Customer satisfaction with aftermarket service providers improved this year, intensifying the rivalry between franchised dealers and third-party repair and maintenance shops.
After tracking a rating decline in 2023, J.D. Power reported across-the-board improvements in annual customer satisfaction levels at aftermarket centers on Tuesday. On a 1,000-point scale, quick-oil-change businesses saw an average score increase of four points, while tire replacement and full-service shops saw gains of five and twelve points, respectively.
The firm attributed this year’s higher scores to improving levels of professionalism among aftermarket service advisors as well as lower wait times compared to 2023. The latter factor weighs especially heavily against franchised dealers, who are facing record-high repair and maintenance times. Customers also cited the convenience of walk-in service at third-party shops as a positive factor in their ratings, as compared to scheduling appointments with a retailer-operated center.
The findings echo research published by Consumer Reports earlier this year, which found that car owners preferred to take their vehicles to independent centers for repairs rather than retailers. In that study, customers who opted for aftermarket service providers were heavily motivated by pricing, with the overwhelming majority of franchised dealers receiving the lowest possible rating on affordability.
However, while third-party service centers have become increasingly competitive in recent years, dealers do have advantages in several key areas. J.D. Power notes that retailers retain higher levels of customer trust, with car owners feeling more confident in their technician’s ability to complete complicated repairs at a dealership than at an aftermarket service provider. While the higher repair costs associated with fixed-ops departments have deterred some customers, dealership mechanics also often receive better quality education, allowing them to address a broader range of issues. With the increasingly popular electric vehicle segment presenting a host of unique maintenance scenarios, the intense level of training at franchised dealerships is likely to play an even more important role in consumer choice in the future.
That being said, dealers should prioritize improvements in their fixed-ops departments that make them more competitive with aftermarket service providers. Addressing longer wait times and providing more flexibility on repair and maintenance pricing will help retailers avoid losing customers and establish critical relationships that can translate into major transactions down the line.
