Determining the competitiveness of car service enterprises

Abstract

The increase in the Ukrainian car fleet with more modern, although mostly used cars, leads to an increase in the need for car service. This leads to the intensive development of the car service market, the creation of a large number of car service stations of various profiles and capacities. A gradual increase in the market of car service enterprises that provide the same services will certainly lead to increased competition between them, because the creation of competitive advantages will allow the company to provide a flow of customers, and therefore profit.

The existing approaches and systems of indicators for assessing competitiveness, according to the authors, cannot fully provide an assessment of the competitiveness of car service enterprises in modern conditions and the further possibility of developing a strategy for their development. Considering the specifics of car service station services, it is proposed to use an integrated indicator of competitiveness based on the ratio of quality and cost indicators of services provided by the enterprise, and a comparison of these indicators with competitors.

To evaluate the quality of car service station services, the principle of evaluating the quality of services taking into account the position of the consumer based on a comparison of actual and expected customer service quality parameters is proposed. Also, the paper proposes a methodology for assessing the quality of car service station services, which, based on a survey of consumers, employees and car service managers, allows one to determine both the quality of the service and the discrepancy between its assessment among the indicated process participants. According to this methodology, the quality of services was assessed using the example of the service station “Bosch Service Autodrom” in Vinnitsa, which found problems in the area of information content in the provision of services. Also, according to the results of the study, a significant discrepancy was found in the assessment of the information content of services between consumers and employees, as well as the management of the enterprise.