Serving the World's Largest Emerging Automobile Market
Home > Statistics > J.D. Power: Audi ranks highest in customer satisfaction with dealer services in China

J.D. Power: Audi ranks highest in customer satisfaction with dealer services in China

SHANGHAI — Audi ranked highest in customer satisfaction concerning authorized dealer after-sales services in China, according to the J.D. Power Asia Pacific 2006 China Customer Satisfaction Index (CSI), released on August 1.
The annual industry-wide CSI study has been conducted independently by J.D. Power Asia Pacific since 2001 in order to measure customer satisfaction with maintenance and repair services at authorized dealerships from 12 to 18 months of vehicle ownership. The study includes data on virtually every manufacturer selling new passenger vehicles in China.
Overall customer satisfaction is measured by dealer performance attributes, which are categorized according to seven factors (ranked in order of importance): the actual problems experienced, friendliness of service, service delivery, service quality, in-service experience, service advice, and service initiation. CSI performance is reported as an index score based on a 1,000-point scale. A higher CSI score indicates greater customer satisfaction with the maintenance and repair experience at authorized dealerships.
Audi set a new benchmark for the Chinese automotive market with a CSI score of 834, up 13 points from 2005. As the only brand to remain in the top three over the past five years of the study, Audi has shown consistently strong performance across the board, achieving the best performance in six of seven categories and second best in the remaining slot.
Nissan followed Audi in the ranking, trailing by 20 points. Nissan performed consistently well across all seven categories. SGM-Chevrolet debuted in the study with a third-place ranking, and received high marks in service initiation.
“Given the increasingly competitive nature of the Chinese auto market, it is becoming difficult for brands to differentiate themselves,” said Dr. Mei Songlin, deputy general manager of J.D. Power Asia Pacific China operations. “Product proliferation and increasing parity in vehicle pricing leaves retail as a key point on which OEMs and their dealers should focus. “
After an improvement in 2005, the overall industry displayed a very slight gain of only 2 points to 798, primarily because of the performance of local Chinese brands. These brands posted a positive gain of 5 points from the previous year (for a CSI of 782), compared with no improvement (CSI of 802) among the international brands. Except for the service initiation factor, local brands showed positive gains in every category. The result is a narrowing gap between local and international brands, providing a further indication of the increasing competitiveness of the industry.
The 2006 China Customer Satisfaction Index Study is based on evaluations from 5,673 new-vehicle owners, and includes 35 makes. The personal-use passenger vehicle owners surveyed purchased their vehicles between September 2004 and May 2005. The fieldwork for the study was conducted from March 2006 to May 2006 in 20 major cities in China.
The CSI Study is one of four consumer-based studies J.D. Power Asia Pacific conducts in China and is the first one to be released in 2006. The 2006 Sales Satisfaction Index (SSI) Study, which measures satisfaction with the new-vehicle sales process, will be released in late August.
The 2006 Initial Quality Study (IQS), which measures problems experienced by new vehicle owners during the first two to six months of ownership, will be released in December.
The 2006 Automotive Performance, Execution and Layout (APEAL) Study, which measures what excites owners about their new vehicle’s performance and design during the first two to six months of ownership, will also be released in December.
J.D. Power Asia Pacific, established in 1990, conducts customer satisfaction research and provides consulting services in the automotive, information technology and finance industries. It is a subsidiary of J.D. Power and Associates, which is based in the U.S.

Leave a Reply