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This post caught my eye because this is a question we get periodically and about 2 years ago, we worked closely with one of our customers to tackle this problem. 

What made the biggest difference was changing the sales process.  After a car is sold, the customer goes through an extra step where they are told:

• The benefits of getting service at the dealership
• The benefits of getting service at that dealership
• What you miss out on at the quick oil change places

They are given a tour of the amenities and waiting area, given a brochure outlining what they are told and their first service appointment is booked.

I don't recall the exact metrics, but I do remember there was a dramatic increase in people who showed up for their first service appointment. 

Hope this helps!