Customers Who Frequent Service Centers Are Less Satisfied, J.D. Power Finds
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Nissan Ranks Highest in After-Sales Satisfaction among Mass Market Brands for Fourth Consecutive Year
SINGAPORE: 2 Oct. 2017 — Customers with more vehicle service experiences—servicing their car three times or more since purchasing—are harder to please, according to the J.D. Power 2017 Taiwan Customer Service Index (CSI) Study,SM released today.
Those with more vehicle service experience account for 75% of the car owner population in Taiwan, among whom overall satisfaction is 816—on a 1,000-point scale—which is 23 points lower than the 839 points among those who service their vehicle less frequently. Moreover, satisfaction with this group has decreased by 39 points since 2015 (816 vs. 855, respectively). The customers with more vehicle service experience have a higher expectation of overall service. For example, among all customers who waited 2 hours for their service to be completed, satisfaction in the vehicle pick-up factor among more experienced customers is only 799, compared with 839 among those with less service experience.
“Customers who have serviced their vehicle more often are generally those with a longer vehicle ownership and greater mileage, and possibly have more repair work to be carried out on their vehicle,” said Kaustav Roy, Director at J.D. Power. “They would, therefore, expect the service advisor to spend more time listening to their requests, discussing needs and paying full attention during the entire service. Failure to delight this group of customers affects overall satisfaction and, thus, may impact retention rates, particularly during the post-warranty period.”
When the service advisor spends 10 minutes or less discussing the customer’s service needs with experienced service customers, satisfaction is only 815, which increases to 833 when the discussion time is longer. Moreover, only 29% of customers in this group say they “definitely would” revisit their service dealer for post-warranty service this year, compared with 40% of those with less service experience who say the same.
Following are additional key findings of the study:
- Customers expect almost all service standards to be met: The study identifies 22 service standards that enhance the overall after-sales service experience. Customers expect a minimum of 21 of these standards to be met in order to have a positive service experience. Among customers with more service experience, only 27% experienced 22 service standards, compared with 36% among those with less service experience.
- Keeping up with routine maintenance notifications is key: This year, 57% of customers received a notification for routine maintenance—a 10-percentage-point decline from 2016. Satisfaction among customers who received a notification is 830, compared with 813 among those who did not receive same.
- Online service scheduling increases satisfaction: Satisfaction among customers who scheduled their service via internet booking is 853, significantly higher than the 820 among those who scheduled via phone booking or the 809 among those who just dropped by the centre. The proportion of customers who scheduled the service via internet booking this year is 9%, a 2-percentage-point increase from 2016, highlighting the need for dealers to consider promoting their online booking offerings more.
Overall service satisfaction in the mass market segment averages 822 points in 2017. Among the 10 brands included in the segment, Nissan ranks highest in satisfaction with a score of 840. Nissan performs particularly well in the factors of service initiation; service advisor; vehicle pick-up; and service quality. Luxgen ranks second with a score of 832, performing particularly well in service facility. Toyota ranks third with a score of 825.
About the Study
The Taiwan Customer Service Index (CSI) Study, now in its 20th year, measures new-vehicle owner satisfaction with the after-sales service process by examining dealership performance in five factors (listed in order of importance): service quality; service initiation; vehicle pick-up; service advisor; and service facility. The study examines service satisfaction in the mass market segment.
The 2017 study is based on responses from 2,816 vehicle owners in the mass market segment who received delivery of their new vehicle between March 2015 and June 2016 and took their vehicle for service to an authorized dealer or service centre between September 2016 and June 2017. The study was fielded from March through June 2017.
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About J.D. Power in the Asia Pacific Region
J.D. Power has offices in Singapore, Bangkok, Kuala Lumpur, Beijing, Shanghai and Tokyo that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries in the Asia Pacific region. Together, the six offices bring the language of customer satisfaction to consumers and businesses in Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan, Thailand and Vietnam. J.D. Power is a portfolio company of XIO Group, a global alternative investments and private equity firm headquartered in London, and is led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer. Information regarding J.D. Power and its products can be accessed through the internet at asean-oceania.jdpower.com.
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