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According to J.D. Power’s 2015 Malaysia Sales Satisfaction Index (SSI), UMW Toyota Motor has managed to retain its top ranking for overall customer satisfaction when purchasing a new vehicle.
The study, now in its 13th year, considers six factors – salesperson (19%), dealer facility (19%), delivery timing (17%), deal (16%), delivery process (16%) and sales initiation (13%) – and assigns dealership service performance based on a 1,000-point scale.
The study is based on responses from 2,371 new vehicle owners in the mass market segment, who purchased their vehicle between August 2014 and May 2015. Included in the study but not ranked due to small or insufficient sample size are Ford, Hyundai, Isuzu, Kia, Peugeot, Suzuki, and Volkswagen.
UMW Toyota managed to score 791 points, which is above the industry average of 752 points. They are then followed by Mitsubishi (787 points), Honda (758 points), Nissan (755 points), Mazda (742 points), Perodua (739 points), and Proton (729 points).
Interestingly, the overall satisfaction associated with Malaysian national brands in the mass market segment averaged 736 points in 2015 where as the non-national brands registered an average of 770 points.
The study revealed that buyers looking to buy a new car considered vehicles that have attractive design and styling, good fuel efficiency, and low purchase price or attractive deals as factors when making their acquisition. It also points out that 40% of new-vehicle buyers in 2015 acquired their household’s first new vehicle, a 15 percentage point increase from 2014.
Additionally, those who purchased their household’s first vehicle considered the brand’s reputation and vehicle performance as the top deciding factors before coming to a decision. Replacement-vehicle buyers meanwhile, placed a greather emphasis on vehicle interior space, comfort, and reliability instead.
Rajaswaran Tharmalingam, country head for Malaysia, J.D. Power said, “the sales approach that works for someone who has purchased several new vehicles in the past doesn’t necessarily work for someone who has never purchased a vehicle before. It is important that salespeople are trained to understand the distinct shopping behaviors of the two buyer segments so they can deliver a meaningful sales experience.”