What does customer satisfaction in dealerships actually look like?
In an industry where metrics, studies, and forecasts are part of everyday life, one perspective is often surprisingly overlooked: that of the end customer. Their experience at the dealership is decisive for brand perception, loyalty, and referrals—and thus for long-term economic success.
Our study fills this important gap.
Outcome: well-founded insights into actual service and support quality at key touchpoints—both the Point of Sale and the Point of Service.
Study objectives & methodology
Our focus isn’t on satisfaction with car brands, but specifically on the service and support quality of individual dealerships—the places where customer experience actually happens. The goal is to uncover real customer expectations, identify the dealerships with outstanding satisfaction levels, and pinpoint areas needing optimization, both across the industry and at dealership level.
We use a proprietary, AI-powered analytical process that enables a systematic evaluation of qualitative customer feedback—far beyond classic star ratings. The analysis uncovers concrete patterns, expectations, and criticisms, providing tailored recommendations based on dealership type, brand environment, and service area. This allows targeted steering and development of customer satisfaction.
Highlights you’ll discover in the study
- Get the basics right: What levers guarantee customer satisfaction in dealerships?
- Who excels where: Urban vs. rural, premium vs. volume brands – how service strengths differ.
- AI makes it actionable: How LLM-based analysis turns customer feedback into implementable insights.
The results offer solid insights, practical recommendations, and inspiring impulses for all stakeholders.
Get your free copy of the Customer Satisfaction in Dealerships study!
Please note: The study is available in German only.
One study – many perspectives on dealership satisfaction
For OEMs
What do your customers think about your brand when visiting a dealership?
The dealership is a crucial customer touchpoint and central to brand perception and loyalty. Our study reveals the current state of customer satisfaction in dealerships and identifies key levers for OEMs to sustainably enhance quality, repurchase rates, and image.
For dealer groups
How well do your locations perform from the customer's perspective?
Our study provides validated insights into the current customer sentiment across brands and in detail. This offers dealership groups a valuable foundation for assessing and optimizing internal quality standards and positioning clearly in market comparisons.
For individual dealerships
What do your customers really expect at your dealership?
Satisfied customers return and recommend you. Our study reveals current buyer expectations, strengths, and areas for improvement. Understanding customer satisfaction enables targeted action—and secures commercial success.
About the authors
Das Institut für Automobilwirtschaft (IfA) (Institute for Automotive Business)
A scientific institute at the University of Applied Management (HfWU). With over 500 students and more than 20 professors, it is the largest academic center for automotive economics in a German university. Its key roles include industry-focused research and teaching across the automotive and mobility economy. It solves practical questions scientifically and bridges the gap between theory and practice through numerous collaborations with suppliers, manufacturers, dealers, and service providers.
Prof. Dr. Benedikt Maier
Deputy Director and COO
Die Autohauskenner GmbH
Leading specialist in online reputation management for dealerships in Germany. Operates as a platform for both B2C and B2B environments. Offers full spectrum—from automated review generation via DMS interfaces, through external presentation and conversion enhancement, to integrated performance tracking across all review platforms. Strategy integrates with existing dealership processes and partners (DMS, CRM, marketplaces). A recognized partner of the automotive trade for over 10 years, cooperating with major industry associations across brands.
Christian Heinemann
Managing Director
Tobias Drees
Managing Director
rpc – The Retail Performance Company
The leading consulting firm for customer-centric performance: from strategy and customer experience design, through data & technology, to people empowerment and performance management. We support clients end-to-end—from strategy to implementation—to create inspiring customer experiences and sustainable brand–customer relationships. Founded in 2013 as a joint venture between BMW Group and H&Z Management Consultants, rpc now operates with over 450 employees in 12 countries.
Stephan Pauli
Head of Business Development
Philipp Kranich
Senior Manager
