This research focused in comparing the received customer feedback of the worldwide operating Sixt Rent a Car in the franchise countries Finland and Sweden. Objective of the thesis was to find out the differences in the success factors between the two neighbouring markets, discovering points of development in for customer satisfaction. The main research method was quantitative desktop study on the received customer feedback for observation period of one year. The main research was reinforced by qualitative research into the received verbal feedback commentary and by expert interviews with the management personnel of Sixt Finland and Sixt Sweden. The development suggestions are intersection of the research findings and the theoretical framework addressing service management, customer behaviour, customer satisfaction and the concepts of customer journey mapping and quality perception. Factual market differences between the countries concerning car rental industry were also addressed to ensure the validity and relevance of the study. Main findings of the research revealed that for the observation period, the overall received customer feedback was slightly better in favour of Sixt Sweden. Main reasons covered in the conclusions include differing organizational structures, difference in the vehicle fleet composition and cultural differences between the countries and organizations. Relating to the market size of the countries, also the business volumes can be seen as one factor affecting customer feedback. The development suggestions introduced are centred on the importance of customer-based thinking. Various themes e.g. customer service situations, communication, vehicles, premises and attitudes of the customer service personnel are covered in the development draft.