A PRESENTATION ON

ENTERPRISE RENT- A - CAR

Measuring Service Quality
SYNOPSIS
• A Case on Measuring Service
quality
• Enterprise rent-a-car company
used survey to determine the
percentage of customers who
were completely satisfied .
• ESQi index is used for both the
company and for each individual
branch.
About The Company
• Enterprise is one of the largest
rent-a-car company in the United
States.
• In terms of number of cars, rental
locations, and revenue.
 Enterprise Service Quality Index

• The process was focused on refining the

survey with the result that it appears simple.
• The survey finds out what makes loyal
customers who the loyal customers are.
• It delivers results which allow Enterprise to
concentrate on the key driver of the company
- loyal customers.
 Analyze Enterprise’s Service
Quality Survey (Exhibit 1). What
information is it trying to gather?
What are its research objectives?
What decisions has
Enterprise made with
regard to primary data
collection-research
approach, contact
methods ,sampling plan,
and research instruments?
 Research Approach.
• Descriptive information
• Quick
• lower cost
 Contact Method.
• Mail
• Telephone
• Personal
 Sampling Plan.
• 1-in-20 rule
 Research Instrument.
• Questionnaire with closed-ended
questions
Différent Communication Channel
for Survey
• On site Questioning.
• Telephonic.
• Observational Research.
• Use of Toll Free Number.
• Use of the Internet For Survey.
 What specific
recommendations would you
make to Enterprise to improve
the response rate and the
timeliness of feedback from
the process?
 
• Shorter survey form.
• Encouraged to go to web site.
• Telephone surveys.
• Feedback form.
• Encouraged customer to complain.