Customer trust plays a pivotal role in rental car loyalty, but overly complicated vehicles and other challenges are eroding satisfaction, according to the 2024 J.D. Power North America Rental Car Satisfaction Study.
The report highlights that while trust can foster long-term customer relationships, issues such as difficulty operating in-car features are negatively affecting overall experiences.
"Trust fosters loyalty, enhances the company’s reputation and differentiates it in a competitive market," said Azari Jones, rental car practice lead at J.D. Power. "Without this trust, even a well-known brand may struggle to maintain long-term relationships with customers."
National ranked highest in overall customer satisfaction with a score of 736 on a 1,000-point scale, followed by Enterprise (729) and Sixt (708). The industry average was 688.
The study also revealed that only 53% of rental car customers found it easy to use vehicle features, a concern for rental companies as technology in cars becomes more sophisticated. Customers who struggle with vehicle operation tend to lose trust in the brand, reducing the likelihood they will return for future rentals.
The study, redesigned for 2024, measured customer satisfaction across seven core dimensions, including ease of rental, vehicle and digital tools. It gathered responses from 8,379 business and leisure travelers who rented vehicles at airport locations between August 2023 and July 2024.
Rental car companies face increasing pressure to simplify the user experience and maintain customer trust, which remains critical for retention in an increasingly competitive industry.
