1.

“Car Rental Service”

The transportation industry has emerged as one of the expanding industries with great earning
potential in recent years. A significant change in the dynamics of user mobility and transportation
has been brought about by the rise of car rental services. The purpose of his study was to determine
whether, in accordance with Nutsugbodo (2022) socio-demographic, travel- and trip-related, and
psychographic characteristics have any bearing on the method of automobile rental. Briefly stated,
the car rental industry involves renting out vehicles from the fleet for a predetermined amount of
time. The rental stations are typically combined into pools, which are collections of stations with a
similar fleet. The drivers pick up or drop off the cars at these stations. Additionally, the pools are
flexible, allowing for periodic design changes to satisfy, for example, a seasonal demand at a
particular site.

Nutsugbodo, R. (2022) Determinants of car rental choice in Ghana, Anatolia, 33:4, 641-657, DOI:
10.1080/13032917.2021.1985544.

2. “Modern technologies and digital solutions”

Modern technologies and digital solutions have altered the economy and the service sector during
the last few decades. Berry (2022) asserts that technology has transformed conventional services
into new online services that are available everywhere in the world at any time. A few years ago,
paying a deposit and physically visiting a rental agency were required to hire a car, but today, the
entire rental process only involves a few clicks on the appropriate application.

Berry, L.L. (2022). Creating new markets through service innovation. MIT Sloan Management
Review, 47(2), 56.

3. “Beginning of Digital Car Rental Service”

At the start of the 21st century, online car rental services developed as an addition to the
conventional station-based car rental services. According to Becker (2015), the service's user-friendly
mobile applications allowed consumers to locate a car nearby.

Becker, H., Ciari, F. and Axhausen, K.W. (2015). Comparing car-sharing schemes in Switzerland: user
groups and usage patterns. Transportation Research Part A: Policy and Practice, 97, 17-29.

4. “Customer Motivation into Purchase or Use a Product or Service”

Determining the requirements and expectations of consumers is one of the key elements in a
company's long-term success. It's critical to understand what drives people to purchase or use a
product or service, contends Camilleri (2017). Customer motivation has been researched for several
industries, including retail, travel, and health, according to Kay (2015). The desire of a client to have
his or her needs met is motivation. Additionally, Solomon, Bamossy, and Askegaard (2017) found that
the motivation's underlying need could be either utilitarian or hedonistic.

Camilleri, M. (2017). Understanding customer needs and wants. Travel Marketing, Tourism
Economics and the Airline Product, 29-50.
Kay, P. (2015). Consumer motivation in a tourism context: Continuing the work of Maslow,
Rokeach, Vroom, Deci, Haley and others. Proceedings of the 2003 Australian and New Zealand
Marketing Academy Conference, ISBN 0868039837 9780868039831, 600-614.

Solomon, M. (2017). Consumer behavior: A European perspective. Harlow: Financial

Times/Prentice Hall, 90-100.

5. “Utilitarian Motivation”

Regarding the utilitarian side, some recent research, such as those cited by Tussyadiah (2015), have
shown that people make irrational financial decisions when they buy and that these decisions are
driven by other elements that call for sensory input.

Tussyadiah, I. (2015). An exploratory study on drivers and deterrents of collaborative consumption

in travel. Information and Communication Technologies in Tourism. [Retrieved September 15,
2020], https://www.researchgate.net/publicati on/272023008_An_Exploratory_Study_o
n_Drivers_and_Deterrents_of_Collaborati ve_Consumption_in_Travel.

6. “Hedonic Motivation”

Hedonic demand entails a psychological reaction, and according to Childers (2019), clients with
hedonic intentions can be identified by their sense of delight when they engage with the good or
service. Hedonic motives thus serve a significant role in consumer decision-making. But decades ago,
Holbrook and Hirschmann (2003) showed that hedonic and utilitarian motivations could both be
important in the decision-making process. The use of car rental services has also been examined in
relation to both kinds of motivational elements.

Childers, T.L., (2019). Hedonic and utilitarian motivations for online retail shopping behavior.
Journal of Retailing, 77(4), 511- 535.

Holbrook, M.B. and Hirschmann, E. (1982). The experiential aspects of consumption: consumer
fantasies, feelings, and fun. Journal of Consumer Research 9 (2), 132-140.

7. “Digital Customers”

Becker (2015) found that the sociodemographic profile of car rental service users can be described as
male, employed, under 36 years old, with a medium to high income level and a higher education
degree after researching the usage trends of a car rental service. This sociodemographic pattern can
be generalized to some extent based on the findings of other studies conducted in other places.

Becker, H., Ciari, F. and Axhausen, K.W. (2015). Comparing car-sharing schemes in Switzerland: user
groups and usage patterns. Transportation Research Part A: Policy and Practice, 97, 17-29.

8. “Economic Affordability of Car Rental Services”

According to Bardhi and Eckhradt (2017), utility and economic affordability are the main variables
influencing the use of car rental services from a utilitarian perspective. The utility factor can be
characterized as the perspective of clients regarding the pricing compared to alternative forms of
transportation, such as taxis or station-based car rentals, according to Möhlman (2015), who
investigated the subject of car rental services.

Bardhi, F. and Eckhardt, G. (2017). Access-based consumption: the case of car sharing. Journal of
Consumer Research, 39(4), 881-898.

Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood

of using a sharing economy option again. Journal of Consumer Behaviour 14(3), 193-207.

9. “Accessibility and Availability Factors”

As mentioned by Bardhi and Eckhradt (2017), clients are driven to use car rental services for their
convenience and/or flexibility in addition to economic factors. The significance of convenience in the
context of car rental services is demonstrated by consumers' desire to reach a place in the most
convenient manner, which disregards the physical effort needed to rent a car through station-based
car rental programs as well as the effort required to prepare ahead. In their research, Arcidiacono
and Pais (2018) emphasized the need to take into account the car rental service's accessibility,
availability, and customer incentives to use it.

Bardhi, F. and Eckhardt, G. (2017). Access-based consumption: the case of car sharing. Journal of
Consumer Research, 39(4), 881-898.

Arcidiacono, D. and Pais, I. (2018). Think mobility over: a survey of Car2go users in Milan.
Multidisciplinary design of sharing services, ISBN 978-3-319-78098-6, 143- 161.

10. “Risk of Ownership”

Another element that needs to be considered is the risk of ownership, and Le Vine and Polak's (2017)
findings that the possibility of reduced ownership is positively connected with a higher use of renting
corroborate this. The risks and obligations associated with ownership are directly reduced by car
rental services.

Le Vine, S. and Polak, J. (2017). The impact of free-floating carsharing on car ownership: Early-stage
findings from London. Transport Policy. [Retrieved September 15, 2020], https://cpb-
usw2.wpmucdn.com/hawksites.newpaltz.e du/dist/2/625/files/2017/10/FlexibleCS-Car-Ownp-
Impacts-Postprint1ff0j5h.pdf

11. “Social Interaction”

Another significant hedonic aspect is the channel of social interaction for the transmission of
comments and feedback. According to research by Kim et al. (2018), customers no longer book
hotels, guest houses, or restaurants without first reading online media reviews. Positive peer
evaluations can be quite effective in luring customers to the services because car rental services can
be evaluated by trying them out. The motivation to use the service is also increased by the shared
trust between users and service providers.
Kim, E.E.K., Mattila, A.S. and Baloglu, S. (2018). Effects of gender and expertise on consumers’
motivation to read online hotel reviews. Cornell Hospitality Quarterly, 52(4), 399-406.

12. “High-Quality Service”

According to Tussyadiah (2015), users on the online rental platform can serve as an effective
illustration of how reputation is a crucial hedonic component. Customers' desire to take advantage of
car rental services is strongly related to their confidence in the supplier's ability to deliver high-
quality service.

Tussyadiah, I. (2015). An exploratory study on drivers and deterrents of collaborative consumption

in travel. Information and Communication Technologies in Tourism. [Retrieved September 15,
2020], https://www.researchgate.net/publicati on/272023008_An_Exploratory_Study_o
n_Drivers_and_Deterrents_of_Collaborati ve_Consumption_in_Travel.

13. “Vehicle Rental Management System”

One of the best ways to examine and comprehend the behavior of the vehicle rental management
system is using simulation techniques. The study by Repoux (2015) aims to assess how the vehicle
distribution and service rate change over time, model how the system operates, and increase
customer happiness by reducing unmet demand and providing the most flexible service possible.
They create simulation tools that can implement the newly created policies and replicate the
behavior of the system concurrently.

Repoux, M. (2015), Simulation and optimization of one-way car-sharing systems with variant
relocation policies. In Proceedings of the Transportation Research Board 94th Annual Meeting
Washington DC USA 11–15 January 2015 No 15-1907.