JD Power Survey ranks Maruti Suzuki as the best automotive brand overall in customer satisfaction for the 17th successive year alongside Honda
Any automotive industry solely depends on customers’ satisfaction for a sustained growth and our domestic vehicle sector is no different. JD Power Study surveys a group of car buyers for understanding their needs and expectations to improve satisfaction each year and the results for this calendar year have been released.
According to the JD Power 2016 India Customer Service Index (CSI) Study, the overall service satisfaction in the volume market segment has improved by 14 points to 880 on a 1,000-point-scale in 2016 from 866 points last year as the West region prompted 900 points while the overall satisfaction in the North region accounted to 857 points separately.
The 43-point difference between the regional scores was related to varying opinions in customer behavior, preferences and expectations of their after-sales experiences. The study was based on responses from 7,843 new vehicle buyers who purchased their vehicles between May 2014 and August 2015.
The study was fielded between May and August 2016 and it indicated that 82 percent of vehicle owners in West schedule appointments for service visit while only 55 percent does so in the North which affects dealers’ ability to manage unscheduled workloads. Moreover, owners in the North region clock an average of 11 percent more miles than those in the other three regions in the first two years of ownership and thus the dealers had to deal with more wear and tear issues.
The improvement in overall satisfaction is largely driven by increased communication between dealers and customers. The study says nearly nine in 10 customers are reminded by the dealership about vehicle service which is an increase from 86% in 2015. The surveyed customers stated that increase of satisfaction in two core areas includes: 1. Service advisor ensuring them of fully understanding the scope of work being performed to customers 2. Information about when to schedule the next visit.
The JD Power study, in its 20th year, measures new-vehicle owners’ satisfaction with the after-sales service process by examining dealership performance in five factors: service quality, vehicle pick-up, service advisor, service facility and service initiation.
Maruti Suzuki and Honda are ranked highest in satisfaction as each scored 901 points on a tie. Maruti Suzuki holds the top position for the 17th consecutive year running while Honda moved up the rankings to number one for the first time with the greatest improvements in service initiation and service quality. Maruti Suzuki performs well across all factors while Hyundai and Tata ranked third in a tie at 888 points and are the most improved brands in the study.