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Cost is the most important criteria for customers when it comes to car servicing.
New research carried out by the IMI as part of its rebranding found that 52% of consumers said price was pivotal when it came to servicing their car.
Quality of work came in a close second at 44%, rising to 51% amongst women.
IMI found that 66% of respondents and 71% of women agreed that a recognised quality standard was very important when selecting a service provider.
The majority, 70%, of respondents assumed that a licence to practise was already in place in the sector.
IMI CEO Steve Nash said: “The rebranding research we have undertaken makes interesting reading for the sector.
“Although many within the sector believe customers focus solely on cost, our findings suggest a much more complex picture.”
“The customer experience obviously comes in to play. Customers are also worried about quality of work, meaning those who invest in skills have an opportunity to reassure potential customers.
IMI uncovered some positive opinions of the sector:
• 83% agreed that the motor industry employed skilled workers
• 81% felt the sector provided good quality service
• 79% also felt the sector was responsive to customer needs.
• IMI believes this is a sign that the industry is winning the battle against negative perceptions.