Enterprise Rent-a-Car: Measuring Service Quality

613 Words Jun 23rd, 2011 3 Pages
Enterprise Rent-A-Car: Measuring Service Quality

1. Analyze Enterprise’s Service Quality Survey. What information is it trying to gather? What are its research objectives?

Enterprise used the survey to capture data about customer’s satisfaction. Management objectives are to keep current customers satisfied, improve customer service and increase car rental in the remaining 20% in the discretionary market. Research objectives to determine the level of satisfaction: Customer’s rental car experience, the rental process, vehicle preferences, customer awareness and rental history. With the data provided the company will be able to determine if a satisfied customer will be a repeat customer and refer others to the company.
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To improve the response rate customer service personnel should give the customers the surveys along with the final rental agreement. Place a suggestion box on counter so that customers may place the completed surveys. Follow up the day after the rental with a courtesy phone call or email to get immediate feedback as opposed to sending out mail.

Wendy’s is the third largest hamburger chain and their target market is 24-49 year olds. Wendy’s serve high quality premium (meat never frozen), better tasting old fashioned burgers (burger patty is square which is unique to other hamburger restaurants). The drive through stay open late for late night dining and individual who want fast food but who choose to dine in find that Wendy’s dining room has a home style appeal. Individual seeking a cheap meal can be found on Wendy’s 99 cents menu.

Dairy Queen targets 13-45 year olds that allow customers to customize their choice of foods from their Sweet Deal menu. Dairy Queen offers full size items on their value menu unlike some of their competitors. The Sweet Deal menu price ranges $3, $4 and $5 contains 9 different items that allow customers to create different meal combinations. Dairy Queen also serve a flame broiled burger and serve soft serve ice cream treats that allow customers to have desert in addition to their meal.

The three restaurants are succeeding in their value propositioning. What set Burger King apart from their competition is that they