1. Enterprise Rent-A-Car:
Measuring Service Quality
Presented By:
Nazanin Esmaeili
Maryam Hamidi
Elnaz Mahmoodi
Sadaf Mokaram
Shirin Nazerzadeh

2. 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.

3. 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.

4. 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.

5. Tracking Satisfaction(cont’d)
Cutthroat airport
market
Cutthroat airport
market
Cultivating insurance
agent and body-shop
managers

6. 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

7. Tracking Satisfaction(cont’d)
• Following founder Jack Taylor’s advice:
If the company
took care of its
customer and
employee fist
profits would
follow

8. 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.

9. 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

10. 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?

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

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

14. Research
approaches
Contact
methods
Sampling plan Research
instruments
Observation
Survey
experiment
Mail
Telephone
Personal
online
Sampling unit(who)
Sampling size (how many)
Sampling procedure(how)
Questionnaire
Mechanical
instruments

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

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