1. Enterprise Qualtrics Survey
MKTG 325
Brian Fontanesi, Logan Martin, Jordan Yencha, Ethan Shortridge, Charlie
Rankin, Drew Harless
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2. 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:
1. Availability
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3. Survey Structure
Likert Scale, Dichotomous Questions, Ordinal Scale
5-7 scale
8 Demographic Questions
Age, Gender, Race
3 Treatments Qualtrics
Randomized and equally distributed amongst respondents
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4. Survey Objectives
Find How Service Availability (Independent Variable) Impacts
Customer Satisfaction
Brand Loyalty
Discover most preferred of 3 treatments
Provide data necessary for executive recommendation
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5. Extraneous Variable Factors
Seasonal renting (holidays, weather) summer vs winter
Nonprobability sampling (convenience sample)
Selection Bias
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6. 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. Upgrade 6

7. Credit Treatment
Consider 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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8. Competitor Treatment
Consider 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.
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9. Upgrade Treatment
Consider 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.
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10. Data Reporting - Quantitative results
Upgrade and Competitor option - equal split in favorability
Credit option is extremely undesirable
Customers attitude
Customer satisfaction > brand loyalty
Consumers don’t feel specific loyalty towards Enterprise
ANOVAs
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11. Demographic Data
Gender Age
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12. More Demographic Data..
Education Race
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13. Qualitative results
3 Open-ended questions - Intended to measure customer experience
1. How do you feel about the Enterprise service?
1. If you could make any suggestions regarding Enterprise, what would they be?
1. What is your overall level of satisfaction with the car rental service?
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14. Qualitative Data
Issue with car availability
Dislike online/phone reservation setup
Unreliability
Expand out of their business focus
Car rental, family trip, etc.
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15. 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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16. Questions
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