An increasing number of Taiwanese are spending time outdoors engaging in leisure and recreation. Additionally, people tend to ride with the high-speed rail nowadays; thus, the demand for rental cars is growing and more operators are entering the market. Therefore, there is an increasingly urgent need to improve service quality and customer satisfaction in the car rental industry. This study investigates a rental car company and explores the relationship between service quality and consumers' lifestyle. The study shows that the effectiveness of different travel lifestyles on service quality factors is significant. We identifies that higher satisfaction creates a greater sense of customer loyalty. We provide concrete, feasible suggestions for improvements based on our findings.