THE SELECTION OF SERVICES AT AUTOMOBILE REPAIR SHOPS AND LOYALTY TO PRODUCTS AND SERVICES IN THE UPPER SOUTHERN REGION
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The purposes of this study were to compare satisfaction in services at automobile repair shops in the upper southern region; to investigate influencing factors of the satisfaction in the services of the automobile repair shops; and to examine influencing factors of opportunities for repeats in the use of the services at the automobile repair shops. The American Customer Satisfaction Index was employed as a conceptual framework. In this qualitative study, data were collected by questionaires. The sample was obtained through a stratified random sampling to include 400 customers who employed the services at the automobile repair shops in the upper southern region. The questionnaire data were analyzed by a bivariate analysis, a regression model, and an ordered probit model. Results revealed that customers of automobile repair shop A demonstrated higher service satisfaction than those of the automobile repair shop B with statistical significance; the influencing factors of the satisfaction with the services of the automobile repair shops with statistical significance included quality perception, value perception, and image; and the influencing factors of the opportunities for repeats in the use of the services of the automobile repair shops with statistical significance included image, complaint reporting, and loyalty.