Mitsubishi highest in sales satisfaction

Mitsubishi highest in sales satisfaction

The Jakarta Post, Jakarta

Mitsubishi ranks highest in customer satisfaction with new
vehicle sales and delivery in Indonesia, according to a survey
released on Tuesday.

It scored 744 out of 1,000, according to the J.D Power Asia
Pacific 2003 Indonesia Sales Satisfaction Index (SSI) Study.

Mitsubishi was closely followed by Toyota and Daihatsu with
scores of 743 and 742, respectively.

The study identifies six factors that contribute to overall
customer satisfaction. In order of importance the factors are:
salesperson, paperwork, dealer facilities, delivery timing,
delivery process and deal.

The study also found that 24 percent of customers encountered
problems such as limited selection at dealerships in 2003, up
from 16 percent in 2002.

"Negative experiences, such as encountering problems during
the sales and delivery process, detract from satisfaction with
the overall vehicle purchase experience," said Gerrit Kuyntjes,
general manager at J.D. Power Asia Pacific.

He said six of the nine problem areas measured in the study
had increased percentage-wise from 2002. He said dealers should
look carefully at their sales process and practices, and work to
reduce such problems.

Although the study shows that customers faced more problems in
2003, the implementation of dealer sales standards increased for
almost all the nameplates evaluated in the study.

"Thorough implementation of sales standards is important in
ensuring a consistent level of service. High implementation rates
of sales standards translate into satisfaction, advocacy and
loyalty," said Kuyntjes.

However, Kuyntjes also said that sales standards alone did not
lead to higher satisfaction. A higher percentage of customers who
reported being pressured during the sales process also
contributed to the decline in sales satisfaction for the industry
overall.

The 2003 SSI study is based on the responses of more than
2,000 owners of new passenger cars and light trucks surveyed at
between two and six months of vehicle ownership.