A study by the Australian Automative Aftermarket Association (AAAA) has found that independent mechanics outrank dealers on customer relationships, trust and expertise. While the survey is predominantly about mechanical workshops the same attitudes could apply to autobody repair.
86% of car owners surveyed claimed to personally know and trust the skill and expertise of their local automotive repairer and are loyal to their mechanic.
The report also found that 78% of respondents believe that it is important to have a good relationship with their mechanic and 68% of respondents also like the fact that the person who owns the workshop is also the person working on their car.
The consumer survey provided intelligence that workshops can use to attract and retain customers. For example, an important finding was that 55% of the decisions about where to get a car serviced or repaired are made by women. The survey outcomes provide some great tips on how to encourage women to select their business and how to drive higher satisfaction rates with female customers.
AAAA executive director Stuart Charity said the data gathered could help consumers become more aware about their automotive servicing and repair options.
“This independently conducted AAAA consumer survey is the most comprehensive insight to consumer attitudes, trends and habits in our industry that has ever been conducted,” said Charity.
“It is an invaluable resource that provides a detailed snap-shot of where the independent automotive servicing and repair industry stands with Australian consumers and we are highly encouraged by its results,” Charity said
“The data gained from this large group of consumers uncovers a number of trends that will assist our members to provide even more trustworthy, efficient and high value services to their customers into the future.