 3 points to study the levels of satisfaction of the commuters.

Data Sources

The data has been collected from the travelling passengers during journey periodthrough a well structured questionnaire and through personal interviews.

Sample Size

For the purpose of the study, a sample of 500 respondents/passengers have beenselected at random by using the convenience sampling technique.

Limitations of the Study

The present study is prone to have certain limitations. As it is a study of APSRTC,there is no systematic comparison with any other organisation.

BUS PASSENGER TRANSPORTATION - AN EVALUATION

Urban Survey : 500 Samples

TABLE-1: FREQUENCY OF TRAVEL BY APSRTC BUSES

Ser No Variable Response Percentage

1 A One Year 46 9.20

2 B Two Years 74 14.80

3 C Four Years 81 16.20

4 D Above Four Years 299 59.80

Source : Field survey.


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Table-1 presents the number of years of travelling experience the respondents havehad with APSRTC on its urban services.

Table-1 covers the entire spectrum of those travelling from one year to those commutingfor four years and above. 76% of the passengers are commuting since four years and above.Strategies designed to recognise the loyalty of this strata and to increase their affinity andtheir preference with the organisation have to be evolved. So also, strategies to attractnew commuters (one year and above) be evolved.

TABLE-2 : FREQUENCY OF TRAVEL IN THE BUSES IN A DAY


1 A Once a Day 33 6.60

2 B Twice a Day 261 52.20

3 C Thrice a Day 83 16.60

4 D Frequently 123 24.60

FREQUENCY OF TRAVEL IN THE BUSES IN A DAY

FREQUENCY OF TRAVEL BY APSRTC BUSES

RESPONSE

A (Once a Day) 33(6.60%)

B (Twice a Day) 261

(52.20%)C (Thrice a Day) 83(16.60%)

D (Frequently) 123

(24.60%)

RESPONSE

A: (One Year) 46 (9.20%)

B: (Two Years) 74 (14.80%)

C: (Four Years) 81 (16.20%)

D: (Above Four Years)299 (59.80%)


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Table-2 elicits information on the number of times the respondents travel by APSRTCbuses in a day.

More than 93% of the passengers are Commuters, that is, they travel twice or moredaily. About 53% of them commute twice a day. In all probability, these 53% make oneUP and one DOWN trip which could be work trips from their residences to their workplace and back. These route specific commuters could be retained by a route pass or anysuch scheme. The data also reveals that the occasional users or unidirectional travellersseldom/rarely use buses. A programme may suitably be tailored to get them into the fold ofAPSRTC while promoting schemes to retain the regular commuters.

TABLE-3 : RATING THE BEHAVIOUR OF SERVICE CREW IN THE BUSES


1 A Good 173 34.60

2 B Average 254 50.80

3 C Poor 73 14.60

CUSTOMER RESPONSES

173

254

73

34.60

50.80

14.60

0 50 10 0 150 200 2 50 300

A

B

C

PERCENTAGE

RESPONSE

Table-3 depicts the customers response on the professional conduct of the crew duringthe transactions occurring between them and the commuters.

Bulk of the commuters categorise the behaviour of crew as Average and Poor.Training and development programmes should be developed to improve the behaviour of thecrew to impress upon the customers as the crew constitute the visible face of theorganisation. They are the first contacts between the customers and the company. Itmay be noted with concern that about 15% of respondents rated behaviour of the crew asPoor. This shortcoming needs to be addressed on a high priority.

TABLE-4 : RATING THE CLEANLINESS OF THE BUSES


1 A Good 150 30.00

2 B Normal 263 52.60

3 C Bad 87 17.40


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RESPONSE

A: 150, (30%)

B: 263, (52.60%)

C: 87, (17.40%)

A

B

C

YES (292)

YES (58.40%)

NO (208)

NO (41.60%)

0

50

100

150

200

250

300

350

RESPONSE PERCENTAGE

YES

NO

Table-A assesses the awareness level of the marketing schemes of APSRTC in theirurban clientele.

Almost 42% of the commuters were not aware of the CAT Scheme. Though the schemeis not applicable in the urban context, it should be recognised that they are potentialcustomers of the organisation and it has to ensure that its schemes reaches all concerned,either real/actual or potential. Therefore, a drive is recommended to be undertaken tomeet the said objective.

Table-4 presents the passengers perception on the primary parameter of cleanlinessof the buses.

70% of the commuters felt that the cleanliness of the buses is Normal or Badwhich is not a good indicator. Modern cleaning tools and technology should be utilisedwhich minimise human effort in order to provide commuters with a clean bus and ensurea pleasant travelling experience.

TABLE-5 : AWARENESS OF MARKETING SCHEMES INTRODUCED BY APSRTC FOR THECONVENIENCE/BENEFIT OF COMMUTERS

A : AWARENESS LEVEL OF CAT CARD SCHEME

Ser No Awareness of the CAT Card Scheme Response Percentage

1 Yes 292 58.40

2 No 208 41.60

Concessional Annual Travel Card (CAT CARD offers a 10% concession

on the fare and provides insurance facilities)


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YES (220)

YES (44%)

NO (280)

NO (56%)

0

50

100

150

200

250

300

RESPONSE PERCENTAGE

YES

NO

Ser No Awareness of the JHT Scheme Response Percentage

1 Yes 220 44.00

2 No 280 56.00

JHT (Jubilee Hi-tech Ticket) Holders can travel any number of times throughout

AP in a week.

The observations made with regard to the CAT scheme are equally applicable in thecontext of JHT also.

C : AWARENESS LEVEL OF THE IJHT SCHEME

Ser No Awareness of the IJHT Scheme Response Percentage

1 Yes 161 32.20

2 No 339 67.80

IJHT (Inter State Jubilee Hi-tech Ticket) holders can travel any number of times

in inter state buses of APSRTC in a week.

YES (161)

YES (32.20%)

NO (339)

NO (67.80%)

0

50

100

150

200

250

300

350

400

RESPONSE PERCENTAGE

YES

NO

B : AWARENESS OF THE JHT SCHEME


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The Scheme requires to be propagated very aggressively as about 68% of the samplepopulation is not aware of its existence. Those who may not undertake inter-state journeysoften, should also be targeted to improve their awareness of the scheme as they arePotential customers of this scheme.

D : AWARENESS OF THE MST SCHEME

Ser No Awareness of the MST Scheme Response Percentage

1 Yes 249 49.80

2 No 251 50.20

MST (Monthly Season Ticket) offers 30 days travel on payment of 20 days farein a month.

YES (249)

YES (49.80%)

NO (251)

NO (50.20%)

0

50

100

150

200

250

300

RESPONSE PERCENTAGE

YES

NO

The awareness or otherwise of the MST scheme is (more or less) evenly distributedamongst the commuters. Measures have to be taken to improve the awareness amongst

those not aware of the scheme in order to increase the customer base of this scheme inthe rural segment of the APSRTC passengers through word of mouth of the urban segmentswho are relatively more vociferous.

E : AWARENESS OF THE COUPLE GIFT CARDS SCHEME

Ser No Awareness of the CGC Scheme Response Percentage

1 Yes 160 32.00

2 No 340 68.00

Couple Gift Cards (any two persons) offers any two persons/couples to travel any number

of times within AP for 4 days/96 hours from the date of commencement of the journey.

YES (160)

YES (32%)

NO (340)

NO (68%)

0

50

100

150

200

250

300

350

400

RESPONSE PERCENTAGE

YES

NO


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Very low rate of awareness of the scheme is observed. If the organisation proposesto continue with the scheme, aggressive campaign of the same needs to be undertaken.

F : AWARENESS OF THE FREE TRAVEL FACILITY SCHEME

Ser No Awareness of the Free Travel Response PercentageFacility Scheme

1 Yes 147 29.40

2 No 353 70.60

Free Travel facility to passengers holding long distance advance computerised

reservation ticket from their residence to the bus station and back.

YES (147)

YES (29.40%)

NO (353)

NO (70.60%)

0

50

100

150

200

250

300

350

400

RESPONSE PERCENTAGE

YE S

NO

Perhaps the least level of awareness (next only to TREATS programme) is observed

amongst the users of RTC services on this facility. Reasons need to be probed and correctiveaction initiated to serve the purpose of introducing the scheme.

G : AWARENESS OF THE RJT SCHEME

Ser No Awareness of the RJT Scheme Response Percentage

1 Yes 187 37.40

2 No 313 62.60

RJT (Return Journey Ticket) facility on selected routes.

YES (187)

YES(37.40%)

NO (313)

NO (62.60%)

0

50

100

150

200

250

300

350

RESPONSE PERCENTAGE

YES

NO


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A very high level of un-awareness is registered amongst the sample population withregard to this scheme. The intended purpose of introducing this programme is virtuallydefeated. A revival and resusciating schedule has to be drawn and vigorously executed andpursued if the organisation intends to benefit from this scheme.

H : AWARENESS OF THE TREATS SCHEME

Ser No Awareness of the TREATS Scheme Response Percentage

1 Yes 137 27.40

2 No 363 72.60

TREATS (Travel regularly and earn an additional free trip scheme).

YES (137)

YES (27.40%)

NO (363)

NO (72.60%)

0

50

100

150

200

250

300

350

400

RESPONSE PERCENTAGE

YES

NO

The least level of awareness is observed in this scheme. The scheme is almostdead and calls for a very intensive ad-push to resuscitate it as it aims to hold the frequenttravellers in the fold of the organisation.

I : AWARENESS OF THE TAYL SCHEME

Ser No Awareness of the TAYL Scheme Response Percentage

1 Yes 382 76.40

2 No 116 23.20

TAYL (Travel As You Like) Ticket provides unlimited travel in the city services

for 24 hours.

YES (382)

YES (76.40%)

NO (116)

NO (23.20%)

0

50

100

150

200

250

300

350

400

450

RESPONSE PERCENTAGE

YES

NO


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Awareness of this scheme is highest amongst the sample population. Ideally, theawareness of other schemes should also be raised to this level. Efforts should also be madeto further reduce the levels of un-awareness from the present level of 23%.

J : AWARENESS OF THE GBT SCHEME

Ser No Awareness of the GBT Scheme Response Percentage

1 Yes 379 75.80

2 No 121 24.20

GBT (General Bus Ticket).

YES (379)

YES (75.80%)

NO (121)

NO (24.20%)

0

50

100

150

200

250

300

350

400

RESPONSE PERCENTAGE

YES

NO

This scheme has the highest level of awareness (second only to TAYL scheme) asseen amongst the sample population. Endeavour should be made to improve the awarenesslevel of penetrating the scheme into the 24% of the segment which is unaware of the

scheme.

K : AWARENESS OF THE METRO COMBI-TICKET SCHEME

Ser No Awareness of the Metro Response PercentageCombi-Ticket Scheme

1 Yes 289 57.80

2 No 211 42.20

Metro Combi-Ticket - enables GBT holders to make a single trip on a nominal

payment of Rs 5/- immaterial of the actual fare.

YES (289)

YES (57.80%)

NO (211)

NO (42.20%)

0

50

100

150

200

250

300

350

RESPONSE PERCENTAGE

YES

NO


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About 43% of the respondents are unaware of this passenger friendly scheme. Thetarget group is the GBT (General Bus Ticket) holders. They are frequent purchasers of thisticket. Therefore, it is practicable to capture their data and subject them to any promotionalcampaign. Efforts seem to be lacking in this direction.

L : AWARENESS OF TELEPHONE RESERVATION AND HOME DELIVERY OF TICKETS

Ser No Awareness of Telephone Reservation Response Percentageand Home Delivery of Tickets Service

1 Yes 226 45.20

2 No 274 54.80

Telephone Reservation and Home Delivery of Tickets.

YES (226)

YES (45.20%)

NO (274)

NO (54.80%)

0

50

100

150

200

250

300

RESPONSE PERCENTAGE

YES

NO

About 55% of the respondents are unaware of this customer friendly service whichsaves lots of time, energy and non productive effort of the potential passengers in procuringa ticket in APSRTC buses. An ad-push is required to be given to pull out the customerfrom the competitors fold and attract commuters with which tickets/seats are made available.

M : AWARENESS OF THE ACCOMMODATION LINKED TICKETS TO SHIRDI

Ser No Awareness of Accommodation Response PercentageLinked Tickets to Shirdi Service

1 Yes 204 40.80

2 No 296 59.20

Accommodation Linked Tickets to Shirdi.


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Unawareness of 60% of the respondents could be treated as a serious promotional setback and steps taken to reach Sai devotees through the trustees of the Sai temples inparticular and by other means in general.

N : AWARENESS OF LINK TICKETS TO TIRUMALA SCHEME

Ser No Awareness of Link Tickets to Response PercentageTirumala Scheme

1 Yes 199 39.80

2 No 301 60.20

Link Tickets to Tirumala.

YES (199)

YES (39.80%)

NO (301)

NO (60.20%)

0

50

100

150

200

250

300

350

RESPONSE PERCENTAGE

YES

NO

YES (204)

YES (40.80%)

NO (296)

NO (59.20%)

0

50

100

150

200

250

300

350

RESPONSE PERCENTAGE

YES

NO


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This great facility has unfortunately not reached more than 60% of the respondents.It is suggested to get into a tie-up with Indian Railways to quickly reach the Tirupathiboard train passengers who are predominantly bound to Tirumala from Tirupathi whose

surface/road transport can be facilitated and made hassle free by APSRTC buses and thescheme under consideration.

O : AWARENESS OF THE DIAL A BUS SCHEME

Ser No Awareness of Dial a Bus Scheme Response Percentage

1 Yes 245 49.00

2 No 255 51.00

Dial a Bus Scheme (for marriages, picnics etc.)

YES (245)

YES (49%)

NO (255)

NO (51%)

0

50

100

150

200

250

300

RESPONSE PERCENTAGE

YES

NO

The scheme, if well articulated and publicised, has the potential of fully utilising thespare capacity in-built in the APSRTC system where 10% of spare buses are provided toevery depot over and above the fleet required to operate schedule services. The scheduleservices can also be used for the purposes of picnics, marriages, pilgrimage and leisuretravel, during the slack hours/season. The scheme has good potential to reap dividends ifproperly publicised.

TABLE-6 : TIME TABLE BOARDS INSIDE THE BUSES


1 Yes 390 78.00

2 No 110 22.00


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YES (390)

YES (78%)NO (110)

NO (22%)

0

50

100

150

200

250

300

350

400

450

RESPONSE PERCENTAGE

YES

NO

The practice has the potential of instilling self discipline amongst the crew as itprovides an opportunity/information to the intending passengers to question erring crewnot adhering to the declared/notified timings. Therefore, there is a dire need to set rightthe deficiencies and arrange to furnish all buses with time table boards inside the buses.Progressively the lapses occurring in 22% of the buses should be reduced.

TABLE-7 : ACCESSIBILITY ON OFFICIAL PHONE/CELL NUMBERSIN THE BUSES FOR EMERGENCY ASSISTANCE


1 Yes 350 70.00

2 No 150 30.00

RESPONSE TO ACCESSIBILITY ON OFFICIAL PHONES/MOBILES

IN THE BUSES FOR EMERGENCY ASSISTANCE

YES (350)

YES (70%)

NO (150)

NO (30%)

0

50

100

150

200

250

300

350

400

RESPONSE PERCENTAGE

YES

NO

NEED FOR TIME TABLE BOARDS INSIDE THE BUSES


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This is yet another step in the right direction to empower customers to ventilatetheir grievances/complaints, if any, to the competent authority to redress the same. Itprovides a in built mechanism to discipline the crew/operating staff. Hence, steps are

imperative to arrange for these numbers in the remaining 30% of the buses.

TABLE-8 : AWARENESS OF DIAL YOUR DEPOT MANAGER/RM

PROGRAMME TO REDRESS YOUR GRIEVANCES

Ser No Awareness Response Percentage

1 Yes 262 52.40

2 No 238 47.60

RESPONSE TO AWARENESS OF DIAL YOUR DEPOT MANAGER/RMPROGRAMME TO REDRESS YOUR GRIEVANCES

YES (262)

YES (52.40%)

NO (238)

NO (47.60%)

0

50

100

150

200

250

300

RESPONSE PERCENTAGE

YES

NO

About 48% of the respondents are not aware of this programme. This programme, iffully installed and propagated, has the power of cementing continued relationship betweenthe company and the customer. Hence, steps need to be taken to clear bottlenecks, if any,in institutionalising the programme in right earnest.

TABLE-9 : OVERALL IMPRESSION ON SERVICES RENDERED BY APSRTC

Ser No Impression Response Percentage

1 A Good 145 29.00

2 B Satisfactory 289 57.80

3 C Poor 66 13.20


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169

277

54

33.80%

55.40%

10.80%

0 50 100 150 200 250 300

A

B

C

PERCENTAGE

RESPONSE

B: 289 (57.80%)

C: 66 (13.20%)

A

B

C

RESPONSE

A: 145 (29%)

About 87% of the sample respondents seem to be having a satisfactory and aboveaverage (good) impression on the services rendered which is a gratifying factor.Nevertheless, about 14% respondents impression is that services are Poor and should notbe ignored as the members are not too insignificant. Strategies should be evolved andinstalled to reduce their numbers and percentage.

TABLE-10 : RATING THE BEHAVIOUR OF CHECKING OFFICIALS


1 A Good 169 33.80

2 B Satisfactory 277 55.40

3 C Poor 54 10.80

RESPONSE TO RATING THE BEHAVIOUR OF CHECKING OFFICIALS

RESPONSE TO OVERALL IMPRESSION ON SERVICES RENDERED BY APSRTC


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Though about 89% of the respondents have given Satisfactory and Good rating onthe behaviour of checking officials, the reasons for the balance 11% to rate it as Poorhave to be probed and dealt with. It could be ingrained in checking officials that they canbe dignified and firm in discharging their duties without diluting the respect and humandignity/courtesies due to the crew/passenger through structured soft skills programme/training to them.

CONCLUSION

The study has revealed that the wheels of the buses of APSRTC are strong enough toattract good number of passengers to enhance its occupancy which makes the Corporationmore viable.

Suggestions

The following suggestions are made based on the revelations of the survey for furtherenhancement of the awareness levels of the target customers which catapults to increased

occupancy, productivity and profitability.

1. Awareness of passengers on seven passenger friendly schemes varies from 76.40%(on the TAYL scheme) to 27.40% (for TREATS scheme). Obviously the promotional effortis not evenly distributed. This requires to be balanced forthwith by taking up aaggressive ad campaign.

2. The grievance redressal machinery and feedback mechanism established throughexhibiting phone/cell numbers of the officers concerned in buses and dial your officialprograms are well conceived but their execution seems to be lopsided as awarenessis only 70% and 52.40% respectively. A special drive has to be taken up by topmanagement to create conviction in lower rung managers to pursue these schemesfaithfully.

3. Behaviour of the crew, the visible face of the organisation, is rated average by 50.80%which requires attention and taking up of training and development programs on warfooting.

4. The overall impression of customers on service is satisfactory for about 57.80%. Thisis a thin edge which the organization requires to improve upon as it may slide anytime.

5. Cleanliness of buses is rated as normal by 52.60% which needs to be looked into.

References

1. Gronross Christian (1990), Services Management and Marketing, Massachusetts

Lexington Books, pp 27.

2. S M Jha (2004), Services Marketing, Himalaya Publishing House, pp 108.

3. Silvestro R F (2003), Johnston and Voss towards a Classification of Service Process,International Journal of Services Industry Management, pp 62-75.

4. S Lovelock Christopher (2002), Services Marketing, Pearson Education Pvt Ltd, pp 5.

5. Kotler Phillip (2001), Marketing Management, Prentice Hall of India, pp 443-468.

6. Leonard Berry (1980), Services Marketing is Different, Business Magazine, May-June,

pp 24-29.


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7. Shostack GI (April 1977) Breaking Free From Product Marketing, Journal of Marketing,pp 73-80.

8. Christian Gronross (1983), Services Marketing Theories and Definitions in StrategicMarketing & Management in Service Sector, Chart Well Bratt, pp 17-27.

9. Reagan W J (July 1963), The Services Revolution, Journal of Marketing, pp 57.

10. Robert Judd (Jan 1964), The Case for Redefining Services, Journal of Marketing.

11. Bessom R M (Nov 1963), Unique Aspects of Marketing Services, Arizona BusinessBulletin, pp 157.

12. Blois K J (April 1974) The Marketing of Services An Approach, European Journal ofMarketing, pp 157.

13. Stanton W J (1974), Fundamentals of Marketing, McGraw Hill, pp 545.

14. Lehtenin J (1983), Customer Oriented Services, Firm Finland, pp 31.

15. Gummesson E (1987), Lip services a Neglected Area in Services Marketing, Journal ofServices Marketing, No 1, pp 22.

IJTM

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