OJ Simpson in vintage Hertz ad
Enterprise ranks highest in customer satisfaction among rental car companies for a seventh consecutive year and performs particularly well in all six factors. Enterprise is followed in the rankings by National and Hertz, respectively.
Incidence of reported problems has decreased to 9 percent in 2010, compared with 11 percent in 2009. Vehicle pick-up and billing are the areas with the highest rates of reported problems.
“While it’s possible to exceed expectations when resolving a customer problem, which could elevate satisfaction levels even above those of a problem-free experience, this situation is a rare exception,” said Greif. “It’s important to note that 22 percent of problems experienced by customers go unreported, which means there was never an opportunity to resolve them. The bottom line is that prevention of problems is a far better strategy than service recovery for achieving high satisfaction levels.”
In addition to increased satisfaction with rental car companies in 2010, customer loyalty and advocacy have also improved from 2009. In 2010, one-third of business travelers and 28 percent of leisure travelers indicate they “definitely will” rent from the same brand again—marking increases of 2 percent and 5 percent, respectively, from 2009. Advocacy rates have increased by 3 percent among business travelers and 6 percent among leisure travelers from 2009. In 2010, 30 percent of travelers in both groups say they “definitely will” recommend their rental car company.
The 2010 North America Rental Car Satisfaction Study is based on more than 11,500 evaluations from business and leisure travelers who rented a vehicle at an airport location within the previous 30 days. The study was fielded between October 2009 and September 2010.