For a sixth consecutive year, Michelin ranks highest in satisfying vehicle owners in Japan with their winter tires, according to the J.D. Power Asia Pacific 2009 Japan Winter Tire Customer Satisfaction Index (W-TSI) Study released today.

The study, now in its sixth year, measures customer satisfaction with winter tires by examining five key factors: tire performance on snow-covered road conditions, icy road conditions and regular road conditions, as well as tire appearance and tire quality/durability. The overall index score is calculated based on customer evaluations and is scored on a 1,000-point scale.

Among the seven brands included in the study, Michelin ranks highest for a sixth consecutive year, achieving a score of 669. Michelin performs particularly well in all five factors that drive overall satisfaction. Bridgestone follows Michelin in the rankings with a score of 611.

“Michelin has improved by 23 points since 2008 and has widened the gap between the brand and its competitors,” said Tetsushi Furuya, project manager at J.D. Power Asia Pacific, Tokyo. “In particular, satisfaction levels have improved considerably among Michelin owners who use their winter tires with medium to high frequency—at least once every two or three months.”

The study finds that owner intent to repurchase their winter tire brand is strongly affected by satisfaction levels. Overall, 10 percent of winter tire customers say they “definitely would” repurchase their tire brand. However, this figure increases to 35 percent among customers whose satisfaction levels average 800 or higher.

“It is particularly important for tire manufacturers to closely monitor winter tire customer satisfaction levels during the second season of usage and beyond,” said Furuya. “Customers who remain well satisfied with their current winter tires for several seasons are more likely to repurchase the brand.”

The 2009 Japan Winter Tire Customer Satisfaction Index Study is based on 3,435 responses from customers who purchased winter tires for their private passenger cars (new or used, and excluding mini cars) and used the tires during the most recent winter. The study was fielded in February 2009.

Courtesy: J.D. Power and Associates

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Posted by Naresh Koshti on 26 May, 2009 11:28:09 AM IST #