1.It all the provisions, and Management for providing

1.It was observed that many of the customers are aware of
the CRM Practices of the APSRTC.2. The APSRTC has been adopting many technological
advancements which are used by many of the customers.3. Many of the respondents are positive to the views of CRM
in APSRTCSuggestions:1.      
Though the APSRTC has been implementing many of
the CRM Practices it is suggested to implement many schemes to attract the
customers.2.      
Information about the cancellation of buses
should be given to the customers before time Conclusion:1. These type of studies are more useful further road
transportation companies in India.2. Other investigators may use these type of studies for
further anyalsis and investigation              Project report submitted in
partial fulfillment of the requirement for the award of MASTERS IN
BUSINESS ADMINISTRATIONSubmitted by                          P.HIMA
SAGAR(121723603035)

GITAM
Institute of ManagementGITAM
University(Established U/S 3 of UGC Act, 1956)                                                            VISAKHAPATNAM                                                                    2018-2019  

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DECLARATIONI, P.hima sagar,a student of
Masters of Business Administration (M.B.A.), GITAM Institute of Management
(GIM), GITAM University, Visakhapatnam hereby declare that the project work
initiated on “ANDHRA
PRADESH  STATE ROAD TRANSPORT CORPORATION ” is a genuine work done by me
in partial fulfillment for the requirement of the degree of Masters of Business
Administration. I confirm this has not been published or submitted elsewhere
for the award of any degree in part or in full.    Name: P.HIMA
SAGARDate: 19.12.2017        

ACKNOWLEDGEMENTI would like to express my
sincere gratitude, GITAM Institute of Rajeshwari Panigrahi Associate Professor Management, GITAM University, Visakhapatnam whose
knowledge and guidance has motivated me to achieve goals I never thought
possible. She has consistently been a source of motivation, encouragement, and
inspiration. The time I have spent working under his supervision has truly been
a pleasure.            I am thankful, Dean and Principal P.SHEELA, GITAM Institute of Management, GITAM University,
Visakhapatnam for extending his utmost support and co-operation in providing
all the provisions, and Management for providing excellent facilities to carry
out my project work.Finally special thanks to
my parents, for their support and encouragement throughout my life and this
course. Thanks to all my friends and well-wishers for their constant support.                                                                                       P.HIMA SAGAR                                                                                         ANDHRA PRADESH STATE ROAD TRANSPORT CORPORATION  1.2       CUSTOMER RELATIONSHIP MANAGEMENT (CRM) Customer Relationship
Management (CRM) is one of the emerging concepts in modern marketing. The
origin of CRM has it deep roots since 1956 in the form of segmenting the
customers into discrete groups. Even though the concept of CRM emerged way
back, it is only during the last fifteen years the concept of CRM had an’
important bearing on the business (Nairn1, 2002). The emergence of
CRM concept is due to the relationship marketing focus, Specifically one-to-one
marketing (Peppers & Rogers2, 1993; Peppers3 et al., 1999) by the
business firms and the market orientation by the business firms, i.e.,
collecting, analysing and disseminating huge quantum ofcustomer information.
These two important focuses helped in creation of CRM technology. The reasons
for the speedy growth of CRM can be ascribed to the following; a)      Cutthroat
competition among the business firms for the valuable customers, b)       Economies in retaining customers and getting
life-time value from them and c)      Technological
breakthroughs (Buttle4, 2004; Goodhue5et al., 2002; Karimi6 et al., 2001; Ling &
Yen7 ,2001; Winer8, 2001). 1.2.2    Definition: The following is more
comprehensive definition on Customer Relationship Management:  Philip Kotler et al9 (2008), “customer
relationship management is the overall process of building and maintaining
profitable customer relationships by delivering superior customer value and
satisfaction. It deals with all aspects of acquiring, keeping and growing customers”.
 The above definition in a
way tries to lay the foundation of CRM along with the objective for which it
should be designed. The definition implies: 1.      CRM
is an enterprise-wide activity, i.e. it is not just confined to the marketing
department of the organisation .2.      The
objective of CRM IS acquisition, retention and partnering with the customers.3.      There
has to be segmentation of the customers for whom CRMis designed. 1.3.6    Objectives by Kim, Suh and Hwang: Kim10 et al. (2003) offered the
following CRM objectives whicharecategorised into four groups. They are;  1.     
      Customer knowledge: a)      collecting
appropriate customer information b)      analyzing
customer data c)      acquiring
new customers d)     improving
skills of employee e)      improving
CRM technique f)        secure service  2.         Customer interaction: a)      appropriate
response to customer request b)      integration
of business processes c)      improving
channels management d)     maximizing
the effectiveness and efficiency of organisation operationse)      customizing
products and services  3.         Customer value: a)      improving
customer retention b)      profits
increase c)      improving
customer service and support d)     building
an attractive virtual community  4.         Customer satisfaction: a)      improving
service quality b)      establishing
relationships with customers  2.25    OBJECTIVES
OF THE STUDY 1.      To present
the conceptual framework relating to customer relationship management. 2.      To elicit
the views of customers/commuters on CRM practices followed by APSRTC in Guntur
District.3.      To offer
findings, suggestions and conclusions of the study.  HYPOTHESIS
OF THE STUDYThe
Commuters / Passengers are satisfied with the CRM practices of the APSRTC.Sample Size:The calculated size of sample for a
population of the passenger/customers/commuters 6.53 lakhs with 0.1% i.e., 653.
The researcher has taken as a sample size. Convenience sampling method is
adopted for this study. Data
Collection Methods:            The present study mainly relies on
primary data; however secondary data sources were also taken into
consideration. Data is collected through personal interaction with the
officials of the selected organizations. The responses obtained on
well-structured and pre-tested questionnaire have been the major source in the
compilation of report. The secondary data sources include reports, research
papers, books, etc. Questionnaire
Design:            The research objectives and
subsequent hypotheses determined the information required from the research
instruments. Three types of information were sought from the APSRTC
organization.  Viz., (a) CRM objectives,
(b) Organization and management of CRM and (c) Evolution of CRM. To enable
statistical analysis of the results, structured – undisguised, self-administered
questionnaire was selected and majority of the constructs in the measuring
instrument used three and five point liker-type scales and few are dichotomous
questions etc.,. Questionnaire items from previously published and validated
questionnaires were adapted to the context of this study.

The A.P.S.R.T.C is the second largest public
sector transport undertaking in the country. Earlier passenger transport was
controlled by private sector in coastal Andhra and Rayalaseema regions,
and  public sector in Telangana region.
In course of time, a separate corporation was set up and road transport was
nationalized in phases and the APSRTC extended its services to all districts. APSRTC is the state owned Road Transport
Corporation in the southern Indian State of Andhra Pradesh. It is recognized as
the single corporation having the largest number of buses in the world. This
was also certified by the by the Guinness book of world records. Initially
APSRTC operated city bus services in Hyderabad and mostly ordinary services to
other areas with green and dark green shades. In the year 1994 APSRTC has
introduced different colour shades of buses with dark blue and white colour
called the metro liners. These buses were operatd initially in twin cities in
Hyderabad and Secundrabad to commute city traffic from one end to another. This
has been  prove to be a success and the
commuters received these buses very well. 
Similar type of bus facility was introducing in Visakhapatnam also which
is the second largest city in Andhra Pradesh. APSRTC then introduced metro
express buses to provide a comfortable travel for commuters in Hyderabad.  APSRTC has been actually participating in the
national activities also. In the year 2002 when the national games were
held in the city of Hyderabad the APSRTC complimented by providing new yellow
buses colored buses for transporting the participants/ organizers between the
venues and places of stay. These buses were named Veera which happened to be
the games mascot for the 2002 national games. Later few A/C buses in the name
of Seethalahamsa’s were introduced to give a big boost with the coverage of
urban transportation under the JNNURM scheme in which the union government provided
funds for the purchase of buses  for
improving urban transport. More than 2000 buses were sanctioned under this
scheme APSRTC. From the year2009 end the JNNURM metro express buses with new
features were seen on the roads of twin cities. Later A/C Volvo buses were
added under the JNNURM scheme. APSRTC has also introduced CNG buses in some
cities notably in Vijayawada.APSRTC
extends its services to all major towns, cities and rural areas.  DATA ANALYSIS AND
INTERPRETATION
COMMUTERS / PASSENGERS SECTION – ATable – 5.1   Age
Factor

Age
(in years)

No.
of
Respondents

Percentage

(%)

Below  – 20 years

65

10.00

21 – 30

52

8.00

31 – 40

385

59.00

41 – 50

59

9.00

51 – 60

59

9.00

Above – 60

33

5.00

Total

653

100

             The
information related to the age group of respondents is shown in Table – 5.1
about 59% of the respondents fall in the age group of between 31-40 years and
who are above 60 years are very low in number.Table – 5.2   Gender

Gender

No.
of
Respondents

Percentage
(%)

Male

627

96.00

Female

26

4.00

Total

653

100.00

The present
study is dominated by male respondents which is shown in Table – 5.2.Table – 5.3   Qualifications

Qualifications

No.
of
Respondents

Percentage

(%)

Below  Graduation

522

80.00

Above Graduation

131

20.00

Total

653

100.00

             The details of respondents according
to Educational qualifications are shown in Table – 5.3. A majority of about 80%
of respondents are having a basic degree as their education qualification.
Those who are having PG as their qualification are about 20% of the
respondents.  Graph – 5.2   Gender

Table – 5.4   Occupation

Occupation

No.
of
Respondents

Percentage

(%)

Farmers

118

18.00

Employees

176

27.00

Business Men

287

44.00

Others

72

11.00

Total

653

100.00

The
response is different for different categories.According to
it 44% of the respondents are business men, followed by employees and farmers
who are with 27% and 18% respectively.Table – 5.12             Technological
Advancement adopted by APSRTC

 

 

No.
of
Respondents

Percentage

(%)

a)

Online booking of current and
advance ticket

515

79.00

b)

Data kept in APSRTC portal.

112

17.00

c)

Tele contact by higher
management

26

04.00

d)

Any other view, please specify
……………

0

0.00

 

Total

653

100.00

             Descriptive Statistics

Respondents

Mean

163.25

Standard Error

119.6672

Median

69

Mode

#N/A

Standard Deviation

239.3343

Sample Variance

57280.92

Kurtosis

3.141392

Skewness

1.772549

Range

515

Minimum

0

Maximum

515

Sum

653

Count

4

 The
response is different for different categories.The
technological advancements adopted by APSRTC include online booking of current
and advance tickets, upto date data kept in APSRTC portal etc. The views of
respondents are recorded in Table 5.12.Table – 5.13 Usefulness
of Technological Advancement

 

 

No.
of
Respondents

Percentage

(%)

a)

For updating of latest
information

188

29.00

b)

For improving relations with
the APSRTC.

40

06.00

c)

Helps in getting your requirements
met fast

411

63.00

d)

Any other opinion, please
specify …………

14

02.00

 

Total

653

100

 Descriptive Statistics

Respondents

Mean

163.25

Standard Error

91.03971

Median

114

Mode

#N/A

Standard Deviation

182.0794

Sample Variance

33152.92

Kurtosis

0.131687

Skewness

1.107183

Range

397

Minimum

14

Maximum

411

Sum

653

Count

4

 The
response is different for different categories.            The opinion on
usefulness of technological advancements to the commuters is furnished in Table
5.13. The analysis reveals that the changes in technological advancement is
useful to get the requirements of commuters met fast.Table – 5.19 The views of CRM

 

Statement

5

4

3

2

1

a)

Help to provide information to
customers.

54

33

12

1

0

b)

Improve relationship with RTC.

21

27

27

6

0

c)

Improve the image of RTC in the
long-run.

24

39

18

4

3

d)

Effectively meet the
competition.

12

42

33

2

1

e)

A marketing strategy not useful
to customers.

15

21

18

10

7

f)

Lacks basic approach to satisfy
customers.

27

30

12

5

5

g)

No proper information about the
schemes/benefits.

15

30

18

5

4

h)

It is only an internal
activity.

15

9

36

6

6

 

Total

183

231

174

39

26

5-Strongly agree; 4-Agree; 3-Uncertain; 2-Disagree; 1-Strongly disagreeThe views of respondents on various aspects
of CRM are presented in Table 5.19. The majority of respondents strongly agree
with following statements ·        
Help to provide information to customers. Agree with
the following statements ·        
Improve relationship with RTC.·        
Improve the image of RTC in the long-run.·        
Effectively meet the competition. ·        
A marketing strategy not useful to customers.·        
Lacks basic approach to satisfy customers.·        
No proper information about theschemes/benefits. Uncertain
with the following statements ·        
It is only an internal activity. 

 Table – 5.20 Awareness
of schemes of APSRTC

 
 

 

No.
of
Respondents

Percentage

(%)

a)

CAT cards,

158

24.00

b)

Vanitha Family card.

124

19.00

c)

Couple Gift card

0

0.00

d)

Package tours,

11

2.00

e)

Jublee tickets and

0

0.00

f)

all the above.

322

49.00

g)

Any other, please specify…

38

6.00

 

Total

653

100.00

The details of respondents according to the
awareness of the schemes of APSRTC is presented in Table 5.20. According to it,
majority of respondents are aware of all most all the schemes like CAT Cards,
Vanitha Family Cards, Couple Gift Cards, Package Tours etc. 

 Findings:1.It was observed that many of the customers are aware of
the CRM Practices of the APSRTC.2. The APSRTC has been adopting many technological
advancements which are used by many of the customers.3. Many of the respondents are positive to the views of CRM
in APSRTCSuggestions:3.      
Though the APSRTC has been implementing many of
the CRM Practices it is suggested to implement many schemes to attract the
customers.4.      
Information about the cancellation of buses
should be given to the customers before time Conclusion:1. These type of studies are more useful further road
transportation companies in India.2. Other investigators may use these type of studies for
further anyalsis and investigation

1Nairn,
A. (2002). CRM: Helpful or full of hype? Journal of Database Marketing, 9(4),
376-382.

2Peppers,
D., & Rogers, M. (1993). The one to one future: Building relationships one
customer at a time. New York: Doubleday.

3Peppers,
D., Rogers, M., &Dorf, B. (1999). Is your company ready for one-to-one
marketing? Harvard Business Review, 77(1), 151-160.

4Buttle,
F. (2004). Customer relationship management: Concepts and tools. Sydney:Elsevier

5Goodhue,
D. L., Wixom, B. I-.,& Watson, H .. J. (2002). Realizing business benefits
: through CRM: Hitting the right target in the right way. MIS Quarterly
Executive, 1(2), 79-94

6Karimi,
J., Somers, T. M., & Gupta, Y. P. (2001).Impact of information technology
management practices on customer service. Journal of Management
Information  Systems, 17(4), 125-158

7Ling,
R., & Yen, D. C. (2001). Customer relationship management: An analysis
framework and implementation strategies. The Journal of Computer Information
Systems, 41(3),82-97

8Winer,
R. S. (2001).A framework for customer relationship management.

California Management
Review, 43(4), 89-105

9Philip
Kotler& Gary Armstrong (2008), Principles of Marketing, 12th Edition,
Prentice Hall of India, pp. 13

10Kim,
J. Suh E. & Hwang, H. (2003).A Model for Evaluating the Effectiveness of
CRM using the Balanced Scorecard.Journal of Business Interactive Marketing.
17(2), 5-19.

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