| With the improvement of people’s living standards and the change of lifestyle,more and more families and business individuals choose to rent cars, not owning a car.The car rental industry originated in the20th century in the United States, which wasdefined that the companies rent their car to the customers within the agreed time, inorder to get the money of leasing. Car rental industry in the international market after90years of development has become a more mature industry, showing a goodmomentum of development. However, it is still a rising service industry in China,with only20years of development history. The service quality of the car rentalcompanies differs, due to lack of relevant laws, small-scale, management problemsand other issues, so that the overall level of service quality is low compared with othercountries’. Therefore, it is urgent for the car rental industry in China to frame aservice quality evaluation model, so that the car rental companies can find theirproblems of service. They can improve customers’ satisfaction by improving servicequality.Firstly, the summaries of the car rental about the concept, mode of operation andother basic knowledge are made, then service quality, customer satisfaction andloyalty theory are described. Based on these relative research literature, a servicequality evaluation scale for the car rental industry in China is designed based onPZB’s SERVQUAL model. The evaluation scale covers five dimensions includingtangibles, reliability, responsiveness, assurance, and empathy. The reliability andexploratory factor analysis methods are adopted to measure the validity and reliabilityof the scale from the sampled data. At the same time, the relationship between servicequality, customer satisfaction and customer loyalty is discussed with the path analysismethod. The aim of this paper is to provide more strategies and advice of improvingservice quality, customer satisfaction and loyalty for the managers in car rentalcompanies in China. |
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