The Hindu Business Line : `Maruti ranks top in customer satisfaction'

CAR owners in India reported fewer problems with their new vehicles, as eight out of 11 manufacturers showed better performance and improvement in implementation rates of various dealer activities, says the JD Power Asia Pacific Satisfaction Index Study conducted from March to May 2005.

Maruti Udyog was ranked highest in customer satisfaction, with new-vehicle sales process, for a second consecutive year in the study, which also saw Mahindra and General Motors' Opel making significant improvements.

"Maruti Suzuki's performance reflects its consistent approach to building and promoting effective sales processes based on the voice of the customer," Mr Mohit Arora, India Director of JD Power Asia Pacific, said in a press statement.

The industry improved its overall performance by six index points, with eight of the 11 manufacturers showing improvements over 2004, the study said.

"Mahindra recorded the greatest improvement in the study, with an increase of 45 index points over 2004, and takes sixth place in the overall rankings. Opel, a General Motors nameplate, improves 40 index points in performance to rank second overall," it added.

The study revealed a significant improvement in implementation rates of various dealer activities performed during the entire sales and delivery process, such as offering test drives and explaining the vehicle's features.

On test drives offered — a key sales activity — implementation rates have improved 14 per cent over 2004 for the industry, one of the highest year-over-year improvements registered in the past five years.

"The improvements registered across most manufacturers are indicative of the growing competition in the industry, as manufacturers strive to create a strong and positive first impression on their customers," Mr Arora said. Additionally, the study finds that although making a booking for a new vehicle is an industry practice, customers report higher satisfaction if they are able to receive their vehicles with no booking time.

Also, satisfaction scores decline rapidly with increased booking time.

Customers not only report lower satisfaction, but also report a greater number of problems with their selling dealer if they have to book their new vehicle.

The study, in its sixth year, examines satisfaction of new-vehicle buyers with the sales and delivery experience at two to six months of ownership. More than 4,150 owners of 36 different vehicle models participated in the 2005 study. Overall sales satisfaction is assessed on 48 attributes, grouped into six pre-defined factors: delivery process, delivery timing, salesperson, dealer facility, paperwork and deal.

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