Toyota emerges winner in JD Power customer satisfaction survey

  • Sep 2, 2014
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The Japanese carmaker ranks the highest in new vehicle sales satisfaction survey, conducted by JD Power, among mass market brands in India

2014 Toyota Corolla Altis

An American-based global marketing information services firm, JD Power, has surveyed 8,000 new vehicle owners in India, who purchased their vehicle between September 2013 and April 2014. The survey which is now in its 15th year, measures satisfaction among new vehicle buyers in India across seven factors such as delivery process, delivery timing, salesperson, sales initiation, dealer facility, paperwork and deal.     

The survey was conducted on a 1,000-point scale across these seven factors, and based on the survey findings Toyota has scored highest points and has emerged triumphant. According to the findings of the survey, the overall customer satisfaction averages to 857 points in 2014 which is a 16-point improvement as compared to 2013. The survey also reveals that the satisfaction has improved in all the above mentioned seven factors year over year, and most notably in terms of delivery timing and delivery process.

The findings reveal that owners who selected their dealer based on its reputation, availability of the exact model and hassle-free negotiation pay an average of four per cent more for their vehicle than those who chose a dealer for other reasons.

Commenting on these findings, Mohit Arora, Executive Director at JD Power Asia Pacific, Singapore, said, “The Indian automotive industry has been facing significant challenges over the past two years, but dealers that are able to present their offerings to customers in a transparent manner, aided with availability of the exact model and commitment of a faster delivery time are often rewarded because customers are willing to spend more for their vehicle.”

Maruti Suzuki ranked second with a score of 860 points in the JD power customer satisfaction survey

The study also found that the amount of time required to complete the paperwork has reduced to nine days as compared with 10 days in 2013. In addition, the average delivery time of new cars has now come down to nine days in the year 2014 as opposed to 12 days in 2013.

The survey also revealed that 49 per cent of owners indicated that they received a discount when they purchased their new vehicle when compared with 36 per cent who received a discount in 2013. The study has also stated that the average amount of discount has increased by 12.4 per cent year over year.

Based on these key findings, the study reveals that Toyota has been ranked highest in the overall customer survey, scoring a good 866 points. Maruti Suzuki ranked second with a score of 860 points, while Honda, Hyundai and Mahindra ranked third in a tie at 859 points each.

The survey also found that owners who are satisfied are 1.5 times more likely to recommend their purchase dealer to others than owners who are highly dissatisfied. Additionally, the findings also revealed that satisfied owners are 1.5 times more likely to indicate an intention to repurchase the same brand of vehicle again as opposed to highly dissatisfied owners.

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