Gen Z Has Lower Satisfaction Rates When it Comes to Aftermarket Service Providers, J.D. Power Finds


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The latest findings from the J.D. Power 2024 U.S. Aftermarket Service Index (ASI) Study reveal a significant increase in overall customer satisfaction across three critical sectors: full-service maintenance and repair, tire replacement, and quick oil change. Particularly noteworthy is the substantial improvement observed in full-service maintenance and repair, followed closely by tire replacement and quick oil change services.

Convenience Emerges as Key Catalyst

Amidst the backdrop of prolonged appointment wait times at franchised dealerships, aftermarket service providers are gaining momentum by offering no-appointment drive-in service or minimal wait times for appointments. This trend underscores a palpable shift among customers towards prioritizing convenience and efficiency in their service interactions.

Capitalizing on Opportunities for Enhancement

Leonard Martin, director of automotive retail at J.D. Power, emphasizes that aftermarket service providers can capitalize on this opportunity not only to compete on pricing but also to enhance customer value through faster and more streamlined service experiences. “Younger customers are less likely to have a service provider with whom they are familiar, and they may need more guidance from advisors in order to build a trusting relationship,” Martin said. “This is an opportunity for aftermarket providers to create new long-time loyal customers when they have been provided with satisfying experiences.”

Technology Integration Bolsters Trust and Advocacy

The study underscores the pivotal role of technology utilization in fostering transparency, trust, and advocacy among customers. Notably, incorporating photo and video documentation for recommended repairs emerges as a significant trust-building measure, resulting in a notable increase in the likelihood of recommended work being completed.

Catering to the Needs of Younger Customers

Younger customers, particularly Gen Z, demonstrate lower satisfaction levels compared to older generations, posing a unique challenge for service providers. Establishing trust and nurturing long-term relationships with younger customers through personalized guidance and fulfilling experiences represent pivotal strategies for aftermarket providers to cultivate brand loyalty.

Dealerships Maintain Trust Advantage in Specific Areas

While aftermarket service facilities excel in terms of ease of doing business, franchised dealerships maintain a higher level of customer trust in certain aspects, such as technology utilization and handling complex repairs. This underscores the importance of striking a balance between convenience and trustworthiness to meet evolving customer preferences effectively.

Study Rankings Validate Excellence

Christian Brothers Automotive Corp., Express Oil Change and Tire Engineers, and Jiffy Lube emerge as the top performers in their respective segments, reflecting consistent excellence in customer satisfaction. These rankings underscore the significance of delivering high-quality service experiences to uphold a competitive edge in the aftermarket service landscape.

This article was co-written using AI and was then heavily edited and optimized by our editorial team.

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