5. A local franchise of the Williams Car Rental Company conducted a survey of customers to determine their perceptions of the importance of key product and service attributes as well as their perceptions of the company's performance. The results are given in Tables 3.5 and 3.6. In Table 3.5, importance was measured on a five-point scale ranging from "not at all important" to "extremely important." Note that Table 3.6 is segmented by personal and business use, with ratings using a five-point scale from poor to excellent. What conclusions might you make from these data? (The data in Table 3.6 is available in the Excel file C03 Problem Data on the Student Companion Site. Also see the attached Excel file.) What possible improvements can you suggest? (10 points) Table 3.5 Williams Car Rental Importance Ratings of Product/Service Attributes Mechanical condition of car 4.95 Check-out speed/efficiency 4.45 Cleanliness of vehicle 4.21 Getting reserved car or better 3.78 Friendliness of staff 4.12 Check-in speed/efficiency 4.63 Cleanliness of facility 3.36 Employee appearance 3.11 Getting nonsmoking car 4.87 Speed of coach service 4.03 Table 3.6 Williams Car Rental Customer Ratings of Performance Business use Mechanical condition of car Mechanical condition of car 4.8 4.71 Check-out speed/efficiency 3.88 3.5 Cleanliness of vehicle 4.62 4.2 Getting reserved car or better 4.34 4.8 Friendliness of staff 4.25 4.65 Check-in speed/efficiency 3.84 3.22 Cleanliness of facility 4.5 3.6 Employee appearance 4.72 4.66 Getting nonsmoking car 4.21 4.16 Speed of coach service 3.96 3.19