Honda tops J.D. Power Customer Satisfaction Survey in Vietnam

Honda tops J.D. Power Customer Satisfaction Survey in Vietnam

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Results of the J.D. Power Asia Pacific 2011 Customer Service Index (CSI) Study for the Vietnamese market has been released, with findings suggesting an overall decrease in customer satisfaction. The study puts the performance of dealerships under scrutiny in five different areas, which are (in order of importance), service quality; vehicle pick-up; service facility; service advisor; and service initiation.

Fielded between May and July 2011, the survey took responses from 961 new vehicle owners of seven brands. These owners had purchased their cars between May 2009 and July 2010, and visited an authorized service centre between November 2010 and July 2011.

Top amongst the studied brands was Honda, who scored 848 in the 1,000-point scale. Coming in second was Kia at 836, having been the most improved brand from 2010. Toyota was third at 822. Average score of all manufacturers is 812, down 18 from 2010. Satisfaction has declined in all five measured factors, the biggest deficit being that of service facility.

Rajeev Nair, senior manager at J.D. Power Asia Pacific, Singapore, suggested that the recent spate of recalls as a possible cause of the problem, saying that, “Dealers were challenged with large numbers of customers visiting their service bays due to these recalls. Despite the surge in service volumes during the recall period, dealerships worked hard to maintain high implementation rates of dealership service standards. This helped alleviate some of the dissatisfaction associated with having to make recall-related service visits.”

Findings of the study also suggests certain steps that can be taken to improve customer satisfaction, such as providing customers with detailed estimates of charges before servicing and thoroughly explaining the breakdown of those charges after completion. Customers greeted by service advisors are notably more satisfied compared to those greeted by other members of the dealership staff.

“Customers appreciate being able to quickly hand over their vehicle for service and explain their needs,” said Nair. “Service advisors who are prompt in attending to customers and assisting them in quickly and smoothly turning the vehicle in for service may have a notable positive effect on satisfaction.”

KON

Charts: Official J.D. Power release.

See also:
J.D. Power Asia Pacific 2010 Malaysia Customer Service Index (CSI) Study results released
J.D. Power announces after-sales survey results in Thailand and Indonesia
Lexus tops J.D. Power service satisfaction study in Taiwan for 13th consecutive year
BMW & Merc tops J.D. Power Customer Service study

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