Car Rental Companies and Enterprise Rent-a-car

Topics: Car rental companies, Car rental, Carsharing Pages: 4 (1678 words) Published: April 28, 2013
1. Do customers (Level 4) perceive value as unsatisfactory, satisfactory, or superior? Why? Which attributes do customers value that are not receiving adequate attention by the organization? According to Kaplan & Norton’s Strategic Map, the fourth dimension of strategy is customer perspective. It has the following aspects or customer value propositions: Price, Quality, Availability, Selection, Functionality, Service, Partnership and Brand. Customer perspective is the platform upon which revenue growth strategy and productivity strategy stand. Customer perspective in turn stands on Internal Processes Perspective that in turn stands on Learning and Growth Perspective. Noteworthy, Enterprise Rent-a-Car had implemented the strategic map of Kaplan & Norton even before the scholars documented the map. When Jack Taylor founded Enterprise in 1957, his motto was simple: 'Take care of your customers and employees first, and profit will take care of itself.' In 2006, Forbes ranked Enterprise as Number 16 in the top 100 private companies in the United States. Enterprise Rent-a-Car is a service company that offer rental vehicles to customers who (1) need a car because of an accident, mechanical repair or theft, (2) want to make short business/leisure trio or who need a car for a special occasion, and (3) need a car in town for a business purpose. (The importance of customer service at Enterprise Rent-A-Car, 2012) The company measures customer satisfaction using the “Enterprise Service Quality Index” or ESQi that reflects the results of a survey of customers’ opinion. The survey is conducted monthly, at every one of the Enterprise branches. An independent company conducts the survey. Their staffs call Enterprise customers 7 to 10 days after the closure of a rental and ask two questions using a five point Likert scale where the extreme options are “completely satisfied” and “completely dissatisfied”. The first question asks about the customer's satisfaction level, while...
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