A recent nationwide survey commissioned by Castrol has found that ‘good value’ is the most significant factor influencing whether a car owner will recommend a vehicle workshop to others. Over half of the respondents identified it as the most important element.
The survey findings highlight the role recommendations play in customer loyalty and profitability. A notable 36% of car owners stated they would be willing to pay more for work carried out by a recommended workshop, suggesting that customers value quality and affordability equally.
According to the research, 53% of motorists are most likely to recommend a workshop that “is good value and does not appear to charge an excessive amount for the work carried out,” which indicates a desire for pricing transparency. This figure has increased from 45% in a similar study conducted in 2022.
The survey also revealed that ‘good value’ is a more influential factor than other considerations, such as “workshops explaining and seeking approval for any work that is required before being carried out” (46%) and a “convenient location” (36%). In addition, 28% of respondents would recommend a workshop that “doesn’t use jargon when explaining the work they have done, or want to do.”
“Our survey highlights how a strong customer focus can help drive business and retention, assuring workshops of repeat custom,” said Henning von Rheden, Brand & Comms Director, Europe at Castrol.
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