The results of CDK’s recently released Service Shopper 4.0 report prove fixed ops customers really do notice the quality and contents of dealership waiting areas.

The majority (75%) of the survey’s more than 2,000 respondents said comfort is “critical.” Just over half (53%) said they would wait in the dealership’s service lounge; CDK analysts said dealers should offer options beyond killing time on the sales floor.

“About a quarter of all respondents said that a dealership with a nearby dining option appealed to them,” they stated, in part, in a release announcing the survey results. “You could take a cue from many Airbnb hosts and provide a list of walkable destinations. If a customer’s service visit is going to take longer than initially expected, consider treating them to lunch with a gift card to a nearby restaurant. A member of your Front Office could also shuttle them to and from the restaurant in the newest version of their car.”

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