Introduction
Many organizations have the dream of commanding a large market share in their respective markets. It is also their dream to be sustainable in the short run and the long run. To achieve these dreams, companies normally formulate and implement several strategies that aim at improving their internal and external operations. Such changes normally transform the operations of a company, making it to be more effective and efficient. This in turn makes it easier for a company to achieve its goals and objectives. Consumer satisfaction is an essential objective that any company would want to achieve.
Background
Enterprise Rent – A – Car is one of the leading cars hire companies in the United States. The company has specialized in in-city car hire services. This is contrary to the services that are offered by its rivals who have laid a lot of emphasis on airport and hotel cutthroat markets. The company has mainly focused on hiring cars for individuals who have been involved in wrecks. As a result, the company has a network of individuals and organizations that refer customers to them.
This includes insurance agents and body-shop employees. This has been a successful strategy since it has enabled the company to attract and serve many customers. As a result of the high-quality services that they get, most customers return or recommend Enterprise Rent – A – Car to their friends and relatives. This is due to the high quality of services that they have received from the company.
Consumer satisfaction is the leading goal of Enterprise Rent-A-Car. The company tries as much as possible to satisfy the needs of all its clients. That is why the company is conducting a consumer satisfaction survey to determine the level of satisfaction of their clients. To collect the data that is required for this survey, Enterprise Rent – A – Car has randomly sent questionnaires to its clients. The data from this survey will be used to complete its consumer satisfaction program that aims at improving its consumer services.
Information collected and research questions
Enterprise Rent – A – Car may use the survey to collect possible sets of information. First, the company may want to determine the attitudes and perceptions that their clients have on the services that they offer. The company may also want to determine whether its customers are satisfied with the services that it offers. Finally, the company may want to identify the sections of its operations that its clients feel that it should improve on. The following may be the possible research questions for the study:
- Is consumer satisfaction an essential factor in the sustainability of a company in the long run?
- What are the attitudes and perceptions of customers towards the services offered by Enterprise Rent-A-Car?
- How do these attitudes affect the performance and operations of the company?
These sets of data are important since they will help the company to improve its services to meet the needs and desires of its customers. This will enable them to satisfy their customers and at the same time earn consumer loyalty.
Primary Data Collection
The study may take a mix of qualitative and quantitative research approaches. Qualitative research may be used to identify the behavior and trends of the study variables. Quantitative research on the other hand may be used to determine the empirical relationships between these variables. With these sets of analyses, a favorable conclusion may be arrived at. The conclusion and recommendations that will be arrived at may be essential in ensuring that the consumer satisfaction program is implemented effectively and efficiently.