Survey: Better after-sales service in maturing market
5 domestic brands above industry average in customer satisfaction
BEIJING - Customer satisfaction with after-sales dealer services by domestic auto brands Roewe, Dongfeng Fengshen, Chery, FAW Car and Geely Gleagle are above the industry average, according to the JD Power Asia Pacific 2011 China Customer Service Index (CSI) Study.
The five domestic brands earned scores ranging from 838 to 862 points out of a potential 1,000. The industry average is 833.
"Chery's performance in 2010 was 4 points lower than industry average, while this year it surpassed the average by 8 points," said Mei Songlin, general manager of research services at JD Power Asia Pacific.
Overall satisfaction with domestic dealer services increased by 14 points to 833 in 2011, mostly due to improvements in vehicle pick up and service quality, which increased from 2010 by 16 points and 14 points respectively, the report says.
"This marks the highest level of domestic dealer service satisfaction since the inception of the study in 2000," said Jacob George, managing director of JD Power Asia Pacific.
"Our research over the past 11 years shows that China's automobile industry is rapidly maturing in delivering satisfaction in after-sales customer services," he added.
The CSI study measures satisfaction among vehicle owners who visit an authorized dealer for maintenance or repair work between 12 and 24 months of buying their vehicle, a substantial span of the vehicle warranty period.
The 2011 China CSI study was based on street intercept and face-to-face interviews with 12,160 new owners who purchased their vehicles between February 2009 and May 2010, and examined 59 passenger vehicle brands whose monthly sales surpassed 1,000 units.
The study was fielded between February and May 2011 in 33 major cities in China.
Five measures were used determine overall satisfaction with dealer services - service quality, vehicle pick up, service initiation, service advice and service facilities, said Hannah Chao, research director of the China operations for JD Power Asia Pacific.
Rankings
Guangqi Honda ranked highest in authorized dealer after-sales services with a score of 896. It performed particularly well in three of the five measures - service initiation, advice and facilities.
Dongfeng Honda took second place with a score of 891.
Rounding out the five highest-ranked nameplates were Buick (887), Dongfeng Citroen (883) and Chevrolet (879).
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BEIJING - Customer satisfaction with after-sales dealer services by domestic auto brands Roewe, Dongfeng Fengshen, Chery, FAW Car and Geely Gleagle are above the industry average, according to the JD Power Asia Pacific 2011
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