THE SELECTION OF SERVICES AT AUTOMOBILE REPAIR SHOPS AND LOYALTY TO PRODUCTS AND SERVICES IN THE UPPER SOUTHERN REGION

Abstract

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.