Caselet Code : CLSM003
Publication date : 2005
Subject : Services Marketing
Industry : Petroleum Industry
Length :
 03 Pages
Price :  Rs. 100 (Detailed Pricing Info)

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Abstract

The caselet gives an overview of the initiatives taken by Bharat Petroleum Corporation Ltd (BPCL) to meet the competition. In this context, it examines BPCL's efforts to revamp the petrol outlets at par with international standards. The caselet discusses the "Pure for Sure" initiative launched by BPCL aimed at improving service quality and customer satisfaction. Finally, the caselet focuses on 'Petrocards', one of the largest loyalty card programs in India.


Issues:

» Petrol retailing in India.

»  Service Quality and its importance in service industry.

» Design and implementation of loyalty card programs.


Key words:

Bharat Petroleum Corporation Ltd (BPCL), Liberalization, Deregulation, Petroleum Industry, Public Sector Oil Companies, State-of-the-Art Infrastructure, Electronic Filling Machines, Customer Service Initiative, "Pure For Sure" Campaign, "In & Out" Stores, 'Petrocards', Customer Loyalty Plan, Pre-Paid Smart Cards, BPCL Retail Outlets.

Questions for Discussion:

1. In order to provide quality service, service providers need to understand customer expectations and establish service standards that match them. Describe the measures BPCL has taken to meet customer expectations?

2. 'Petrocards' is the largest customer loyalty plan in India. Discuss in what ways the customer loyalty program benefits BPCL.