One thing to consider when selecting a driver is will you want to do an excursion as well. Several drivers will work with you on price if you do a day trip as well as transfers. $60-$75 seems to be the norm one way, so no need to split hairs over a few bucks. For me, it's all about the ride and experience and not just the lift. If you get a great driver you will appreciate everything else they have to offer.

This is who I use and the man has never let me down. He has shuttled us nearly 30 times between airport transfers and day trips and all have been great. Most importantly for me, he drives with respect to his passengers.

http://negril.com/transport/takecare.htm

Another great driver that I have used and who a lot of friends use is Shane Taxi. You can find him on Facebook if you need contact info. He has a nice ride and drives great as well. Shane is who I reach out to if my usual driver is not available for rides around town.