Customer Satisfaction Level of Operators Towards Tata Indicom PCO in Gorakhpur

Shitala Tripathi *
Recognizing the crucial role PCO plays in our economy by providing connectivity to the unconnected, and its changing dimension in the industry, this market survey is carried out to access customer satisfaction levels of operators towards Tata Indicom PCO in Gorakhpur. The paper takes a look at the new paradigm in cost competence and product and services marketing by Tata Teleservices Limited (TTSL). It is found that the PCO market is facing a stiff competition from other services such as prepaid, post-paid and basic telephony. Though TTSL is the highest incremental subscriber addition in the industry, due to various issues like validity and network coverage, its competitors get more preference.

Introduction
Telecom revolution has changed the dynamics of social and economic constituents of the society and brought tremendous alternation in the way telecom products are viewed from status symbol to basic need of all, irrespective of the economic class of the consumer. To imagine life without telecommunication services seems impossible. This paper aims to study customer satisfaction level of operators towards Tata Indicom PCO in Gorakhpur cluster of Eastern Uttar Pradesh. Earlier, it was very difficult to make phone calls in India. The process of booking calls through exchange was highly cumbersome. Post and Telegraph departments under the Government of India, now known as BSNL, enjoyed monopoly in market. With liberalization and setting up of Telecommunication Regulatory Authority of India (TRAI), the Indian telecom industry witnessed a sea change from government operated to a perfect competitive market scenario. Currently, AT&T of the US, DLF the real estate giant, the realty company BPTP, Sterlite and Moserbaer are waiting for spectrum allocation to roll out pan-India service. Public Call Office Industry in India: The PCO industry in India was earlier dominated by BSNL. The government perspective towards PCO sector was social, i.e., it was viewed as an instrument to provide PCO connection to unemployed, war widows, etc. But it witnessed a 360o change upon liberalization and with entry of new telecom players (Table 1). There occurred a paradigm shift in perspective from social to a business driven
* Research Scholar, DDU University, Gorakhpur; and Lecturer, GLAIBM Mathura, India. E-mail: crimson5678@gmail.com 29

Customer Satisfaction Level Press. All Rights Reserved. 2009 The Icfai University of Operators Towards Tata Indicom PCO in Gorakhpur

Table 1: Payphone Players in India

Sl. No. 1. 2. 3. 4. 5. 6. 7. Telecom Player BSNL/MTNL Reliance Bharti Tata Teleservices Shyam Telecom HFCL Idea Technology Wireline CDMA Wireline/Wireless (GSM) Wireless (CDMA) Wireless Wireline Wireless Presence National National National National Circle Circle Regional Billing Platform Postpaid/Prepaid Prepaid Postpaid/Prepaid Prepaid Postpaid Postpaid Prepaid

approach. Earlier operators ran PCOs as a stand-alone business, but today it is an add on business to earn extra income. Public Payphones: Payphones have long been the staple of universal access provision. Public payphones are usually independent structures (kiosks or shelters), unattended, with mechanisms for accepting either cash or cards. Its advantages include relative privacy, anytime availability and regulated prices. Disadvantages for users tend to include lack of human support (making it hard to receive incoming calls), payment difficulties (such as faulty coin acceptance mechanisms or absence of local card retailer) and uncongenial surroundings. From the suppliers viewpoint, payphones are costly to provide and maintain.

Tata Indicom Public Booth

Tata Indicom is Indias leading standardized and private PCO service provider with over 1.7 million PCO connections across India. The Tata Indicom SMART PCO has been a pioneer in the PCO market. It has changed the equation (face) of business by introducing innovative and technologically advanced solutions in the market, such as the standardized password protected billing machine, 16 kHz switch-based billing, ergonomic booth, etc. Today, it is the only company that provides all equipments and support needed to run a PCO and is a One Stop Shop for all PCO needs. Installation of Tata Indicom PCO is a smooth process as it requires low investment, and documentation is simple and hassle free. Sales services, marketing support and the highest Return on Investment (ROI) makes Tata Indicom stands out from competition. TATA Indicom added another jewel to its crown by introducing PARSEC, the advanced PCOa multiapplication PCOcomprising SMS facility, POS facility, one touch dialing to infotainment services like SMS, railway enquiry/ticket booking, cricket news, jokes, etc. It revolutionized the PCO industry and created alternate revenue streams for PCO operators. PCO operators are now be able to expand their business through these facilities.
30 The Icfai University Journal of Services Marketing, Vol. VII, No. 1, 2009

Products and Services Offered: Tata Indicom Public Telephony Business (PTB) is being handled separately by Access Business Unit, which is responsible for PCO profit. It offers products, such as PTB connections, Coin Collection Boxes (CCB), Parsec and rural telephony business.

Objectives
The main objective of this paper is to measure the satisfaction level of operators, i.e., PCO booth operators using Tata Indicom PCO and compare it with others. The paper also brings forth the market scenario by analyzing it and accordingly suggests some better improved services. The prime focus of this study is on PTB and CCB.

Research Methodology
This research started with secondary research to get background information, as the telecom sector in India is the most happening space anxiously watched by the global community. Nonetheless, it is in limelight due to disputes regarding spectrum allocation and licensing fee policy. Secondary research involved extensive study of policy guidelines, literature review, study of company policy and working mechanism to collect data about pricing policy, product, sales and marketing strategy along with primary research through field survey to collect data (quantitative research) by random sampling techniques and through questionnaire, which consists of both closed and open-ended questions asked to the respondents of the Gorakhpur cluster. Sample Size and Its Nature: A sample size of 350 PCO operators was selected from the city of Gorakhpur and its surroundings. To get the inside view of the market, the sample was selected to cover the major areas of the city, its surroundings and rural areas, so that it could represent the cluster taken up for the study. The respondents were PCO operators of different telecom service provider in the UP(E) region, which consists of Reliance, BSNL, Tata, Airtel and Idea operators. Source of the Data and Methodology: Face-to-face interviews were conducted with the respondents, using primarily closed-ended questionnaire that took an average of 45 minutes to administer. The study was conducted in the last week of June, 2008. Seven service areas were surveyed; interviewees were spread across urban and rural areas of each locality; and the questionnaire was translated into Hindi. The field work was conducted by students of NIS Sparta, Gorakhpur. Respondents for this study were operators providing public access (PTB) for the preceding six months. Information related to product, services and tariffs was collected from company website and local offices. Market Characteristics: Gorakhpur cluster is situated in Eastern UP, which is a backward region of the country as per economic survey and Planning Commission categorization. But it is a prominent city of Eastern UP and a commercial hub for the adjoining districts of Basti,
Customer Satisfaction Level of Operators Towards Tata Indicom PCO in Gorakhpur 31

Deoria, Kushinagar, Padrauna, Siddharthnagar and Maharajganj. This region has experienced rapid telecom growth during the past five years. It was hoped that this study would reveal factors for preference of one service provider over other.

Data Interpretation and Analysis

Type of PCOs Operated
Out of the 350 odd respondents from Gorakhpur and its surroundings, 69% were using PCO of single brand and the rest 31% were using Multiple Brand Outlets (MBOs) (Figure 1). The MBOs were using two or more than two service providers to run their PCO business. These operators were mainly running their business in areas close to railway stations, bus stations or areas that had transit customers. These customers either possessed mobile phones or they did not possess any phone. For those who carried mobile phones, services like roaming, STD and ISD facility were not activated, plus majority use their personal cell phones to give missed calls or for receiving incoming calls. Against this
Single Branded 69%

Figure 1: Type of PCO Operated

Multiple Branded 31%

backdrop, PCO plays a prominent role in prime locations as mentioned and provides basic connectivity facility at non-prime far flung areas.

Preference for Single Branded PCO

When asked about single brand PCO service providers, 28% of respondents were running BSNL PCO services, whereas 25% were running Reliance PCO, 21% opted for Tata Indicom, 17% was held by AIRTEL and 9% by IDEA (Figure 2). The PCO operators, whose business model was based on MBO platform, were found using more than two lines to serve different needs of customers which was not possible with single brand PCO. Here, two lines means more than two service providers. The selection of service provider depends on the location and type of customer needs. For instance, operators running their business near a railway
32 The Icfai University Journal of Services Marketing, Vol. VII, No. 1, 2009

Figure 2: Name of Service Provider Preferred

Airtel 17% Idea 9% Tata 21%

BSNL 28%

Reliance 25%

station or bus-stand would prefer service providers that offer cheaper STD calls. Whereas operators functioning at commercial centers, industrial estate, in the vicinity of school, college, government offices and courts were using services of BSNL because of its presence in all service categories like FAX and broadband. As cited, this led to a remarkable presence of BSNL as second lines with MBO outlet. BSNL was indispensable with MBO outlet in spite of the fact that operators encountered problems with its quality and level of services as they had no other option.

Factors that Operators Accord Importance to While Selecting Service Providers

When respondents were asked what factors they accorded significance to in selecting service providers, 35% said that they gave importance to call rates/tariffs in choosing a particular service provider, while 26% considered prompt service as an essential parameter, 24% opted for repair and maintenance services and 15% assigned product offering/mix (Figure 3). Services offered include delivery of Recharge Voucher customers (RCV), issues prompt (PCO redressal operator) of like
Prompt Services 26% R & M Services 24% Call Rates/ Tariff 35%

Figure 3: Factors Important in Selecting Service Provider

signage installation, wall paintings, issues related to billing and commission.

Product Offerrings 15%

Factors that Influence Operators to Select Tata Indicom PCO

Call Rates/Tariff: Call rates/tariff emerge as a highly significant factor among all respondents availing Tata Indicom Pay Phone services. 48% of respondents interviewed rated it as the prime factor in opting for Tata Teleservices Limited (TTSL), as it provides them with higher ROI (Figure 4).

Description of Call Rates on Different Lines

On Fixed Lines: Tata Indicom offers 180 sec. pulse, whereas BSNL and Reliance offer 90 sec. pulse. It means a consumer using a Tata payphone gives only Rs. 2 for a 3 minute call, while a consumer using Reliance pays Rs. 4 for the same duration of call. In PTB connection, operator charges Rs. 2 for every call, whereas in CCB connections operator charges Rs. 1 per call. It is evident from this comparative account that customer is getting a better revenue by opting for Tata payphones to make calls on fixed lines. STD Call Rates: Tata Indicom offers 30 sec. pulse on its CCB for STD calls in contrast to its rival Reliance and Airtel offers 20 sec. pulse. Thus, a customer pays Rs. 2 for every one minute of call made from Tata Indicom, while Rs. 3 on its competitors network as
Customer Satisfaction Level of Operators Towards Tata Indicom PCO in Gorakhpur 33

Figure 4: Factors That Influence Operators to Opt for Tata Indicom

25
No. of Respondents

20 15 10 5 0 Call Rates/ Tarif RCV Servicing 11 Product Offerings 6 Promotional Schemes 10

No. of Respondents

25

mentioned. This comparison between products itself speaks about the benefit of Tata Indicom. ILD Call Rates: Private sector telecom giant Reliance Communications does not provide international call facility on its CCBs, whereas other players offer it. Tata Indicom ISD call rate is at par (more or less) with competitors like Airtel, Idea and BSNL. International Long Distance (ILD) call rate of Idea is 4 sec., which is costlier than what Tata offers. However, Airtrel offers a 6 sec. pulse for its ILD calls, which is cheaper in case the customer is dialing Europe and Gulf countries, else it is the same as Tata Indicom. RCVs: Tata Indicom offers RCVs in different denominations providing complete flexibility to an operator; a single RCV could be used to make all types of calls, eg., ISD, STD or local. Unlike TTSL, Reliance Communications offers RCV in different fixed combinations that could be utilized to provide specific services like pure local cards or local + STD or local+STD+ISD cards (for PTB connections). Airtel and Idea also offer single card for all types of calls, whereas in BSNL, billing is done as it is functioning on a post-paid model and not on pre-paid. Its operators make bill payments every fortnight (15 days), which is a very cumbersome process involving duplicity of work on both fronts, i.e., to service providers and operators. Tata Indicom provides card-based discount to its operators. It is the discount that operators get depending on the value of the card loaded, i.e., higher the denomination of card, lower the pulse rate offered. Hence, higher saving. For instance, if RCV of Rs. 337 is loaded on 92 CCB PCO of TATA Indicom, the operator would get a gross talk time of Rs. 449.3 on a pulse of 66 paise/min with validity of one month. The effective ROI would be 33%; thus on every Re. 1 call, the operator gets 34 paise.
34 The Icfai University Journal of Services Marketing, Vol. VII, No. 1, 2009

On RCV of Rs. 1,000, post-deduction of tax net talk time offered is Rs. 889 on pulse of 53 paise/minute. Thus on Rs. 889/0.53, the operator gets a gross talk time of Rs. 1,666.70. By investing Rs. 1,000, a net income of Rs. 667. When RCV of Tata Indicom is compared with Reliance Communications, on RCV of Rs. 1,031.80, the operator gets talk time of Rs. 1,540 on pulse of 62 paise/minute. Thus, net income to operator is Rs. 519, which is lesser than Tata Indicoms. When further RCVs of Reliance were compared, it was found that on RCV of Rs. 517.8, the operator gets Rs. 640 talk time with a validity of 55 days. The ROI is 23%, while on TTSL RCV of Rs. 550, the operators ROI is 43% with gross talk time of Rs. 786 (approx). Comparison of TTSL and Reliance is more significant because both companies are CDMA-based and worke on pre-paid model. However, TTSLs giant leap in public telephony is evident from the product comparison with all competitors irrespective of coverage and technology issues. When Airtel RCV for CCBs of denomination of Rs. 650 is compared, it comes to the forefront that operators get a pulse of 65 paise/minute with a validity of 1.5 months or 45 days. Contrary to this, on RCV of Rs. 550, TTSL is providing 43% ROI with validity of one month. The figures and value speak about the product and return offered by TTSL and therefore, an edge over competition in major product lines. IDEA CCB RCV of Rs. 500 provides a pulse rate of 70 paise/min for local calls and 80 paise/30 sec. for STD calls. On this package, the operator gets gross talk time of Rs. 635 and ROI is 27%. This ROI is low when compared with TTSL. IDEA is the last entrant in UP(E) circle. The above analysis clearly shows that operators using Tata Indicom PCO are earning more as compared to other competitors. RCV Servicing: Twenty one percent of respondents surveyed accorded RCV servicing as a crucial factor while opting for Tata Indicom PCO as TTSL is the only service provider that ensures timely delivery of RCV at customers doorstep through its dedicated team of Distributors Revenue Executives (DRE). These DREs, according to operator, not only provide RCVs, rather they serve as a source of information provider regarding latest schemes, promotion offers made by the company and establish one point contact between distributors and operators. Along with this, they act as relationship managers by communicating grievances and problems of operators to an organization for timely redressal. In remote areas, where RCV supply was an issue, it supplied retailers who fed local operators through distributors. Product Offerings: Nearly 12% of respondents opted for Tata Indicom as service provider for PCO business, as it offeres flexibility and provides complete solution catering to their requirements. This factor is of prime importance to them in chosing a service provider. In the next section price comparison with competition is discussed.
Customer Satisfaction Level of Operators Towards Tata Indicom PCO in Gorakhpur 35

PTB: It means pay telephony business, where the customer is charged Rs. 2/call including service tax, but the company offers pulse of Rs. 1.20 and this Rs. 1.20 is considered for ROI calculation and not Rs. 2 that is charged (as per company policy).

PTB Package Comparative Account

Tata provides PTB connection of Rs. 500, which includes NIU (Network Interface Unit) and talk time of Rs. 500 as no security deposit is required. If recharged with RCV of Rs. 550, after post-tax deduction, the talk value of Rs. 489 and one year validity is provided. Thus, total package cost is Rs. 1,050 and total talk time is Rs. 989.50. On this package of Rs. 1,050, the operator gets total talk time of Rs. 989.50 and calls can be made to any service provider, i.e., Tata to Tata, Tata to Airtel, Tata to BSNL, etc. In case, the customer is not willing to avail the one year validity package, he could recharge with a RCV of less than Rs. 550. Reliance is offering one year validity connection with entry cost of Rs. 500 and a recharge of Rs. 750. Thus, the total package cost is 500 + 750 = 1,250. On this package of 1,250, the customer gets Rs. 250 talk time, i.e., on other service providers and Rs. 2,750 on Reliance to Reliance. The comparative account shows that Tata Indicom is offering packages at lower costs and a better return option as the customer can use talk time to call any service provider. Whereas, in case of Reliance, the investment cost is higher, plus on investing Rs. 1,250, the net talk time offered is Rs. 2,500 when calling the same service provider. Likewise entry cost for Airtel PTB is Rs. 1,990 without any security deposit and it offers talk time of Rs. 1,050 (i.e., Airtel to Airtel) and the validity period is 180 days, whereas, it offers talk time of Rs. 500 (i.e., Airtel to any service provider) with validity of 30 days. Idea offers PTB connection with entry cost of Rs. 2,500 without any security deposit and the talk value is Rs. 2,499. It is partitioned as IDEA to IDEA (950 minutes), calls to other networks (950 minutes) and for all other calls on landline (500 minutes). This package comes with one year validity. On analyzing the product packages of the competition, it was found that entry cost on TTSL PCO is lower compared to its rivals. Above all, talk time offered could be consumed on any network, as there is no restriction. Thus, the product and services of TTSL in PCO segment is superior and provides value to customer and best proposition when compared with the industry. On Satisfaction with TTSL Product and Services Offering: When some TTSL customers were asked whether they were satisfied by the companys product and services, 81% of respondent said yes and the rest 19% said no (Figure 5). The reason given for dissatisfaction was network coverage in remote areas.
36 The Icfai University Journal of Services Marketing, Vol. VII, No. 1, 2009

Figure 5: Satisfaction with TTSL

No 19%

Yes 81%

Suggestion
On the basis of opinion of respondents the following suggestions are made: Through interview of respondents, especially small operators that use small denomination, RCV validity emerges as a critical issue, because these operators lose money on recharging as validity period with old RCV ends and validity period of the new one starts. For example, suppose validity on a particular RCV remains only for two days and the amount left is Rs. 30, then on recharging with new RCV, this validity period goes off. Operators expect that company should take this issue and retains validity of old RCV simultaneously with new recharge it exhausts completely in specified period. If TTSL allows validity on old RCV, operators churn could be stopped and company can expect better realization from operators. TTSL should run loyalty programs like Happy Home Hungama and Smart PCO Cricket Hungama on regular basis to retain and acquire existing and new customers, as it provides additional income and platform to feel associated with established brand. To ensure presence in all services, provide FAX service which is a critical factor for grabbing higher market share. BSNL, as it is the only company which is offering all PCO related services, remains the preferred brand and enjoys an edge despite many loopholes. To roll out pan-India broadband services in the given time frame. Though TTSL offers broadband services through its entirely different profit center, this service is restricted to metro and B class cities that too in a restricted manner. To deal with network coverage issues, as this factor negatively impacts customer acquisition and impacts service quality of existing customers in remote areas. To withdraw from PTB category in a phased manner as earning of PTB is declining drastically as it is costlier and finds few takers.
37

Customer Satisfaction Level of Operators Towards Tata Indicom PCO in Gorakhpur

Conclusion
Telecom space in India is in a growing phase, but in this short stint post-liberalization, it witnessed a corporate battle involving interests of different service providers and allegations of subjective treatment being leveled against authority (TRAI, DOT). In order to fulfill Universal Service Obligation (USO) and to penetrate the vast market which is still devoid of telecommunication services taking into consideration the affordability issue, TTSL has to devise a plan which not only provides better earning to the company, but also counteracts competitors, both direct and indirect. Direct competitors are all PCO service providers whereas, indirect competitors are pre-paid and post-paid mobile service providers. With the launch of One India plan by service providers under different brand names on all categories, like pre-paid, post-paid and basic telephony, the survival of PCOs has become an issue. In order to survive and grow, market products which are performing poorly have to be withdrawn in a phased manner (PTB) and value-added services have to be offered to change business dimensions of PCOs from stand-alone to integrated business catering to all requirements of todays customer.

References
1. 2. 3. 4. www.rcom.co.in www.tataindicom.com www.trai.gov.in www.voicendata.coil.com

Annexure 1
Questionnaire
Name of Operator : Tel Number : Address : 1. What type of PCO you use? a) Single Branded ( ) b) Multiple Branded ( )

2. If you are single branded PCO operator, name the service provider. a) Tata Indicom ( c) Airtel ( ) ) b) Reliance communication ( d) BSNL ( ) ) e) IDEA ( )

3. Which factor is most important for you while selecting service provider? a) Call Rates/Tariff ( c) Prompt Service ( ) ) b) Easy Recharge facility ( d) Entry Cost ( ) (Contd...)
38 The Icfai University Journal of Services Marketing, Vol. VII, No. 1, 2009

Annexure 1

(...contd)

4. Mark the factor which influenced you to opt for Tata Indicom PCO. a) Call rates/Tariff ( c) Product Offerings ( ) ) b) RCV servicing ( ) )

d) Promotional schemes (

5. Are you satisfied with product and services offered by Tata Indicom? a) Yes ( ) b) No ( )

Anexure 2
One India Plan of Integrated Service Providers
SP BSNL/ MTNL Category Landline Postpaid Mobile Prepaid Mobile Hutch TalkHome299^ TalkRoam499^ Prepaid 899^ Tata Walky Postpaid Rental 299 299 799* 299 499** 899 299 Local Charges Re. 1 for 3 min Re. 0.40/min (BSNL-BSNL) Re. 0.60/min (BSNL-BSNL) Re. 1 for 2 min (Hutch-Hutch) Re. 1 for 2 min (Hutch-Hutch) Re. 1 for 1 min (Hutch-Hutch) Re. 1 for 3 min (Tata-Tata) Re. 1 per 1 min (Tata-any mobile) Mobile Postpaid^ Airtel India Home^ India Roam^ 899 RC Reliance RIO299 299 299 499** 899 299 Re. 0.40/min (Tata-Tata) Re. 1 per 2 min (Airtel-Airtel) Re. 1 for 2 min (Airtel-Airtel) Re. 1 for 2 min (Airtel-Airtel) Re. 0.4/min (Rel-Rel) Intra C Re. 1/min (Rel-Rel) Inter C RIO399 399 Re. 0.4/min (Rel-Rel) 1 1 1 1 1 1 1 Other Calls (Rs per min) 1 1 1 1 1 1 1

Note: * Talk value of Rs. 550 and validity of 30 days ^ SMS (local and national) at Re. 1 per SMS ** Roaming calls on Hutch/Airtel network at Re. 1 per minute BSNL/MTNLs package is comparatively better than all the integrated operators in the country, though their announcement was followed by Reliance Infocomm's announcement. Tatas package is similar to BSNL/MTNL but SMS rate is higher in case of Tata whereas in the case of BSNL/MTNL, it is Re. 0.50 for local, Re. 1.0 for national and Re. 1.5 for international. Reliance Infocomms package comes closer to BSNL/MTNL but there is a catch like intra circle and inter circle calls. Customer Satisfaction Level of Operators Towards Tata Indicom PCO in Gorakhpur 39

Annexure 3
Notes: 92 CCB means area where Point of Interconnection (POI) is not available with BSNL therefore service is provided by 10 digit mobile number, i.e., district STD code could not be provided by concerned service provider example 0551 of Gorakhpur or 05568 or Deoria and the number will start with 92. RCV ROI Calculation (TTSL): CCB 92Rs. 550 RCV Talk time operator would get = 550 x 100/112.36 = Rs. 489.50 Here 12.36% is service tax. Therefore (100 + 12.36) Since in CCBs call made is of Re. 1. On Rs. 550 RCV company is offering a discount of 30%. It means operator would get 30% from a call of Re. 1. Therefore, total number of calls he would make = 489.50/0.70 = 699.28 calls 0.70 is derived as under: (1 30% of 1) = (1 30/100 x 1) = 0.70 paisa Now operator would be able to make how many calls that can be arrived at by multiplying 699.28 x Re. 1 = 699.28 calls To calculate ROI 699.28 x 112.36/100 = 785.71 (coins operator would get in his box) Total Income Investment/Investment*100 = 785.71 550/550 x 100 = 42.85% or 43% In CCB the discount offered is deducted from Re. 1 as call made is of Re. 1 only. In case of PTB the discount is deducted from Rs. 1.20 as it is configured in this way. Discount refers to the channel policy of TTSL on RCV.

In this way ROI calculation of any RCV could be done provided discount offered by service provider is known. Example PTB RCV of Rs. 350 Talk time = 350 x 100/112.36 = 311.50 Discount offered is 22% Therefore, 1.20 22% of Rs. 1.20 = 1.20 22/100 x 1.20 = 1.20 0.264 = 0.936 (pulse) No. of calls = 311.50/0.93 = 334.94 The amount operator would get = 334.94 x 1.20 = 401.92 x 112.36/100 = Rs. 451.6 ROI = 451.6 350/350 x 100 = 29%

Reference # 32J-2009-03-03-01
40 The Icfai University Journal of Services Marketing, Vol. VII, No. 1, 2009