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Dubai Driving Center VS Emirates Driving Institute

Contents :An Overview
Introduction: EDI and DDC Facilities offered: EDI and DDC Loyalty Program: EDI Analysis • GAPS Model • Zone of Tolerance • Results from Personal Interviews

Dubai Driving Center .

near Dubai Dry Docks . • Has grown to 16 branches.Introduction • Established in 2003 • Provides very high standard of training & guidance for one’s quest for obtaining license. • Head Office at Al Mina road.

infrastructure and new competencies to help deliver quality services in training. transportation & support services .• Hallmark – “closeness to its customers” • Management & staff are constantly working in tandem by creating.

• Customers are encouraged to feedback • Open Door policy – helps customers to come forward & meet any official including the GM & voice their concerns • Committed to health & environment making it a responsible corporate citizen .

DDC: Facilities offered • • • • • • Waiting Rooms Masjid Cafeteria Credit Card payment Eye Test Photo Studio .

Emirates Driving Institute .

Introduction • • • • Established in 1991 Largest driving institute in Dubai Provides training courses for DL acquisition Since its inception over 300000 students have acquired their DL through EDI • Over 1000 qualified male and female driving instructors from different nationalities .

EDI: Facilities offered • • • • • • • • Safety Hall Simulator Training Transportation Buses Waiting Rooms Cafeteria In-house License issuing Registration counters and 56 Branches Advanced Course registration counters .

EDI: Loyalty Program • A range of discounts. healthcare. bumper prizes and savings • EDI Loyalty program started in January 2010 • Designed to reward and provide benefits to students who register with EDI • List of offers include. . entertainment.dining. electronics. travel deals and many more. personal grooming. mega-offers. shopping.

Analysis .

GAPS Model: EDI GAP 1: Knowledge Gap • Inability to meet customer needs • Focus on transactions rather than building relationships Gap 2 : Service Design and Standard Gap • Classes not tailored made to suit the needs of the customers. GAP 3: Service Performance Gap • Customers need to play their role as well • Inability of instructors to meet the standards of driving schools • Backend employees incompetent in their roles Gap 4 : Communication Gap • Lack of coordination between staff • Classes being cancelled without prior intimation • Inappropriate Pricing .

Zone of Tolerance Desired Service What Customer Expects Zone of Tolerance Adequate Service What Customer Accepts .

Research Sample Size: 30 Research Technique : Personal Interviews Sample Units: • License Holders • Currently Enrolled for driving classes • Prospective Customers .

Service Preference Criteria • • • • • Options available Price location Background check Influence of Family or friends • Word of mouth Service Preference Criteria Options Available 5% Family and Friend Influence 34% Price 31% Word of Mouth 11% Location 12% Background Check 7% .

Overall service satisfaction: EDI Service Satisfaction : EDI 60% 50% 40% 30% 20% 10% 0% Series1 Very High 55% High 30% Moderate 15% .

Overall Service Satisfaction : DDI Service Satisfaction : DDI 60% 50% Percentage 40% 30% 20% 10% 0% Series1 Very High 52% High 26% Moderate 22% .

Grievance Handling: Comparative Analysis Grievance Handling 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Excelent Emirates Driving Institute Dubai Driving Centre 23% 21% Good 44% 36% Satisfactory 24% 29% Dissatisfactor y 9% 14% .

Level of Satisfaction: EDI EDI: Level of Satisfaction 70% 60% 50% 40% 30% 20% 10% 0% Highly Satisfied Ease of Registeration 29% 55% 3% 8% 5% Instructor Training 15% 48% 19% 15% 3% Simulator Training 12% 61% 8% 11% 8% Transportation 21% 38% 16% 20% 5% Waiting rooms 35% 30% 11% 13% 11% Cafeterea 49% 19% 16% 8% 6% Satisfied Neutral Dissatisfied Highly Dissatisfied .

Level of Satisfaction: DDC DDC: Level of Satisfaction 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Highly Satisfied Satisfied Neutral Dissatisfied Ease of Registeration 17% 44% 11% 19% 9% Instructor Training 10% 37% 22% 22% 9% Simulator Training 13% 45% 15% 19% 8% Transportation 7% 10% 45% 28% 10% Waiting rooms 26% 24% 18% 18% 14% Cafetarea 35% 27% 19% 11% 8% Highly Dissatisfied .

Service Quality • Technical Outcome • Interaction Quality • Physical Environment .

knowledgeable.SERVQUAL EDI Reliability Accuracy Assurance Good safety record. employees with good morale Tangibles Classroom facilities. Simulators. equipments DDC 40% 60% 55% 45% 64% 36% Empathy Anticipating customer needs. Competent. providing desired information 40% 60% 46% 54% . giving care and attention to each Responsiveness Prompt service.

Conclusion • Focus should be upon building relationship rather than transactions • Instructors should be allotted as per Learner’s language know how's • The instructors should be well trained • Communication barriers need to be isolated or removed .