There is an impact on the quality of services in the Car Rental companies in all its dimensions on customer satisfaction. The reliability dimension has the highest impact on customer satisfaction.
Service quality has become nowadays more important than ever because the service providers have realized that they must provide aware value to the customer if they want to stay in business, and as competition is increasing day after day, that the client has a lot of alternatives to choose from, making it natural that the quality of service to be one of the priorities for their spending money, especially that they are trying to maximize the value and satisfaction as well as for any monetary unit they spend.
Quality of service is one of the parameters used to determine the performance level of the service institutions because they contribute by its impact on customer satisfaction, and therefore the customer’s recognition of the quality of service depends on the difference between the expected service and service perceived by customers, and in the light of that, the quality of service is measured as follows:
1. If the expected service quality is greater than the perceived quality of service, the satisfaction will be a little bit unacceptable for customers.
2. If the expected service quality is equal to the perceived quality of the service, service quality will gain customer satisfaction.
3. If the expected service quality is less than the perceived quality of the service, there is a high degree of customer satisfaction
Customer satisfaction is the feeling resulting from the process of evaluating what has been received in return for the expected, the decision to purchase itself, and meeting the needs and desires. The study attempts to identify the quality of services provided by Car Rental companies and the level of customer satisfaction with these services
