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Aftersales customer satisfaction declines as expectation rises

Customer satisfaction with aftersales service in China declines in 2013, according to the J.D. Power Asia Pacific 2013 China Customer Service Index (CSI) Study.SM

The study published in Beijing on July 31 shows that overall customer satisfaction with aftersales service in China drops to 815 on a 1,000-point scale in 2013 from 832 in 2012.

Rising customer expectations at authorized dealers for shorter wait time, better facilities and more humane care contribute to the decline of customer satisfaction.

Chinese, Japanese and European brands see declines in customer satisfaction.

Customer satisfaction towards Chinese brands declines by 31 points to 751 in 2013. That of Japanese brands declines to 831 from 860 in 2012, and European brands experiences a 17-point decrease to 832 in 2013.

U.S. brands achieve a score of 851, dropping only 1 point from 2012.

Among all brands of origin, only Korean brands see an increase of 13 points in customer satisfaction to 874 in 2013.

As the study shows the top five carmakers of mass market brands with best scores in customer satisfaction with aftersales service in 2013 are Dongfeng-Peugeot, GAC-Honda, Dongfeng-Citroën, Beijing-Hyundai and Dongfeng-Yueda-Kia.

For the first time, the CSI Study separates luxury brands from mass market brands. The objective of the segmentation is to address the differences in customer expectations regarding aftersales service in the two market segments.  

Overall customer satisfaction with aftersales service among luxury brands averages 849, while mass market brands average 811. 

Audi ranks highest among luxury brands in aftersales customer satisfaction with a score of 880.

 

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