dubai driving center
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Dubai Driving Center
VS
Emirates Driving Institute
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Contents :An Overview
Introduction: EDI and DDC
Facilities offered: EDI and DDC
Loyalty Program: EDI
Analysis
GAPS Model
Zone of Tolerance
Results from Personal Interviews
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Dubai Driving Center
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Introduction
Established in 2003
Provides very high standard of training &
guidance for ones quest for obtaining license,
Has grown to 16 branches.
Head Office at Al Mina road, near Dubai Dry
Docks
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Hallmarkcloseness to its customers
Management & staff are constantly working in
tandem by creating, infrastructure and new
competencies to help deliver quality services
in training, transportation & support services
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Customers are encouraged to feedback
Open Door policy helps customers to come
forward & meet any official including the GM
& voice their concerns
Committed to health & environment making it
a responsible corporate citizen
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DDC: Facilities offered
Waiting Rooms
Masjid
Cafeteria Credit Card payment
Eye Test
Photo Studio
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Emirates Driving Institute
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Introduction
Established in 1991
Largest driving institute in Dubai
Provides training courses for DL acquisition Since its inception over 300000 students have
acquired their DL through EDI
Over 1000 qualified male and female drivinginstructors from different nationalities
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EDI: Facilities offered
Safety Hall
Simulator Training
Transportation Buses
Waiting Rooms
Cafeteria
In-house License issuing
Registration counters and 56 Branches
Advanced Course registration counters
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EDI: Loyalty Program
A range of discounts, mega-offers, bumper
prizes and savings
EDI Loyalty program started in January 2010
Designed to reward and provide benefits tostudents who register with EDI
List of offers include- dining, shopping,
entertainment, healthcare, electronics,personal grooming, travel deals and manymore.
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Analysis
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GAPS Model: EDI
GAP 1: Knowledge
Gap
Inability to meet
customer needs
Focus on
transactions rather
than building
relationships
Gap 2 : Service
Design and Standard
Gap
Classes not tailored
made to suit the
needs of the
customers.
GAP 3: Service
Performance Gap
Customers need to
play their role as
well
Inability of
instructors to meet
the standards of
driving schools
Backend employees
incompetent in theirroles
Gap 4 :
Communication Gap
Lack of coordination
between staff
Classes being
cancelled without
prior intimation
Inappropriate
Pricing
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Zone of Tolerance
Desired Service
Adequate Service
Zone of Tolerance
What Customer Expects
What Customer Accepts
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Research
Sample Size: 30
Research Technique : Personal Interviews
Sample Units:
License Holders
Currently Enrolled for driving classes
Prospective Customers
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Service Preference Criteria
Options available
Price
location Background check
Influence of Family
or friends Word of mouth
Options
Available
5%
Price
31%
Location
12%
Background
Check
7%
Word ofMouth
11%
Family and
Friend
Influence
34%
Service Preference Criteria
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Overall service satisfaction: EDI
0%
10%
20%
30%
40%
50%
60%
Very High High Moderate
Series1 55% 30% 15%
Service Satisfaction : EDI
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Overall Service Satisfaction : DDI
0%
10%
20%
30%
40%
50%
60%
Very High High Moderate
Series1 52% 26% 22%
Percentage
Service Satisfaction : DDI
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Grievance Handling: Comparative
Analysis
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Excelent Good Satisfactory Dissatisfactor
y
Emirates Driving Institute 23% 44% 24% 9%
Dubai Driving Centre 21% 36% 29% 14%
Grievance Handling
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Level of Satisfaction: EDI
0%
10%
20%
30%
40%
50%
60%
70%
Ease of
Registeration
Instructor Training Simulator Training Transportation Waiting rooms Cafeterea
Highly Satisfied 29% 15% 12% 21% 35% 49%
Satisfied 55% 48% 61% 38% 30% 19%
Neutral 3% 19% 8% 16% 11% 16%
Dissatisfied 8% 15% 11% 20% 13% 8%
Highly Dissatisfied 5% 3% 8% 5% 11% 6%
EDI: Level of Satisfaction
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Level of Satisfaction: DDC
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Ease of
Registeration
Instructor Training Simulator Training Transportation Waiting rooms Cafetarea
Highly Satisfied 17% 10% 13% 7% 26% 35%
Satisfied 44% 37% 45% 10% 24% 27%
Neutral 11% 22% 15% 45% 18% 19%
Dissatisfied 19% 22% 19% 28% 18% 11%
Highly Dissatisfied 9% 9% 8% 10% 14% 8%
DDC: Level of Satisfaction
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Service Quality
Technical Outcome
Interaction Quality
Physical Environment
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SERVQUAL
Reliability
Accuracy60%
AssuranceGood safety record, Competent,knowledgeable, employees with
good morale
TangiblesClassroom facilities, Simulators,
equipments
Empathy
Anticipating customer needs,giving care and attention to each
ResponsivenessPrompt service, providing desired
information
55%
64%
40%
46%
40%
45%
36%
60%
54%
EDI DDC
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Conclusion
Focus should be upon building relationship
rather than transactions
Instructors should be allotted as per Learners
language know how's
The instructors should be well trained
Communication barriers need to be isolated
or removed
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