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MARKETING APPROACH OF OPERATIONAL STRATEGIES IN STU: A STUDY WITH REFERENCE TO KERALA SRTC
The economic and effective passenger transportation facility to the public in Kerala is doing by Kerala State Road Transport Corporation (KSRTC), the biggest single fleet owner. Various steps are envisaged to make KSRTC a healthy and competent organization to make the public service more efficient a...
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| Format: | Printed Book |
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SAJMMR: South Asian Journal of Marketing & Management Research
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| Online Access: | http://10.26.1.76/ks/006119.pdf |
| Summary: | The economic and effective passenger transportation facility to the public in Kerala
is doing by Kerala State Road Transport Corporation (KSRTC), the biggest single
fleet owner. Various steps are envisaged to make KSRTC a healthy and competent
organization to make the public service more efficient and effective despite it being
in a serious debt trap. The article is summarizing the core concept of marketing in
terms of service, its value, satisfaction, quality and their exchange, as the service
product of State Transport Undertakings (STU) to be viewed beyond that of merely
providing service from one origin to a destination but of facilitating consumers to
meet their core needs such as attending work place, school, social functions etc.
Their focus needs to be changed towards understanding customer preferences and
designing marketing strategies to increase the customer base and market share. This
paper attempts to apply the principles of marketing to transport operations and
design marketing strategies for STUs using marketing tools available taking KSRTC
as reference |
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| Physical Description: | Volume 2, Issue 8 (August, 2012) |