In many dealerships loaners are a product of the sales office and not the service department. I've never done the rental car thing but have always gotten demos from the dealers I bought my vehicles from and that always goes through the sales office. As Hummertech pointed out, this generally is a buyer perk not a perk of just bringing your vehicle there for service.
Of course some dealerships might offer more service than others but, as stated, you are going to end up paying for it any way one way or the other.
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