Bangkok--2 Aug--jigsaw communication
J.D. Power Asia Pacific Reports:Service Initiation Becomes Increasingly Important to the After-Sales Service Experience in ThailandHonda Ranks Highest in Customer Satisfaction with After-Sales Service in Thailand
The process of initiating the service experience and handing the vehicle over to the service centerstaff has become the second-most-important area to overall customer satisfaction with after-sales service at authorized service centers,according to the J.D. Power Asia Pacific 2013 Thailand Customer Service Index (CSI) StudySM released today.
The study measures new-vehicle owner satisfaction with the after-sales service process by examining dealership performance in five factors: service initiation; service advisor; service facility; vehicle pick-up; and service quality. Dealership service performance is reported as an index score based on a 1,000-point scale.
The contribution of the service initiation factor to the overall CSI index has increased to 26 percent in 2013from 12 percentin 2012.Service quality, while remaining the most impactful factor on overall satisfaction,decreasesto 29 percent from 42 percent in 2012.
“As service quality improves and the traffic at service centers dramatically increases as a result ofthe market growth, customers are concerned about long queues and have therefore become increasingly interestedin the appointment process, dealer’s flexibility to accommodate their schedule and how prompt and thorough the handover process is,”said LoicPean, senior manager at J.D. Power Asia Pacific.
Overall customer satisfaction averages 889 in 2013, a 43-point improvement from 2012. Across the industry, satisfaction has increased year over year in all factors, particularly in service advisor (+48 points) and service quality (+47). Satisfaction scores for all nameplateshave also improved,compared with 2012.
“Despite the growing number of service customers, service centers have improved at attending to customers more promptly, putting them at ease and fully understanding their service needs, ensuring a more efficient service,” saidPean.“On the other hand, cost estimates areprovided less oftenin 2013,and insufficient seating space in the service center waiting area during peak service hours has become an issue. Dealers may be able toavoid this situation and increase satisfaction amongtheir customers by notifying them in advance and encouragingthem to come during off-peak hours, particularly on weekdays or later in the morning.”
The study also finds that among reasons customers select their service center, vehicle owners are increasingly considering mechanics’ skills, speedy service and the use of original equipmentparts, andalso positive recommendations from acquaintances and their own past experience.
“Customers have alternative servicing options, and delivering a superior service experience is starting to pay off for dealerships,” said Pean. “As overall satisfaction with after-sales service dramatically increases, we indeed observe that a much greater number of customers are not only likely to revisit their service center for post-warranty service and recommend it to their friends and family, butare also willing to travel a longer distance to get there.”
Among the 10 nameplatesincluded in the study, Honda ranks highestin overall customer satisfaction for the first time since the study’s inception in 2000, with an overall CSI score of 902. Honda performs particularly well in service initiation, service advisor and service facility.
The 2013 Thailand Customer Service Index (CSI) Study, now in its 14th year, measures overall satisfaction among vehicle owners who visit 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 3,463 new-vehicle owners who purchased their vehicle between January 2011 and April 2012 and took their vehicle for service to an authorized dealer or service center between July 2012 and April 2013. The study was fielded between January and April 2013.
About J.D. Power
J.D. Power is a global marketing information services company providing performance improvement, social media and customer satisfaction insights and solutions. The company’s quality and satisfaction measurements are based on responses from millions of consumers annually. Headquartered in Westlake Village, Calif., J.D. Power has offices in North America, Europe and Asia Pacific. For more information on car reviews and ratings, car insurance, health insurance, cell phone ratings, and more, please visit JDPower.com. J.D. Power is a business unit of McGraw Hill Financial.
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 Australia, 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 JDPower.com. Media e-mail contact:
[email protected].
About McGraw Hill Financial
McGraw Hill Financial (NYSE: MHFI), a financial intelligence company, is a leader in credit ratings, benchmarks and analytics for the global capital and commodity markets. Iconic brands include Standard & Poor’s Ratings Services, S&P Capital IQ, S&P Dow Jones Indices, Platts, CRISIL, J.D. Power, McGraw-Hill Construction and Aviation Week. The Company has approximately 17,000 employees in 27 countries. Additional information is available at http://www.mhfi.com.
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