Vince Pornelos / J.D. Power Asia Pacific Philippines | July 31, 2013 16:01
Toyota tops the J.D. Power Asia Pacific Philippine CSI Study
J.D. Power Asia Pacific has just released the results of the 2013 Philippines Customer Service Index (CSI) Study, rating the 11 of the major auto brands in the country with regards to customer service.
Now in its 13th year, the study measures overall satisfaction among vehicle owners who visit an authorized service center for maintenance or repair work during the first 12 to 24 months of ownership based on five factors (listed in order of importance): service quality, service advisor; vehicle pick-up, service initiation and service facility. The importance weights of the service advisor and service initiation factors have increased from 2012 (22% vs. 13% and 19% vs. 13%, respectively). In addition, service quality increases importance to 40 percent from 25 percent in 2012.
Topping the J.D. Power Asia Pacific Philippine CSI Study is Toyota with an aggregate score of 832 points, followed closely by Honda with 831 points and Kia with 830 points.
At 827 points, Chevrolet claims the 4th spot, followed by Hyundai with 826 points and Mazda at 825 points. The score for the entire industry is set at 825 points.
Having exceptional service advisors as a first point of contact and solid customer-centric processes for new-vehicle owners during vehicle servicing are becoming increasingly important drivers of customer satisfaction, according to the J.D. Power Asia Pacific.
“When evaluating their experience at dealerships, customers are giving more weight to personal interaction,” said Mohit Arora, executive director at J.D. Power Asia Pacific, Singapore. “Manufacturers and dealerships, therefore, need to focus on communication and soft skills, such as managing customer expectations.”
The 2013 Philippines Customer Service Index (CSI) Study is based on responses from 1,834 vehicle owners who purchased their vehicle between February 2011 and May 2012 and took their vehicle for service to an authorized dealer or service center between August 2012 and May 2013. The study was fielded between February 2013 and May 2013.
The study finds 69 percent of customers experience all eight relationship measures in 2013—the highest proportion since 2009. Overall satisfaction among customers experiencing all relationship measures is 834. In contrast, satisfaction among customers who experience five measures or fewer is 645.