Introduction to Services Marketing 11
on various counts. APSRTC faced a serious problem of falling occupancy ratio
from 1997–98 to 2006–07. Local transporters like autos, rickshaws and other
tiny private transporters took away the demand from the corporation. e
corporation’s future was in jeopardy due to accumulated losses. It primarily
worked on changing the attitude of the front-line employees from public sec-
tor ego state to passenger-friendly behaviour besides other measures. In 2007–
08, the corporation made a pro t a er 10 years of successive losses. e occu-
pancy ratio increased from 65 per cent in 2004–05 to 70 per cent in 2007–08.
Demand management thus became vital for the corporation’s success.
12
Customer Participation
Ser ...