There are several main factors that determine labor rates. Travel time, complexity of job, availibility, time of the day affects labor pricing. The labor rate can be different for daytime and overnight emergency call.
Dealerships are generally more expensive than independent repair shops. One of the main reasons is because consumers see them as being more qualified to work on their cars. In some cases this might be true, but in some cases it isn't.
Dealerships generally have brand specific diagnostic tools that are very expensive and this adds to their labor cost as well.
Another determining factor for labor rates is where the shop is located in Omaha NE. Where it is located in the city and which city it is located in both play a role. If it is in the middle of town where building lease rates are high the labor rate will probably be higher. If they are located in a small town they will usually have lower labor rates. Some cities have higher rates than other similarly sized cities.
As far as a reasonable rate, there are also several factors to consider here as well. The main thing to think about is "are you getting good service and quality work done on your car?" If the answer is "yes" then you should be willing to pay a premium for that since it is so hard to find.
Most independent repair shops charge between $80-$90 per hour and most dealerships charge between $80-$125 per hour.