Ford tops the J.D. Power Asia Pacific Philippine SSI Study
J.D. Power Asia Pacific has released the results of the 2013 Vehicle Sales Satisfaction Index (SSI) Study. The study rates 10 of the major auto brands in the country according to the customer’s purchase experience.
The study examines seven factors that affect the overall customer satisfaction with their purchase experience. These factors are (in order of importance): delivery process, delivery timing, salesperson, paperwork, deal, sales initiation, and dealer facility.
The number of new vehicle buyers who make purchases via loan increased (76% in 2013 versus 71% in 2012). Likewise, buyers who use dealer-arranged loans with their purchases increased significantly (69% in 2013 versus 44% in 2012). However, sales initiative to offer a loan to the buyer dropped by 2 figures (79% in 2013 versus 90% in 2012). The study was also able to point out that customer satisfaction with the overall purchase experience is very significant in determining their loyalty to a dealer. Approximately 51% of ‘delighted’ customers said they ‘definitely would’ have their vehicle serviced at the dealer where they had the purchase.
Among the 10 brands ranked in the study, Ford tops the list with 855 points with good ratings in the following factors: delivery process, delivery timing, paperwork, deal, and dealer facility. At second place, Toyota and Nissan share the spot each having 849 points. At third is Hyundai with 847 points and doing well in the deal and initiation. However, this year’s overall sales satisfaction average of 846 is behind by 9 points from 2012.
The 2013 Philippines SSI Study is based on responses from 1,573 new-vehicle owners who purchased their vehicles between August 2012 and April 2013. The study was fielded from February to June 2013.