Service Initiation Becomes Increasingly Important to the After-Sales Service Experience in Thailand

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Honda Ranks Highest in Customer Satisfaction with After-Sales Service in Thailand

BANGKOK: 31 July 2013 The process of initiating the service experience and handing the vehicle over to the service center staff has become the second-most-important area to overall customer satisfaction with after-sales service at authorized service centers, according to the J.D. Power Asia Pacific 2013 Thailand Customer Service Index (CSI) StudySM released today. 

The study measures new-vehicle owner satisfaction with the after-sales service process by examining dealership performance in five factors: service initiation; service advisor; service facility; vehicle pick-up; and service quality. Dealership service performance is reported as an index score based on a 1,000-point scale.

The contribution of the service initiation factor to the overall CSI index has increased to 26 percent in 2013  from 12 percent in 2012. Service quality, while remaining the most impactful factor on overall satisfaction, decreases to 29 percent from 42 percent in 2012. 

"As service quality improves and the traffic at service centers dramatically increases as a result of the market growth, customers are concerned about long queues and have therefore become increasingly interested in the appointment process, dealer's flexibility to accommodate their schedule and how prompt and thorough the handover process is," said Loic Pean, senior manager at J.D. Power Asia Pacific.

Overall customer satisfaction averages 889 in 2013, a 43-point improvement from 2012. Across the industry, satisfaction has increased year over year in all factors, particularly in service advisor (+48 points) and service quality (+47). Satisfaction scores for all nameplates have also improved, compared with 2012.

"Despite the growing number of service customers, service centers have improved at attending to customers more promptly, putting them at ease and fully understanding their service needs, ensuring a more efficient service," said Pean. "On the other hand, cost estimates are provided less often in 2013, and insufficient seating space in the service center waiting area during peak service hours has become an issue. Dealers may be able to avoid this situation and increase satisfaction among their customers by notifying them in advance and encouraging them to come during off-peak hours, particularly on weekdays or later in the morning." 

The study also finds that among reasons customers select their service center, vehicle owners are increasingly considering mechanics' skills, speedy service and the use of original equipment parts, and also positive recommendations from acquaintances and their own past experience.

"Customers have alternative servicing options, and delivering a superior service experience is starting to pay off for dealerships," said Pean. "As overall satisfaction with after-sales service dramatically increases, we indeed observe that a much greater number of customers are not only likely to revisit their service center for post-warranty service and recommend it to their friends and family, but are also willing to travel a longer distance to get there."

Among the 10 nameplates included in the study, Honda ranks highest in overall customer satisfaction for the first time since the study's inception in 2000, with an overall CSI score of 902. Honda performs particularly well in service initiation, service advisor and service facility.

The 2013 Thailand Customer Service Index (CSI) Study, now in its 14th year, measures overall satisfaction among vehicle owners who visit an authorized dealer/service center for maintenance or repair work during the first 12 to 24 months of ownership.

This study is based on responses from 3,463 new-vehicle owners who purchased their vehicle between January 2011 and April 2012 and took their vehicle for service to an authorized dealer or service center between July 2012 and April 2013. The study was fielded between January and April 2013.

About J.D. Power Asia Pacific

J.D. Power Asia Pacific has offices in Tokyo, Singapore, Beijing, Shanghai and Bangkok that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries. Together, the five offices bring the language of customer satisfaction to consumers and businesses in China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan and Thailand. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at Media e-mail contact:

About J.D. Power

J.D. Power is a global marketing information services company providing performance improvement, social media and customer satisfaction insights and solutions. The company's quality and satisfaction measurements are based on responses from millions of consumers annually. Headquartered in Westlake Village, Calif., J.D. Power has offices in North America, Europe and Asia Pacific. For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit J.D. Power is a business unit of McGraw-Hill Financial.

About McGraw Hill Financial

McGraw Hill Financial (NYSE: MHFI) is a leading financial intelligence company providing the global capital and commodity markets with independent benchmarks, credit ratings, portfolio and enterprise risk solutions, and analytics. The Company's iconic brands include: Standard & Poor's Ratings Services, S&P Capital IQ, S&P Dow Jones Indices, Platts, CRISIL, J.D. Power, and McGraw Hill Construction. The Company has approximately 17,000 employees in 27 countries. Additional information is available at

Media Relations Contacts:

XingTi Liu; J.D. Power Asia Pacific; 08-Shenton Way, #44-02/03/04; Singapore, 068811; Phone +65-67338980;
John Tews; J.D. Power; Troy, Mich.; (248) 680-6218;

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