Back Issues 11-20

IMPACT OF OPAQUE MARKETING OF CAR RENTAL SERVICES ON TRAVELER SATISFACTION

Yu-Lun Hsu (Primary Author)
Department of Management, Fo Guang University
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Yi-Hsien Lin
Department of Travel and Tourism Management, Da-Yeh University
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Yen-Ling Lin
Department of Management, Fo Guang University
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Abstract
Car rental service is a significant aspect of the travel experience. Priceline and Hotwire are popular opaque sales channels for car rentals, to significantly affect traveler satisfac-tion. The study investigated how car rental through Priceline and Hotwire affects travel-er satisfaction. Car rentals through these channels can positively or negatively affect traveler satisfaction. Price sensitivity, income range and time constraint are factors that influence traveler satisfaction, particularly the extent of customer concern over quality, service details and willingness to bid or search for low prices. Contribution of car rental experience to traveler satisfaction is likely higher for price sensitive and/or low-income consumers without time constraint. Coordination between opaque selling channels and car rental firms can improve traveler experience. Awareness of the risks of opaque sell-ing channels can increase the experience economy and help customers have a better car rental experience with opaque marketing channels.

Keywords: Transportation, car rental, experience economy, opaque marketing, name-your-own-price (NYOP), traveler satisfaction

Attachments:

0920 Final.pdf

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168 kB