The study of customer satisfaction towards traditional car rental service in Malaysia

Abstract

Car rental service has grown exponentially during the last few years. With so many companies offering the service, customer satisfaction has been an issue in this fast-growing industry. The question whether customers are satisfied with the current traditional car rental service (i.e. app-based and non-electronic form of renting) is what this study is all about. By answering this question, this research will help the traditional car rental companies both app based and non app based to have a full understanding of what are the factors that customers are happy with and what other factors that customers want these companies to improve. The framework used in this study is SERVQUAL model in addition to price as a variable. A questionnaire data was collected from 222 Klang Valey residents that use these car rental service providers like GoCar or non app based. Further, SPSS was used to analyze the data and test the research hypotheses. The result of this study revealed that reliability, assurance, empathy and price significantly affect customers satisfaction while tangibility and responsiveness insignificantly affect customer satisfaction in the traditional car rental service industry