Quality Survey

Assignment 2

Enterprise Rent-A-Car: Measuring Service Quality

Summary

Kevin Kirkman receives a Service Quality Survey in the mail from Enterprise Rent-A-Car. Kevin had involved in a wreck earlier in the month and had rented a replacement car from Enterprise while his car was being repaired. Enterprise routinely survey one of each 20 customers about seven days following completion of rental. A case exhibit presents a copy of the Enterprise survey form. Enterprise used the survey to determine the percentage of customers who were completely satisfied, which produced the Enterprise Service Quality Index (ESQi) for both the company and for each individual branch.

Enterprise has become the largest rent-a-car company in the US by targeting the local replacement market and maintaining a laser-like focus on the customer service and satisfaction.

However, top management wanted to take its customers satisfaction program further by using ESQi into account in promotion decision. To do so, however, managers believed they needed to improve the response rate and timeliness of the information.

Question 1

The questionnaire begins with a summary question that asks about the customer’s overall satisfaction and then asks an open-ended question as to how it could have improved. Then the questionnaire takes the respondents through the rental process on a step-by-step basis. It is important to point out that services quality I determined at each step in the process and Enterprise is measuring quality at each step in order to determine where any problems may have developed in that process.

* Descriptive in Nature:

* Level of satisfaction

* Challenges or problems associated with their service

* Areas requiring improvements and ideas for improvement

* How service is accessed

* Circumstances giving rise to the use of service (i.e. need, want)

* Type of cars or vehicles required

* Propensity for using the service again

*...