REGULATORY COMPLIANCE AS A COMPETITIVE ADVANTAGE IN AUTOMOTIVE AFTER-SALES SERVICE: An Integrative Framework Based on Service Quality, Consumer Rights and Customer Satisfaction in Colombia

Abstract

This article examines Colombian regulatory compliance in consumer rights, with particular emphasis on Law 1480 of 2011 (Consumer Protection Statute), as a strategic asset for automotive after-sales service management. Drawing on a systematic documentary review that integrates legislative, doctrinal, and jurisprudential sources, the study proposes a conceptual analytical framework linking two variables: (1) regulatory compliance in after-sales service, operationalized through the dimensions of the AutoSERVQUAL model adapted to the consumer rights context, and (2) customer satisfaction, measured through the dimensions of repurchase, retention, and recommendation (3R). The theoretical analysis suggests that regulatory compliance transcends its legal function to become a strategic element of service quality, capable of strengthening consumer trust and fostering long-term relationships, particularly in markets where authorized and unauthorized workshops coexist, such as Colombia. The study concludes that integrating regulatory compliance into after-sales service management not only helps mitigate legal risk but also strengthens customer satisfaction and adds strategic value to the organization.