Clear Explanation of Vehicle Features Enhances Shopping Experience, J.D. Power Finds
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Daihatsu Ranks Highest in Indonesia Sales Satisfaction
SINGAPORE: 25 Oct. 2018 — With increasingly advanced and high-tech features now available in new vehicle models, customers are relying more on their sales consultant to demonstrate such features during the shopping and delivery process, according to the J.D. Power 2018 Indonesia Sales Satisfaction Index (Mass Market) Study,SM released today.
The satisfaction of customers who received a comprehensive explanation of the features/ benefits of the vehicle during both the shopping and delivery process (55%) is higher compared to those that did not receive explanations on both these occasions (827 vs. 787, respectively, on a 1,000-point scale).
The study also finds that 61% of customers received a demonstration of how to operate the features of their new vehicle during the delivery process, resulting in a far higher level of satisfaction, compared with the 39% of customers who did not receive any explanation (826 vs. 780, respectively).
“Vehicle buyers in Indonesia appreciate guidance on their new purchase, especially in relation to features that are new to the market,” said Srabani Bandyopadhyay, Country Manager for Indonesia, J.D. Power. “Salespersons who use digital tools to demonstrate such features help to further engage customers with the product and enhance the overall sales experience.”
The study also finds that the key influencers of the purchase decision are friends/ relatives (61%); auto shows (56%); displays at shopping malls/ shopping centres (46%); price guides (32%); and dealer owner/ salesperson recommendation (31%).
The following are additional key findings of the study:
- Problems experienced during shopping experience: Nearly one-third of customers (29%) experienced one or more problems during their purchase experience. Satisfaction is lower among these customers than among those who did not experience any problems (792 vs. 816, respectively). The most commonly cited problems are having to return to the dealer to fix issues with paperwork (18%) and dealer staff attempting to add unwanted items to the overall package (16%).
- Internet usage during the shopping experience: Satisfaction is higher among buyers who used the internet to shop for their vehicle than among those who did not—underscoring the importance for brands to offer compelling, user-friendly and informative websites (812 vs. 804, respectively).
- Repeat buyers are better informed: Three-fourths (75%) of repeat buyers researched their future vehicle purchase online, compared with 52% of first-time buyers who did the same. Nearly three-fourths (70%) of repeat buyers also compare prices from different dealership before purchasing a vehicle compared to 41% of first-time buyers.
Daihatsu ranks highest in sales satisfaction with a score of 818. Datsun ranks second with 812, and Honda and Suzuki aretied in third position with 811.
The 2018 Indonesia Sales Satisfaction Index (Mass Market) Study is a comprehensive analysis of the new-vehicle purchase and delivery experiences. The study is based on responses from 2,665 new-vehicle owners who purchased their vehicle between August 2017 and July 2018 and was fielded between February and September 2018.
Now in its 18th year, the study has been entirely redesigned and now examines five factors that contribute to overall customer satisfaction with their new-vehicle purchase experience in the mass market segment. In order of importance, those factors are dealer sales consultant (23%); dealership facility (23%); working out the deal (19%); delivery process (19%); and paperwork completion (16%).
The study now also includes the Net Promoter Score® (NPS), which measures buyers’ likelihood to recommend their vehicle make on a 0-10 scale.
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About J.D. Power in the Asia Pacific Region
J.D. Power has offices in Singapore, Bangkok, Beijing, Shanghai and Tokyo that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries in the Asia Pacific region. Together, the five offices bring the language of customer satisfaction to consumers and businesses in Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Singapore, Taiwan, Thailand, the U.A.E. and Vietnam. J.D. Power is a portfolio company of XIO Group, a global alternative investments and private equity firm headquartered in London, and is led by its four founders: Athene Li, Joseph Pacini, Murphy Qiao and Carsten Geyer. Information regarding J.D. Power and its products can be accessed through the internet at asean-oceania.jdpower.com.
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