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JD Power Customer Satisfaction Index 2010

Included in the study but not ranked due to small sample size were BMW, Ford, Hyundai, Kia and Mercedes-Benz. Chart source: JD Power Asia-Pacific 2010 Malaysia CSI Study

Decreasing the amount of time needed to service a vehicle or the amount of time customers have to wait for vehicle pick-up has a positive impact on overall customer satisfaction with after-sales service, according to the J.D. Power Asia Pacific 2010 Malaysia Customer Service Index (CSI) Study. 

The study measures new-vehicle owner satisfaction with the after-sales service process by examining 5 factors of dealership performance. In order of importance, they are: service quality, vehicle pick-up, service initiation, service advisor and service facility. CSI performance is reported as an index score based on a 1,000-point scale. Overall customer satisfaction averaged 710 in 2010, improving by 5 points from 2009. 

The study found that 98% of vehicles taken to dealerships for service are serviced within the same day. Among customers whose service was completed within the same day, 67% had service completed within two hours. Overall satisfaction averaged 8 points above the industry average when service was completed within two hours. However, satisfaction averaged 13% below the industry average when customers had to wait 3 hours or more to have service completed. 

Similarly, the study also found that satisfaction decreases as the total vehicle pick-up time, including finishing any paperwork, increases. Satisfaction averaged 24 points below the industry average when customers had to spend an average of 15 minutes or more at vehicle pick-up. 

“Prompt vehicle service and faster administrative processing times are critical elements of the customer experience,” said Taku Kimoto, GM for the Malaysia office at J.D. Power Asia Pacific, based in Singapore. “Dealerships should aim to improve time-related aspects and pay more attention to delivering service in a timely manner in order to enhance customer satisfaction and meet rising customer expectations.” 

Among the 10 brands included in the study, Honda performed particularly well in service initiation, vehicle pick-up and service quality to score the highest points of 736. Following Honda in the rankings were Toyota (733) and Nissan (721). Isuzu improved by 18 points in 2010, compared with 2009—more than any other brand—with its score of 719. 

The study found customers who are highly satisfied with the overall service performance of the dealer have, not surprisingly, higher levels of advocacy and loyalty to both dealerships and the brand. Among customers who were highly satisfied with their service experience at the dealership (service satisfaction scores averaging above 778), 35% stated they “definitely will” revisit their service dealer for post-warranty service. In contrast, only 8% of highly dissatisfied customers (service satisfaction scores averaging below 652) felt the same way. Similarly, 37% of highly satisfied customers said they “definitely will” recommend their service dealer to a friend or relative, compared to just 5% of highly dissatisfied customers.

 

The study found that service quality is the most important factor (38%) contributing to overall customer satisfaction		Service advisors play an important role in ensuring customer satisfaction and need to ensure that paperwork is processed promptly

 

The 2010 Malaysia Customer Service Index (CSI) study measured the overall satisfaction of vehicle owners who visit an authorized dealer/service center for maintenance or repair work during the first 12 to 24 months of ownership. It was based on the responses from 2,653 new-vehicle owners who purchased their vehicles between February 2008 and May 2009 and took their vehicle for service to an authorized dealer or service centre between August 2009 and May 2010. The study was conducted between February and May 2010. All vehicle owners who participated were not from information provided by the car companies and obtained independently. They were thoroughly screened for suitability before being invited to participate. 

JD Power studies have been conducted since the 1970s and are recognized by the industry globally. This is the eighth year that the company has conducted its studies of the Malaysian auto market.

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Source:

http://www.motortrader.com.my/Cars/NewsHeader/News-in-2010/Local-News/JD-Power-Customer-Satisfaction-Index-for-2010.aspx

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