Exploring Customer Perceptions of Service Attributes in Automotive Workshops: Evidence from Pontianak, Indonesia

Abstract ―​

The automotive after-sales industry is increasingly recognised as a strategic sector in emerging economies where both authorised and unauthorised workshops compete for customer loyalty. Authorised providers typically offer certified technicians, standardised procedures, and warranty-backed services, while unauthorised workshops attract consumers with affordability, flexibility, and neighbourhood accessibility. This study explores consumer perceptions of six service constructs—service quality, facility comfort, trust and reputation, value perception, environmental and social responsibility, and accessibility—in Pontianak, Indonesia, a secondary city context rarely examined in prior literature. Using a purposive sample of 323 respondents, data were analysed through descriptive statistics, mean rankings, t-tests, Mann–Whitney U tests, and chi-square analysis to compare perceptions across workshop types and demographic subgroups. Reliability and validity tests confirmed that all constructs met recommended thresholds (Cronbach’s α and CR > 0.70; AVE > 0.50; HTMT < 0.85), reinforcing the robustness of the findings. The results indicate that authorised workshops significantly outperformed unauthorised providers in 15 of 16 service attributes, particularly in technical expertise, facility comfort, warranty provision, and environmental practices (p < 0.001). Conversely, unauthorised workshops maintained a distinct advantage in accessibility (p < 0.05), reflecting their wider distribution and flexible operating hours. Demographic analysis further revealed that younger and less experienced consumers were more likely to prefer unauthorised providers, whereas older and more educated customers favoured authorised workshops. These findings demonstrate that consumer preferences in secondary cities are shaped by trade-offs between quality and convenience, thereby extending service quality and value perception literature beyond metropolitan contexts. The study contributes contextual evidence to fill a geographical gap, offering practical recommendations for managers and policymakers while advancing theoretical understanding of service attribute trade-offs in emerging markets.