Enterprise Rent-a-Car: Measuring Service Quality

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Enterprise Rent-A-Car:
Measuring Service Quality

Abstract

This case study is dealing with research and different ways of tracking customers’ satisfaction as well as customer insight.

Enterprise Rent-A-Car:
Measuring Service Quality

Enterprise Case study
What decisions has Enterprise made with regard to primary data collection-research approach, contact methods, sampling plan and research instruments? 2)Enterprise made a decision to use a survey approach of its customers. Enterprise wants to know about the beliefs, attitudes and the emotions and the unique experience of its customers. These are private and are usually not shared with others. Enterprise chose to contact its customers by using systematic sampling. Enterprise, after determining the sample size, then every nth record (1 in 20 customers) is selected from a list of population members. Systematic sampling yields a probability sample but it is not random sampling strategy. The research instrument that Enterprise uses is the questionnaire that the respondent completes. The questionnaire instrument is relatively inexpensive to administer. The same questionnaire is sent to all respondents systematically selected. The respondents fill the questionnaire out at their own convenience. 3) In addition to or instead of the mail survey there are other means could Enterprise could use to gather customer satisfaction information. Enterprise can use the following methods to gather customer satisfaction information in addition to the mail survey. Enterprise can conduct personal interview. This interview will allow a detailed and in depth question and responses. The unique experiences of the respondents will be known. Personal interview is costly and it could lead to the interviewer and or the respondents biases. It could lead to cheating by the interviewer. Enterprise could also use telephone survey. This is convenient. It saves time and it is relatively inexpensive. There is less interviewer...
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