[雙語翻譯]汽車租賃外文翻譯—羅馬尼亞汽車租賃活動中的客戶投訴概述（原文）

1、Bulletin of the Transilvania University of Bra?ov Series II: Forestry ? Wood Industry ? Agricultural Food Engineering ? Vol. 9 (58) No.2 - 2016 AN OVERVIEW OF CUSTOMER COMPLAINTS IN CAR RENTAL ACTIVITIES FROM ROMANIA

2、 Daniel C. OLA1 Abstract: An ever growing tourism with a higher competitive market of services, the car rental segment is essential in the development of the tourist transport services, in order to fulfil and satisfy t

3、he mobility needs of the customers. The paper focuses on the identification of the most frequent complaints and the efficient management that can be implemented in order to minimize the negative impact that affects th

4、e car rental provider, and to effectively address the measures to regain the customer trust and brand loyalty. Key words: rent a car, brand loyalty, customer complaints, online customer feedback, tourism. 1 Department

5、 of Engineering and Management in Food and Tourism, Transilvania University of Brasov, Castelului no. 148, Brasov 500014, Romania. Corespondence: Daniel C. Ola, e-mail: danielola@unitbv.ro. 1. Introduction Worldwide, t

6、ourism represents 9% of the global GDP 2011, creating 255 million jobs. It is estimated that the tourism industry will grow with a rate of 4% each year in the next 10 years. It is estimated that by 2022, about 328

7、million tourism jobs will be achieved, or 1 out of 10 jobs worldwide will be in the field of tourism [10]. Personal transportation modes have diversified greatly, and rental use in tourism area can be one of the st

8、rategies to popularize tourism and new transportation vehicles [7]. Tourism is more a social activity than economic and it involves people from all over the world with different cultures and habits and different ex

9、pectations and understanding of the quality services. Regarding overall satisfaction of the rental service, most users were satisfied and want to use it in a tourism area as an alternative to, primarily, private car

10、s. According to Nakamura H. 2016, users ranked the order of importance for car rentals as “safety“, “convenience“, “joy“, and “mobility“. World tourism organization (UNWTO), defines tourism as being summarized by

11、the activities carried out by persons during travelling and accommodation in places outside their usual residence in a time frame that does not expand more than one year with the purpose of entertaining, doing busin

12、ess or other reasons [12]. A tourism package is defined by having at least two of the following tourism services: accommodation, transport, lunch, D. C. OLA: An Overview of Customer Complaints in Car Rental Activities

13、 from Romania 119 1of both large foreign companies and local companies. The touristic season in summer has an increase in the number of cars rented by Romanian citizens or foreigners traveling to the country for tou

14、rism purposes. Most customers are foreigners, their weight can reach up to 95% of total rental vehicles [8]. Cheapest car rentals and the most sought by tourists are the cars categorized as in economy class. For th

15、ese cars the rental price starts from 13 euros to 20 euros per day, while the price for premium cars can go well over 100 euros per day [3]. It is estimated that about 80% of all customers who rent cars, are foreigne

16、rs. Around 75% of all foreign customers rent a car for an average of 5 days [3]. 3. Management of Customer Complaintes in Car Rental Services Given the growing appeal of the concept of destination loyalty in tourism

17、 marketing, it is highly important to investigate the travel expenditures of loyal vs. non- or less loyal visitors. Adopting the behavioral approach to loyalty, the spending patterns of visitors could be studied, wh

18、ile comparing between the different loyalty segments: no previous visit, one previous visit, and multiple visits. The analysis is based on an intercept survey [2]. However, the loyalty segments are distinguished i

19、n their spending patterns at the destination, when first timers spend more on lodging, food and restaurants, and car rental, and the those with one or more previous visits spend more on gasoline, activities and ente

20、rtainment, and shopping [2]. In general, customers are reluctant to complain when faced with some inconvenience, especially when it comes to minor problems. They believe that their complaints will not alter the

21、 quality of service and therefore the time during which they assign complaints would be wasted [3]. In reality, the exact opposite happens. Despite the fact that many customers do not complain directly to companies,

22、 they are very attractive idea to complain on the Internet in various forums and specialized websites. Customers thinking that their complaints can not change anything by addressing the company directly, custome

23、rs will find a method of sharing their unpleasant experience using the Internet. 4. Online customer complaints Questionnaire A customer questionnaire was developed by a Romanian car rental company that was used fro

24、m 2010 to 2012 in order to asses the customers satisfaction. The questionnaire was accessed on the Internet page and clients were able to access it after they benefited from the car rental services. The questionnai

25、re sent to customers contains new quality assessment factors with corresponding marks awarded on a scale of 1 to 5, where 1 is very poor quality service and high quality service is rated by 5. A number of 3002 cust

26、omers of different nationalities have completed the survey and average mark was calculated using the scores they gave for the service quality. The goal of the questionnaire was to asses the aspects of the car renta

27、l process that generate the highest level of complaints among customers and to apply changes in a most efficient way to correct deficiencies. The feedback from the customers was categorized in positive, negati