Maruti Suzuki Ranks Highest in Satisfying Customers

J D Power Asia Pacific 2010 India Sales Satisfaction Index (SSI) Study

Owners of vehicle models launched in 2010 are notably less satisfied with the new-vehicle sales experience than are owners of carryover models, according to the J D Power Asia Pacific 2010 India Sales Satisfaction Index (SSI) Study released on 31st August 2010.

The study finds that buyers of models that were launched in 2010 are less satisfied with their sales experience at dealerships, compared with buyers of models that are at least one model year old. Satisfaction is particularly low among owners of newly launched models who indicate that the dealership did not deliver their new vehicle at the promised or requested time. Also, owners of newly launched models indicate they received less involvement from the salesperson in various relationship-building measures, such as receiving thorough explanations to queries, being offered a test drive or being contacted following the sale to ensure that everything was satisfactory after driving their new vehicle home.

"Excitement surrounding the launch of a new model can quickly become overshadowed in the minds of consumers, if there is a lack of availability of the model and if the salesperson fails to display adequate enthusiasm, knowledge and skill in selling and delivering such models," said Mohit Arora, Executive Director at J D Power Asia Pacific, Singapore.

The study, now in its eleventh year, examines seven factors that impact overall satisfaction with the new vehicle buyer sales experience (listed in order of importance): delivery process, delivery timing, salesperson, sales initiation, dealer facility, paperwork and deal.

Among the 11 brands ranked in the study, Maruti Suzuki ranked highest with an overall SSI score of 819 on a 1,000-point scale, and performed particularly well in five of the seven factors: delivery process, salesperson, sales initiation, dealer facility and paperwork. Following Maruti Suzuki in the rankings were Honda (816) and Skoda (812).

Overall sales satisfaction has increased by 10 points from 2009 to an average of 803 in 2010, with eight of 11 ranked brands demonstrating year-over-year improvements. The industry improves from 2009 in all seven factors, with the largest gains occurring in the areas of dealer facility and deal perceptions.

"Although fewer owners indicate having received a discounted price for their new vehicle in 2010, enhanced communication by the salesperson during the negotiation process has contributed notably to the improvements," said Arora.

 
The study also finds that owners who are highly satisfied with the overall purchase experience tend to have higher levels of advocacy and loyalty toward the dealership and their vehicle brand, compared with less satisfied owners.

Among owners who are highly satisfied with their purchase experience at the dealership (sales satisfaction scores averaging above 873), 76 per cent state they "definitely will" recommend their purchase dealer to a friend or relative. These owners are also far more likely to repurchase or recommend the same brand in the future. In contrast, only 46 per cent of highly dissatisfied owners (sales satisfaction scores averaging below 744) say they "definitely will" recommend their dealer.