Service Quality, Satisfaction, and Loyalty Relations in the Car Rental Industry

Today, the car rental industry has been growing day by day and the numbers of consumers, who have rented a car before, have been increasing sharply. For the growth in the car rental industry, services provided should be high-quality and consumers’ satisfaction and loyalty levels of these services should be at the high level. The main aim of this research was to examine the quality of the services in the individual car rental industry and analyze the effects of service quality on satisfaction and loyalty. The second aim of the study was to analyze whether car rental service quality differentiate based on demographics or not. Within these aims, data were gathered from 400 consumers, who have rented a car before, via face-to-face survey and e-mail survey techniques. Factor analysis, correlation analysis, regression analysis, independent sample T test, and Anova test were used in data analysis. In findings, it was seen that there were three dimensions of the car rental service quality scale, and the technical competence dimension affected both satisfaction and loyalty influentially. Also, it was found out that the technical competence dimension differentiated based on marital and education status of the customers. This study was an original study for focusing on the quality dimensions of services provided only in the individual car rental industry and examining these dimensions based on demographic variables