Abstract
Car rental companies like many other services organisations, are operating in a complex and extremely competitive environment. Employees of car rental companies require special attention since the brand’s image depends on the role of employees in delivering the service (Wilson et al. 2012). This research aimed to provide guidance to emerging South African car rental companies to improve their respective brand awareness, enabling them to expand customer bases whilst retaining existing customers. The influence of eleven internal marketing mix elements (product, price, place, promotion, people, processes, physical evidence, personal relationships, packaging, positioning and performance) on South African car rental customers’ perception of brand awareness (brand recognition, trustworthiness, overall evaluation and loyalty) was investigated using structural equation modelling and equivalence testing. Recommendations emanating from the findings include continuous training of employees, communication with employees, rewarding employees and participation of employees in strategic discussions.
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