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Don't deny it: You love jumping into a rental car, breathing in that new-car smell, and pretending it's yours forever. What makes people loyal to a particular rental company? New York City-based Brand Keys interviewed 700 rental-car users to determine the attitudinal and behavioral factors that influence their decisions in the category. Out of several dozen attributes, Brand Keys identified four key drivers and scored them on an index of 100. Survey participants, 100 per brand, then rated their company of choice against these attributes. The chart here shows the top four companies. Only Enterprise, the "we'll pick you up" outfit, comes close to reaching customer expectations for service. Budget scores highest overall but, like its competitors, needs to improve measures of convenience, such as express checkout and counters at major airports.

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