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Theoretical and Applied Economics
No. 5 / 2010 (546)

A Study of Customer Relationship Management Practices in Madhya Pradesh State Tourism Services

Dharmendra MEHTA
Vikram University, Ujjain (M.P.) India
Jitendra K. SHARMA
IIBS Indore (MP) India
Naveen K. MEHTA
The Institute of Chartered Accountants of India, New Delhi (India)

Abstract. The state-owned undertakings in India have been catering to the needs of people in various forms. Madhya Pradesh (MP) is no exception to it. To promote tourism in the state and serve people with various offerings, Government of MP launched Madhya Pradesh State Tourism Development Corporation (MPSTDC). It started with hotels and resorts at various tourist spots in MP. It got tied up with many allied agencies for promoting tourism in the state. In 1995, the new tourism policy was launched to serve customers with add-on benefits. Later, they launched airconditioned luxury buses for tourists and other passengers. People gave warm response to this service. These bus services were considered to be punctual and customer service oriented. The objective was to serve the people with high level of comfort and safety. The corporation has achieved this objective to a large extent. The research study is an attempt to determine the factors that constitute the base of customer relationship management (CRM) with respect to MP Tourism services. The study was conducted on 250 passengers using MP Tourism bus services. Comparison between MPSTDC-owned bus services and private operator services of the same category was done to measure their performance. The passengers’ point of view was received and effectiveness of MP Tourism bus services was determined on various parameters.

Keywords: CRM; MP tourism; passenger; luxury; amenities.

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