Managing for Quality and Performance Excellence 9th Edition by James Evans,William Lindsay

Exercise 64

A local franchise of a national car rental firm conducted a survey of customers to determine their perceptions of the importance of key product and service attributes as well as their perceptions of the company's performance. 70 The results are given in Tables 3.5 and 3.6. In Table 3.5, importance was measured on a five-point scale ranging from "not at all important" to "extremely important." Note that Table 3.6 is segmented by personal and business use, and that two different scales were used (the percentage values are based on the percentage of "yes" responses; all others are on a five-point scale from "poor" to "excellent"). What conclusions might you make from these data? What possible improvements can you suggest?

TABLE 3.5
Importance Ratings of Product/Service Attributes

TABLE 3.6
Customer Ratings of Performance