“Comparative Analysis of Customer Satisfaction: Local Servicing Vs Showroom Servicing in the Automotive Industry†A Case Study on Malladhi Motors Service Centre, Guntur

Cars and bikes are a complex mix of electrical and mechanical components prone to wear and tear, and the effects of natural elements, requiring regular servicing to ensure optimal performance. Moreover, if they meet with an accident, they might require repairs or replacements of parts. Either way, you might face a dilemma when it comes to choosing between a local garage or an authorised service centre for the job. This study examines the factors influencing customer satisfaction in the automotive service industry Guntur, specifically comparing experiences between local garage Malladhi Motors service centre and authorized service centres. By analysing data from customer surveys, online reviews, this research identifies key dimensions affecting satisfaction, including service quality, price, convenience, warranty considerations, customer service, expertise, and feedback. The findings reveal nuanced differences between the two types of establishments, highlighting strengths and weaknesses in each category. While authorized service centres excel in providing brand-specific expertise and adhering to warranty requirements, local garages offer competitive pricing, personalized service, level of expertise, availability, additional services and flexibility.