Lexus ranks highest in satisfying customers with the dealer service experience, according to the J.D. Power Asia Pacific 2007 Japan Customer Service Index (CSI) StudySM released today.
Now in its sixth year, the study identifies five factors that measure customer satisfaction with service performed at manufacturer-authorized dealer facilities. In order of importance, they are: service representative; service costs and timing; service quality; service initiation; and service accessibility.
Included in the ranking for the first time in 2007, Lexus leads with an overall CSI score of 125 points, performing particularly well in each of the five factors that determine overall satisfaction.
Mercedes-Benz, with an improvement of 2 points since 2006, follows Lexus in the ranking with 108. Specifically, Mercedes-Benz improves considerably in the service representative factor. BMW follows Mercedes-Benz in the ranking with 107, while Honda, Volkswagen, Suzuki, Toyota and Subaru also perform above the industry average.
The study finds that 81 percent of customers report bringing their vehicle into the dealership for service in 2007, which has increased by 6 percent since the 2003 study (75%).
“Customers often wait at the dealer while their vehicle is being serviced, which makes it critical for dealerships to ensure that customers are not only comfortable, but also perceive their wait time as satisfactory,” said Ryutaro Nakao, senior associate of the automotive industry group at J.D. Power Asia Pacific, Tokyo. “Doing so will certainly help dealers improve overall satisfaction among their customers.”
The study also asks consumers about special services they would like to have available in waiting areas at dealerships. The most requested services include Internet capability, a large variety of magazines, and a non-smoking area. Additionally, the special services desired in the waiting area vary among customers by age. For example, 20 percent of younger customers report Internet capability as a top desire for the waiting area, while only 5 percent of older customers desire Internet capability.
“It is imperative for dealerships to improve their facilities and services by understanding the services that customers actually want and expect,” said Nakao. “By knowing the specific desires of their core customer base, dealers can better meet customer needs, which may potentially lead to repeat visits and enhanced loyalty.”
The 2007 Japan Customer Service Index Study includes responses from 5,359 consumers who have owned their vehicles for 13 to 18 months. The survey was conducted in July and August 2007.
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