The Service Customer Study 2026 analyzes the relationship between customers and after-sales service, exploring the factors that help build trust and loyalty over time.

The study is based on 2,078 customers who had at least one service intervention at a workshop within the last 36 months. It examines the after-sales experience across four main areas: the value of service and the drivers of trust, the customer relationship between people and digital, the service experience and service extension, and the impact of after-sales on brand perception.

The analysis highlights how after-sales service goes well beyond the individual workshop visit: 97% of customers consider the quality of the after-sales service network important when choosing a car brand, while among authorized workshops, 85% say they are very or fairly likely to choose the same workshop again for a future service.

• Which factors influence workshop choice and customer loyalty?
• How much do accessibility, expertise, and proactivity affect customer satisfaction?
• What role does the service advisor play, and how do personal relationships and digital tools work together?
• Which channels and communications do customers prefer throughout the service journey?
• How much value do customers place on replacement mobility, waiting areas, tire services, and complementary services?
• How does the after-sales experience influence trust in the automotive brand?

The Service Customer Study 2026 helps to:

• Understand the drivers of satisfaction, trust, and loyalty in after-sales
• Analyze the balance between personal relationships and digitalization in the service experience
• Identify customer preferences in terms of contact, booking, and communication
• Assess the potential of complementary services and new opportunities to strengthen the customer relationship
• Understand how the workshop experience contributes to brand perception and trust
• Compare behaviors and expectations across different customer and workshop profiles

• After-Sales Managers,
• Service Managers
• General Managers
• Customer Experience Managers
• Marketing & CRM Managers
• Dealers and Automakers