Enterprise Rent-A-Car:Measuring Service Quality

Presented By:Nazanin EsmaeiliMaryam HamidiElnaz MahmoodiSadaf MokaramShirin Nazerzadeh

The Wreck

•Kevin had been involved in a wreck.•He had called his auto insurance agent.•His policy included coverage to pay for a

rental car.

The Wreck(cont’d)

•After calling the Enterprise office , the employee came within 10 minutes.

•After that Kevin received a letter from Enterprise containing a survey questionnaire.

Tracking Satisfaction

•The survey was only one page long and consisted of 13 questions to measure customer’s satisfaction.

•Enterprise ‘s executive believed that the company had become the largest rent-a-car company in the U.S. because of:▫Its focus on customer satisfaction▫It’s concentration on serving the home-city

replacement market.

Tracking Satisfaction(cont’d)

Cutthroat airport market Cutthroat airport market

Cultivating insurance agent and body-shop managers

Tracking Satisfaction(cont’d)

•Such replacement rentals accounted for about 80% of the companies business.

•It also served ▫the discretionary market(leisure/vacation)▫Business market▫On site and off-site service at home airport

Tracking Satisfaction(cont’d)

•Following founder Jack Taylor’s advice:

If the company took care

of its customer

and employee

fist

profits

would follow

Continuous Improvement

•Enterprise had used the percentage of customers who were completely satisfied to develop its ESQi.

•It used the survey result to calculate ESQi for the company and for each individual branch.

•The company’s branch manager believed in and supported the process.

Continuous Improvement(cont’d)•Top management: it needed to make ESQi

a key factor in the promotion process.•Top management believed that such a

process would ensure that its manger and all its employees would focus on satisfying Enterprise’s customer

Continuous Improvement(cont’d)•Having 2 problem:

▫Want a better survey response rate, may be missing some important information

▫Taking long time(2 months)to get result back

How they could improve the customer-satisfaction-tracking process?

Questions

1. Analyze Enterprise’s Service Quality Survey. What information is it trying to gather? What are its research objectives?

Questions

2. What decisions had Enterprise made with regard to primary data collection-research approach, contact method, sampling plan, and research instruments?

Research approaches

Contact methods

Sampling plan Research instruments

ObservationSurveyexperiment

MailTelephonePersonalonline

Sampling unit(who)Sampling size (how many)Sampling procedure(how)

QuestionnaireMechanical instruments

Questions

3. In addition to or instead of the mail survey, what other means could Enterprise use to gather customer satisfaction information?

Questions

4. What specific recommendation would you make to Enterprise to improve the response rate and the timeliness of feedback from process?