What all questions come in the mind of a new vehicle buyer? How's the resale? How's the dealer network and what is the after service network support? JD Power, a premier institution known for providing Consumer satisfaction rating, has released the ratings for the satisfaction among vehicle owners who visit an authorized service center for maintenance or repair work between the first 12 to 24 months of vehicle ownership.
The study showed some interesting findings, and to start with, Maruti Suzuki again topped the customer satisfaction ratings with dealer service among the mass market brands for a 15th consecutive year with a score of 890. Following the Maruti Suzuki, came the Honda and Hyundai scoring 863 points each, securing second place in the list with a tie.
The study was based on the evaluations from 7416 vehicle owners who bought the car between May 2012 and August 2013. Interestingly, the overall service satisfaction in the mass market segment improves by 22 points to 856 in 2014 from 834 in 2013. 95 percent of owners say that the work was done right the first time in 2014, up from 93 percent in 2013, proving that the overall quality of work done during the service is improving.
Also, the study finds that 74 percent of the customers are scheduling an appointment in 2014, up from 70 percent in 2013. Faster vehicle intake is one important factor as as 75 percent of the owners indicate their vehicle was taken in for service within 15 minutes of their arrival at the service center in 2014, up from 68 percent in 2013. The overall wait times are therefore reduced with the owners scheduling an appointment for vehicle dropping, and dealerships are getting vehicles in when they arrive for service.
“The India automotive industry has been facing significant challenges over the past two years,” said Mohit Arora, executive director at J.D. Power Asia Pacific, Singapore. “Dealerships across most brands have risen to the challenge by placing stringent focus on a combination of implementing core processes and offering convenience, such as quick service, to ensure a superior customer experience with after-sales service.”
- Nearly one-third (28%) of customers indicate their dealer implemented all 22 service standards in 2014, a 5 percent increase, compared with 2013. Overall satisfaction improves by 43 points to 899 when all standards are met.
- Waiting time at the dealership has been reduced, as 85 percent of customers indicate they were attended immediately on arrival at the service center in 2014, up from 82 percent in 2013. Additionally, 95 percent of customers indicate they received proactive communication from their service advisor, compared with 93 percent in 2013.
- Service advisors are prepared to receive the customers, as 74 percent of owners indicate their advisor knew about their vehicle history, which improves overall satisfaction by 14 points.
- Customers expect to receive their vehicle within 20 minutes of their arrival at the dealership once service has been completed, an expectation that 85 percent of customers indicate was met in 2014, up 2 percent from 2013. On average, satisfaction improves by 7 points when this expectation is met.
- Owners who are highly satisfied (satisfaction scores of 956 or higher) are nearly twice as likely to recommend their service dealer to family and friends compared with those who are highly dissatisfied (scores of 789 or lower). Additionally, highly satisfied customers are twice as likely to revisit their service dealer for post-warranty service.
The study measures overall satisfaction in five factors (listed in order of importance): service quality (43%); vehicle pick-up (17%); service advisor (14%); service facility (14%); and service initiation (11%). Overall customer satisfaction is measured on a 1,000-point scale, with a higher score indicating higher satisfaction.