2013JDPower中国汽车客户满意度调研

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J.D. Power Asia Pacific Reports:

Customer Satisfaction toward After-Sales Services

Declines in China Due to Rising Customer Expectations

Audi Ranks Highest among Luxury Brands in After-Sales Customer Satisfaction; Dongfeng Peugeot Ranks Highest among Mass Market Brands

SHANGHAI: 31 July 2013 — Overall customer satisfaction with after-sales service at authorized dealerships in China declines in 2013, largely due to rising customer expectations toward the service experience, according to the J.D. Power Asia Pacific 2013 China Customer Service Index (CSI) Study.SM

The China Customer Service Index Study, now in its 13th year, measures satisfaction among vehicle owners

(between 12 and 24 months of ownership) who visit an authorized dealer’s service department for maintenance or repair work during the past six months. The 12-24 month ownership typically represents a substantial portion of the vehicle warranty period. The study examines five factors to determine overall satisfaction with dealer service (in order of importance): service quality; service facility; vehicle pick-up; service advisor; and service initiation. The customer satisfaction score measures the performance among authorized dealers on meeting customers' expectations of their after-sales experience.

Overall customer satisfaction with after-sales service in China drops to 815 on a 1,000-point scale in 2013 from 832 in 2012, driven largely by a decline in satisfaction with Chinese domestic brands and Japanese and European brands. Customer satisfaction with Chinese domestic brands declines by 31 points to 751 in 2013. Customer satisfaction with Japanese brands averages 831, compared with 860 in 2012. European brands experience a 17-point decrease to 832 in 2013, while U.S. brands achieve an average score of 851, a one-point decrease from 2012. Among all brands of origin, only Korean brands collectively show improvement in customer satisfaction, with a year-over-year increase of 13 points to 874.

The declines in satisfaction with European, Chinese domestic and Japanese brands are attributed to the significant increase in customer expectations of their service experiences. The study identifies key performance indicators (KPIs) that contribute to overall customer satisfaction with the after-service experience. When implementing 13 KPIs, European brands experience a 37-point decrease in customer satisfaction, compared with 2012. When they implement 13 KPIs, satisfaction with Japanese and Chinese domestic brands decreases by 34 points and 33 points, respectively. When U.S. and Korean brands implement the same number of KPIs customer satisfaction remains consistent year over year.

“The competitive landscape continues to be aggressive, driven by product proliferation and rising

customer expectations, making it imperative for manufacturers and dealerships alike to develop points of

differentiation on delivering a superior customer experience in after-sales services,” said Tony Zhou, director of automotive research at J.D. Power China, Shanghai. “The industry should also be attuned to macroeconomic dynamics and be agile in adapting dealer-service processes and standards in response to the changing business environment.