Dive Brief:
- National Car Rentals ranks highest for satisfaction among car rental customers, followed by Enterprise and Sixt, according to a J.D. Power study released Wednesday. J.D. Power surveyed more than 8,300 travelers who rented a car from an airport car rental location.
- The annual study, which was revamped this year, rated the car rental agencies based on ease of rental, pick-up and drop-off, customer trust in the company, vehicle choice, experience with staff, value for price paid, and digital tools. National scored 736 on a 1,000 point scale.
- “National’s high ranking is largely due to its strong level of trust among customers, alongside the convenience of their loyalty program, which allows frequent renters to skip the counter and choose their vehicles directly,” Azari Jones, rental car practice lead at J.D. Power, said via email.
Dive Insight:
Trust is foundational to the rental car experience, according to Jones.
“For rental companies, trust translates into repeat business, positive word-of-mouth, and long-term customer loyalty,” Jones said. “Customers want assurance that they will receive reliable vehicles, clear and transparent pricing, and responsive customer service, particularly if something goes wrong.”
National has built that trust with customers. The car rental agency also topped the list on the American Customer Satisfaction Index, which highlighted its mobile app’s reliability as well as the ease of making a reservation and picking up.
Jones said Enterprise distinguished itself by offering a broad network of locations and exceptional customer service, while vehicle quality and staff interactions were rated highly at Sixt. Enterprise scored 729 and Sixt scored 708. The industry average is 688.
While J.D. Power’s survey identified the top providers of good experiences, it also identified customers’ frustrations with rental car agencies.
Overly complicated cars, issues during the rental process, and the inability to choose a specific vehicle were all frustrations that can negatively impact trust — and customer loyalty.
Complicated in-car technology in particular diminished trust in rental car agencies, according to J.D. Power. Only about half of customers said their rental car’s features and amenities were very easy to operate.
“Our data showed that this complexity directly impacts trust as customers expect seamless, easy-to-use vehicles,” Jones said. “When renters feel they aren’t given proper instruction or the technology hinders their experience, it results in frustration and lowered trust in the rental company’s commitment to providing a smooth experience.”
