Customer satisfaction with North American airport-based rental car companies declined significantly this past year as a global shortage of new vehicles caused prices to increase 58% during the last nine months of the J.D. Power 2021 North America Rental Car Satisfaction Study, which tracked customer experience with rental car companies between August 2020 and August 2021. The study ­found the average customer-cited daily rental fee rose to $90.40 by summer of this year. During the 12 months of the study, overall customer satisfaction declined a total of 11 points (on a 1,000-point scale). Michael Taylor, travel intelligence lead at J.D. Power, said rental car companies have been facing significant challenges, both in terms of vehicle supply and staffing — and a combination of rising costs and long lines at the airport is having a negative effect on customer satisfaction. He said the average daily price of more than $90 for vehicle rental “sounds almost hard to believe, but I’ve seen instances in which a subcompact — booked a month in advance — cost $140 a day.” Even when customers are aware of the macroeconomic challenges, he said, their personal experiences quickly outweigh economic theory, and the result is lower customer satisfaction. Enterprise ranked highest in overall customer satisfaction, with a score of 861. National (852) ranked second and Alamo (837) third. Overall customer satisfaction for the industry is 830, down from 841 in 2020.