Toyota ranks highest in customer satisfaction with authorized dealer after-sales service in Thailand for a second consecutive year, according to the J.D. Power Asia Pacific 2009 Thailand Customer Service Index (CSI) Study released today.

The study, redesigned in 2009, 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; service advisor; vehicle pickup; service facility; and service initiation. Customer service performance is reported as an index score based on a 1,000-point scale.

Among the eight brands included in the 2009 study, Toyota ranks highest with an overall CSI score of 825 and performs particularly well in the service quality and service facility factors. Mazda ranks second with a score of 824, performing particularly well in the service initiation and vehicle pickup factors. Ford, Chevrolet and Honda also perform above the industry average of 817.

"The study findings confirm the trend of a growing proportion of customers-now 76 percent-staying at the dealership while their vehicle is being serviced," said Loïc Pean, country manager at J.D. Power Asia Pacific, Bangkok. "This obviously puts more pressure on dealerships to manage waiting time and customer expectations more efficiently. Manufacturers are improving the quality of their dealership facilities, notably the waiting lounges, in order to ensure that customers can wait comfortably, which, in turn, increases their satisfaction."

The study finds that customer satisfaction increases as a greater variety of amenities are provided, such as reading materials, TV, refreshment counter, free food and Internet access. In addition, providing opportunities for customers to observe their vehicle being serviced and/or to speak to the technician also increases satisfaction. Satisfaction scores are approximately 20 points higher among these customers, compared with customers who didn't have this opportunity.

The study also finds that about one-half of customers are contacted post-service to verify whether the work performed was satisfactory. This follow-up contact, if performed within one to two weeks, can considerably influence customer satisfaction, as the average satisfaction score is 31 points higher when customers were contacted, compared with satisfaction scores for those who were not contacted. Among the customers who were contacted, 17 percent reported a problem. Among customers reporting a problem, 88 percent said that the dealership ultimately resolved the issue and had an overall satisfaction score above the average.

"Post-service contact with the customer provides the dealer with an opportunity to identify any problem that may have occurred after servicing and to offer to fix it for the customer, which enhances the customer's experience," said Pean.

Twice as many customers (19% vs. 9%) who say they are "disappointed" with dealer service (providing a rating of 5 or lower on a 10-point scale) visited a non-authorized facility to have their vehicle serviced, compared with customers who indicate they are "delighted" or "pleased" (providing a rating of 8 or higher). Similarly, the proportion of customers who state they "definitely would" revisit the dealer for post-warranty service is more than double (48% vs. 20%) among customers who say they are "delighted" and "pleased," compared with customers who say they are "disappointed."

"Improving customer service not only increases short-term customer satisfaction and positive word of mouth, but also reduces customer defection and increases post-warranty servicing volumes-ultimately maximizing the return on investment for manufacturers and dealers," said Pean.

The 2009 Thailand Customer Service Index (CSI) study, now in its 10th year, 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 3,221 new-vehicle owners who purchased their vehicles between January 2007 and April 2008 and took their vehicle for service to an authorized dealer or service center between July 2008 and April 2009. The study was fielded between January and April 2009.

Courtesy: J.D. Power and Associates

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Posted by Naresh Koshti on 13 July, 2009 10:47:37 AM IST #