Customer Relationship Management - AP State Road Transport Corporation

The present research has been executed on the need for Customer Relations Management in APSRTC - a state owned Transport Company of Andhra Pradesh which caters bus service throughout the state.The Backdrop of the study reflects the fact that APSRTC is incurring financial loss in a highly competitive scenario.The commuters are emanating preference towards comfortable and satisfying service offered by the transporters, instead of being loyal to a specific brand for emotional reasons. In an open & transparent Buyer's Market, they can make a shift from one transport company to another without any subjective bias. In such a competitive scenario it has become imperative for APSRTC to ensure the retention of the existing customers as well as to leverage new customers from the clutches of the competitive transport companies. The situation is very crucial for APSRTC and it has become imperative for them to adopt pragmatic stratagems that may lead to a successful turnaround. In such a crucial juncture, I have initiated a comprehensive study to identify the the appropriate strategy that would facilitate APSRTC to outpace the highly problematic, jeopardizing situation.