Case | HBS Case Collection | January 2005 (Revised June 2005)

Zipcar: Influencing Customer Behavior

by Frances X. Frei and Hanna Rodriguez-Farrar


At Zipcar, customers share the use of cars and, as a result, rely on each other for their service experience. Customers are required to keep the car clean and the gas tank full and to return the car on time. Told from the perspective of two customers: Sal Fishman, who has a car and is running late at an interview, and Anita Karr, who has just arrived at her reserved car's empty parking spot.

Keywords: Technology; Governance Controls; Behavior; Service Delivery; Service Operations; Consumer Behavior; Leasing; Transportation Industry; Service Industry; United States;


Frei, Frances X., and Hanna Rodriguez-Farrar. "Zipcar: Influencing Customer Behavior." Harvard Business School Case 605-054, January 2005. (Revised June 2005.)