Needs Assessment of the New Marketing Evangelism on Brand Loyalty for Car Rental Service Development
Keywords:
Car rental business, Priority Needs Index, Evangelism MarketingAbstract
The research aims to (1) measure the level of expectations and perceptions of current conditions for car rental services, (2) compare and prioritize control needs for market development, and (3) analyze the relationship between rental car loyalty and the New Marketing Mix. The questionnaires were used to collect data from the participants which were car rental customers. The frequency, percentage, mean, standard deviation, Pearson correlation and the PNI Modified were used to analyze the data. The research results indicated that (1) the level of car rental customers' expectations was highest in terms of Everywhere, Exchange, Experience, and Evangelism, with mean values of 4.72, 4.59, 4.54 and 4.51 percent, respectively. Perception of the current condition was at a high level in all aspects, except for Everywhere, which was at the highest level. (2) The priority needs for market development ranked as follows: first, Experience and Everywhere, followed by Evangelism and Exchange, with PNI Modified values of 0.07, 0.07, 0.05, and 0.05, respectively. (3) Customer loyalty in car rental services had a positive linear relationship with the marketing factors of Experience and Evangelism at a moderate level, and Exchange and Everywhere at a low level.
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