【案例名称】Zipcar: Influencing Customer Behavior

【作者】Frances X. Frei

【页数】8

【格式】PDF

【语言】英语

【出版日期】2005年1月10日

【修正日期】2005年6月30日

【学科】管理业务 (Service Management)

【案例编号】605054-PDF-ENG

【来源】HBS Premier Case Collection

【网页】http://cb.hbsp.harvard.edu/cb/product/605054-PDF-ENG

【简介】

Used in the first module of a Harvard Business School course on Managing Service Operations, which addresses managing the operating role of customers (606-032). To maximize their effectiveness, color cases should be printed in color.

At Zipcar, customers share the use of cars and, as a result, rely on each other for their service experience. Customers are required to keep the car clean and the gas tank full and to return the car on time. Told from the perspective of two customers: Sal Fishman, who has a car and is running late at an interview, and Anita Karr, who has just arrived at her reserved car's empty parking spot.

【学习目标】

To challenge students to develop policies to address the lateness issue and, through this experience, learn about the use of normative and instrumental controls for influencing customer behavior.

【涉及课题】

Consumer behavior; Operations management; Service management

【背景】

    * Geographic: United States
    * Industry: Car & truck rental
    * Company Employee Count: 22
    * Event Year Begin: 2004
    * Event Year End: 2004

【下载】

http://www.mbabbs.com/thread-446-1-1.html