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Making the rational for a simplification process for the car rental industry: A strategic analysis for the Case of Hertz in the United States of America

  • The topic of simplicity has drastically increased in branding in recent years, as it allows companies to conquer a competitive world dominated by growth and complexity. There are studies explaining the benefits and power of simplicity in business in general. Nevertheless, simplicity is a field that has not been explored extensively for single industries. The bachelor thesis attempts to investigate the critical importance and power of simplicity in the customer journey of the car rental business and to provide an overview of possible improvements for the customer experience on the example of car rental company Hertz. Secondary data adopted from academic books, academic journals, study reports and press articles are used to develop a comprehensive analysis and a theoretical framework on the topic of customer experience, customer loyalty in connection with simplicity. The car rental company Hertz and its customer journey are being investigated through the lens of simplicity. Qualitative and quantitative research is adapted to cover insufficient information on Hertz and to uncover the pain points in Hertz’s customer journey. An expert interview with a Hertz executive is conducted to gather first-hand insights on Hertz's viewpoint of simplification and to what extent the company aims to use simplicity as a tool for its customer journey. A succeeding customer survey is executed to gain a better understanding of Hertz customers' perceptions and towards Hertz and to collect a broader picture of Hertz's customer journey. The conclusion drawn is used to derive possible simplification enhancements for Hertz in order to achieve various desired business results. A critical assessment for future research on the topic and limiting conditions are discussed in the conclusion.

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  • Making the rational for a simplification process

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Author:Simone Schuster
Advisor:Nikola Hale
Document Type:Bachelor Thesis
Year of Completion:2017
Granting Institution:Hochschule Furtwangen
Release Date:2017/03/01
Degree Program:IBM - International Business Management
Functional area:Marketing
Open-Access-Status: Closed Access 
Licence (German):License LogoUrheberrechtlich geschützt