Toyota reclaims top spot in J.D. Power sales satisfaction survey

Toyota reclaims top spot in J.D. Power sales satisfaction survey

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Results of the J.D. Power Asia Pacific 2013 Malaysia Sales Satisfaction Index (SSI) Study were released today with findings indicating a general increase improvement in overall customer satisfaction towards the new vehicle sales process in the country for most brands. The trend unfortunately does not include the performance of the local brands, as the gap in satisfaction between the national and non-national makes were found to have widened.

Now in its 11th year, the study examines seven factors that contribute to overall customer satisfaction with the new-vehicle purchase experience (in order of importance): delivery process; sales initiation; salesperson; paperwork; delivery timing; dealer facility; and deal. The survey was fielded between February and June 2013, with responses taken from 2,622 new vehicle buyers who bought their vehicles between August 2012 and April 2013.

Performance is reported as an index score based on a 1,000-point scale, in which a higher overall score indicates greater satisfaction with the new-vehicle sales and delivery process. Findings show satisfaction improvements in all seven factors examined by the study, culminating in a 17-point increase of the industry average from 781 points in 2012 to 798 this year.

A total of 12 brands were included in the 2013 study with Toyota unsurprisingly ranked top with a score of 826. Following closely in second place was last year’s top-ranked brand Nissan at 823 points, Suzuki at 821 points, Mazda at 813, and Ford at 812. Brands in need of improvement are Perodua, Kia, Proton, and Mitsubishi, all of which finished below the industry average.

The study identified 19 sales standards that enhance the overall customer sales experience, and when asked, 72% of respondents indicated that their salespersons complied to at least 14 of the listed standards, an increase from 70% recorded in 2012.

External factors were also identified as contributors to the improved satisfaction levels, with stabilization of the supply chain following disruptions of the Japan tsunami and Thai floods being cited by Tharmalingam, who also noted that tightened lending guidelines introduced by Bank Negara Malaysia in 2012 were loosened again in 2013.

The study also reiterates common knowledge that the salesperson should have adequate product knowledge, including such sales promotion information as discounts, to help make the process more enriching for new-vehicle buyers. While 69% of buyers knew exactly the model they wanted before they visited the showroom, 23% say the salesperson’s knowledge regarding vehicles was either disappointing or indifferent.

Pictures: Official manufacturer release.

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