Zipcar: Influencing Customer Behaviour

Group No: 10
Impact on Anita:
● Frustrated for not being able to rent the cab when the service has been promised long ago
● Incident might have a negative impact on her as a customer and she might avail another cab service
the next time she requires
● Loss of trust on the service.
● Might reach late on a very important event to her.

Impact on man
● Will be happy by being able to avail the service even after showing an undesirable behavior.
● Will be casual and tend to repeat the same on multiple occasions.

Impact on company:
● Not being able to keep their promise can lead to bad publicity or a negative word of mouth for
company
● Failure to meet promise made to the customers which might lead to losing them.
● Loss in consumer trust, reputation and reliability.
● Loss sales.
Recommendations:

● Provision cab charge to the next service outlet where a car is currently available to the customer whose
ride is next in case of a delay in the previous return.

● Penalty on late delivery of vehicle, an amount equal to or greater than the cab charge provided to the
next customer in the first point.

● A time gap between successive booking can provide a safety window if any delay happens and allow
the next person to plan some alternative.

● Introduce a mandatory requirement that if there is any chance of delay, the current owner of the car has
to inform the zipcar office in advance(minimum 30 mins prior to the close of the booking time).

● Create a plan under which customer can book the car for flexible hours and return deadline doesn’t
need to be adhered strictly. Additional charges under this plan should be taken.

● The customer should send an SMS or call the company no. that has IVR system in case of delay from
their side. Zipcar can place an additional minimal inventory of cars to make up for the next waiting
customer