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J.D. Power: Independent brand CSI score drops

SHANGHAI – Aftersales service satisfaction with authorized dealers of Chinese independent brands dropped 9 points, according to the J.D. Power Asia Pacific 2012 China Customer Service Index (CSI) Study released on July 30.

Meanwhile, that of international brands (brands with headquarters located outside of China) dropped 1 point in 2012.

The gap in satisfaction scores between international and domestic brands widened to 73 points from 65 points in 2011.

Dealers of Japanese brands ranked among the top three positions in customer satisfaction with the aftersales service experience in China.

GAC-Honda ranked the highest overall with a score of 905, and performed particularly well in three of five measures in the study: service initiation, service advisory and service facilitation. Dongfeng-Honda and GAC-Toyota ranked second in a tie with 887 points, followed by Dongfeng-Citroën (885), and Dongfeng-Peugeot (881).

Aftersales service currently accounted for 44 percent of dealer profits, according to the 2012 J.D. Power China Dealer Attitude Study.

“With the growth of new vehicle sales slowing down, aftersales service has become an increasingly important profit source for dealers,” said Dr. Mei Songlin, vice president and managing director of J.D. Power China Operations.

Overall customer satisfaction with dealer service in China declined to 832 points on a 1,000-point scale in 2012, from 833 points in 2011, after six years consecutive years of increases.

The China CSI Study, now in its 12th year in China, measures satisfaction among vehicle owners who visit an authorized dealer’s service department for maintenance or repair work between 12 and 24 months of ownership.

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