Bangkok--2 Aug--Jigsaw Communications
Honda Ranks Highest in Sales Satisfaction in Thailand
As domestic new-vehicle sales in Thailand achieved historically high levels in 2010—with approximately 800,000 units sold—customer satisfaction with the new-vehicle sales and delivery process has improved for a second consecutive year, according to the J.D. Power Asia Pacific 2011 Thailand Sales Satisfaction Index (SSI) StudySM released today.
Now in its 12th year, the study examines seven factors that contribute to overall customer satisfaction with the purchase experience. In order of importance, they are: delivery process; salesperson; dealer facility; sales initiation; paperwork; delivery timing; and deal. SSI performance is reported as an index score based on a 1,000-point scale, in which a higher overall SSI score indicates greater satisfaction with the new-vehicle sales and delivery process. Overall sales satisfaction averages 893 in 2011—an improvement of nine points from 2010.
Customer satisfaction has improved from 2010 in six factors, with the exception of the delivery process factor. Within the delivery process factor, satisfaction has declined from 2010 with condition of the vehicle upon return and the thoroughness of explanations received at delivery. A greater proportion of owners in 2011 say that both the exterior and interior of their vehicle were not delivered in perfect condition, or was delivered without all the features promised.
“As sales volumes rapidly increase in Thailand, dealers are faced with considerably more shopper traffic at their showrooms, which puts more pressure on salespeople to maintain consistent levels of service,” said Loic Pean, senior manager at J.D. Power Asia Pacific, Singapore. “While the large majority of new-vehicle buyers are satisfied with their purchase experience—a result of efforts made by the distribution networks—fewer customers report that their salesperson asked about their usage and needs, which may lead to less efficient demonstration and explanations of features.”
The study also finds that a majority of dealers (53%) now provide a playground or area for children.
“Manufacturers and dealers are trying to provide a more pleasant environment to visitors, in an effort to enhance their shopping experience—a thoughtful consideration, as a very large majority (87%) of new-vehicle buyers come with family members,” said Pean.
Among the nine brands included in the study, Honda ranks highest in customer satisfaction with new-vehicle sales for the first time since the study’s inception in 2000, with a score of 899. Honda performs particularly well in the sales initiation, deal and delivery process factors. Closely following Honda in the rankings are Isuzu and Mazda, in a tie (897 each), and Toyota (894). Isuzu performs particularly well in the dealer facility, salesperson and paperwork factors, while Mazda performs well in delivery timing.
While recommendations from friends and relatives or from dealer staff and salespeople remain the most frequently used information sources during the shopping process (55% and 51%, respectively), Internet usage has increased. The Internet is now used by one-third of new-vehicle buyers overall, and by nearly one-half (48%) of passenger-car buyers.
“Despite the sustained market recovery, and as fuel prices are on the rise again, new-vehicle buyers remain highly cost-conscious,” said Pean. “Gathering and cross-checking information from multiple sources is essential in meeting purchase budgets.”
Nearly one-third (27%) of customers visited another dealer for the same make they purchased in an effort to obtain the best deal possible. However, a majority of customers (56%) say they do not enjoy the negotiation process.
The study also finds that the high levels of customer satisfaction are closely related to the proportion of customers who would return to their purchase dealer to service their vehicle. Among customers who say they are “delighted” (providing a rating of 10 on a 10-point scale), 78 percent say they “definitely would” return for service at their purchase dealer. However, among customers with lower satisfaction, only 69 percent of those who say they are “pleased” (providing ratings of eight or nine points); 57 percent of those who are “indifferent” (providing ratings of six or seven points); and 29 percent who are “disappointed” (ratings of five points or fewer) say the same.
The 2011 Thailand SSI Study is based on responses from 3,029 new-vehicle owners who purchased their vehicles between August 2010 and March 2011. The study was fielded between February and May 2011.
About J.D. Power Asia Pacific
J.D. Power Asia Pacific has offices in Tokyo, Singapore, Beijing, Shanghai and Bangkok that conduct customer satisfaction research and provide performance analytics services in the automotive, information technology and finance industries. Together, the five offices bring the language of customer satisfaction to consumers and businesses in China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan, Thailand and Vietnam. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at www.jdpower.com. Media e-mail contact:
[email protected].
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services company operating in key business sectors including market research, forecasting, performance improvement, Web intelligence and customer satisfaction. The company’s quality and satisfaction measurements are based on responses from millions of consumers annually. J.D. Power and Associates is a business unit of The McGraw-Hill Companies.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies is a leading global financial information and education company that helps professionals and students succeed in the Knowledge Economy. With leading brands including Standard & Poor’s, McGraw-Hill Education, Platts energy information services and J.D. Power and Associates, the Corporation has approximately 21,000 employees with more than 280 offices in 40 countries. Sales in 2010 were $6.2 billion. Additional information is available at http://www.mcgraw-hill.com.