J.D. Power Asia Pacific Reports:
Shorter Service and Vehicle Pickup Timing Have Positive Impact on New-Vehicle Owner Satisfaction With After-Sales Service
Honda Ranks Highest in Customer Service Satisfaction in Malaysia
SINGAPORE: 30 July 2010 — Decreasing the amount of time needed to service a vehicle or the amount of time customers have to wait for vehicle pick-up has a positive impact on overall customer satisfaction with after-sales service, according to the J.D. Power Asia Pacific 2010 Malaysia Customer Service Index (CSI) StudySM released today.
Now in its eighth year, the study measures new-vehicle owner satisfaction with the after-sales service process by examining dealership performance in five factors. In order of importance, they are: service quality, vehicle pick-up, service initiation, service advisor and service facility. CSI performance is reported as an index score based on a 1,000-point scale. Overall customer satisfaction averages 710 in 2010, improving by 5 points from 2009.
The study finds that 98 percent of vehicles taken to dealerships for service are serviced within the same day. Among customers whose service was completed within the same day, 67 percent had service completed within two hours. Overall satisfaction averages eight points above the industry average when service is completed within two hours. However, satisfaction averages 13 points below the industry average when customers wait three hours or more to have service completed.
Similarly, the study also finds that satisfaction decreases as the total vehicle pick-up time, including finishing any paperwork, increases. Satisfaction averages 24 points below the industry average when customers spend an average of 15 minutes or more at vehicle pick-up.
“Prompt vehicle service and faster administrative processing times are critical elements of the customer experience,” said Taku Kimoto, general manager for the Malaysia office at J.D. Power Asia Pacific, Singapore. “Dealerships should aim to improve time-related aspects and pay more attention to delivering service in a timely manner in order to enhance customer satisfaction and meet rising customer expectations.”
Among the 10 brands included in the study, Honda ranks highest with an overall score of 736 and performs particularly well in service initiation, vehicle pick-up and service quality. Following Honda in the rankings are Toyota (733) and Nissan (721). Isuzu improves by 18 points in 2010, compared with 2009—more than any other brand—and achieves a score of 719.
The study also finds customers who are highly satisfied with the overall service performance of the dealer have higher levels of advocacy and loyalty to both dealerships and the brand. Among customers who are highly satisfied with their service experience at the dealership (service satisfaction scores averaging above 778), 35 percent state they will “definitely will” revisit their service dealer for post-warranty service. In contrast, only 8 percent of highly dissatisfied customers (service satisfaction scores averaging below 652) say the same.
Similarly, 37 percent of highly satisfied customers say they “definitely will” recommend their service dealer to a friend or relative, compared to just 5 percent of highly dissatisfied customers.
The 2010 Malaysia Customer Service Index (CSI) study measures the overall satisfaction of 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 the responses from 2,653 new-vehicle owners who purchased their vehicles between February 2008 and May 2009 and took their vehicle for service to an authorized dealer or service center between August 2009 and May 2010. The study was fielded between February and May 2010.
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: firstname.lastname@example.org.
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 (NYSE: MHP) is a global information and education company providing knowledge, insights and analysis in the financial, education and business information sectors through leading brands including Standard & Poor’s, McGraw-Hill Education, Platts, and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2009 were $5.95 billion. Additional information is available at http://www.mcgraw-hill.com/.