Enterprise Qualtrics Project

Enterprise Qualtrics SurveyMKTG 325Brian Fontanesi, Logan Martin, Jordan Yencha, Ethan Shortridge, Charlie Rankin, Drew Harless

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Group 1 Variables

We were testing 2 dependent variables that we think would cause people to enjoy the services that enterprise has to offer and these are:

1.Customer Satisfaction

2.Brand loyalty

We also used one independent variable which was:

3.Availability 2

Survey Structure

Likert Scale, Dichotomous Questions, Ordinal Scale5-7 scale

8 Demographic QuestionsAge, Gender, Race

3 Treatments QualtricsRandomized and equally distributed amongst respondents

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Survey Objectives

Find How Service Availability (Independent Variable) ImpactsCustomer Satisfaction

Brand Loyalty

Discover most preferred of 3 treatments

Provide data necessary for executive recommendation

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Extraneous Variable Factors

Seasonal renting (holidays, weather) summer vs winter

Nonprobability sampling (convenience sample)

Selection Bias

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Data Collection

Using Qualtrics, we created an online survey that generated 172 responses. In reviewing the survey data we found that 42 respondents failed to complete the survey. We decided that 130 completed surveys provide more accurate data.

We tested the two dependent variables with 3 treatments:

1.Credit

2.Competitor

3.Upgrade6

Credit TreatmentConsider the following scenario: You have completed the process of setting up a rental at Enterprise, but upon arrival you discover that the vehicle you've selected is unavailable. The employee informs you that if you choose to rent a different vehicle, you will be awarded a 50% discount towards a future rental for your inconvenience. You have your choice of any other available vehicle for this visit, but will pay full price.

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Competitor TreatmentConsider the following scenario: You have completed the process of setting up a rental at Enterprise, but upon arrival you discover that the vehicle you've selected is unavailable. If you're unsatisfied with the available vehicles, Enterprise will assist you by reserving the same car from a competitor, whilst providing you with the same cost, and cover any other fees/charges.

8

Upgrade TreatmentConsider the following scenario: You have completed the process of setting up a rental at Enterprise, but upon arrival you discover that the vehicle you've selected is unavailable. If you're unsatisfied with the available vehicles, Enterprise will assist you by offering an upgraded vehicle (one-level higher than your original preference) at 25% off of that upgraded vehicles rate.

9

Data Reporting - Quantitative results

Upgrade and Competitor option - equal split in favorabilityCredit option is extremely undesirable

Customers attitudeCustomer satisfaction > brand loyalty

Consumers don’t feel specific loyalty towards Enterprise

ANOVAs10

Demographic Data

Gender Age

11

More Demographic Data..

Education Race

12

Qualitative results

3 Open-ended questions - Intended to measure customer experience

1. How do you feel about the Enterprise service?2. If you could make any suggestions regarding Enterprise, what would

they be?3. What is your overall level of satisfaction with the car rental service?

13

Qualitative Data

Issue with car availability

Dislike online/phone reservation setup

Unreliability

Expand out of their business focus

Car rental, family trip, etc.

14

Managerial Results and Recommendations

Overall thoughts and suggestions;

Upgrade option equally preferred with competitor option

To optimize brand loyalty, utilize upgrade option

Based on qualitative responses, gear renting process more towards consumer and less toward corporate interests

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Questions

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