Service Initiation Becomes Increasingly Important To After-Sales Customer Experience in Vietnam

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Honda Ranks Highest in After-Sales Service among Mass Market Brands in Vietnam

SINGAPORE: 30 September 2015 — Initiating the vehicle servicing process and handing the vehicle over to the service center staff have become increasingly important to overall customer satisfaction with authorized service centers, according to the J.D. Power Asia Pacific 2015 Vietnam Customer Service Index (CSI) StudySM mass market segment, released today.

Now in its seventh year, the study measures new-vehicle owner satisfaction with the after-sales service experience by examining dealership performance in five factors (in order of importance): service quality (33%); service initiation (31%); vehicle pick-up (14%); service facility (12%); and service advisor (10%). Overall satisfaction is measured on a 1,000-point scale, with a higher score indicating higher customer satisfaction.

Overall customer satisfaction averages 837 in 2015, on par with 2014. Industry-wide, satisfaction has increased year over year in every factor except service facility, which has declined by 5 points. Among all study factors, the importance of service initiation—the process of getting the vehicle in for service, including flexibility to accommodate the customer’s schedule—has increased to 31 percent in 2015, up from 14 percent in 2014.

“As the traffic at service centers has increased as a result of the market growth, customers are concerned about the amount of time they have to wait to initiate service after arriving at the service facility,” said Loïc Péan, senior manager at J.D. Power Asia Pacific. “While the majority (73%) of customers do not make an appointment and most wait while their vehicle is being serviced, satisfaction in the service initiation factor is lower than in all the other factors. Dealers need to focus on managing customer capacity during peak times.”

In terms of service initiation, 21 percent of customers indicate they had to wait to speak to a service advisor to begin discussing their service needs prior to the work being started, up from 12 percent in 2014. Service initiation (830) is the lowest-scoring factor and the only service process below the industry average. When customers have to wait more than 5 minutes to speak with an advisor, satisfaction with service initiation drops to 821; when they have to wait more than 10 minutes it drops further down to 806, compared with 831 when they have to wait no more than 5 minutes.

Beyond service initiation, authorized service dealers have improved customer expectations of the time spent during and after service, with 16 percent of customers indicating servicing time was better than expected, up from 9 percent in 2014. When servicing time is better than expected, satisfaction is 849, compared to 788 when it is worse than expected. The time taken to finish paperwork and pick up the vehicle has also improved, as 41 percent of customers say it took less than 10 minutes in 2015, up from 31 percent in 2014. Satisfaction is 842 when it takes less than 10 minutes, compared to 833 when it takes longer.


  • The average time to service a vehicle has improved year over year, as 72 percent of customers indicate the service was completed within two hours, up from 62 percent in 2014.
  • The number of service reminders sent to customers has increased from 2014 (53% vs. 38%, respectively), with 85 percent of service customers saying they were notified for routine maintenance, up 7 percentage points. However, that improvement has not translated into a notable increase in the proportion of service appointments being scheduled (26%, up 3 percentage points from 2014).
  • More customers in 2015 accept all the service recommendations offered by their advisor than in 2014 (79% vs. 69%, respectively). Customers who do not accept the additional service recommendations indicate they are not convinced that the extra work is necessary (76%) and/or that it would require too much extra time (21%).
  • Most customers (82%) pay part or all of the service fees, depending on warranty coverage—up 11 percentage points from 2014—with 43 percent indicating they have spent 3 million VND or more on maintenance and repair at authorized service dealers since their vehicle purchase, compared with 36 percent in 2014.
  • The study finds a strong correlation between customer service satisfaction and loyalty. Among delighted customers (overall satisfaction rating of 10 on a 10-point scale), 77 percent say they “definitely would” return for in-warranty service and 70 percent “definitely would” return for post-warranty service, compared with disappointed/ indifferent customers (satisfaction ratings of 1 to 7) with 61 percent and 40 percent, respectively saying the same.

Study Rankings

Among the eight brands ranked in the 2015 mass market segment, Honda (854) ranks highest with the largest year over year improvement (+16 points) of all makes. Honda performs particularly well in all five factors. Ford and Mazda (843 each) tie for second and Toyota (838) ranks fourth.

The 2015 Vietnam Customer Service Index (CSI) Study measures overall satisfaction among vehicle owners who visited 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 1,318 new-vehicle owners who purchased their vehicle between April 2013 and July 2014 and took their vehicle for service to an authorized dealer or service center between October 2014 and July 2015. The study was fielded between April and July 2015.

Media Relations Contacts

XingTi Liu; J.D. Power Asia Pacific; 08-Shenton Way, #44-02/03/04; Singapore, 068811; Phone +65-67338980;

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

Media Contacts

Troy, Michigan
(248) 680-6218

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