Motivation, satisfaction and post-purchase intentions of car rental users in Ghana

Abstract

Car rentals are one of the major forms of transportation services in the country (Ghana Tourism Authority, GTA, 2014). The main objective of the study was to assess the motivation, purpose of use, satisfaction and post-purchase intentions (PPI) of car rental users. Yoon and Uysal’s (2005) destination loyalty model was adapted to guide the study. In all, 382 questionnaires sourced from Accra, Kumasi and Tamale using the quota and convenience sampling technique were deemed useful for analysis. The data were analysed using descriptive and inferential statistics and AMOS version 24 for SEM. The study showed that car rentals were mostly used to visit tourism and recreational sites, attend social and religious gatherings, attend business meetings, and for NGO and research-related activities. From the study, four factors (car rental features, escape-relaxation, egoenhancement and novelty) accounted for user motivation. Majority of the users were satisfied with the rental services received. Also, four factors; staff performance, facilities/services, safety and security, and support services were found to have influenced users’ satisfaction. The study revealed that PPI was expressed through three dimensions: using the service instead of others, using the service again in the future (reuse) and recommending the service to potential users. It is recommended that car rental operators should leverage on the purpose of use and users’ motivations to market their facilities. In addition, operators are encouraged to put in mechanisms, such as organizing in-service training for the drivers and staff of rental facilities to improve their services to ensure the maximum satisfaction of users.