Vehicle owners want better service: study

New-vehicle owner satisfaction among those who utilize authorized after-sales service has declined in 2017, according to JD Power’s 2017 Thailand Customer Service Index (CSI) Study.
Service customers increasingly expect more services and better value during service visits, notes the study.
Overall Thai service satisfaction for mass market brands averages 866 (on a 1,000-point scale), down from 873 in 2016. Although 20 per cent of customers said their most recent service experience exceeded their expectations — an increase of 13 per cent from 2016 — a similar proportion indicated that their service advisor was neither completely focused on their needs (20 per cent) nor provided helpful advice (19 per cent).
The study found that implementation of service standards had declined year over year, with fewer dealer staff reportedly taking the time to inspect the vehicle with customers before service (75 per cent vs 87 per cent in 2016, respectively) and after service (93 per cent vs 97 per cent, respectively).
“Most new-vehicle owners are generally satisfied with after-sales service but would prefer a more attentive service centre representative, one who provides valuable advice on optimum and cost-efficient car maintenance,” said Siros Satrabhaya, country manager at JD Power.
“While core quality standards are quite often met, and servicing time remains stable, dealer personnel need to go the extra mile in order to provide the highest possible customer service. With customers increasingly comparing authorized dealer service standards and value for money with those of non-authorized facilities, such as quick-service chains, dealers need to step up and offer more personalised service. Examples would be transport options to and from their facility during service, express service and more flexible service times.”
Competition from non-authorized facilities is increasing, as nine per cent of customers indicate they have used such service centres for their new-vehicle service – up two percentage points from 2016 – and, more specifically, among 14 per cent of customers in the Greater Bangkok region (an increase of 10 per cent from last year). New-vehicle owners cite convenience and speed of service among the top reasons for visiting non-authorized facilities. Customer satisfaction with these facilities has increased considerably as the proportions of customers who are pleased (a satisfaction score of eight or nine on a 10-point scale) and delighted (a score of 10) has increased this year by 25 per cent from 2016 (to 84 per cent from 59 per cent).
Toyota ranks highest for a fourth consecutive year in overall customer service satisfaction among mass market brands, with a score of 879. Toyota outperforms competitor brands across all five CSI factors. All brands except Suzuki and Chevrolet have lower satisfaction levels in 2017 compared with 2016. Honda ranks second with a score of 864 and Mitsubishi ranks third with 863.