Factors affecting customer decisions regarding standalone car detailing

The purpose of this study is to identify the factors affecting customer decisions regarding standalone car detailing services including customers’ decision criteria and influencing factors. The research analysis will also provide customer behavior in terms of usage and demographic toward standalone car detailing. The research methodology includes both quantitative and qualitative analysis. The exploratory research and descriptive research will facilitate researcher to indicate factors affecting customer decisions regarding standalone car detailing. The study also used secondary data to find general information of the car detailing business, car detailing shop, and the current market situation. In-depth interviews were conducted with eight participants in order to reveal customer insight in terms of attitude and behavior and the results was applied for qualitative data. There are 169 respondents whose age between 18-55 years, own a car and decide for themselves to select car detailing service participated in the survey. The survey data have been analyzed using the Statistic Package for Social Science (SPSS) by Frequency Distribution, Mean comparison, ANOVA, Cross Tabulation and Chi-Square Test techniques. Overall factors affecting customer decisions regarding standalone car detailing are convenient location of the shop, reasonable price, professional staff and meticulous process. In terms of customers’ criteria, customer concern on quality of service as a first priority. For influencing factors, family, girlfriend/boyfriend/spouse and friends are the most potential influence whereas social media of the shop such as facebook and/or instagram is the most effective media. In order to persuade the customers, promotion is the most effective tool since women are sensitive to promotion more than men.