Survey says car repair customers prefer substance over perks
Automotive Body Repair News

May 3, 2006

Results from a nationwide survey indicate that reasonable pricing and quality service remains a high priority for America’s automotive repair shop customers.On average, American motorists insist on two things when taking their car to the repair shop—reasonable prices, and a clear explanation of their repair needs without being talked down to. According to a nationwide survey conducted by National Shopping Service, motorists are more concerned about good customer service and a fair price at the auto shop than with frills or employee imaging.

The survey, which analyzed 3,674 individual responses, indicates that receiving a reasonable price for automobile repair service is a top priority for men and women. Having the proposed service and repairs clearly explained was second, and not wanting to be spoken to in a condescending fashion placed third for both genders.

Other top priorities while visiting the auto repair shop included:

· Not wanting “greasy” fingerprints on the vehicle.
· Receiving a written estimate and a receipt.
· Seeing the price posted for the requested service and repairs.

Least important to auto repair customers surveyed were perks like having coffee and water available in the waiting room, seeing the employees in a company uniform or wearing a company name badge. However, Matt Wozniak, President and CEO of National Shopping Service, explains that such amenities do have an impact on lasting impressions.

“From a business owner’s viewpoint, amenities such as fresh coffee in the waiting area help to differentiate their business from the competition,” Wozniak said. “Wearing a clean uniform helps with brand recognition and consistency, and ultimately, customer retention.”From the 25 listed questions on the survey, men and women chose the option of “other” with surprising frequency, totaling a combined 656 responses. For example, some respondents requested a television for the waiting room while others didn’t want one at all. Other requests included vending machines, a children’s area, or reading material “less than two years old.”