Customer Satisfaction with Vehicle Service at Authorized Car Dealerships Increases as Dealers Implement Better and More Consistent Service Standards
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Toyota Ranks Highest in After-Sales Service among Mass Market Brands in Thailand
BANGKOK: 29 July 2015—Due to ongoing improvements in service performance, customer satisfaction among new-vehicle owners with the after-sales service experience at authorized car dealerships in Thailand has improved substantially, according to the J.D. Power Asia Pacific 2015 Thailand Customer Service Index (CSI) StudySM released today.
The study, now in its 16th 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 based on a 1,000-point scale. The study examines service satisfaction in the mass market segment.
Overall satisfaction with mass market brands averages 865 in 2015, up from 838 in 2014. Satisfaction increases across all customer service factors, with the largest year-over-year improvement in service facility, which increases by 38 points from 2014.
“Since 2012, major brands have expanded their dealer network 20 to 40 percent. However, as new-vehicle sales have slowed dramatically (down 14% year over year across the CSI eligibility period) dealers are focusing on improving after-sales service,” said Loic Pean, senior manager at J.D. Power Asia Pacific. “This has translated to higher implementation of service standards by dealers and a more satisfying customer service experience, especially in the Greater Bangkok area. As a result, dealers are able to offer additional amenities, shorter wait times and value-added services.”
The proportion of new-vehicle owners who indicate their dealer delivered on all 22 core service standards has increased to 19 percent, up by 12 percentage points from 2014. Satisfaction improves the most in the Greater Bangkok region, which includes approximately one-third of the dealer network of major brands and accounts for nearly half of the new-vehicle sales volume; and consequently overall satisfaction is higher than in the Upcountry area (881 vs. 853, respectively).
- Competition across service dealerships intensifies, as 22 percent of new-vehicle owners indicate they visited a dealer other than the one where they purchased their vehicle for their most recent service, up from 17 percent in 2014.
- Nearly two-thirds (61%) of new-vehicle owners cite “reliability of service” as the reason for selecting a service dealer, increasing by 15 percentage points from 2014 and the largest year-over-year increase among all reasons.
- A majority (83%) of respondents waited at the dealership during their most recent service, up from 78 percent in 2014, and the highest proportion in the study’s 16-year history.
- The number of amenities offered by the dealer to new-vehicle owners while waiting for their vehicle has increased significantly, as 82 percent of new-vehicle owners indicate Internet access was provided, up from 70 percent in 2014, and 50 percent of owners indicate that complimentary food was offered, up from 26 percent in 2014.
- More customers perceive dealer staff as attentive in 2015, as 91 percent of new-vehicle owners indicate their service advisor was completely focused on them and their needs, an increase of 7 percentage points from 2014; 93 percent indicate their advisor paid attention to details (+5 percentage points ); and 81 percent indicate their advisor provided helpful advice (+3 percentage points).
2015 Thailand CSI Study Rankings
Toyota ranks highest in overall customer service satisfaction among mass market brands for a second consecutive year, with a score of 873. Toyota performs particularly well in all factors. Isuzu ranks second at 868, which is 3 points above the mass market average of 865.
The 2015 Thailand Customer Service Index (CSI) Study is based on responses from 3,393 new-vehicle owners who purchased their vehicle between January 2013 and May 2014 and took their vehicle for service to an authorized dealer or service center between July 2014 and May 2015. The study was fielded between January and May 2015.
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