
Consumer Behaviour in Services 115
ASSIGNMENTS
1. Indian Airlines was established in 1953 as a public
sector company and enjoyed monopoly in the air
transport in India until 1994. e competition from
the private sector intensi ed a er this sector was lib-
erated. e growth in air passengers due to increased
a uence a er the implementation of the new eco-
nomic policy in the country encouraged the com-
panies to enhance the service package to customers
and also to focus on the service quality. Indian Air-
lines faced some bitter experience in providing cus-
tomer services as consumers started pointing out the
di erences comparing private ...