The Wharton Customer Analytics Initiative is pleased to announce a truly unique and comprehensive new data set from the Hertz Corporation, a world leader in retail rental cars and equipment. This data set includes employee engagement surveys linked to Hertz locations in the US and Canada, transactions of rental cars in those locations, and customer satisfaction surveys for those transactions. All of this data is longitudinal over a 2-year window, providing opportunities for research from a variety of different angles. Studies of organizational behavior, customer loyalty & engagement, geographic retail transactions, upselling/add-on behavior, and customer segmentation are all possible in this rich and detailed data set. The data includes:

  • over 68,000 responses to a semi-annual employee engagement survey
  • over 3,000 rental locations in US and Canada, all uniquely identified across data
  • over 900,000 responses to a post-transaction customer satisfaction survey with detailed transaction data for the corresponding rental, distributed over the 2 year window
  • 2-year transaction histories for more than 25% of the customers (9.8 million transactions)

Hertz encourages research proposals that use this data to understand the interplay of employee engagement, customer satisfaction, and customer purchase behavior (e.g. repeat purchase, “add-on” purchases, and/or willingness to pay a higher price); in addition to the dynamic interplay of airport and off-airport rental transactions. Proposals for modeling, forecasting, or predicting customer/employee behavior are welcome, particularly practical, cutting-edge, and operationalizable solutions.

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