August 2, 2006
Audi ranks highest in China while Ford tops Thailand, J.D. Power reports
Shanghai, China – Audi ranks highest in customer satisfaction with authorized dealer after-sales service in China, while Ford holds that honour in Thailand, according to J.D. Power and Associates’ Asia Pacific Customer Satisfaction Index studies.
Overall customer satisfaction is measured by dealer performance attributes, which are grouped into seven factors: problems experienced, user-friendly service, service delivery, service quality, in-service experience, service advisor, and service initiation.
Audi marked a score of 834 points on a 1,000-point scale in China, up 13 per cent from 2005; it is the only brand to remain among the top three during the past five years of the study. Nissan trailed Audi by 20 points and performed consistently well across all seven factors, followed by SGM-Chevrolet, which showed a strong performance in all factors except for problems experienced. One in three SGM-Chevrolet customers reported their service experience with the dealer was better than expected, compared with one in five for the total industry.
In a similar study, customers in Thailand preferred Ford, which scored 837 points, the highest level recorded by J.D. Power in Thailand and a 31-point improvement in the brand over 2005. Nissan and Toyota followed in a tie, with 836 points each; Nissan performed well in both service advisor and service delivery, while Toyota excelled in user-friendly service and problems experienced.
The Thailand study found that customers reported higher scores when they were greeted immediately by the service advisor, and were able to pay for and collect their vehicles in less than ten minutes.