Record360, which uses mobile and Web-based app technology, has released the results from its first Car Rental Customer Report.

When looking for a car rental company, more than half of respondents (54%) answered strong customer service. Other factors that customers value include vehicles that are clean on the inside (51%), length of wait time when checking out (27%), not being nickled and dimed for dings and dents (27%), and vehicles that are free of dings, dents, and damage (22%). Price was the leading answer with 75%, but price is a factor that’s harder for companies to change, says the report.

In regards to customer service, respondents were asked how frequently they are frustrated by the time it takes to check out a vehicle. At least some of the time, 60% of respondents have been frustrated by wait time, while 40% rarely or never have been frustrated, according to the report.

When asked how customers feel about paper forms and pictograms to record damage, 89% responded that they don’t believe these are accurate ways to record vehicle damage. With a distrust of pictograms and paper forms, 44% of respondents worry that they will be blamed for vehicle damage they didn’t cause, says the report.

What would make a customer never want to do business with a rental company again? According to the report, terrible customer service was the top reason at 61%, followed by “they said I caused damage when I never did” at 51%. Other answers included the vehicles are dirty (40%), they charge too much to fill up the tank with gas (37%), it takes too long to check out a car (34%), vehicles are full of various damage (26%), and other (1%).

When asked how a company can improve the car rental experience, 51% of respondents answered a visual record of the vehicle’s current damage and 42% said time-stamping existing damage to prove it happened earlier. Other answers included a faster way to check for damage (29%), an app to better record the vehicle’s current damage (37%), a more accurate way to record gas levels (34%), an email record of the vehicle’s current damage (26%), and other (1%).

The survey was conducted by Survata research firm, which interviewed 207 online respondents.

Click here to download the full report.