Resumen

BECKER, Silvio Eduardo; RIVEROS CARDOZO, Richard Adrián  y  MARTINEZ VILLALBA, Rody Amílcar. Consumer preference regarding the services provided by auto repair shops in Asunción, 2023. Rev. Int. Investig. Cienc. Soc. [online]. 2025, vol.21, n.2, pp.181-192. ISSN 2226-4000.  https://doi.org/10.18004/riics.2025.diciembre.181.

The automotive market in Paraguay is constantly growing; consequently, the demand for services in auto repair shops is increasing, and these shops must provide quality to satisfy customers. The interest of marketing in service quality is unquestionable; thus, the objective of this study is to determine consumer preferences regarding the services provided by auto repair shops in Asunción. The research follows a quantitative approach, with a non-experimental, cross-sectional design and a descriptive scope. A total of 206 individuals were surveyed using a 10-question questionnaire sent via WhatsApp through convenience sampling in 2023. The results show that 49.5% consider recommendations from trusted individuals when choosing an auto repair shop; 59.2% take into account the quality of the work performed as a key factor in returning to a shop; 54.37% prefer to pay between Gs. 600,001 and Gs. 900,000 for automotive maintenance services, and 57.3% indicated their preference for diversified services focused on comprehensive cleaning and detailing. It is concluded that an environment of trust, higher quality, price transparency, and service diversification are what consumers prefer and expect from auto repair shops.

Palabras clave : Business Administration; Auto Repair Shop; Services; Consumer; Marketing.

        · resumen en Español     · texto en Español     · Español ( pdf )