Mazda tops for satisfaction

 

Mazda ranks highest in customer satisfaction with authorised dealer after-sales service in Australia.

Mazda has come out on top in a new survey of customer satisfaction with after-sales service.

The JD Power Asia Pacific 2010 Australia Customer Service Index (CSI) 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 advisor, service initiation and service facility. CSI performance is reported as an index score based on a 1000-point scale. In 2010, overall customer satisfaction with dealer after-sales service averaged 786.

Nearly 10 per cent of new vehicle owners in Australia indicate maintenance and repair service performed by an authorised dealership was not completed correctly the first time, according to the survey.

Among repair customers (excluding maintenance customers), this percentage increased to 19 per cent. Having repair or maintenance work performed correctly the first time had a significant impact on satisfaction with dealer service.

Satisfaction among customers whose service work was not performed correctly the first time averaged 186 points lower than that of customers whose service was done right the first time.

“New vehicle owners in Australia hold dealerships to high standards for service quality,” Mohit Arora, executive director at JD Power Asia Pacific, says.

“Service quality is a key component of the overall service satisfaction, and providing high-quality service may help dealerships strengthen perceptions of the value they provide.”

Mazda ranks highest among the 12 vehicle brands ranked in the study, achieving an overall score of 806.

Mazda performs particularly well in the service initiation and service advisor factors. Toyota (800) and Honda (798) follow in the rankings.

“Mazda demonstrates strong performance in each of the factors that drive satisfaction, as well as in several key activities that have a positive effect on satisfaction,” Arora says.
“These activities include providing post-service communications, such as explanations of work and charges, and having vehicles ready when promised.”

The study also finds that service satisfaction levels have a strong impact on customer advocacy and loyalty intention rates.

Approximately 87 per cent of highly satisfied customers (service satisfaction scores averaging above 899) say they “definitely would” revisit their dealership for paid service work. In contrast, only 10 per cent of dissatisfied customers (satisfaction scores averaging 700 and lower) say the same.

A similar trend is observed with customers who intend to repurchase the same make. While 60 per cent of highly satisfied customers say they “definitely would” repurchase their vehicle brand, only 21 per cent of highly dissatisfied customers say the same.

The study also finds that one in 10 service customers in Australia report having experienced at least one problem with their new vehicle at delivery. Among these customers, satisfaction with dealer service averages 56 points below the industry average. In addition, 47 per cent of these customers say they are “disappointed” with the cost of operating their vehicle.

The 2010 Australia Customer Service Index (CSI) Study is based on responses from more than 4500 owners of 25 different vehicle makes who had their vehicles services at authorised service centres between July 2009 and August 2010. The study was held between June and August 2010.

Editor’s note: While this survey is not directly linked to the collision repair industry, it looks at quality and repair for vehicles through authorised dealerships, and has some messages this industry could take on board.