Honda leads the customer satisfaction survey

Among six automobile manufacturers in the ranking of J.D. Power Pacific, Honda takes the lead with 871 points, followed by Toyota with 858 points and Hyundai with 847 points. These are also the three automobile manufacturers achieving above average point.

Three automobile manufacturers with lower customer satisfaction level include Ford with 832 points, Kia with 827 points and GM Deawoo with 800 points.

Three manufacturers including Mercedes-Benz, Mitsubishi and Nissan are not in the ranking since the research samples were too small or not enough.

The average point of customer satisfaction level for automobile manufacturers in Vietnam is 841 points.

In this year’s research results, Hyundai has stood out, in particular Hyundai Thanh Cong. Since it has newly taken the responsibility to manufacture and distribute Hyundai cars in Vietnam, the third position could be seen as a great success of Hyundai Thanh Cong.

According to the press release of J.D. Power Asia Pacific, the above research results were done on customers buying new cars and waiting for delivery. J.D. Power Asia Pacific selected this process since it significantly influences customer satisfaction level of the entire sales process.

This is the second year J.D. Power Asia Pacific has carried out research on the satisfaction level of customers who buy cars in Vietnam. The report focused on seven factors, which influence the satisfiaction level of customer while ordering a car, including delivery process, delivery time, sales process in agent system, administrative formalities, sales staff, agent facilities and the agreement.

Rajeev Nair, senior manager of J.D. Power Asia Pacific, said the ability of sales agents to answer customer’s questions during or after delivery process would considerably affect the satisfaction level of customers; such as answering questions regarding maintenance schedule, warranty coverage, safety functions or the instruction to use each function of the car. This is especially important to first-time car buyers who account for 65 percent of the overall customers.

The research also clearly pointed out the difficulty level that customers may experience when buying cars has increased since 2009, mainly including issues such as agents had low availability of cars in stock for customers to select (27 percent), the number of employee was not enough to serve customer (10 percent) and sales agents were in confusion while answering customers’ queries (eight percent).

The research on the customer satisfaction level buying cars in Vietnam in 2010 was done on 793 customers’ views, who were buying new cars from October 2009 to June 2010. The research was carried out from May to July 2010. – TBKTVN

Tags: Honda, Honda Vietnam