The car rental experience satisfaction is on the rise but it is not because the services have been improving. A study regarding car rental satisfaction from J.D.Power said car rental customers were more satisfied in 2017 when compared to previous years. However, the driving force behind the increase of satisfaction is due to the decrease of rental rates and fees. The average reported daily rental car rate has declined by roughly $11 per this year. For the fourth year in a row, Enterprise has ranked highest and stood a top all the other competitors when it comes to customer satisfaction. They are ranked by their performance in five factors: costs and fees, pick-up process, rental car, return process and reservation process. Enterprise finished with a 851 rating out of a possible 1000. National came in a close second at 846. Alamo finished third at 828, just 2 points ahead of the industry average of 826. Both National and Alamo are owned by parent company Enterprise Holdings. Hertz finished fourth at 822 points, 4 points under the industry average. Avis rounds out the top 5 at 818 points. The reason why the industry average is so high, is due to the fact that Enterprise is the largest car rental company and owns a larger portion of the market share. "Lower prices are having a positive effect on perceived value for renters, which is raising overall levels of satisfaction, but several other key quality measures - notably, wait times and problems with the pick-up and return processes - have not improved over the past four years. But cheaper daily rental rates overcome those negatives for most renters," said Michael Taylor, Travel Practice Lead at J.D. in a news release. The study is based on responses from almost 12,000 business and leisure travelers who rented a vehicle at an airport location from August 2016 through August 2017.