Maruti Suzuki Ranks Highest in Automotive Customer Satisfaction in India for a Ninth Consecutive Year

J D Power Asia Pacific Study

For a ninth consecutive year, Maruti Suzuki ranks highest in customer satisfaction with authorized dealer service in India, according to the J D Power Asia Pacific 2008 India Customer Service Index (CSI) Study^SM released on 21st October 2008.

 
The study, now in its 12th year, measures satisfaction among vehicle owners who visited their authorized dealership service centres for maintenance or repair work during the first 12 to 18 months of ownership, which typically represents the warranty period. Overall satisfaction is determined by examining seven measures (listed in order of importance): problems experienced; service quality; user-friendly service; service advisor; service initiation; service delivery; and in-service experience.

Maruti Suzuki achieves an overall CSI score of 820 on a 1,000-point scale. Overall customer satisfaction with dealer service for the industry improves slightly in 2008 - up by 3 points since 2007, with six of the 11 ranked brands demonstrating gains. While ranking below the industry average, Tata and Mahindra emerge as the most improved brands, respectively, particularly in the areas of service initiation, quality of service advisors and in-service experience.

"Maruti Suzuki has effectively implemented simple procedures that improve satisfaction with the value of work performed and perceptions of the fairness and honesty of the dealer, such as greeting service customers quickly upon arrival and fully explaining charges and repairs," said Mohit Arora, Senior Director at J D Power Asia Pacific, Singapore. "Instituting these low-effort, yet high-impact practices helps to foster trust among customers, which is critical to building loyalty for future service and sales opportunities."

 
The study finds that the proportion of vehicles brought in and serviced within the same day has increased to 55 per cent this year from 49 per cent in 2007. Quick completion of service is a key source of customer delight, particularly for customers who visit the dealer for routine maintenance.

"Quick service turnaround induces a feeling of convenience and comfort for customers, especially as life styles become more fast paced," said Arora. "Dealers that provide expedient service not only delight their customers but also benefit from greater dealership profitability as a result of high levels of asset utilisation."