A recent study has revealed that customer satisfaction with car dealership service departments has improved this year compared to the previous one. Nevertheless, the overall experience at dealerships still falls short when compared to independent repair shops.
CDK Global, which provides software that helps car dealerships manage their operations, conducts an annual Service Shopper Study. In its fourth iteration, the research involved a survey of over 2,000 customers who recently underwent car maintenance and repairs to assess the performance of dealerships.
This year, dealership service departments received a satisfaction score of 59 out of 100, reflecting a notable increase of 14 points from last year.
Related: Study — Americans Prefer Repairs Outside the Dealership
In contrast, independent repair shops earned a higher satisfaction score of 66, while chain service providers not affiliated with dealerships received the lowest rating at 48.
Customers perceived independent shops as being quicker in service delivery. In fact, 30% of customers who visited independent shops reported that their vehicles were ready sooner than anticipated, compared to only 24% of dealership customers who had a similar experience.
Related: What’s Making Car Repair So Expensive? Sensors.
The researchers noted that dealership customers who still have a car warranty tend to be the most satisfied. Those with a warranty rated their service experience at an average of 63.9, while those with an expired warranty gave a lower score of 52.8. Customers who never had a warranty rated dealerships at 56.5.
Related: Most Cars Are Out Of Warranty
When it comes to making appointments, most drivers still prefer contacting the dealership by phone. A significant majority of 69% of respondents expressed a desire to speak with a human representative, while only 31% preferred an AI-powered assistant.
However, this trend may evolve over time. According to CDK, 51% of respondents from Generation Z (ages 18 to 25 in this survey) favored AI assistance, marking a divergence from other generations, where a human connection remained preferred.
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