市场学case4marketingresearch.doc

Company case 4 (marketing research) Enterprise Rent-A-Car: Measuring Service Quality Kevin Kirkman wheeled his shiny, blue BMW coupe into his driveway, put the gear shift in the park position, set the parking brake, and got out to check his mailbox as he did every day when he got home. As he flipped through the deluge of catalogs and credit card offers, he noticed a letter from Enterprise Rent-A-Car. THE WRECK He wondered why Enterprise would be writing him. Then he remembered. Earlier that month, he’d been involved in a wreck. As he was driving to work one rainy morning, another car had been able to stop on the slick pavement and had plowed into his car as he waited at a stoplight. Thankfully, neither Kevin nor the other driver had been hurt, but both cars had been considerably damaged. In fact, Kevin had not been able to drive his car. Kevin had used his cellular phone to call the police; and while he waited for the officers to come, he had called his auto insurance agent. The agent has assured Kevin that his policy included coverage to pay for a rental car while his car war repaired. He had told Kevin to have the car towed to a nearby auto repair shop and had given him the telephone number for the Enterprise Rent-A-Car office that served his area. The agent had noted that his company recommended using Enterprise for replacement rentals and that Kevin’s policy would cover up to $17.00 per day of the rental fee. Once Kevin had checked his car in at the body shop and made the necessary arrangements, he had telephoned the Enterprise office. Within 10 minutes, an Enterprise employee had driven to the repair shop to pick him up. They had returned to the Enterprise office where Kevin had completed the paperwork to rent a Chevy Lumina. He had driven the rental car for 12 days before the repair shop had completed work on his car. “Don’t know why Enterprise would be writing me now,” Kevin thought. “The insurance company paid the $17.00 per day, and I paid the extra because