Nature of the Situation The case presents a scenario with two Zipcar customers who have both reserved the same car. Sal Fishman reserved it until 3:30, which was exactly when Anita Karr had arranged to pick it up. The problem is that Sal is in the middle of an interview that is going better and longer than he expected. Anita needs the car immediately while an unknowing Sal is considering extending his reservation of the car. For Zipcar to retain customers, the service must be convenient and reliable. Unfortunately, this is not directly in their control, since it relies on the behavior of their customers. The company needs to figure out how to keep their profitable members, retrain the ones that drive the profitable members away, and kindly show insufferable negative members the door. Decisions to Make Zipcar must decide two things. (1) The company needs to decide how to reduce the number of late returns by influencing their customers� behavior. (2) Since some late returns occur by virtue of traffic constraints, automobile accidents, and other unforeseeable problems, Z....

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