Evaluating Customer Satisfaction in a Car Rental Industry

Synopsis of

Evaluating Customer Satisfaction in a Car Rental

Industry

A Thesis submitted by

Hywema Deliciousa Pereira / Reg. No: 510917231

For the award of the degree of

MASTER OF BUSINESS ADMINISTRATION In

Quality Management Systems (QMS)

2009-2011

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 Evaluating Customer Satisfaction in a Car Rental Industry

Introduction:
Customer satisfaction is a measure of how products and services supplied by companies meet or surpass
customer expectation. It is seen as a key performance indicator (KPI) within businesses and is part of the
four of a Balanced Scorecard (I.e. Customer / Stakeholder, Internal Process, Learning & Growth and
Financial). In a competitive marketplace where businesses compete for customers, customer satisfaction is
seen as a key differentiator and increasingly has become a key element of business strategy.
Customer Satisfaction Index (CSI) is an average of all attributes that are believed to contribute to
customer satisfaction. Since different attributes can contribute differently to the overall customer
satisfaction, the individual attributes are weighted to reflect this reality. This is the essence of a customer
satisfaction index.

Project Purpose:
Organizations need to retain existing customers while targeting non-customers. Measuring customer
satisfaction provides an indication of how successful the organization is at providing products and / or
services to the marketplace thus helping evaluate and measure Customer Satisfaction Index (CSI) within
the company.
The usual measures of customer satisfaction involve a survey with a set of statements using a scale
wherein the customer is asked to evaluate and appraise each statement in terms of their perception and
expectation of performance of the service being measured.

Project Objective:
The objective of this thesis is to investigate and analyze the key factors which affect customer satisfaction
provided by the company.

Project Scope:
The results of this research will offer a starting point to think about the actual problems being faced by
customers during their car rental, in order to provide a basis for further improving the services being
provided by the company, thereby increasing future overall customer satisfaction.

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 Evaluating Customer Satisfaction in a Car Rental Industry

Research Process:
The research comprises of defining and redefining of problems by collecting, analyzing and evaluating the
data through quantitative and qualitative research process.

Basis of Information:
Primary Data : CSI Questionnaires

a) SPOT (Used for Local & International)

b) Used Cars

c) Service (Used for Shuwaikh & Ahmadi)

Secondary Data : Customer Complaint Forms

Customer Suggestion Forms

Unacceptable CSI Forms

Internet

Illustration Techniques:
Charts
Diagrams
Graphs
Tables

Project Analysis Plan:

Collecting information from the various data sources (Primary Data / Secondary Data) and compiling &
evaluating the same to help determine critical / non-critical areas affecting customer satisfaction within the
company.

Once the above is compiled, providing the same to Automak Top Management for analysis and
investigation to help improve services being provided by the company thereby enhancing future customer
satisfaction.

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 Evaluating Customer Satisfaction in a Car Rental Industry

Project Limitations:
Customer satisfaction is an abstract concept and the actual manifestation of the state of satisfaction will
vary from person to person and product / service to product / service. The state of satisfaction depends on
a number of both psychological and physical variables which correlate with satisfaction behaviors. The
level of satisfaction can also vary depending on other factors the customer is able to compare with such as
other prior rental services which the customer can compare with the current organization’s rental services.

Chapters Design:

1. Introductory Chapter

2. Research Process

3. Explanation of illustration techniques

4. Data analysis and interpretation

5. Summary of findings

6. Suggestions to Top Management

7. Conclusions

Company of Project:

Automak Automotive Company K.S.C.C.

Country of Project:

Kuwait