What makes Service pricing feel fair?
Exactly what makes a price feel fair can be difficult pin down, as it varies from customer to customer. Even within a single customer it’s a shifting target — changing according to whether the service is major or a minor repair.
When major services are required, customers take into account the dealership’s level of expertise, quality of work, and the expectation that OEM-certified parts will be used. This may incline them to be flexible on price.
Minor repairs, however, are treated with less flexibility on price. This is because customers don’t feel as great a need for expertise in managing minor repairs, and are more aware of standard prices for these services.