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.