MRF emerges winner in JD Power customer satisfaction survey

An American-based global marketing information services firm, JD Power, has surveyed 4,449 vehicle owners in India, who purchased their vehicle between May 2011 and August 2012. The survey which is now in its 14th year, measures satisfaction among original equipment tyre owners during the first 12 to 24 months of ownership across four factors such as appearance, durability, traction/handling and ride. The study was fielded between May and August 2013. According to the survey findings MRF has scored highest points and has emerged triumphant.

The survey was conducted on a 1,000-point scale across four factors such as appearance, durability, traction/handling and ride. According to the findings of the survey, the overall customer satisfaction averages to 844 points in 2014 which is a 10-point improvement as compared to 2013. The survey also reveals that the satisfaction has improved in all the four above mentioned factors year over year, and most notably in terms of tyre appearance.

The percentage of owners who experienced a tyre-related problem has declined to 10 percent in 2014 as opposed to 12 percent in 2013. The study also finds that the overall satisfaction drops by 77 points when a problem is experienced, as compared with a 58-point decline in 2013.

Based on these key findings, the study reveals that MRF tyres has been ranked highest in the overall customer survey for the fifth consecutive year, scoring a good 850 points. The study also reveals that MRF has performed well in the appearance, durability and ride factors. Bridgestone has been ranked second with a score of 848 points.

The survey has also focused on the purchase pattern of the customers. The survey reveals customers prefer retaining the original equipment (OE) tyres for their vehicles. This preference to retain the OE tyres has increased steadily to 65 per cent in 2014, as opposed to 57 per cent in the year 2012.

According to Mohit Arora, Executive Director, JD Power Asia Pacific, majority of the vehicle owners tend to refit the same brand of tyres as their OE fitment because of familiarity and perceptions of safety. They assume that the vehicle manufacturer would have tested the tyres on critical quality and safety parameters before fitment.

Tyre puncture is rated as the most commonly experienced problem by those who were surveyed. The study also reveals the fact that 35 percent of owners who experience a tyre problem do not take it in for repair but prefer fixing up a new tyre.

The survey also found that satisfaction with original tyre brands is directly correlated with customer loyalty and advocacy. Customers who are highly satisfied are more than twice as likely to recommend or repurchase their current brand as highly dissatisfied customers.