J.D. Power Asia Pacific Customer Satisfaction Index
In a survey amongst 11 leading automotive brands in the country, Chevrolet ranks highest when it comes to customer satisfaction when it comes to after sales service.
Overall, Chevrolet scored 827 points, followed by Suzuki (821) and Ford (811). When it comes to improvement over the 2010 scores, Suzuki achieves the greatest improvement in score from 2010 (+43 points), followed by Chevrolet (+41) and Mazda (+20). Overall customer satisfaction averages 796 points in 2011, with a total of seven of the 11 ranked brands demonstrating year-over-year improvements.
The study had an emphasis when it comes to the waiting time customers experienced as the dealer finished up the paperwork before a vehicle is released. The study noted that more than half (55%) of customers waited longer than 10 minutes at the dealership, while just 14 percent of customers waited five minutes or less and approximately 30 percent of customers waited between six and 10 minutes.
"For new-vehicle owners in Philippines, the amount of wait time required to receive their serviced vehicle punctuates their impressions of the way work is managed at dealerships," said Mohit Arora, executive director at J.D. Power Asia Pacific, Singapore. "Dealerships that promptly serve customers are likely to generate higher customer satisfaction and positive recommendations for their service center."
The study also found that advocacy and loyalty are closely related to satisfaction levels with the overall service performance of the dealer. Nearly 59 percent of highly satisfied customers (service satisfaction scores averaging above 856) say they "definitely will" return to the same dealership for post-warranty service. In contrast, fewer than one-third (29%) of customers with low satisfaction (scores averaging 745 and lower) say the same.
The 2011 Philippines Customer Satisfaction Index Study is based on responses from 1,674 vehicle owners who purchased their vehicles between January 2009 and April 2010 and took their vehicle for service to an authorized dealer or service center between July 2010 and April 2011. The study was fielded between February 2011 and July 2011, and includes evaluations of 60 vehicle models.