Enterprise Rent a Car and Customer Satisfaction.

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Enterprise Rent a Car 1 in 4 dissatisfied customers are more likely to change suppliers than complain in fact less than 5% complain . So following founder Jack Taylors advice, “take care of your customers and staff and profits will follow”, Enterprise is a responsive company that takes direct measures of customer satisfaction by conducting regular surveys. The survey is sent by mail to randomly selected customers, a return envelope is included. The information being gathered in this survey is primarily relating to customer satisfaction, staff and service efficiency, future use and an approx. enterprise/competitors usage ratio. The methodology used is quantitative (shallow but wide), less in-depth information is required but there is wide geographic participation. The research objectives are to assess the quality/efficiency of the service as perceived by the customer, the efficiency of the service staff, condition and availability of stock to meet customer requirements. Enterprise are also trying to identify growing market segments, having built their business on replacement rentals (which accounts for 80% of trade), it is now expanding into other areas such as on site rental at airports.   One of the main objectives is to maintain a high standard of service, Enterprise have a strong focus on continuous improvement, and uses the ESQi (Enterprise Service Quality index, which is calculated from the survey results of completely satisfied customers to set the benchmark for quality of service) to assess performance for the company and individual branch’s.   The researchers are also trying to get a relative approximation of consumer awareness of the Enterprise brand by assessing usage of the service in relation to competitors over the last year (Q.12 & 13). This information when correlated with information from Q.10 For what reason did you rent this car? can indicate the level of consumer awareness outside the replacement rental sector. Question 2.Once the research problems and objectives have
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been defined, researchers must determine the exact information needed , in this case the information required is very specific to the Enterprise quality of service so there is not much scope for using secondary data, therefore primary data must be collected. In primary data collection, you collect the data yourself using methods such as interviews and questionnaires. The key point here is that the data you collect is unique to you and your research and, until you publish, no one else has access to it .There are 3 main approaches to gathering primary data, observation, surveys and experiments. Enterprise is ...

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