Describes the efforts of Avis to provide monthly progress reports to the individual offices and departments who delivered the service, through their Customer Care Income Statements, allowing their efforts to improving customer care to be seen immediately. Creates a sensitivity analysis to show which major areas of concentration will bring the most return. Asserts that soliciting customer opinion is an excellent public image device. Concludes that customer care must be treated as a going concern ‐ something that requires constant attention and commitment and makes profit over time.
Lash, L. (1991), "Trying harder", Managing Service Quality: An International Journal, Vol. 1 No. 3, pp. 159-162. https://doi.org/10.1108/EUM0000000003142
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