“SERVICE MANAGEMENT AT INDIAN RAILWAYS”

PRESENTED TO,MR. BAXIS PATEL

FACULTY MEMBER,NAVNIRMAN INSTITUTE OF MANAGEMENT,

(BBA COLLEGE, SURAT) PRESENTED BY,• SAURABH SINGHAL (3222)• DEV THAKKAR (3229)• JENNIS TALESARA (3228)• LAKSHAY SACHDEVA (3188)• DHRUVIN THAKKAR (3230)

Sr.No. CONTENTS

1 INTRODUCTION TO TARNSPORT SERVICES

2 INTRODUCTI0N TO INDIAN RAILWAYS

3 CHARACTERISTICS OF SERVICES WITH REFERENCE TO INDIAN RAILWAYS

4 SERVICE MANAGEMENT AT INDIAN RAILWAYS (7P’s)

5 SERVICES OF INDIAN RAILWAYS

6 THE FLOWER OF SERVICES OF INDIAN RAILWAYS

7 BRANDING SERVICE PRODUCTS AT INDIAN RAILWAYS

8 PRICING STRATEGY OF INDIAN RAILWAYS

9 CHANNEL OF DISTRIBUTION AT INDIAN RAILWAYS

10 CUSTOMER ROLE IN SERVICE DELIVERY

11 EMPLOYEES ROLE IN SERVICE DELIVERY

12 MARKETING COMMUNICATION MIX OF INDIAN RAILWAYS

13 SERVICE CULTURE AT INDIAN RAILWAYS

14 SERVICE BLUEPRINT OF INDIAN RAILWAYS

15 SERVICESCAPE MODEL OF INDIAN RAILWAYS

16 CONCLUSION

INDEX

INTRODUCTION TO TARNSPORT SERVICES

• Indian Railways has monopoly in medium-long distance travelling passengers in India. But, when we take whole transport industry, it faces stiff competition by following

means of transportation.• Roadways • Aviation • Ports

17%

70%

6% 6%

SHARE OF DIFFERENT MODES OF TRANSPORT Railways (17.1875%) Road Transport (70.3125%) Water Transport (6.25%) Air Transport (6.25%)

INTRODUCTI0N TO INDIAN RAILWAYS

Type Government-owned corporation

Industry RailwaysFounded 16 April 1853Headquarters New Delhi, IndiaArea served India

Key people

Mukul RoyMinister of RailwaysVinay Mittal(Chairman)

Services

Passenger railwaysfreight servicesbus transportationtravel agency servicesparking lot operationsother related services

Revenue 106,647 crore (US$19.3 billion) (2011–12)

Net income 9,610 crore (US$1.74 billion) (2011–12)

Owner(s) Government of India (100%)

Employees 1.4 million (2011)

Divisions 16 Railway Zones

Website www.indianrailways.gov.in

Track gauge 1676 mm; 1000 mm; 762 mm; 610 mm

Electrification 21,500 km

Length 65,000 km

Headquarters New Delhi, India

Website www.indianrailways.gov.in

CHARACTERISTICS OF SERVICES WITH REFERENCE TO INDIAN RAILWAYS

Several authors have pointed out a number of unique characteristics that make services so different from products. But the most commonly characteristics ascribed to services are:

 • Intangibility• Inseparability• Heterogeneity• Perishability• Ownership

Intangibility

• When in tourism you buy a tour package you are basically buying a dream, a concept or an idea. You cannot touch it, feel it, or smell it. When you buy a package or any tourism product you can only develop an imaginary picture about what you are going to see at the destination, whereas when you buy a bathing soap you can see it, smell it, touch it, feel it and use to check its effectiveness in cleaning. In this product buying you can immediately check its benefits whereas in case of tourism product there is no fixed method to calculate what would be the level of satisfaction or value for money that a tourist will get in return.

Inseparability• In case of a consumer product, say body talk, is produced/manufactured at Calcutta but is brought and sold at Delhi, whereas in

most cases a service cannot be separated from the person or firm providing it. A service is provided by a person who possesses a particular skill (chef or an escort) by using equipment to handle a tangible product (dry cleaning) or by allowing access to or use of a physical infrastructure (hotel, train). To put it in other words, a plumber has to be physically present to provide the services, a guide has to go physically along with the group, a beautician has to be available to perform the massage.

Heterogeneity• In tourism related services humans serve humans. The human element is very much involved in providing and rendering services

and this makes standardization a very difficult task to achieve. A restaurant chef who cooks best cuisines in best possible manner with full attention but every time same chef may behave differently while preparing same cuisine or while presenting it.

Perishability• Products are produced in the factory today, stocked for the next

two, three or four months and sold when an order is procured. However, services cannot be stored because they are perishable.

Ownership• When you buy a product, you become its owner – be it a pencil,

book, shirt, refrigerator or a car. In case of a service you only pay for its use but you never own it. You book for yourself passage by air from Delhi to Bombay, you have paid only for the use of air seat but you don’t own it. By paying wages you can hire the services of a baby sitter for some stipulated time but cannot own it.

SERVICES OF INDIAN RAILWAYS

• Booking of I-tickets, e-tickets and tatkal tickets. I-ticket - refers to a Railway reservation booked on this website for the consummation of which a printed Railway ticket on standard Stationery is dispatched by IRCTC to the Customer through the courier, which constitute the authority to travel on trains’-ticket - E-ticket - refers to a Railway reservation booked on this website, for the consummation of which the customer prints out an Electronic Reservation Slip which, along with one of the authorized personal identification, constitutes the authority to travel, in lieu of the regular ticket on standard Stationery. Tatkal Ticket-A ticket booked against Tatkal Quota against extra payment of premium charges as per extant Railway rules.

• A maximum of six berths/seats can be booked at a time for a specified journey between any two stations served by the train subject to distance restrictions in force.

• An individual user can book a maximum of ten tickets in a calendar month.• Booking can be done against general (GN), SS (senior citizen), ladies (LD) and tatkal (CK) quota berths/seats only.• Tatkal Quota (CK) berths/seats are earmarked in all-important trains in different classes except First Class Air-

conditioned (1A) class. Ladies quota (LD) is generally earmarked in Sleeper class (SL) and second sitting (2S).

• Courier delivery of tickets (I-tickets) limited to postal addresses covered by the pin codes listed under the link "Places of Delivery ". For details of areas where courier delivery is provided at present, categorized by PINCODE.”

• E-Booking or E-reservation facility available for all trains.• Mobile booking of I-Tickets and E-tickets through NGPAY Mobile application, booking of I-Tickets and E-tickets

through CSAM- IRCTC Mobile Application, I tickets on airtel live, via IRCTC's WAP enabled site.

SERVICE MANAGEMENT AT INDIAN RAILWAYS (7P’s)

(1)PRODUCTPRODUCT LEVELS• Core Benefit• Basic Product• Expected Product• Augmented Product• Potential Product(2)PLACE(3)PRICE(4)PROMOTION-(5)PROCESS(6)PEOPLE(7) PHYSICAL EVIDENCE

THE FLOWER OF SERVICES OF INDIAN RAILWAYS

BRANDING SERVICE PRODUCTS AT INDIAN RAILWAYS

IRCTC • Indian Railway Catering and Tourism Corporation (IRCTC) is a subsidiary of the Indian Railways that handles

the catering, tourism and online ticketing operations of the railways. Indian Railway Catering and Tourism Corporation Ltd. has been set up by the Ministry of Railways with the basic purpose of hiving off entire catering and tourism activity of the railways to the new Corporation so as to professionalize and upgrade these services with public-private participation. Rail based Tourism in India will be the specific vehicle for achieving high growth in coordination with state agencies, tour operators, travel agents and the hospitality industry. A dynamic marketing strategy in association with public and private agencies, tour operators, transporters, hoteliers and local tour promoters is on the anvil. Indian Railways span global volumes in hospitality and catering sectors with services provided to 13 million passengers every day.

• Mission "Enhance customer services and facilitation in railway catering, hospitality, travel and tourism with best industry practices".

• Food Plaza• On-Board Catering• Catering Stalls• Automatic Vending Machines: Serving hot and cold beverages and a variety of per-packed snacks are being

dispensed. The product dispensed is standardized in terms of quality and quantity. Rail Neer Packaged Drinking Water. The bottled water brand of IRCTC has set new bench mark for the packaged drinking water in terms of quality, visibility and taste.

PRICING STRATEGY OF INDIAN RAILWAYS

CHANNEL OF DISTRIBUTION AT INDIAN RAILWAYS

*Indian railways follow ZERO level channel of distribution.*ZERO level distribution means the service is given directly to the target customer.*The Various services produced by railways is directly received or used by the customer. *There is no retailer/wholesaler between the service provider and the service user in INDIAN RAILWAYS.

CUSTOMER ROLE IN SERVICE DELIVERY

• Both employee and customers play a major role in service delivery. Indian railways have a huge amount of employee that are working in day and night shifts to provide services to the customers. The computerizations of whole reservation process of Indian railways have reduced a lot of burden of railway staff. Now railways tickets can be booked online, which is very convenient for the customers or passengers that are coming from abroad to book their tickets online. Indian railways have segmented their compartments according to the difference in facilities provided to customers. There are separate compartments for different kind of material that is parceled from one place to another. In this way both employee and customers play a major role in service delivery. A potential customer comes for enquiry regarding the number of trains between two particular places, their timetable, the availability of tickets, fares, etc. The person at the counter refers to the centralized database and reservation system and accordingly gives information. If the information is favorable (tickets available or in waiting list), and if the potential customer has decided to make the reservation, the database system accordingly sends information to the reservation counter. The person at the reservation counter issues ticket to the customer. Then the customer arrives at the railway station on the date o the reservation made. He hires a coolie who takes the luggage to the train in which the customer is supposed to board, and deposits the luggage in the boogie where his seat is reserved. The customer to make sure that there is no mistake in the reservation/ or to see the status of his reservation checks the PNR status. The list stating the PNR status is put up at the railway station on a notice board by the railway employees. Once everything is in order, the customer/passenger boards the train. The journey starts with the motorman starting the engine as per the instruction of rail traffic operators. The journey is then monitored and guided by the rail traffic operators through signals and instructions at stations and driven by motormen. Meanwhile during the journey, the ticket checker arrives with a list of passengers and information on their journey. He checks the information given to him with the tickets of the passengers. Subsequently, the attendant in the bogie, provides food and bedding facilities to the passengers. This facility is provided by the stores and maintained by other railway employees. Many other railway employees provide passengers with food and beverage facilities’ at different stations. The customer/passenger finally reaches the destination.