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For the following question could you please explain why internal benchmarking would be used rather than functional benchmarking.
KV operates a van rental company through a chain of around 35 stores. it has received a number of complaints from customers about the service they have received. KV’s investigation has revealed that different stores are offering radically different levels of services to customers.
KV is the current market leader in the van rental market, with a market share which is significantly ahead of its nearest rival. KV’s managers are still keen to ensure their market share does not fall and have decided to undertake a benchmarking process to help the business standardise the level of service it offers to customers across its business.
Which type of benchmarking would be most appropriate fir KV to adopt?
A. functional
B. strategic
C. competitive
D. internal
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