Scores and opinions about car maintenance and repair shops as an example of word-of-mouth marketing in digital social networks

Purpose: Identification of scores and opinions about licensed car maintenance and repair shops in Radom on the basis of the word-of-mouth message in digital social networks. Design/methodology/approach: Licensed car maintenance and repair shops located in Radom were selected for the research. There are 20 of them. In order to identify a word-of-mouth message about them, data available in Google Maps were used – both numerical scores and opinions. Total amount of 3561 entries was considered. A mixed quantitative-qualitative approach was assumed: the statistics of scores were analysed quantitatively, while the content of the posted opinions was analysed qualitatively. Findings: Average scores for all car maintenance and repair shops are included in the interval <4,0; 4,6>. The total weighted average score is 4,3. A sharp polarization among opinions was stated, resulting in dividing them into two groups: clearly positive and clearly negative ones. On one hand, opinions encompassing substantive marks of overall high service level, professionalism, competence and quickness in delivering services, contact and information, as well as friendly atmosphere and staff friendliness dominate among the positive ones. They are often posted by loyal customers, who repeatedly take advantage of the services. On the other hand, clearly emotional opinions, expressed as a result of a single incident of not fulfilling customer expectations in a blatant way or neglecting them dominate among negative ones. Research limitations/implications: Research concerning a limited geographical region. Research should be treated as a pilotage. Practical implications: Information concerning scores and opinions about car maintenance and repair shops can make a starting point for identifying the areas of service quality which demand improvement. Originality/value: An innovative assessment of service quality in car maintenance and repair shops performed with the use of word-of-mouth data available in a digital social network.