High trust in rental car brands boosts customer loyalty, but complex vehicle features and service issues can undermine it, according to the J.D. Power 2024 study.
TROY, MICH. – Customers who give their rental car companies the highest scores for trust are also most likely to reuse that brand for their next rental. However, according to the J.D. Power 2024 North America Rental Car Satisfaction Study, overly complicated vehicles, problems experienced during the rental car experience and the inability to choose a specific vehicle can negatively affect trust, thereby damaging customer loyalty. Overall, just more than half (53%) of rental car customers say it was very easy to operate the features and amenities in their vehicle, an issue rental car companies will need to start addressing as in-car technologies grow increasingly complex.1
“When customers feel that a company is genuinely focused on their needs and provides a seamless experience, they are more likely to trust that brand and choose it repeatedly,” said Azari Jones, rental car practice lead at J.D. Power. “Trust fosters loyalty, enhances the company’s reputation and differentiates it in a competitive market. This leads to higher customer retention and positive word-of-mouth. Without this trust, even a well-known brand may struggle to maintain long-term relationships with customers.”
Study Ranking
National ranks highest in overall customer satisfaction with a score of 736. Enterprise (729) ranks second and Sixt (708) ranks third. Overall customer satisfaction for the industry is 688.
The J.D. Power North America Rental Car Satisfaction Study has been redesigned for 2024. Scores are not comparable year over year with previous studies. The study examines customer experience with companies in North America across seven core dimensions (in order of importance): ease of rental; pick-up/drop-off; level of trust; vehicle; staff; value for price paid; and digital tools. It is based on responses gathered from 8,379 business and leisure travelers who rented a vehicle at an airport location during the past year. The study was fielded from August 2023 through July 2024.
1 J.D. Power 2024 U.S. Tech Experience Index (TXI) Study
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