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Air Deccan: Challenges of Profitable
Growth -- Rajat Gera
Air Deccan revolutionalized low cost air travel and created
the low cost carrier subcategory in Indian aviation through
innovations in operations and marketing. However, in spite
of gains in market share, the airline is incurring losses
which has led to equity injection by Kingfisher airlines
and repositioning of the airline from low cost to premium
low cost by the new management. The case outlines the challenges
in becoming profitable and the internal and external managerial
issues related to the same. Even though there was an improvement
in the performance improvement indicators, financial and
operational achieved by the carrier post acquisition, the
issue of sustainable profitability still remains.
© 2008 The Icfai University
Press. All Rights Reserved.
Dynamics of Retail Markets --
V Krishna Mohan, P Pinakapani and M S R Sesha Giri
Except the word `change', every object or thing is vulnerable
to change. However, only the time span varies from one to
the other. The face of retail markets in India too, is no
exception. The past decade has witnessed and brought about
many changes in the transaction processes, services and
formats of retail markets. Retailing, which is the last
aspect of distribution of marketing strategy, acting as
a bridge between the mass producers and the final consumers,
has spread in every nook and corner of the globe. Just a
few months ago, while assessing and forecasting the growth
of the Indian retail markets on various fronts by various
competent agencies, it was understood that currency-wise,
market size is speculated to be $180 bn, and employment-wise,
15% of the adults are perhaps the largest contributors to
India's GDP.
© 2008 The Icfai University
Press. All Rights Reserved.
Passenger Satisfaction Towards Karnataka State Road
Transport Corporation in Gadag District: An Empirical Study
-- A S Shiralashetti and S S Hugar
Producing goods and services has no meaning without selling
them to the ultimate consumers. However, selling of goods
and services is not an easy job, particularly during the
post-liberalization period. Further, marketing has evolved
from the production concept to marketing and societal concept.
Therefore, the sellers of goods and services have to give
due importance to the pillars of marketing and societal
marketing concepts, viz, consumers' stated and unstated
needs, consumer satisfaction, profitability and integrated
marketing. Since the consumers are the kings in the marketing
of goods, services and ideas, the sellers have to identify
the stated and unstated needs of the consumers and try delivering
the products to satisfy them at higher levels.
© 2008 The Icfai
University Press. All Rights Reserved.
Antecedents of Customer Relationships in the Telecommunication
Sector: An Empirical Study -- Ramesh
Krishnan and Monika Kothari
Relationship marketing is no longer a new catchphrase among
organizations. That a firm would want to have a long-term
relationship with its customers is to state the obvious;
but why should a customer want to have a long-term relationship
with a firm, brand, service or product? The prerequisites
of a customer to enter a relationship mode is what we term
as `antecedents' and this research paper analyzes the antecedents
of customer relationships in the telecommunication sector.
Mobile services were chosen as a context to study as the
industry is witnessing exceptional growth rates and amidst
growing competition it would be tough for mobile operators
to survive, unless they provide value added services and
understand what will lead customers to enter into a long-term
relationship with them.
© 2008 The Icfai
University Press. All Rights Reserved.
Customer Preferences in Life Insurance Industry in
India -- Sunayna Khurana
In today's tough competition, every company in the service
sector tries hard to satisfy its customers. In the insurance
sector, various new private companies have entered the industry
by merging with foreign companies. They regularly offer
new services, with the basic plan to attract new customers
and to retain the present ones. This paper tries to understand
consumer behavior in the insurance sector. The main objective
of this paper is to identify customer preferences regarding
plans and company, their purpose of buying insurance policies,
their satisfaction level and their future plans for the
new insurance policy.
© 2008 The Icfai
University Press. All Rights Reserved.
Underpinnings of Customer Satisfaction in Indian Cellular
Services: Service Quality, Service Features, Demographics
and Cellular Usage Variables --
Shirshendu Ganguli
A number of studies have been done in the field of cellular
services in different countries, to measure the customer
satisfaction in terms of service quality or service features,
i.e., how different constructs of service quality or service
features drive customer satisfaction. Hardly any research
exists that attempts to take into account the difference
between satisfied and unsatisfied customers, with respect
to service quality or service feature related variables.
The importance of such a study is immense, as in the fast
growing cellular services market in India, it becomes crucial
to know what separates the satisfied customers from the
unsatisfied ones.
© 2008 The Icfai
University Press. All Rights Reserved.
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