Maruti Suzuki emerges winner in JD Power customer satisfaction survey

  • Oct 31, 2014
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The carmaker ranks the highest in customer satisfaction survey with dealer service in India for the 15th consecutive year

Maruti Suzuki Swift

Global marketing information services firm, JD Power, has surveyed 7,416 vehicle owners in India, who purchased their vehicle between May 2012 and August 2013. The survey which is now in its 18th year, measures satisfaction among vehicle owners who visit an authorised dealership service centre for maintenance or repair work between the first 12 to 24 months of vehicle ownership. The study measures satisfaction across five factors such as service quality, vehicle pick-up, service advisor, service facility and service initiation.

The survey was conducted on a 1,000-point scale across these five factors, and based on the survey findings Maruti Suzuki has scored highest points and has emerged triumphant. According to the findings of the survey, the overall customer satisfaction averages to 856 points in 2014 which is a 22-point improvement as compared to 2013. The survey also reveals that the satisfaction has improved in all the above mentioned five factors year over year, and most notably in terms of service initiation, service quality and vehicle pick-up.

The findings reveal that the waiting time at the dealership has been reduced, as 85 per cent of customers indicate they were attended immediately on arrival at the service centre in 2014, up from 82 per cent in 2013. Additionally, 95 per cent of customers indicate they received proactive communication from their service advisor, compared with 93 per cent in 2013.

The study has also revealed that dealerships are proactively promoting their express maintenance/ quick service options, as 27 per cent of customers are offered this option for services such as an oil change in 2014, up from 22 per cent in 2013.

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. Dealerships across most brands have risen to the challenge by placing stringent focus on a combination of implementing core processes and offering convenience, such as quick service, to ensure a superior customer experience with after-sales service.”

The findings also reveal that customers expect to receive their vehicle within 20 minutes of their arrival at the dealership once service has been completed, an expectation that 85 per cent of customers indicate was met in 2014, up from two per cent as opposed to 2013.

Based on these key findings, the study reveals that Maruti Suzuki has been ranked highest in the overall customer survey, scoring a good 890 points. Honda and Hyundai ranked second in a tie with a score of 863 points.

The survey also found that owners who are highly satisfied are nearly twice as likely to recommend their service dealer to family and friends compared with those who are highly dissatisfied. Additionally, highly satisfied customers are twice as likely to revisit their service dealer for post-warranty service.

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