Understanding Consumer Loyalty and Switching Barriers in the Vehicle Washing Service Business: A Case Study of Risqiva Carwash
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Abstract
Objective: This study aims to analyze the drivers of consumer loyalty and identify switching barriers at Risqiva Carwash, a micro, small, and medium enterprise (MSME) in the vehicle washing service sector, examining how technical service quality, strategic location integration, and emotional experience shape customers' decisions to consistently revisit and stay. Method: This research employs a qualitative descriptive approach with a single case study design. Informants were selected purposively based on visit frequency and depth of engagement with the business, with recruitment continuing until thematic saturation was reached at the 35th informant, when no substantially new themes emerged. A total of 50 informants participated, comprising 48 loyal customers and 2 management representatives, through semi-structured interviews, non-participant observation, and visual documentation; data were analyzed using the Miles and Huberman interactive model and validated through source and method triangulation. Results: Consistent technical service quality, maintained through double quality-control procedures, forms the fundamental basis of consumer loyalty. The strategic geographical layout adjacent to Assalam Hypermart creates situational switching barriers, manifested as high non-monetary switching costs, since customers are reluctant to lose the time efficiency that allows them to multitask while waiting. The integration of the washing service with surrounding commercial facilities also generates a positive emotional experience that contributes to revisit intensity. Novelty: This study offers a preliminary conceptualization of "location integration-based switching barriers" as a construct that, to the researchers' knowledge, has received limited explicit attention in prior service-marketing literature on micro-scale service MSMEs; it is proposed as a starting point for further theoretical elaboration and empirical validation rather than as a fully established construct.
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