Abstract
This study aimed to empirically examine what effects confidence, social, and economic benefit factors have on continuous relationship orientation through the mediation of service trust, service satisfaction, and customer engagement factors in the auto maintenance and repair service sector. This study carried out a questionnaire survey with 319 customers using auto maintenance and repair service and verified hypotheses. As a result of the analysis, the confidence and social benefits of auto maintenance and repair service affected service trust, while the confidence and economic benefits affected service satisfaction. Service trust did not affect customer engagement or long-term relationship continuity but affected them when it mediated service satisfaction. Consequently, it was revealed that confidence benefit should be consolidated and that professionalism or service quality excellence in maintenance or repair becomes the most important factors to produce customer engagement or long-term relationship continuity in the auto maintenance and repair service. Although it is vital to improve trust or service, it is confirmed that a relationship can be maintained only if the auto maintenance or repair service is satisfactory.
Highlights
Most service companies offer new services and benefits to continuously maintain relationships with existing customers or create higher customer satisfaction according to the individualization of customer needs and differentiated service demand increase
This study presented specific implications for service process improvement and marketing strategy within the auto maintenance and repair service industry
This study set each path composition to check whether service trust has the effect on service satisfaction in the auto maintenance and repair service customer group and to check whether customer engagement has an effect on long-term relation orientation
Summary
Most service companies offer new services and benefits to continuously maintain relationships with existing customers or create higher customer satisfaction according to the individualization of customer needs and differentiated service demand increase. The after-sales service, one of the methods for achieving customer satisfaction in auto maintenance and repair service, is most valuable, and efficient after-sales service becomes the highest priority of auto maintenance and repair service companies [1]. Customers can personally manage auto maintenance and repair nowadays, including accident history and consumable parts replacement cycle based on smartphones, through new systems improving auto maintenance and repair management as advanced technologies are applied. General visit-management services, such as car wash, light maintenance, and repair and consumable parts replacement by visiting, due to platform invigoration, have continuously developed
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