Overall satisfaction with authorized dealer customer service in the Philippines has increased by 25 points, compared with 2011, to 821 on a 1,000-point scale, according to the J.D. Power Asia Pacific 2012 Philippines Customer Service Index (CSI) Study.
Now in its 12th year, the study examines five factors that contribute to overall satisfaction of vehicle owners who visit an authorized service center for maintenance or repair work during the first 12 to 24 months of ownership.
They are (listed in order of importance): service quality, vehicle pick-up, service initiation, service adviser, and service facility.
Chevrolet ranks highest for a second consecutive year with an overall index core of 836 and performs particularly well in the service quality and service adviser factors. Nissan (832) and Mazda (831) rank second and third, respectively. Nissan performs well in the vehicle pick-up factor, while Mazda performs well in the service initiation and service facility factors. Of the 11 brands ranked in the 2012 study, eight improved as compared with 2011. Mitsubishi improves by 40 index points, followed by Hyundai (+37) index points and Honda (+35 points).
“Customer satisfaction with automakers in the Philippines is increasing, and they are working together with their dealer networks toward delivering a better service experience to their customers,” said Mohit Arora, executive director at J.D. Power Asia Pacific, Singapore. “This materializes in a growing proportion of customers who are “delighted” and “pleased” with the after-sales service experience at authorized vehicle service centers, 83 percent combined. In parallel, overall satisfaction with vehicle quality has improved, which is supported by several new product launches in recent years.”
“Transparency and quality of work performed are building blocks of trust between service customers and authorized service centers, which drives customer satisfaction and, in turn, translates into increased brand advocacy and customer retention,” said Arora.
The 2012 Philippines Customer Service Index (CSI) Study is based on responses from 1,822 vehicle owners who purchased their vehicle between February 2010 and May 2011 and took their vehicle for service to an authorized dealer or service center between August 2011 and May 2012. The study was fielded between February 2012 and May 2012, and comprised evaluations with 70 models.