Customer Expectations Increase as Satisfaction with Vehicle Service At Authorized Service Centers in Thailand Decreases Sharply

(769.78 KB)

Share This Page

Toyota Ranks Highest in After-Sales Service among Mass Market Brands in Thailand

BANGKOK: 31 July 2014 — Customer satisfaction among new-vehicle owners with the after-sales service experience at authorized car dealerships in Thailand has declined considerably, according to the J.D. Power Asia Pacific 2014 Thailand Customer Service Index (CSI) StudySM released today.

The study, now in its 15th year, 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. For the first time, the 2014 study examines service satisfaction exclusively on the mass market segment.

Overall satisfaction for mass market brands averages 838 in 2014, down from 889 in 2013. Satisfaction decreases across all customer service factors, with the largest year-over-year decline in service advisor, which drops 58 points from 2013.

“New-vehicle owners, the majority of whom are first-time buyers, are increasingly sensitive to the personal relationship with the service center staff and are looking for better quality interactions,” said Loic Pean, senior manager at J.D. Power Asia Pacific. “While dealerships are generally doing a good job of improving their processes, customers express dissatisfaction with the lack of focus on their needs and are demanding better advice regarding their vehicle maintenance requirements.”

The proportion of “indifferent” or “disappointed” mass market customers—those who provide a rating of seven or lower on a 10-point scale—has particularly increased in terms of the thoroughness of service advisor explanations and the fairness of the charges (+10 percentage points each), as well as the service time (+9 percentage points). Implementation of service standards has marginally improved due to targeted efforts at improving cost estimates, cleanliness of vehicle on return and status updates during service, with each increasing by 10 or more percentage point. 


  • The variety and quality of amenities provided to mass market customers in the waiting lounge has also improved notably in 2014. For example, 70 percent of customers indicate free Internet access is available, up from 50 percent in 2013.
  • The proportion of mass market customers making an appointment by phone has greatly increased to 53 percent, up from 37 percent in 2013. Customers who make an appointment over the phone are more satisfied than walk-in customers, specifically in the service initiation and service quality factors.
  • A growing proportion of mass market customers indicate that parts had to be replaced on their vehicle during their most recent service visit (14% in 2014 vs. 6% in 2013). In addition, 10 percent of customers indicate they have experienced problems with their vehicle since delivery, compared with 5 percent in 2013.
  • Satisfaction is lower, on average, among younger mass market customers in 2014. The overall CSI score is lowest among vehicle owners 24 years old or younger and highest among those who are 45 years and older (825 vs. 847, respectively).   

CSI Study Rankings

Toyota ranks highest in overall customer service satisfaction among mass market brands, with a score of 850. Toyota performs particularly well in the service initiation, facility, vehicle pick-up and service quality factors. Isuzu, which ranks second at 848, performs particularly well in the service advisor factor. Mazda (843) ranks third and Honda (840) fourth.

The 2014 Thailand Customer Service Index (CSI) Study is based on responses from 3,902 new-vehicle owners who purchased their vehicle between January 2012 and April 2013 and took their vehicle for service to an authorized dealer or service center between July 2013 and April 2014. The study was fielded between January and April 2014.

Media Relations Contacts

Siros Satrabhaya; J.D. Power Asia Pacific; Bangkok 10110, Thailand; Phone +662-259-4180;

John Tews; Director, Media Relations; J.D. Power; Troy, Michigan 48083 USA; +001 248 680 6218;

About J.D. Power Asia Pacific:
About J.D. Power and Advertising/Promotional Rules
About McGraw Hill Financial

# # #

NOTE: Two charts follow.

View Press Release (PDF) Thai

Media Contacts

Troy, Michigan
(248) 680-6218

Automotive Revolution Event Website