Service Satisfaction Improves with Authorized Car Dealerships in the Philippines as Waiting Times Decrease
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Honda Ranks Highest in Customer Satisfaction with After-Sales Service at Authorized Car Dealerships in the Philippines
SINGAPORE: 31 July 2015—The time spent by service customers at authorized car service centers has decreased significantly in the Philippines, resulting in higher overall customer satisfaction, according to the J.D. Power Asia Pacific 2015 Philippines Customer Service Index (CSI) StudySM released today.
The study, now in its 15th year, measures satisfaction with after-sales service among new-vehicle owners who visit an authorized service center for maintenance or repair work during the first 12 to 24 months of ownership based on five factors (listed in order of importance): service quality (25%); service advisor (22%); vehicle pick-up (20%); service initiation (19%); and service facility (14%). Overall satisfaction is measured on a 1,000-point scale.
Overall service satisfaction is 837 points in 2015, an 11-point improvement from 2014. Satisfaction increases in all five factors, with the largest year-over-year gain in service initiation, up by 15 points from 2014.
“Authorized service dealers have made significant efforts aimed at reducing the time their customers spend at their service facilities, especially in a market where new-vehicle owners are particularly sensitive to waiting times,” said Loic Pean, senior manager at J.D. Power Asia Pacific. “The wait time to speak to a service advisor, the vehicle handover process before service, as well as the actual vehicle servicing time and payment process are completed notably faster than in 2014, translating into higher satisfaction with the overall service experience.”
More than one-fourth (27%) of new-vehicle owners indicate that their most recent service experience was better than expected, a 4 percentage point increase from 2014. Nearly one-fifth (18%) of owners indicate it took less than five minutes to speak to a service advisor, a percentage that has doubled from 2014. More than one-third (37%) of service customer indicate it took 10 minutes or less to complete the vehicle handover process, up from 29 percent in 2014. Half (50%) of vehicle owners say it took 10 minutes or less to finish the paperwork and pick up their vehicle after the service was completed, a 13 percentage point improvement from 2014.
- A majority (90%) of new-vehicle owners received service on the same day they brought their vehicle in, a 3 percentage point improvement from 2014. One-third (33%) of these customers indicate that it took two hours or less to service their vehicle—the threshold to ensure above-average satisfaction levels—up from 32 percent in 2014.
- The level of commitment and delivery of explanation given by service advisors has improved year over year, as 99 percent of owners indicate they were given an explanation of the work after the service was completed, up from 91 percent in 2014. Additionally, 92 percent of customers say that service charges were explained post-service, a 4 percentage point increase from 2014.
- The study finds that 47 percent of customers waited at the dealership the entire time during their most recent service visit, up from 45 percent in 2014.
- Satisfaction for dealerships that offer six or more amenities—such as Internet access, refreshment counters, TV, air-conditioned waiting lounge and free food—is 8 points higher than industry average (845 vs. 837, respectively). More than half (58%) of owners indicate that six or more amenities were offered to them, up by 10 percentage points from 2014.
- Providing an outstanding servicing experience can generate high levels of advocacy and loyalty. Nearly two-thirds (65%) of service customers say they “definitely would” recommend the same make to a friend/ relative, and 55 percent say they "definitely would" repurchase the same make, up from 62 percent and 52 percent, respectively, in 2014.
CSI Study Rankings
Honda ranks highest in overall customer satisfaction with after-sales service among the 11 brands ranked, with a score of 846. Honda performs particularly well in the service facility and service quality factors.
Toyota and Mazda follow in a tie for second scoring 844 points each. Toyota performs particularly well in the service advisor and service facility factors, while Mazda performs well in vehicle pick-up and service quality. Isuzu (839) ranks fourth and Chevrolet (838) ranks fifth.
The 2015 Philippines Customer Service Index (CSI) Study is based on responses from 1,750 new-vehicle owners who purchased their vehicle between February 2013 and May 2014 and took their vehicle for service to an authorized dealer or service center between August 2014 and May 2015. The study was fielded between February and May 2015.
Media Relations Contacts
Xingti Liu; J.D. Power Asia Pacific; 8-Shenton Way, #44-02/03/04; Singapore; Phone 65-6733 8980;
John Tews; Director, Media Relations; J.D. Power; Troy, Michigan 48083 USA; 001 248 680 6218; email@example.com
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