JK Tyre Ranks Highest in India Original Tyre Customer Satisfaction Study

JD Power Asia Pacific 2005 TCSI Study SM

Moving up from third position in 2004, JK Tyre ranks highest in customer satisfaction with original tyres purchased in India, according to the JD Power Asia Pacific 2005 India Original Tyre Customer Satisfaction Index (TCSI) Study SM.

 
The study, now in its fifth year, measures customer satisfaction with tyres equipped on new vehicles at the time of purchase. More than 2,700 new-vehicle owners of 26 different models in India were surveyed between June and August 2004 after 12 to 18 months of ownership. Overall tyre performance is based on five factors (in order of importance): appearance (28%); durability (27%); ride (16%); traction (16%) and handling (13%).

JK Tyre receives the highest ranking in India with an overall satisfaction score of 781 index points (on a 1,000-point scale). JK Tyre's top ranking is driven by industry-leading performances in all five factors. The overall industry average is 771 index points, showing marginal (1 index point) year-over-year improvement.

"JK Tyre has the highest proportion of customers in India delighted with the performance of their original Tyres," said Mohit Arora, India director at JO Power Asia Pacific in Singapore. "Their focus on customer satisfaction is further evidenced by a growing proportion of delighted customers over the past three years. As a result, JK Tyre emerges as the most improved tyre make in the study from 2004."

The study reveals that customers in India today expect higher tyre mileage, as highlighted by a 25 per cent y-o-y increase in the median number of kilometers expected from original tyres. At a tyre-make level, the tyre mileage expectations have increased the most for Bridgestone and MRF.

"Tyre manufacturers not only need to provide better tyre performance but also need to focus on aligning strategies to customer expectations so they can provide a satisfactory tyre ownership experience," said Arora.

 
Among all customers who report a problem with their tyres, nearly one in five report damage from puncture as the most critical problem. The study finds that the absence of tyre problems contributes to greater levels of satisfaction and strongly influences customers' perceptions of the tyre brand. Furthermore, problem-free tyre experiences lead to a higher degree of advocacy and loyalty for the tyre brand. Among customers not reporting a problem, more than one half say they would definitely consider repurchasing the same tyre brand and nearly two-thirds report that they would recommend their tyre brand to others.