Service undoubtedly matters in a rental business but price is king, especially in difficult economic times. How often do your best customers give you the business because your price is 10% higher than everyone else?
I would suggest in todays 'dog eat dog' rental market, never.
The customer assumes that as he has a rental contract he will get the service as specified in the contract, especially if he is choosing between the four big players Linde, Briggs, Barlow and Toyota.
More often than not he will give you the business again if you match the lowest price.
Service is assumed as a given in a rental market but price is always the deciding factor.
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