Preeti Narang Irctc

8/18/2019 Preeti Narang Irctc

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RESEARCH PROJECT REPORT

ON

“A COMPREHENSIVE STUDY OF CUSTOMER SATISFACTION TOWARDS TICKETING SERVICES IRCTC”

SESSION :( 2015-201!

S"#$%&&' %) *+,&%+ .".%$')& /. &' ','' /.

MASTER OF USINESS ADMINISTRATION

D, A3P3J3 ADU4 KA4AM UNIVERSITY

(NMA 05!

SUMITTED TO: SUMITTED Y:

MR33GAURAV SA6ENA PREETI NARANG

MA:IV SEM

FUTURE INSTITUTE OF MANAGEMENT

AND TECHNO4OGY7AREI44Y


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EXECUTIVE SUMMARY

Indian Railway Catering and Tourism Corporation (IRCTC) is a susidiary

o! t"e Indian Railways t"at "andles t"e #atering$ tourism and online ti#%eting

operations o! t"e railways&

Tourism industry in India is on a great oom at t"e moment& India "as

tremendous potential to e#ome a ma'or gloal tourist destination and Indian

tourism industry is eploiting t"is potential to t"e "ilt& Trael and tourism

industry is t"e se#ond "ig"est !oreign e#"ange earner !or India$ and t"e

goernment "as gien trael * tourism organi+ations eport "ouse status&

Indian Railway Catering and Tourism Corporation ,td& "as een set up y

t"e Ministry o! Railways wit" t"e asi# purpose o! "iing o!! entire #atering

and tourism a#tiity o! t"e railways to t"e new Corporation so as to

pro!essionali+e and upgrade t"ese seri#es wit" puli#-priate parti#ipation&

Rail ased Tourism in India will e t"e spe#i!i# e"i#le !or a#"ieing "ig"

growt" in #oordination wit" state agen#ies$ tour operators$ trael agents and

t"e "ospitality industry& A dynami# mar%eting strategy in asso#iation wit"

puli# and priate agen#ies$ tour operators$ transporters$ "oteliers and lo#al

tour promoters is on t"e anil& Indian Railways span gloal olumes in

"ospitality and #atering se#tors wit" seri#es proided to ./ million


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passengers eeryday&

In t"is pro'e#t we tried to identi!y t"e seri#e deliery me#"anisms adopted

y t"e IRCTC& As it is t"e only player in t"e online railway ti#%et

reseration$ we "ae done an intensie resear#" in t"e areas o! te#"nology$

demand supply$ #ustomer satis!a#tion and t"eir inolement in ma%ing t"e

0oernment susidiary a leading player in t"e tourism and online ti#%eting&

SC12E 13 T4E STU5Y

T"e study #oers t"e arious aspe#ts o! strategies w"i#" "elp in determining

t"e Seri#e o!!erings and analysis o! t"is industry&

167ECTIVE 13 T4E STU5Y

T"e primary o'e#tie o! t"e study is to ealuate t"e e!!e#tieness o!

Seri#es Mar%eting at IRCTC& In t"e lig"t o! t"is primary o'e#tie$ t"e


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!ollowing su-o'e#ties are set&

To review the historical aspects of IRCTC and its growth.

To know the position of the E-Commerce industry as a whole

in the world as well as in INDI. To identify the service and technology needed in IRCTC.

To assess the purpose and uses of e!ective service and

technology. To study and analy"e the further steps to #e taken after

doing the necessary analysis of IRCTC.

To evaluate various techni$ues or operations followed in this

regard. To know how mutuality it will increase and strengthen the

relationship #etween each employee and customers. To know the commitment of the employees towards the

organi"ation with the Company%s policies.

RESEARC4 MET4151,10Y

Resear#" is an art o! s#ienti!i# inestigation& Resear#" #omprises de!ining

and rede!ining prolems$ !ormulating "ypot"esis or suggested solutions$

#olle#ting$ organi+ing and ealuating data$ ma%ing dedu#tion and rea#"ing

#on#lusions and at last #are!ully testing t"e #on#lusion to determine w"et"er

t"ey !ormulating "ypot"esis&

Met"odology8 T"e Study is aout t"e Seri#es Mar%eting Strategies in an


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1rgani+ation& It deals wit" t"e title o! t"e study$ need o! t"e study$ o'e#ties

* S#ope o! study&

Title o! t"e Study8 T"e study is titled as Report on Seri#es Mar%eting at

IRCTC$ 4yderaad&

5ata is #olle#ted !rom primary and se#ondary sour#es&

Colle#tion o! t"e data is o! primary importan#e in t"e resear#" pro#ess& 5ata

w"i#" is #olle#ted !or t"e purpose o! resear#" "elps in proper analysis w"i#"

is "elp!ul to #ondu#t resear#" e!!e#tiely& T"e data sour#e$ w"i#" is ery

important in t"e #olle#tion o! data$ is primary data and se#ondary data&

6ot" primary and se#ondary data are ta%en into #onsideration !or t"e study

y t"e strategies !ollowed y IRCTC&

2rimary 5ata8 T"is #onsists o! original in!ormation gat"ered !or spe#i!i#

purpose& T"e normal pro#edure is y intera#ting wit" t"e people indiidually

and9 or in a group$ to get t"e re:uired data&

Se#ondary 5ata8 T"is #onsists o! t"e in!ormation t"at already eists

somew"ere$ eit"er in some Annual Re#ords or Maga+ines et#$ "aing een

#olle#ted !or ot"er purpose& 4ere t"e resear#"er "as ot" primary as well as

se#ondary data&

Surey Approa#"8

T"e :uestionnaire was administered t"roug" dire#t #onta#t wit" respondents&


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.& Sampling Te#"ni:ue8

T"e study #oers a sample o! employees o! IRCTC ,td& T"e Respondents

were sele#ted on a Sample Random asis !rom t"e !ollowing #ategories o!

t"e employees$

a) Senior managers

) 5eputy Managers

#) 7unior 1!!i#ers

d) Assistants

Sampling 2ro#edure8 T"e sampling met"od used is Random Sampling& T"is

sampling Met"od is used e#ause t"e respondents were sele#ted randomly&

T"e sampling unit sele#ted mostly !rom Ee#uties and non ee#uties&

E-C1MMERCE I;5USTRY I; I;5IA

T"e #utting edge !or usiness today is e-#ommer#e& Most people t"in% e-#ommer#e

means online s"opping& 6ut we s"opping is only a small part o! t"e pi#ture& T"e

term also re!ers to online sto#%$ ond transa#tions$ uying and downloading


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so!tware wit"out eer going to a store& In addition$ e-#ommer#e in#ludes usiness

to usiness #onne#tions t"at ma%e pur#"asing easier !or ig #orporations&

E-#ommer#e is generally des#ried as a met"od o! uying and selling produ#ts and

seri#es ele#troni#ally& T"e main e"i#le o! e-#ommer#e remains t"e Internet and

t"e


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E-#ommer#e industry "as tou#"ed =>.? #rore$ online #lassi!ieds8 @>? #rores$ online

trael8 ??? #rores (/?B 'ump !rom Rs $?@? #rore in ?) as per t"e surey

#ondu#ted y t"e IAMAI and IMR6

1nline Trael Industry8 growt" rate o! /?B to Rs $??? #rore y end 3Y?= (!rom

DD?? #rores in ?@)

1nline Classi!ieds8 rea#"ed Rs @>? #rore y end 3Y?@

1nline retailing9au#tion (eTailing)8 Rs .$.?D #rore industries y end 3Y?= (!rom

Rs @D? #rore in 3Y?@&

5igital downloads (i&e& downloading !rom Internet to moiles using wap p"ones or

we) and paid #ontent (resear#"9e#lusie ideos9arti#les et#) !or t"e rest o! >@D

#rores&

T"e ma'or triggers o! e-#ommer#e in India were8

Saes time and e!!orts

Conenien#e o! s"opping at "ome


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Cannot argain9;egotiate

;ot sure o! se#urity o! transa#tions 9 Credit #ard misuse

;eed to tou#" and !eel t"e produ#t

Signi!i#ant dis#ounts are not t"ere

4ae to wait !or deliery

EC1MMERCE 0R1??=& 1ne was prepared y t"e ;ational Committee on E-

Commer#e set up t"e Con!ederation o! Indian Industry (CII)$ w"ile t"e ot"er was

#ommissioned y t"e ;ASSC1M and prepared y t"e 6oston Consulting 0roup&

6ot" t"e reports are optimisti# aout t"e growt" o! e-#ommer#e in India& T"e

Con!ederation o! Indian Industry (CII) report estimates t"e olume o! e-#ommer#e

to grow to Rs .D?? illion (USF .?&G illion) in t"e year >??=$ out o! w"i#" 6>6

will e Rs @>? illion (USF .@ illion) and 6>C will e Rs G@? illion& T"e

;ASSC1M-6C0 Report$ on t"e ot"er "and$ estimates !or t"e same year t"at t"e


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total olume o! e-#ommer#e will e Rs .$=D? illion$ out o! w"i#" Rs .$=>? illion

(USF H. illion) will e on a##ount o! 6>6 and Rs /? illion (USF GH million) will

e on a##ount o! 6>C (;ASSC1; and 6C0$ >??=)&

IRCTC

Indian Railway Catering and Tourism Corporation (IRCTC) is a susidiary o! t"e

Indian Railways t"at "andles t"e #atering$ tourism and online ti#%eting operations

o! t"e railways&

Indian Railway Catering and Tourism Corporation ,td& "as een set up y t"e

Ministry o! Railways wit" t"e asi# purpose o! "iing o!! entire #atering and

tourism a#tiity o! t"e railways to t"e new Corporation so as to pro!essionali+e and

upgrade t"ese seri#es wit" puli#-priate parti#ipation& Rail ased Tourism in

India will e t"e spe#i!i# e"i#le !or a#"ieing "ig" growt" in #oordination wit"

state agen#ies$ tour operators$ trael agents and t"e "ospitality industry& A dynami#

mar%eting strategy in asso#iation wit" puli# and priate agen#ies$ tour operators$

transporters$ "oteliers and lo#al tour promoters is on t"e anil& Indian Railways

span gloal olumes in "ospitality and #atering se#tors wit" seri#es proided to


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a#ross t"e #ountry& IRCTC arranges !or !ull train #"arters$ #oa#"es as well as

resered ert" programmes t"roug" regular trains !or tourism purposes& 5uring t"is

s"ort period we "ae een ale to proide su#" !a#ilities to oer D?$??? persons&

Internet Rail Reseration T"ere "as een a latent demand in t"e #ountry !or ti#%et

aailaility at t"e door-step& IRCTC "as already deeloped t"is !a#ility at 5el"i$

C"ennai$ 6angalore$ Lol%ata and Mumai& Very soon t"e !a#ility will spread to

4yderaad$ 2une and A"madaad& A!ter #onsolidation at t"ese #enters$ !urt"er

deelopment in t"e ma'or towns will ta%e pla#e& IRCTC we enaled reseration

site is IRCTC 1nline 2assenger Reseration System ("ttp899www&ir#t#o&in)

3ood 2la+as IRCTC "as !irmed up plans to set up oer D? multi-#uisine !ood

pla+as at ma'or railway stations t"roug"out t"e #ountry during t"e #urrent year& T"e

3ood pla+as will "ae #ontemporary de#or$ air #onditioned amien#e and round t"e

#lo#% operation to suit passenger #onenien#e wit" mar%et drien #ompetitie

pri#ing&

Call Center IRCTC "as re#ently inaugurated a Call Center& A #ustomer #an dial

./= !rom anyw"ere in t"e #ountry and get all in!ormation !rom Indian Railways&

Seri#es proided y t"em are8

Catering 9 4ospitality

1nline Ti#%eting

Tourism


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3oundation8

IRCTC 1nline 2assenger Reseration System ("ttp899www&ir#t#o&in) is t"e most

su##ess!ul e-#ommer#e wesite in India& More t"an ?D? reserations eeryday$

and aout @D?? trains in#luded in t"e oo%ing pro#ess&

IRCTC (Indian Railway Catering and Tourism Corporation ,td&$ set y t"e

Ministry o! Railways in .===) "as played a "uge role in trans!orming #ustomer

eperien#e !or uying a railway ti#%et& T"e lengt"y :ueues !or oo%ing ti#%ets or

la#% mar%eting o! ti#%ets is no more t"e de!ault way o! uying ti#%ets&

IRCTC "as also introdu#ed many innoations in#luding e-ti#%et and moile

oo%ing&

T"e wesite is a ad eperien#e !or t"e user& Many operations are slow$ error

prone and di!!i#ult to understand& I! one step goes wrong$ you "ae to do t"e w"ole

pro#ess again&

It "as ta%en us any time etween .D minutes to G "ours to oo% a ti#%et

su##ess!ully& Many ot"ers s"are similar eperien#e&

T"e new Nui#% 6oo% !eature addresses many o! t"e #on#erns&

Yet$ t"e pro#ess #an e signi!i#antly improed O resulting not only in mu#" "ig"er

#ustomer satis!a#tion$ ut also mu#" lower transa#tion times$ and #onse:uently$

less load and andwidt" #onsumption !or t"e serer&


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SERVICES 133ERE5 8

.& 6oo%ing o! I-ti#%ets$ e-ti#%ets and tat%al ti#%ets&

I-ti#%et - re!ers to a Railway reseration oo%ed on t"is wesite !or t"e

#onsummation o! w"i#" a printed Railway ti#%et on standard Stationery is

dispat#"ed y IRCTC to t"e Customer t"roug" t"e #ourier$ w"i#" #onstitute t"e

aut"ority to trael on trains&

E-ti#%et - E-ti#%et - re!ers to a Railway reseration oo%ed on t"is wesite$ !or t"e

#onsummation o! w"i#" t"e #ustomer prints out an Ele#troni# Reseration Slip

w"i#"$ along wit" one o! t"e aut"ori+ed personal identi!i#ation$ #onstitutes t"e

aut"ority to trael$ in lieu o! t"e regular ti#%et on standard Stationery&

Tat%al Ti#%et-A ti#%et oo%ed against Tat%al Nuota against etra payment o!

premium #"arges as per etant Railway rules&

>& A maimum o! si ert"s9seats #an e oo%ed at a time !or a spe#i!ied 'ourney

etween any two stations sered y t"e train su'e#t to distan#e restri#tions in


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!or#e&

/& An indiidual user #an oo% a maimum o! ten ti#%ets in a #alendar mont"&

H& 6oo%ing #an e done against general (0;)$ SS (senior #iti+en)$ ladies (,5) and

tat%al (CL) :uota ert"s9seats only&

D& Tat%al Nuota (CL) ert"s9seats are earmar%ed in all-important trains in di!!erent

#lasses e#ept 3irst Class Air-#onditioned (.A) #lass& ,adies :uota (,5) is

generally earmar%ed in Sleeper #lass (S,) and se#ond sitting (>S)&

G& In #ase o! ti#%ets oo%ed t"roug" internet no #on#ession is permitted e#ept

senior #iti+en&

& 0eneral en:uiries aailale8

a& A##ommodation aailale !or a train9date #omination

& Current Status o! resered ti#%ets&

#& Time tale

d& Train !are

e& Trains aailale etween a gien pair o! stations

@& Courier deliery o! ti#%ets (I-ti#%ets) limited to postal addresses #oered y t"e

pin #odes listed under t"e lin% 2la#es o! 5eliery & 3or details o! areas w"ere

#ourier deliery is proided at present$ #ategori+ed y 2I;C15E

=& E-6oo%ing or E-reseration !a#ility aailale !or all trains&


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.?& 1n line #an#ellation !a#ility !or E-ti#%ets alone$ up to t"e #"arting time !or t"at

train& (E-ti#%ets #annot e #an#elled at #ounters)

..& Moile oo%ing o! I-Ti#%ets and E-ti#%ets t"roug" ;02AY Moile appli#ation$

oo%ing o! I-Ti#%ets and E-ti#%ets t"roug" CSAM- IRCTC Moile Appli#ation$ I

ti#%ets on airtel lie$ ia IRCTCKs & Auto-Up gradation is aailale to t"e net "ig"er #lass on optional asis& (As

per railway rules)&

TICLET 611LI;0 A;5 5IS2ATC4 SERVICES8

IRCTC agrees to proide online ti#%et oo%ing !a#ilities to registered users w"o

agree to t"e terms and #onditions

Standard o! Seri#e8 IRCTC will supply t"e seri#e to you wit" reasonale #are

and s%ill&

Seri#e 4ours8 6oo%ing t"roug" Internet is allowed !rom D AM to ..&/? 2M

(Indian Standard Time) on all days in#luding Sundays& Seri#e "ours are liale to

e #"anged wit"out prior noti#e& I! you try oo%ing e!ore @ AM$ !or opening dayKs

ti#%ets$ t"e reseration will !ail$ wit" your a##ount getting deitedJ IRCTC will

re!und t"e entire !are and IRCTCKs seri#e #"arges$ ut t"e an%9#ard transa#tion

#"arges are li%ely to e !or!eited


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Issue o! Ti#%ets User Registration8 Must e a registered user to use IRCTC site to

oo% ti#%ets and !or any type o! en:uiries& ;o user #an register more t"an on#e on

t"e site& All payments towards t"e #ost o! t"e ti#%ets issued will e t"roug" one o!

t"e payment mode proided on t"e payment page& T"e site is VeriSign se#ured and

#redit #ard details will trael on t"e Internet in a !ully en#rypted (.>@ it$ rowser

independent en#ryption) !orm& To ensure se#urity$ #ard details are ;1T stored in


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Catering Stalls8 Catering stalls are aest"eti#ally designed on a modular stall

spe#i!i#ation wit" all in uilt re:uirements to sere t"e :uality !ood and eerages

on time as per t"e needs o! t"e passengers&

Automati# Vending Ma#"ines8 Sering "ot and #old eerages and a ariety o! per-

pa#%ed sna#%s are eing dispensed& T"e produ#t dispensed is standardi+ed in terms

o! :uality and :uantity&

Rail ;eer 2a#%aged 5rin%ing


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II& Trend >8 Conenien#e Is Ling

T"e rise in #onenien#e !oods oer t"e last .? years "as een illustrated in t"e

steady growt" o! !ast-!ood #"ains in t"e India& T"e road su##ess o! t"e #ell p"one

is symoli# o! Indians greater moility& T"is on-t"e-run mentality "as #reated t"e

need !or :ui#%$ easy-to-prepare !oods& T"e in#rease in single parent "ouse"olds$

women in t"e wor%pla#e and t"e amount o! disposale in#ome o! teenagers "ae

added to t"e need !or ready-to-eat meals& Conenien#e !oods need to e easy to

ma%e !or any age group$ wit" easy #leanup and little or no waste& Most meals are

eaten on-t"e-go$ so t"e aility to "old t"e !ood item wit" one "and and t"e !reedom

to eat wit"out utensils are important&

III& Trend /8 4ealt"y Is In

Anot"er trend in Indian eating "aits is t"e desire !or "ealt"y meals&


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In addition to "ealt"y !oods$ #onsumers are re:uesting more multi#ultural meals&


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#an pla#e an order t"roug" online w"ile oo%ing "is9"er ti#%et&

Ma'or players in t"e industry8

As IRCTC is a w"ole and sole susidiary o! Indian Railways$ it is a monopoly in

t"e #atering seri#es o!!ered y it& 6ut still IRCTC wel#omes 3ood and 6eerages

#ompanies$ 3ast 3ood Ma'ors$ 4oteliers and ot"er #aterers to asso#iate wit" t"e

IRCTC to e#ome strategi# partner !or 3a#ilitating :uality !ood and eerages

seri#es to Rail passengers&

Competitors8

IRCTC "as no #ompetitors as mentioned earlier& 6ut t"in%ing roadly #ompetitors

!or IRCTC eists !rom 4ousewi!es and lo#al !ood sellers at t"e railway plat!orms&

As per t"e Indian passengers tenden#y$ most o! t"e passengers pre!er "ome !ood

e#ause o! t"eir #onenien#e$ :uality$ tastes$ "ygiene$ #ost and :uantity& 4en#e

IRCTC is putting its est e!!orts to proide all t"e needs o! t"e passengers to sere

:uality !ood at #ost e!!e#tie pri#es&

Tangiility Spe#trum8

TA;0I6,E 3ACT1RS 13 2A;TRYCAR SERVICES

T"e seri#e is people pro#essing8 T"ey would %now t"e produ#t :uality in terms o!

taste& So taste is t"e tangiility !a#tor&


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2a#%age :uality$ seri#e proider dress #ode$ purity o! water$ pa#%aging o! water&

All t"ese !a#tors en"an#e t"e tangiility !a#tors o! pantry #ar seri#es&

SERVICE 133ERI;0

Customer Epe#tations o! seri#e8

Customer epe#tations are elie!s aout seri#e deliery t"at seres as standards or

re!eren#e points against w"i#" per!orman#e is 'udged& 6e#ause #ustomers #ompare

t"eir per#eptions o! per!orman#e wit" t"ese re!eren#e points w"en ealuating

seri#e :uality$ t"oroug" %nowledge aout #ustomer epe#tations is #riti#al to

seri#e mar%eters& Lnowing w"at t"e #ustomer epe#ts is t"e !irst and possily

most #riti#al step in deliering :uality seri#e&

Customer epe#tations in train ary !rom region to region& As India is diersi!ied

#ountry IRCTC is trying "ard to ma%e #ommon menu and also Al-Carte menu

w"i#" satis!ies t"e regional tastes and pre!eren#es&

Customer want seri#es li%e 3ood Sered "ot$ wit" premium :uality at a!!ordale

pri#es& As eery #ustomer "as +one o! toleran#e i! t"e seri#e drops elow

ade:uate seri#e #ustomer !eels !rustrated and t"eir satis!a#tion wit" t"e proider

will e undermined&

6undle o! ene!its typi#ally re#eied y #ustomers8

In Ra'd"ani and s"atadi trains di!!erent menus are aailale !or passengers to

ma%e most o! it& 3ood pri#e i&e&$ pa#%age o! ed tea to dinner are in#luded in t"e


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Ti#%et !are !or t"e passengers& 3or t"e ot"er super!ast and epress trains standard

menu is to e utili+ed y t"e #ustomers w"ere t"e #atering #ost is not inoled in

passenger tari!!& 3or t"is reason t"e #ost o! ea#" item is #learly de!ined so t"at t"e

#ustomers !eels satis!ied and alue !or produ#t& Seri#e is !ast !or t"e #ustomers&

6ased on t"e pa#%ages di!!erent items are sered in a #omo style w"i#" is

ene!i#iary !or t"e passengers&

Seri#e Nuality 5imensions8

T"ere are !ie seri#e :uality dimensions& T"ey are Tangiles$ Reliaility$

Responsieness$ Assuran#e and Empat"y&

TA;0I6,ES

Appearan#e o! p"ysi#al !a#ilities$ e:uipment$ personnel$ and #ommuni#ation

materials&

RE,IA6I,ITY

Aility to per!orm t"e promised seri#e dependaly and a##urately&

RES21;SIVE;ESS


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Caring$ indiiduali+ed attention t"e !irm proides its #ustomers

Yes all t"e dimensions are appli#ale to t"is industry$ Espe#ially Responsieness

and Reliaility is most important w"en #ompared to ot"ers& 6e#ause prompt

seri#e and deliery drags #ustomers attention and wins #on!iden#e&

Customers inolement in t"e seri#e deliery8

T"e importan#e o! #ustomers in su##ess!ul seri#e deliery is oious i! seri#e

per!orman#es are loo%ed at as a !orm o! drama &Customer parti#ipation at some

leel is ineitale in seri#e deliery& Seri#es are a#tions or per!orman#es$

typi#ally produ#ed and #onsumed simultaneously&

Customers inolement in IRCTC #atering seri#es is done y #ontinuous

!eeda#% rig"t !rom t"e :uality 8e!!e#tie or ine!!e#tie $produ#t appropriate or

inappropriate and seri#es produ#tie or unprodu#tie ased on aluale

suggestions gien y #ustomers IRCTC ma%es ne#essary #"anges in t"eir seri#e

deliery me#"anism&

T"e leel o! #ustomer parti#ipation #an e low$ medium and "ig" ased on seri#es

&In t"is #ase #ustomer parti#ipation is medium&

SERVICE 6,UE2RI;T

w"at is t"e alue o! lueprinting a seri#eP

Managing seri#e :uality "as always een a target !or most "ospitality


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organi+ations in t"at it will result in #ustomer satis!a#tion t"at ery organi+ation

intends to a##omplis"& T"e more in!luen#e an organi+ation "as oer its seri#e

:uality$ t"e etter it will "ae #ontrol oer its #ustomer satis!a#tion& Seri#e

en#ounter or t"e moment o! trut" is one o! t"e predi#tors o! seri#e :uality& It is a

point in seri#e deliery w"ere t"ere is an intera#tion etween t"e seri#e

employee and t"e #ustomer& T"ere!ore$ a##omplis"ing a positie seri#e en#ounter

is ery important&


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G& ,ast ut not least$ t"e e!!e#tie use o! seri#e lueprint in managing t"e

moment o! trut" will "elp seri#e proider tra#e some #riti#al points in t"e

moment o! trut" w"en spe#ial attention is ne#essary so t"at t"e seri#e proider

will "ae more #ontrol oer t"e seri#e en#ounters& Een !or more #ompli#ated

"ospitality organi+ations li%e "otels$ !or eample$ "aing detailed seri#e lueprint

!or eery seri#e operation will "elp t"em "ae more #ontrol oer seri#e

en#ounters and ensure seri#e e#ellen#e&


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per#eptions o! t"e seri#e and #reate a more positie seri#e en#ounter&

H& 3urt"er empiri#al resear#" s"ould e done on t"e multi#ultural seri#e e"aiors

and its e!!e#ts on seri#e en#ounters&

24YSICA, EVI5E;CE8-


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3RAME


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reminis#en#es& Seri#es#ape is an outward appearan#e o! organi+ation and

t"us #an e #riti#al in !orming initial impressions or setting up #ustomer

epe#tation&

3a#ilitator

Anot"er important 'o o! seri#es #ape is to a#t as a !a#ilitator in assisting

ot" t"e #ustomers and seri#e employees to ma%e most o! t"e opportunity it

s"ould ma%e t"e seri#e #onsumption #om!ortale #onenient !or t"e

#ustomer& 3or employees it s"ould e pleasant to #ondu#t a#tiities& T"is

setting is designed #an en"an#ed or in"iits t"e e!!i#ient !low o! a#tiities in

t"e seri#e setting ma%ing it easier or "arder !or #ustomer and employee to

a##omplis" t"eir goals&

5i!!erentiator

Clearly t"e design o! t"e seri#es #ape di!!erentiates one proider !rom its

#ompetitors$ and "ints at et" segment t"e seri#es are targeted at& Companies

adapt seri#es #ape to reposition t"e seri#es or identi!y new #ustomer

segments&

WI4D CARD SE4ECTION

PROMOTIONS:

4ome Maga+ines

Eti#%et adertising


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Sti#%ers inside t"e train #ompartment

IRCTC wesite

PRICING:

Segmented pri#e !or "ig"er #lass

Mar%et oriented pri#e !or !ood pla+as

2ri#es o! re!res"ment rooms$ pantry #ars are #ontrolled y IRCTC

MANAGING SUPP4Y 8 DEMAND8

5emand is always unpredi#tale in railways$ so t"ey supply a##ording to

t"e numer o! ti#%ets oo%ed !or a train& 6ased on t"is in!ormation

estimation is done to sere t"e maimum numer o! #ustomers&

I;5USTRY SECTI1;

STRENGTHS:

?? pantry #ars all oer India

.D? !ood pla+as

???#atering stalls

1nly player !or #atering in Railways

Assured usiness

WEAKNESS:

Transport #atering usiness #an satis!y only @?B o! #ustomers

Slow implementation


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OPPORTUNITIES:

4uge mar%et

Competition !ree enironment !or entrants o! new players in asso#iation

wit" IRCTC

SUGGESTIONS TO A NEW P4AYER:

Aundant #ompetition

Assured usiness

6ig area !or adertising t"eir own produ#ts

4uge pro!it

TOURISM

INDUSTRY ANA4YSIS

Tourism is trael !or re#reational$ leisure !or usiness purposes& IRCTC

t"roug" tourism promotes all !amous destinations in India&

T"e Indian Railway Catering and Tourism Corporation ,imited (IRCTC)$ is

a puli# se#tor enterprise under t"e 0oernment o! India - Ministry o!

Railways and is t"e single window inter!a#e !or proiding #omplete trael *

tourism solutions !or t"e arious #ustomer segments and is also ta%ing oer

#atering on trains and at stations oer t"e Indian Railway networ%&

VISI1;


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IRCTCs ision !or t"e tourism usiness is QTo e t"e leading proider o! a

#omplete spe#trum o! #onsistently "ig" :uality tourism produ#ts&

IRCTC9S RANGE OF PRODUCTS 8 SERVICES

,uury Tourist Trains

E#lusie Steam * 4ill C"arters

C"artering o! spe#ial trains * #oa#"es oer t"e IR networ%

Tour 2a#%ages

6"arat 5ars"an OSpe#ial tourist trains !or t"e udget trael segment

6udget 4otels O near important railway stations all oer India

Car rentals E-ti#%eting !or trael oer Indian Railways

Call Centers O !or rail * tourism related in!ormation

1n-oard #atering on trains all oer t"e IR networ%

Multi-#uisine !ood pla+as at important railway stations

Rail ;eer O pa#%aged drin%ing water

Aailaility o! t"is wide range o! seri#es under its own umrella puts

IRCTC in t"e uni:ue position o! eing ale to o!!er readymade as well as

#ustomi+ed pa#%ages to meet t"e re:uirements o! all segments o! t"e trael

* tourism industry&

Current Trends8

Tourism industry trends #an e as#ertained wit" regard to t"e !ollowing

parameters& Mar%et analysts resear#"ing in tourism industry trends predi#t or


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proide a general layout o! t"e trends wit" respe#t to out#omes o! tourism

w"i#" is inound$ e-usiness in t"e tourism industry$ deelopment and

promoting tourism in trial areas$ trends in tourism !arming$ tourism

re:uirements$ deelopment o! strategies in t"e #ontet o! tourism$ tourism

mar%ets worldwide$ selling or promoting tourist destination&

IRCTC "as introdu#ed railtourismindiaom !or oo%ing pa#%ages %eeping

in mind t"e di!!erent so#ieties& It "as asso#iated wit" top and est "otels

w"ereer t"e tourism is en#ouraged& In#redile India$ an initiatie y 0ot&

o! India is well supported y IRCTC&

Role o! Te#"nology8

Internet plays an important role in IRCTC tourism se#tor& Customers are

proided wit" immense in!ormation aout t"e pa#%ages t"at are aailale&

2a#%ages in#lude rig"t !rom train ti#%et #on!ormation to t"e a##ommodation

in "otels$ oo%ing #as$ dars"ans$ and site seeing$ !ood at a!!ordale pri#es&

Eery t"ing is t"roug" t"e main site t"at is IRCTC online wesite& Upon

#ompletion o! t"e oo%ing pro#ess t"e #ustomers get in!ormation eit"er

t"roug" mail or to moile&

Ma'or 2layers in t"e Industry8

As trael industry is growing rapidly t"ere is an immense presen#e o! priate

and goernment players in t"e industry& Ma'or players in#lude A2 tourism$


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A2SRTC tourist pa#%age&

Competition8

Competition is !rom ot" priate and puli# se#tor organi+ations& Some o!

t"e #ompetitors in#lude

1t"er State Road Transport Corporations

2riate Tours * Traelers

A2SRTC

A2 Tourism 2a#%ages

Airlines (o!!ering pa#%ages at reasonale lower #osts) O 2re!er !or t"e

reason o! time saing&


TANGI4E FACTORS OF IRCTC TOURISM

Amien#e8 In!rastru#ture o! us$ seating type (sleeper or semi sleeper)$ 5V5

!a#ility$ AC$ 6ed s"eets$


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Customer Epe#tations in t"is industry8

Customer epe#tations are ery "ig"& IRCTC is meeting t"e epe#tations o!

t"e passengers y proiding se#urity$ sa!e trael$ a!!ordale pri#es along

wit" pa#%ages$ numer tourist destinations$ more seri#es during pea%

season& 3ul!illing t"e promise made y t"e seri#e proider initially is t"e

primary epe#tation o! t"e #ustomer&

6undle o! 6ene!its8 Con!irmed reseration in train

4otel a##ommodation Ca !a#ilities

Al #arte menu

A!!ordale pa#%ages

3ree site seeing 9 eperien#ed tourist guides

Value !or t"e money

Insuran#e poli#ies (Trael)

Medi#al #"e#% ups

7ourney y e#lusie A9C trains

Seri#e Nuality 5imensions8

T"ere are !ie seri#e :uality dimensions& T"ey are Tangiles$ Reliaility$


TANGI4ES


materials&

RE4IAI4ITY



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RESPONSIVENESS


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SERVICE 4UEPRINT

Seri#e En#ounters8 0lit#"es in online reseration


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Seri#e Enironment8

T"e pla#e o! usiness in w"i#" t"e transa#tion o##urs "as een de!ined as

any tangile

Commodities w"i#" !a#ilitate s per!orman#e or #ommuni#ation o! t"e

seri#e or as t"e seri#es#ape&

Seri#e Nuality8

Seri#e :uality is de!ined as a gloal 'udgment or attitude relating to t"e

oerall e#ellen#e or superiority o! t"e seri#e$ t"us seri#e :uality "as a

dire#t impa#t on #ustomer satis!a#tion&

Epe#tations8

Epe#tation proides a standard o! #omparison against w"i#" #onsumers

'udge an

1rgani+ations per!orman#e& It is de!ined as t"e #ustomerKs !rame o!

re!eren#e wit" respe#t to a produ#t9 seri#e t"at allows anti#ipation o!

produ#t9seri#e per!orman#e&


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2er#eption8

2er#eption is de!ined as t"e pro#esses y w"i#" people sele#t$ organi+e$ and

interpret stimuli into a meaning!ul and #o"erent pi#ture& 2er#eption is a

#ognitie episode triggered y #ausal intera#tion etween sense and o'e#t&

T"is intera#tion gies rise to a preliminary awareness o! an unstru#tured

w"ole&

Satis!a#tion8

T"e #ustomerKs satis!a#tion is t"e out#ome o! #omple in!ormation

pro#essing w"i#"

essentially #onsists o! a #omparison o! a #onsumerKs eperien#e wit" a

pur#"ased produ#t or seri#e and "is9"er epe#tations wit" regard to t"e

!itness o! t"is produ#t or seri#e !or its intended purpose&

E:uity8

E:uity t"eory proposes t"at people "ae a notion o! !airness t"at in!luen#es

w"et"er t"ey are satis!ied wit" a parti#ular produ#t or seri#e eperien#e or

seri#e enironment&


41/55


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3or t"is purpose t"ey are gien spe#ial training on "andling$ intera#ting wit"

t"e #ustomers& 5eliering t"e promised seri#e is t"e up!ront #"allenge o!

t"e employee in winning t"e #ustomer satis!a#tion&

INDUSTRY SECTION

STRENGTHS:

Con!irmed train ti#%et

3a#ilitation at stations

0oernment susidiary industry

2ri#e !a#tor

WEAKNESS:

Se#urity

Nuality o! seri#e w"en #ompared to priate operators

3leiility o! timings

OPPORTUNITIES:

More 2ilgrimage destinations

Improe in seri#e to attra#t ni#"e mar%et

Tie-ups and 'oint entures wit" ot"er seri#e proiders

ON4INE TICKETING

INDUSTRY ANA4YSIS

T"e Indian Railway Catering and Tourism Corporation ,imited (IRCTC)

operate an online oo%ing seri#e t"at "as simpli!ied rail trael in India

sin#e its deployment in >??>& 5uring t"e set-up o! t"is solution$ IRCTC


43/55

oer#ame seeral #"allenges and its we site "as now emerged as a user-

!riendly$ pro!it-ma%ing enterprise&

T"e Indian Railways "as t"e se#ond-largest railway networ% in t"e world& It

is run y t"e Ministry o! Railways$ w"i#" !ormed t"e Indian Railway

Catering and Tourism Corporation ,imited (IRCTC) in .=== to manage

"ospitality seri#es during rail trael& T"e IRCTC is also responsile !or

in!ormation$ puli#ity and gloal reseration systems& It laun#"ed an online

oo%ing seri#e in August >??> to enale #ustomers to oo% ti#%ets !rom t"e

#om!ort o! t"eir own "ome and to redu#e ti#%eting #osts !or t"e railways

t"roug" saings in manpower&

Current Trends8

In order to rea#" maimum numer o! #ustomers$ t"ose w"o were loo%ing

!or t"e #onenien#e o! oo%ing railway ti#%ets online$ ut did not "ae a

#redit #ard or a net an%ing !a#ility to ma%e t"at transa#tion on t"e net&

Internet Company Si!y "as announ#ed its tie up wit" Indian Railway

Catering and Tourism Corporation (IRCTC) to ma%e online railway ti#%eting

seri#e aailale at oer /$H?? i


44/55

administrator would oo% t"e railway ti#%et online$ ased on parti#ulars

su#" as date o! trael and destination&

T"e #ustomer t"en pays #as" against t"e ti#%et and #olle#ts t"e ti#%et

printout& In #ase o! ti#%et #an#ellations$ t"e #ustomers will !ollow t"e

standard #an#ellation pro#ess o! IRCTC a!ter w"i#" t"e #ustomer gets #as"

against t"e #an#ellation&

6ut t"e #onenien#e o! e-ti#%eting would #ome at a pri#e& Users opting to

oo% e-ti#%ets t"roug" t"e #as" mode would "ae to s"ell out a transa#tion

#"arge o! Rs .D in #ase o! a sleeper #lass ti#%et and Rs >D in #ase o! AC

ti#%et&

Role o! Te#"nology8

T"e IRCTC reseration site allows passengers to a##ess train !ares$ routes

and aailaility in real-time$ oo% ti#%ets online and tra#% t"e status o! t"eir

ti#%et&

T"e system runs on a 6roadVision e-#ommer#e plat!orm and Intel-ased

serers w"i#"$ a##ording to t"e IRCTC$ proide a roust and #ost-e!!i#ient

plat!orm& T"e organi+ation also uses a #omination o! Intel$ Red 4at and

1ra#les E-6usiness Suite& T"is allows it to leerage its lega#y appli#ations

wit" e!!i#ient integration and proide reliaility !or t"e we-enaled


45/55

system&.>@-it en#ryption and t"e pra#ti#e o! not storing #redit #ard details

in t"e system ensures se#ure online transa#tions&

Centre !or Railway In!ormation Systems (CRIS)$ w"i#" manages t"e

original railway reseration system$ #ollaorated wit" IRCTC to integrate

t"e online seri#es wit" t"e eisting system& 6roadVision integrated t"e

lega#y system wit" t"e online reseration system and deeloped a pro#ess to

eri!y #redit #ard in!ormation in real-time$ as oo%ings "ad to e #on!irmed

on t"e railway reseration system immediately& 6roadVision deeloped t"e

e-#ommer#e appli#ation wit" an 1ra#le a#%endJ 4C, is #"arged wit" t"e

networ% and its se#urity&

Ma'or players in t"e industry8

IRCTC is t"e only online reseration site !or t"e passengers to oo% t"e

ti#%ets online& Apart !rom t"e IRCTC wesite$ Indian Railways operated

reseration #enters are t"e ot"er players in t"is industry&

Competition8

6roadly t"in%ing #ompetitors o! IRCTC are ma%emytripom$ yatraom&

6ut at t"e later stage t"ey "ae estalis"ed a 'oint enture wit" t"ese

proiders&



46/55

TANGI4E FACTORS OF ON4INE OOKING

5etailed


47/55


TA;0I6,ES


materials&

RE,IA6I,ITY


RES21;SIVE;ESS


48/55

3ollowing t"e instru#tions$ terms * #onditions properly to utili+e t"e

seri#es&

SERVICE 6,UE2RI;T

Seri#e En#ounters8

1nly attra#ting middle #lass and "ig" #lass o! so#iety

Con!using loo% w"en t"e wesite is opened

1!ten serer down prolems

Reimursement o! money w"en t"e #an#ellation is done

Con!irmations #all s"ould e gien to t"e memer w"en "e9s"e oo%s a

ti#%et

,earnings8

Call #entre to proide in!ormation aout t"e oo%ing

Continuous R *5 team to "andle t"e system more e!!e#tiely

24YSICA, EVI5E;CE

QT"e enironment in w"i#" seri#e is deliered and in w"i#" t"e !irm and

#ustomers intera#t$ and any tangile #ommodities t"at !a#ilitate per!orman#e


49/55

or #ommuni#ation o! t"e seri#e&

Roles o! Seri#es #ape8-

A seri#es #ape is not a passie setting it plays an important role in seri#e

transa#tions& An ealuation o! t"e roles t"ey "ae in seri#e en#ounters will

reeal "ow important it is to design an appropriate seri#es #ape &A seri#es

#ape plays !our important roles&

IRCTC is #ompletely an e-ased seri#e proiderJ t"e p"ysi#al eiden#e o!

IRCTC #an e aut"ori+ed dealers o! IRCTC$ SI3Y rowsers&

Een t"oug" t"e p"ysi#al eiden#e o! IRCTC online oo%ing is not t"ere$

t"e #ompetitie edge oer t"e ot"er proiders is great& It deliers t"e

e#ellent me#"anism !or t"e #onenien#e o! t"e #ustomers&


50/55

An aerage o! .$??$??? transa#tions per day

;o #ompetitors in online oo%ing

3ast and pre!erred seri#e !or oo%ing ti#%ets


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3I;5I;0S

2rimary purposes o! wesite - QReseration and QTrain In:uiry are not

isile

,ots o! adertisements on t"e "ome page

,ot o! lin%ing 9 animated portions distra#t t"e user

3orm does not !it into a single window$ ideally it s"ould

C"e#%ing aailaility is a #ru#ial part o! t"e oo%ing pro#ess$ ut t"e user

"as to #li#% a utton and see a popup window !or t"is&

Many a times$ t"is een #omes up wit" an QUnale to retriee due to

#ommuni#ation !ailure prolem

T"ere are too many payment options$ and di!!i#ult to understand w"i#" one

is etter& T"is also #omes up in a pop-up window& Ideally$ t"is #an e a

pre!eren#e t"at #an e set in t"e user pro!ile&


52/55

It is di!!i#ult to understand t"e t"ree di!!erent types o! ti#%ets$ t"ere is "elp

i#on$ ut it opens in a popup window&

Value Added Seri#es are on t"e same page "ere$ w"i#" #an e aoided&

T"e login portion itsel! "as too many options&

Customers are #omplaining wit" t"e numer o! outlets aailale !or

oo%ing t"e ti#%ets&

Customers "ae !ew options o! sele#ting !rom t"e tour pa#%ages&

Employees are not trained to eplain t"e pa#%ages aailale to t"e

illiterates&


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SU00ESTI1;S

Single s#reen$ ri#" internet appli#ation&

,ogin not re:uired !or #"e#%ing aailaility$ only !or oo%ing$ and #an e

done a!ter oo%ing

Train aailaility O sele#t multiple trains$ and #li#% on#e to get aailaility

in all

Single spot !or adertisement O #an rotate

2ayment options O one #"osen y de!ault$ ot"ers aailale on re:uest

;o page reloads O easy !or t"e user$ more e!!i#ient !or t"e serer

Aility to #"ange one item and automati# update on ot"ers O t"is will ma%e

it easier !or users to oo% t"eir ti#%ets O signi!i#antly redu#ing t"e

transa#tion time

T"e a#%-end and !ront-end are separated$ !ront-end is intelligent O #an

#a#"e data$ pro#ess it et#&

Adertisements #an still e delieredJ you #an een delier #ontetual ads

as t"e user plans t"eir trael& 1t"er pages o! t"e site #an also e integrated&

To start !ew more IRCTC reserations outlets !or t"e #onenien#e o! t"e

#ustomers&

More tour pa#%ages !or t"e #onenien#e o! t"e #ustomers&


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C1;C,USI1;

D per #ent last year&

In !a#t$ wit" t"e in#reasing penetration and use o! t"e internet$ IRCTCs ti#%eting

reenue "as seen an in#rease o! HG> per #ent oer t"e past t"ree years& 3rom Rs

?H&= #rore in >??G-? and Rs .$HH& #rore in >??-?@$ t"e #orporation got Rs

/$=GG&=@ #rore !rom sale o! online ti#%ets last year& And$ eperts !eel wit" t"e

Uni:ue Identi!i#ation pro'e#t o! t"e goernment$ t"e mar%et !or online ti#%eting

will only in#rease tremendously&

A##ording to ti#%et sale data proided y Indian Railway Catering and Tourism

Corporation (IRCTC)$ w"i#" sells rail ti#%ets online$ out o! t"e @@?$???-odd

resered rail ti#%ets sold a day etween April and 7uly >??=$ around /??$???$ or /H

per #ent$ were sold online& In >??@-?=$ o! t"e @G?$??? or so resered rail ti#%ets

sold eery day$ around >??$??? (aoe >D per #ent) were sold online& IRCTC

a##ounted !or . per #ent o! t"e total passenger earnings o! t"e Indian Railways in

>??@-?=&


55/55

T"e #orporation "as$ to t"is end$ #ollaorated wit" @. organi+ations and .. state

goernments to operate multi-utility %ios%s$ w"i#" proide online ti#%eting

seri#es& IRCTC "as !urt"er tied-up wit" Indian 1il Corporation$ 6"arat 2etroleum

Corporation and 4industan 2etroleum Corporation to proide e-ti#%et reseration

!a#ilities to people t"roug" t"eir #"ain o! petrol pumps and retail gas agen#ies&

Ti#%eting sales data !rom t"e #orporation re#orded etween April and Septemer

>??= reeal t"at online ti#%et reseration seri#es "ae "ad a good response !rom

people o! lower in#ome groups&

IRCTC$ ma%ing e!!orts to ma%e e-ti#%eting !a#ilities aailale and a##essile to all

se#tions o! so#iety&

Documents

Preeti Narang Irctc