Development and validation of a quality-focused model for electric vehicle rental and its marketing strategy

Purpose The escalating global oil consumption and limited oil reserves have triggered a heightened market demand for clean and fuel-efficient vehicles, such as electric vehicles (EVs), in a bid to curb household energy consumption and reduce carbon emissions. However, the increased adoption of EVs has also prompted consumers to voice concerns about the quality of the vehicles, encompassing aspects of vehicle ownership such as rental services and the necessary infrastructure. This research scrutinizes the quality aspects of EV rental. Design/methodology/approach Built upon the quality technology acceptance model (Q-TAM), this study explores the relationships between perceived service quality, perceived functional quality, cost-based usefulness, and rental intention for EVs. Survey data was collected in the United States, and partial least squares-structural equation modeling was utilized for analysis. Findings The essential element of the model is the full mediator-functional quality, while the cost-based usefulness serves as a determinant. The study additionally assessed the relative importance of quality-oriented items. Empirical ranking can guide providers in prioritizing areas for improvement, fostering a more customer-centric approach, and developing new strategies for expanding the EV rental market. Practical implications The research offers valuable insights into customer preferences for EV rental, which are efficiency and reliability. EV rental providers can leverage the findings in their management and quality initiatives to ensure the delivery of a high-quality EV rental experience consistent with customer expectations. Originality/value Renting an EV is a low-involvement and low-risk decision compared to a vehicle purchase. Although renting an EV provides a compendium of vehicle assessment and exposure, the main determinants in EV rental behavior remain largely unexplored. No study in the literature has focused on consumers’ perception of quality management of EV rentals based on the theory of Q-TAM.