J K Tyre Ranks Highest in Original Equipment Tyre Customer Satisfaction in India

J D Power Asia Pacific Report

J K Tyre ranks highest in customer satisfaction with original equipment tyres in India, according to the J D Power Asia Pacific 2009 India Original Equipment Tyre Customer Satisfaction Index (TCSI) StudySM released on April 29, 2009.

Now in its ninth year, the study analyzes new-vehicle buyer satisfaction with original equipment tyres by examining five key factors. In order of importance, they are: appearance, durability, ride, traction and handling.

With an overall score of 811 on a 1,000-point scale, J K Tyre performs particularly well in all factors that drive overall satisfaction. MRF follows in the rankings with 804 points.

"J K Tyre not only ranks highest, but also posts the greatest improvement since 2008 among the brands included in the study," said Mohit Arora, senior director at J D Power Asia Pacific, Singapore.

 
Overall satisfaction has declined by 10 points from 2008 to an average of 798 in 2009. Furthermore, the percentage of customers reporting a problem with their original tyres has increased from 19 per cent in 2008 to 22 per cent in 2009.

"The occurrence of even a single problem leads to a strong negative impact on tyre satisfaction, with satisfaction averaging 70 points lower among customers who experience a tyre-related problem, compared with customers who do not," said Arora. "Problems like excessive tyre noise while driving, poor traction on wet roads and recurring flat tyres not only cause driving inconvenience, but also can be safety hazards, which intensifies the negative impact on customer satisfaction."

The study finds a notable shift in customer tyre maintenance behavior in 2009, compared with 2008, particularly in the type of establishment used for tyre servicing needs. There has been an increase in the proportion of customers who report using organized service providers-such as selling dealerships and tyre manufacturer stores-rather than roadside tyre servicing workshops.

"While roadside mechanics offer convenience, organized retail outlets such as vehicle dealerships tend to provide customers with enhanced service experiences and are perceived to offer better-trained technicians, service standardisation and pre-determined and fair charges," said Arora.

The study also finds that customer satisfaction with original equipment tyres has a strong impact on brand loyalty and advocacy for replacement tyres. Customers who are highly satisfied (with satisfaction levels averaging above 884) are twice as likely to recommend or repurchase their current tyre brand when buying replacement tyres, compared with customers who are less satisfied.

"Increased consumer awareness and aggressive marketing by tyre manufacturers has raised customer expectations in recent years and has placed the onus on tyre manufacturers to improve quality and provide enhanced product experiences to maintain levels of customer advocacy," said Arora.

The 2009 Original Equipment Tyre Customer Satisfaction Index Study is based on responses from 3,363 newvehicle owners surveyed between 12 and 18 months of ownership. The study was fielded between May and August 2008.