Measuring Service Quality
Presented ByAnusha Archana Lohitha Sravan Sravya Srinivas Vamsi
Largest rent-a-car company in U.S. Founder: Jack Taylor Enterprise’s St.Louis headquarters Focus on:customer satisfaction Service: home-city replacement market Measures :ESQi (Enterprise Service Quality index) • Referral agents:Insurance agents& body-shop managers ,independent company • • • • • •
ENTERPRISE’S SERVICE QUALITY SURVEY
INFORMATION: • Customer satisfaction levels RESEARCH OBJECTIVES: 1.Exploratory research: • Problems-lack of better survey response rate & quick response • Solutions- using personal/online/telephone contact methods & taking large representative samples. 2.Descriptive research: market potential on product & consumers interests are considered . 3.Causal research:cause-and-effect relationships are
PRIMARY DATA COLLECTION
Research approaches Contact methods Sampling plan Research instruments Survey Mail Convenience sample Questionnaire
CUSTOMER SATISFACTION INFORMATION
MAIL SURVEY: • leads to slow data collection & poor flexibility OTHERS MEANS: • Telephone/personal/online survey gives excellent speed of data collection & good response rate. • The above are the recommendations to improve response rate & timeliness of feedback from
to improve on customer satisfaction Providing onsite and off site services at some airports Problems in the Improvement
Wanted a better survey response rate It could take up two months to get results
wants to find and rate the satisfaction of the customers to rate the overall average performance and for each branch using ESQi rated managers for promotion on the basis of ESQi of that branch
Enterprise’s service Quality survey. What information is it trying to gather? What are its research objectives?
decisions has enterprise made with regard to primary data collection —research approach, contact method, sampling plan, and research instruments?
addition to or instead of mail survey, what other means could Enterprise use to gather customer satisfaction information?
specific recommendations would you make to Enterprise to improve the response rate and the timeliness of feedback from the process?