汽車租賃外文翻譯文獻

汽車租賃外文翻譯文獻文獻信息：文獻標題：AnoverviewofcustomercomplaintsincarrentalactivitiesfromRomania(羅馬尼亞汽車租賃活動中的客戶投訴概述)文獻作者：DanielC.OLA文獻出處：《BulletinoftheTransilvaniaUniversityofBra?ov》，2017,10(2):117-124字數(shù)統(tǒng)計：英文2795單詞，14714字符；中文4440漢字夕卜文文獻：AnoverviewofcustomercomplaintsincarrentalactivitiesfromRomaniaAbstractAnevergrowingtourismwithahighercompetitivemarketofservices,thecarrentalsegmentisessentialinthedevelopmentofthetouristtransportservices,inordertofulfilandsatisfythemobilityneedsofthecustomers.Thepaperfocusesontheidentificationofthemostfrequentcomplaintsandtheefficientmanagementthatcanbeimplementedinordertominimizethenegativeimpactthataffectsthecarrentalprovider,andtoeffectivelyaddressthemeasurestoregainthecustomertrustandbrandloyalty.Keywords:rentacar,brandloyalty,customercomplaints,onlinecustomerfeedback,tourism.1.IntroductionWorldwide,tourismrepresents9%oftheglobalGDP2011,creating255millionjobs.Itisestimatedthatthetourismindustrywillgrowwitharateof4%eachyearinthenext10years.Itisestimatedthatby2022,about328milliontourismjobswillbeachieved,or1outof10jobsworldwidewillbeinthefieldoftourism.Personaltransportationmodeshavediversifiedgreatly,andrentaluseintourismareacanbeoneofthestrategiestopopularizetourismandnewtransportationvehicles.Tourismismoreasocialactivitythaneconomicanditinvolvespeoplefromallovertheworldwithdifferentculturesandhabitsanddifferentexpectationsandunderstandingofthequalityservices.Regardingoverallsatisfactionoftherentalservice,mostusersweresatisfiedandwanttouseitinatourismareaasanalternativeto,primarily,privatecars.AccordingtoNakamuraH.2016,usersrankedtheorderofimportanceforcarrentalsas"safety","convenience","joy",and"mobility".Worldtourismorganization(UNWTO),definestourismasbeingsummarizedbytheactivitiescarriedoutbypersonsduringtravellingandaccommodationinplacesoutsidetheirusualresidenceinatimeframethatdoesnotexpandmorethanoneyearwiththepurposeofentertaining,doingbusinessorotherreasons.Atourismpackageisdefinedbyhavingatleasttwoofthefollowingtourismservices:accommodation,transport,lunch,leisureactivities.Theseservicesaregroupedandsoldbyatourismagencyatacertainpriceandarevalidforatleast24hoursinvolvingoneaccommodationovernight.Thetourismpackageisagreeduponsigningofacontractthatcontainsinformationsregardingthedestination,meansoftransport,accommodationaddressandfacilities,price,methodsofpaymentandthetermsinwhichthecustomercanfileinacomplaint.Thefirstcontactofthetouristismadewiththetransportserviceofferedinthetourismpackage.Thetransportservicerepresentsthefirstimpressionofthetouristconsumptionandthisiswhythepsychologicalimpactuponthetouristisdecisive.Eventhoughresearchersgiveconsiderableattentiontothemeansoftransportintourismfields,itisunfortunatethatcarsplayedasecondaryroleinthisconcern.Problemsandadvantagesthatrentingcompaniesshowbyrespectingtootherservices,itisimportanttonotethattheloopholeinlegalsupportlookstobeforthisactivityanincreasinglimitationforfurtherenhancement.Carrentalserviceshasevolvedgreatlyanddiversifiedsothattodayitrepresentsaworldindustrygovernedbyrulesandnationalandinternationallegislation.Carrentalsrepresentsamaincomponentinthetourismindustryasmoreandmoretravelersareusingtherentalservicesasapreferredchoiceofmobility.Themainreasonthatmanytouriststurntocarrentalisthatthecarrentalsofferanincreasedmobilityatanacceptablecost,intheframeofanextensiveandcontinuallyexpandingnetworkofroads.2.CarRentalComplaintsinEUTherulesapplicableinthisindustryvaryfromstatetostate,althoughitisdesirablethatinthenearfutureastandardizationofcarrentalcontractstobeimplementedsothattherentalprocesstobeharmonizedglobally.WithinthemostrecentEuropeanPolicyforTourism,thecompetitivenessoftheEuropeantourismindustryisdirectlylinkedtotheimageofEuropeandtoitsperception,asacollectionofsustainableandhigh-qualitytouristdestinations.Insuchcontext,improvingtheprofileoftheEuropeantouristdestinationshasbecomeamaintarget.Duringthelastyears,theEuropeanCommissionfocusedonthesustainabledevelopmentoftouristdestinations.AstudypublishedbytheEuropeanConsumerCentre(ECC-Net),initiatedbyECCBarcelona,wantstoofferanewperspectiveregardingbasecontractsmadeforrentalcars,accordingtoknowncustomercomplaints.Theaimofthisstudyistoevaluatethebestcarrentalserviceinordertoimplementappropriateregulations.Thecarrentalbusinessisonewithawesomebudgetsduetoitspopularityintourismandbusinesstripsworldwide.Thebrokerserviceprovidermodelisthedominantonewiththebrokerssearchingandnegotiatingwithseveralprovidersforeachreservationrequest.Moreoverreservationslifecycleintheaforementionedmodelisacomplexprocessbearingexhaustivedetailsandconstraintsthathavetobemetuntilareservationisconfirmedanddeployed.Fullreservationscycleenablesautomaticreservationtreatmentincorporatingthemostenhancedfunctionalfeaturesdemandedbybrokersandserviceproviders.CarrentalmarketinRomaniaismadeupofbothlargeforeigncompaniesandlocalcompanies.ThetouristicseasoninsummerhasanincreaseinthenumberofcarsrentedbyRomaniancitizensorforeignerstravelingtothecountryfortourismpurposes.Mostcustomersareforeigners,theirweightcanreachupto95%oftotalrentalvehicles.Cheapestcarrentalsandthemostsoughtbytouristsarethecarscategorizedasineconomyclass.Forthesecarstherentalpricestartsfrom13eurosto20eurosperday,whilethepriceforpremiumcarscangowellover100eurosperday.Itisestimatedthatabout80%ofallcustomerswhorentcars,areforeigners.Around75%ofallforeigncustomersrentacarforanaverageof5days.3.ManagementofCustomerComplaintesinCarRentalServicesGiventhegrowingappealoftheconceptofdestinationloyaltyintourismmarketing,itishighlyimportanttoinvestigatethetravelexpendituresofloyalvs.non-orlessloyalvisitors.Adoptingthebehavioralapproachtoloyalty,thespendingpatternsofvisitorscouldbestudied,whilecomparingbetweenthedifferentloyaltysegments:nopreviousvisit,onepreviousvisit,andmultiplevisits.Theanalysisisbasedonaninterceptsurvey.However,theloyaltysegmentsaredistinguishedintheirspendingpatternsatthedestination,whenfirsttimersspendmoreonlodging,foodandrestaurants,andcarrental,andthethosewithoneormorepreviousvisitsspendmoreongasoline,activitiesandentertainment,andshopping.Ingeneral,customersarereluctanttocomplainwhenfacedwithsomeinconvenience,especiallywhenitcomestominorproblems.Theybelievethattheircomplaintswillnotalterthequalityofserviceandthereforethetimeduringwhichtheyassigncomplaintswouldbewasted.Inreality,theexactoppositehappens.Despitethefactthatmanycustomersdonotcomplaindirectlytocompanies,theyareveryattractiveideatocomplainontheInternetinvariousforumsandspecializedwebsites.Customersthinkingthattheircomplaintscannotchangeanythingbyaddressingthecompanydirectly,customerswillfindamethodofsharingtheirunpleasantexperienceusingtheInternet.4.OnlinecustomercomplaintsQuestionnaireAcustomerquestionnairewasdevelopedbyaRomaniancarrentalcompanythatwasusedfrom2010to2012inordertoassesthecustomerssatisfaction.ThequestionnairewasaccessedontheInternetpageandclientswereabletoaccessitaftertheybenefitedfromthecarrentalservices.Thequestionnairesenttocustomerscontainsnewqualityassessmentfactorswithcorrespondingmarksawardedonascaleof1to5,where1isverypoorqualityserviceandhighqualityserviceisratedby5.Anumberof3002customersofdifferentnationalitieshavecompletedthesurveyandaveragemarkwascalculatedusingthescorestheygavefortheservicequality.Thegoalofthequestionnairewastoassestheaspectsofthecarrentalprocessthatgeneratethehighestlevelofcomplaintsamongcustomersandtoapplychangesinamostefficientwaytocorrectdeficiencies.Thefeedbackfromthecustomerswascategorizedinpositive,negativeandneutralcommentsandwererepresentedinFigure1.Outofallthe3002customersthatcompletedthequestionnaire,1109(36.94%)haveaddedacommentinwhichtheyjustifiedthescoresgivenormanifestedtheirdiscontentontheservicestheyreceived.■Neutral■NegativePositiveFig.1.ComplaintscategoriesincarrentalservicesbasedonthefeedbackquestionareGenerally,customerswhogavemarkstoanaveragegreaterthan3.5areconsideredtobeoverallsatisfiedwiththeservicesofferedbythecompany,whilecustomerswhogavemarkstoanaverageoflessthan3.5wereconsideredtobeunsatisfiedwithservicesinalesserorgreaterlevel.Thisindicatorfortheassessmentofservicequalitywasthefinalmark(averageoftheevaluationsgivenforeachquestion)thatofferedatooltoidentifythepercentofdissatisfiedcustomersthatarewillingtopostanegativecommentandhowmanyofsatisfiedclientswillofferafavorablecommenttothecompany.4.1.IdentificationofthecustomerswholeavepositiveornegativereviewsAmajorproblemfortherentalcompanyarethecustomersthatwouldgivenegativeadvertising.Theseunhappycustomerscanalterthenegativeperceptionofprospectcustomerswhohaveneverusedthecompany'sservicesbutwouldlikeittoifgiventhechance.Therearesituationswhereacompanyoffersgoodservicesandstillhavenegativereviewsonspecializedsitesbecausethedissatisfiedcustomersaremorelikelytoadvertisenegativecommentsthantoadvertisethepositiveexperiences.Thisparticularlyaffectssmallbusinessesthattendtoignorethecustomersfeedback.Fromthetotalparticipantsinthesurvey2612customersgaveagradehigherthan3.5and592fromthem(representing22.66%)alsoleftacomment(Figure2).Ofthe390clientswhogavearatingoflessthan3.5,atotalof363leftacommentdescribingwhatdispleasedthemmost.Veryfewoftheclientswhocompletedthequestionnaireandweresatisfiedwiththeserviceleftacomment(23%),while93%customerswhoweredissatisfiedleftcomments(Figure2).IfthissituationremainswhenitcomestopostingcommentsonspecializedsitesontheInternet,thedamagebroughttothecompany'simageisoverwhelming.93%withconiiTi?nt5 nocoiuments■ ■dissatisfiedFig.2.PercentagesituationofcustomersleavingcommentscategorizedbasedonsatisfactionItisimportanttoknowthepercentageofcustomerswhoweredissatisfiedwiththeserviceprovidedbythecompanyandinthefuturewillnolongerreturnasacustomer.Toestimatethepotentiallossesthatthecompanyrecordedbecausethesecustomerswerenotloyal,questionswereusedtodeterminethelevelofcustomerloyalty.Fromatotalof363customerswhocomplainedabouttheservices,247ofthemgaveascorelessthan3.5tothequestion"Haveyoueverrentedacarfromus?”.Thesecustomersmostlikelywillnotreturntousethecarrentalservicesduetotheinconvenienceencountered.Thepercentageofdissatisfiedcustomersthatwillnolongerusetheservicesofthecompanywasof68%fromthetotalofdissatisfiedcustomers.Thepercentageofdissatisfiedcustomersthatwillreturntousetheservicesofthecompanywasof32%sincetheyconsideredthattheproblemsencounteredwereusualandwouldhappeninanyothercompany.ClassificationofMainCustomerComplaintsBasedonthenegativecommentsleftbycustomersvariouscomplaintswereidentifiedandrepresentedinFigure3.lackof^ccesoriesdtldiUurLiltaxesruntedutr以diiTereniLhnnthennebftnkedemployeecondiittw]lhcustomercarappearance■Fig.3.PiechartofmaincustomercomplaintsThemaincomplaintswerecategorizedandnumberedinordertoquantifytheoccurrencefrequencyandthepercentage.Fromatotalof363customerswhocomplainedabouttheservices,25%complaintswereaboutthestateofthecaratreception(technicalproblems,cleaning),16%complaintswererelatedtoemployeebehavior(attitudetowardscustomers,punctuality,preparation),12%werecomplaintsaboutthefactthatthecarwasdifferentthantheoneoriginallybookedbythecustomer(replacementcarwithoutconsultingtheclient,providingavehicleofcategoryotherthanthatrequestedorwithdifferentengines),12%complaintswererelatedtoadditionalfeestobepaidbythecustomers,8%complaintswererelatingtoadditionalaccessoriesrequestedbycustomers(GPSmapssystemsinoperableoroutdated,inadequatechildseats,audiosystemsflaws),6%complaintsrelatedtocustomerrequirementtowashthecarbeforereturningit,21%differentcomplaintsthatdonotfallwithinanyofthecategoriesmentioned.ClassificationofcustomerComplaintsaccordingtotheCountryofOriginPeoplefromdifferentcornersoftheworldperceivethingsdifferentlyorinthiscasethequalityofserviceofferedisdependingontheculturalbackgroundofthecustomer.Forexample,aservicethatcanhaveaverygoodqualityinaSouthAmericanorAsianeyescanbeperceivedasinferiorintheeyesofEuropeanorNorthAmericanandvice-versa.Thepurposeofthisdeterminationofcomplaintsbynationalityistoidentifythemostdemandingcustomerssothatthecompany'semployeeshaveamoreappropriateapproachtowardsthem.Evenifitseemssomewhatdiscriminatory,itisapartofthecustomerrelationsmanagementthatthecarrentalcompanymustact.Inthisstudy,thepercentageofcomplaintsbycountryoforiginwereacquiredrelativetothetotalnumberofcomplaintsregistered.Comparedtothetotalnumberofcustomersinthesecountries,themostdemandingcustomersbycountryoforiginarepresentedinFigure4.Clientswhohavecomplainedleavingnegativereviewsofallcustomersaccordingwiththecountryoforiginshowedthatthemostdemandingwereclientsfromthe

countrywerethebusinesswasconducted.Romania30,57%Other30,57%SpainFranceC 7,16%FranceC 7,16%10,79%British10,79%BritishBeneluxIsraelGermany?Fig.4.ComplaintsbycountryoforiginofthecustomerAccordingtoFigure5,themostdemandingcustomersareRomaniansfollowedbyBritish,FrenchandSpanish.GermansItalfensAmeric...Benelux15r74%French17r77%Roman.? L"7%Fig.5.ThemostdemandingcustomersbynationalityRomaniantouriststhatwereexpatriatesandcamefromothercountries(mainlySpainandItaly)havebeencountedasRomanian,eveniftheyhavecompletedthequestionnaireattheircurrentcountryofresidence.5.EvolutionofQualityinCarRentalServicesbasedonCustomerFeedbackTohaveaclearpictureoftheevolutionofqualitycarrentalservicesinthecompanyitwasnecessarytoidentifythenumber

ofcomplaintsregisteredeachyearandtorelateittothetotalnumberofclientswhocompletedthequestionnaireinthatyear.Accordingtothesurvey,thetrendsinthequalityofservicesfortheyears2010,2011and2012wasrepresentedinFigure6.Fig.6.EvolutionofcustomernegativefeedbackThepercentagesrepresentedinFigure6arethetotalnumberofnegativecommentsfromayearcomparedtoallcustomerswhocompletedthequestionnaireinthatyear.Therefore,in2010,outofatotalof1,171clientswhocompletedthequestionnaire,184(representing15.71%)expressedtheirdissatisfactionwiththeservicestheyhadleavingacomment.In2011,the1,067customerswhohavecompletedthesurvey,110(10.3%)haveleftanegativecomment,5%lessthanthepreviousyear.Thisdecreaseinnegativecommentssuggestanimprovementinthequalityofservices.Theyear2012recordedadecreaseofjustover1%ofcomplaintscomparedwith2011,only69customers(9,03%)outof764expressedtheirdissatisfactionwiththecompany'sservices.Overall,intheperiod2010-2012thecompanywasheadedintherightdirection,withadecreaseofover6%ofcomplaintsin2012comparedto2010.6.ConclusionsDissatisfiedcustomers,eventhoughtheyrepresentarelativelysmallpercentageoftotalcustomers,mayhaveanegativeimpactonthecompany'simage.Thisiscausedbythefactthat,asdemonstratedintheanalysisofthequestionnaire,dissatisfiedcustomersaremorepronetoexpresspublicreviewsandcommentsthansatisfiedcustomers.TheconclusionsofthestudyrevealthatsincesatisfiedcustomersarefarlesskintoleavepositivecommentsontheInternetthis