Mazda Ranks Highest in Customer Satisfaction with the After-Sales Experience in Australia, Retaining Top Spot for a Second Year Running
SYDNEY, Nov. 26, 2014 /PRNewswire/ — As most major brands in Australia now have adopted capped price servicing, authorised service centres need to ensure communication to customers regarding costs are clear and accurate as possible, according to the J.D. Power Asia Pacific 2014 Australia Customer Service Index (CSI) StudySM released today.
Overall customer satisfaction with the vehicle after-sales service experience at an authorised service centre in the mass market segment increases to 790 (on a 1,000-point scale) in 2014, an 8-point improvement from 2013.
Loi Truong, senior country manager of Australia at J.D. Power Asia Pacific, notes improved transparency of service and repair costs was becoming increasingly important as many service providers moved to capped price servicing.
"As most major brands in Australia now have adopted capped price servicing, authorised service centres need to ensure communication to customers regarding costs, whether it is routine maintenance or additional repair costs, are clear and accurate as possible," said Truong.
"Brands that can provide customers with a clear explanation of the work undertaken and deliver a consistently reliable service will benefit in the long run."
The 2014 study finds that 67 percent of customers receive a cost estimate, up from 62 percent in 2013 and 77 percent receive an explanation of the charges from the dealer post service.
- The proportion of customers whose vehicles are ready when promised increases to 83 percent in 2014, compared with 82 percent in 2013.
- Seven percent of customers report their actual service and repair bills were higher than first estimated.
- Customers do not expect to have their vehicle service work repeated. Satisfaction among the 94 percent of customers who indicate that the work was done right first time is 799 in 2014, up from 793 in 2013.
- The study identifies 16 service standards that enhance the overall customer service experience. Nearly one-fifth (19%) of customers indicate their dealer implemented 15 or more service standards in 2014, a 2 percentage point increase from 2013. When 15 or more service standards are met, overall satisfaction improves by 74 points above mass market average to 864.
- With more service standards being met throughout the market, customers expect their vehicles to be washed and vacuumed regularly. However, only 28 percent of customers receive their vehicles washed and vacuumed post-service.
- Customers who are highly satisfied (satisfaction scores of 896 or higher) are more than twice as likely to recommend their service dealer to family and friends as those who are highly dissatisfied (scores of 703 or lower).
Australia Customer Service Index Rankings
Mazda ranks highest in customer satisfaction with dealer service among mass market brands for the second consecutive year, with a score of 806. Mazda performs particularly well in the service facility and service quality factors. Subaru ranks second (804), followed closely by Toyota (802), Holden (794) and Hyundai (791).
Now in its fifth year, the study measures overall satisfaction with the vehicle service experience at authorised service centres by examining five factors (listed in order of importance): service quality; vehicle pick-up; service advisor; service initiation; and service facility. Overall satisfaction is measured on a 1,000- point scale, with a higher score indicating higher satisfaction.
The 2014 Australia Customer Service Index (CSI) Study is based on responses from 4,313 owners who purchased their new vehicle between August 2009 and September 2014 and took their vehicle for service at an authorised service centre between August 2013 and September 2014. The study was fielded in August and September 2014.
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