India is a country with a blend of traditional and modern views. On the one hand we value our handicrafts, but on the other we are at ease using the technology. The present issue publishes articles ranging from customer opinions on handicrafts, mobile messaging, e-marketing, small cars to tourism. The traditional banking system is paving the way for modern and much smarter transactions through e-banking. And it is growing at a faster pace with the customers realizing the ease with which they can make business. The transactions could be made from anywhere and anytime at the convenience of the customer with just a click of the button. Yet, most people in India are not aware of it and those who are aware are reluctant to use it due to misconceptions like password hacking, privacy, security, etc. In the light of this P Ambiga Devi and Malarvizhi V have tried to examine the level of awareness among customers regarding e-banking and their expectations from e-banking in their paper, “Customers’ Perception of E-Banking: Factor Analysis”. The study infers that while the customers are satisfied with the quality of e-banking services, they face technical as well as administrative and procedural problems. Further, to promote e-banking services, it is important that banks must ensure quality in customer service. ‘Quality in Work’ and ‘Satisfaction of the Customers’ are the two key factors, which must be given highest priority to promote a product.

Large population, rise in disposable income and shift from rural to urban have helped India to become the fastest-growing telecom market in the world of telecommunications. India is the second largest mobile market, next only to China. The Indian mobile markets add around 10-12 million customers every year and is expected to grow up to 1.15 billion subscribers by 2013. Apart from voice, mobile messaging is the service which is being widely used by mobile users. Provision of mobile messaging is considered the most viable CRM technique by the mobile service providers. In the light of this, Ashok Khurana and Vikas Chaudhary have evaluated the role of mobile messaging technology in promoting CRM in their paper, “Customers’ Attitude Towards Mobile Messaging Technology in Promoting CRM:

A Study”. The study examines the attitude of customers on the diverse types of promotional and message alerts received by them, the preferable services/sector relating to which they would like to receive mobile messages. On the basis of the findings, it is concluded that respondents are of the view that mobile messaging technology enhances customer experience, helps brand promotion, attracts new customers, promotes customer satisfaction, as well as customer loyalty and builds better customer relationship management.

Tata Nano, known as the people’s car, of Tata Motors is the dream car for middle class. The launch of Nano answered questions of those who were doubting whether a cheap car could be made. However, after the launch of the car, the responses on the performance of the car were mixed. Keeping this in view, B S Hundal and Saurabh Grover have made a study of the consumer attitudes towards Tata Nano in their paper, “Consumer Behavior Towards Tata Nano: A Perceptual Study”. Specifically, the perception and their experience with this small car and factors that motivated them to purchase it were examined. The results revealed that motivational variables like enhancement of social status, low maintenance cost, etc., motivate a potential customer to purchase this car. Some were disappointed with the working of this car as they considered it risky. They think that Nano is more accident prone since it is a very small car and moreover there was some news regarding burst of its rear engine in case of rear collision.

Handicrafts reflect the tradition and culture of a nation. India is well-known for its handicrafts. Indian handicrafts have made a mark in many nations. The beauty and charm of Indian crafts have always been a source of attraction for many Indian and foreign tourists. The success of handicrafts depends on how well the artisans can produce the articles keeping in mind the tastes and preferences of the consumers. But they are facing a competition from machine made products, which give greater ‘quality’ in terms of uniformity and better finish. This leads us to understand the problems faced by artisans and the market for their products.

In this backdrop, Manjusmita Dash studied the perception of customers, the problems of the artisans and the measures for improving this sector in her paper, “Buyers’ Preference for Purchase of Selected Handicrafts: Special Reference to Orissa”. It was concluded that the artisans lack strategic direction, but customers like to buy traditional artifacts.

Driven by the augmented purchasing power of Indians, increase in the number of foreign tourists, and government and private campaigns to promote India as tourist attraction, the tourism industry is witnessing a phenomenal growth. The vast potential of tourism as a foreign exchange earner and generator of employment opportunities was recognized and several policy initiatives were taken to develop the tourism sector. In view of this, R Renuka conducted a study to understand the role of tourism sector in contributing to the GDP and in generating employment, in the paper, “Role of Hospitality Services in Tamil Nadu Tourism”. The author concludes that there is a wide potential for employment opportunities in the tourism sector since it is a growing industry.

-- K Rajanath
Consulting Editor