Increased Service Volume Creates Longer Wait Times, Driving Down Customer Satisfaction with the Service Experience in Indonesia
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Mazda Ranks Highest in After-Sales Service Satisfaction among Mass Market Brands in Indonesia
Singapore: 31 August 2015 — An increase in service volume in Indonesia is challenging the dealerships’ ability to appropriately manage their service load creating longer wait times and driving customer satisfaction down, according to the J.D. Power Asia Pacific 2015 Indonesia 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 (in order of importance): service quality (30%); service initiation (27%); service facility (15%); vehicle pick-up (15%); and service advisor (12%). Dealership service performance is calculated on a 1,000-point scale. The 2015 study examines service satisfaction exclusively in the mass market segment.
Overall satisfaction for mass market brands averages 761 in 2015, a 6-point decline from 2014. Satisfaction declines across all five factors, with the largest year-over-year decrease in service advisor (-11 points).
The study finds that the proportion of customers who wait to speak to a service advisor before service has increased to 43 percent from 35 percent in 2014. As a result, satisfaction has declined by 14 points among customers who do wait vs. those who do not (754 vs. 768, respectively). Additionally, the overall wait time to hand over a vehicle for service has increased by an average of 6 minutes to 22 minutes in 2015.
“An increase in service volume at authorized service centers and a low proportion of customers scheduling appointments present dealers with the challenge of adequately planning for ever-changing service volume,” said Kaustav Roy, director at J.D. Power Asia Pacific. “OEMs are finding it difficult to rigorously adhere to the customer interfacing processes; therefore, they need to develop more adaptable scheduling procedures to improve workflow and improve customer satisfaction.”
- The proportion of customers who schedule a service appointment has not changed significantly during the past five years (29% in 2015 vs. 27% in 2011).
- The proportion of customers who wait for more than 30 minutes to hand over their vehicle for service has increased by 23 percent from 2014 (32% vs. 9%, respectively). Further, satisfaction among those customers has dropped to 752, which is 9 points below the mass market average of 761.
- The proportion of customers who visit a dealer service center for general repairs has increased to 21 percent from 13 percent in 2014. Satisfaction among customers who visit a dealership for general repairs averages 755 vs. 763 among those who visit for non-repair work.
- The proportion of customers who receive a thorough explanation of work prior to and post-service has dropped to 82 percent in 2015 from 93 percent in 2014. Among customers who receive a partial or no explanation of the work performed on their vehicle, satisfaction declines to 759 from the mass market average score of 761.
- Among mass market vehicle owners who are highly satisfied with their service experience at an authorized service center (service satisfaction scores of 793 or higher), 61 percent say they “definitely would” revisit the same dealership for post-warranty service, compared with only 44 percent among those who are highly dissatisfied (scores of 732 or lower).
CSI Study Rankings
Mazda ranks highest in overall customer service satisfaction with after-sales service among mass market brands, with a score of 769. Mazda performs particularly well in four of the five factors, including service initiation, service advisor, vehicle pick-up and service quality. Mitsubishi and Toyota follow in the rankings, tied for second at 764 each.
The 2015 Indonesia CSI Study is based on responses from 3,625 vehicle owners who received delivery of their new vehicle between February 2013 and June 2014 and took their vehicle for service to an authorized dealer or service center between August 2014 and June 2015. The study was fielded between February and June 2015.
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