A recent J.D. Power survey found that Toyota and Honda continue to lead the way in terms of customer satisfaction.
While Toyota ranked highest in customer satisfaction with their after-sales services in Vietnam, Honda was highest in sales satisfaction among motor car brands in the country, a recent study shows.
According to the J.D. Power Asia Pacific 2014 Vietnam Customer Service Index (CSI) study released on November 18, among the six brands ranked, Toyota was highest in overall satisfaction with a score of 841, a 17-point improvement over 2013. It performed particularly well in the service initiation and service advisor factors. South Korea’s Kia ranked second with a score of 840, performing especially well in the service advisor, service facility, and vehicle pick-up factors. Honda ranked third, with a score of 838.
Customer satisfaction among new-vehicle owners with their after-sales service experience at authorized car dealerships in Vietnam improved significantly, the CSI study found. The 2014 Vietnam CSI study measures overall satisfaction among vehicle owners who visited an authorized dealer/service center for maintenance or repair work during the first 12 to 24 months of ownership.
The study is based on responses from 1,110 new-vehicle owners who purchased their vehicles between May 2012 and July 2013 and who took their vehicle for a service to an authorized dealer or service center between November 2013 and July 2014. The study was conducted between May and July 2014. “Customer sensitivity to service standards has increased among Vietnamese customers, and when dealers implement those standards it has a positive impact on customer satisfaction,” said Mr. Loic Pean, Senior Manager at J.D. Power Asia Pacific. “Customers want interaction with their service advisor throughout the service experience, and service advisors are doing a better job of explaining the work performed and the service charges, which is contributing to higher satisfaction.”
Meanwhile, among the seven mass market brands ranked in the 2014 Vietnam Sales Satisfaction Index (SSI) study, Honda ranked highest in overall sales satisfaction with a score of 857. Honda performed particularly well in the dealer facility, paperwork, salesperson, delivery timing and delivery process factors. Toyota ranked second, with 855, followed by the US’s Ford and another Japanese maker, Mazda, who both scored 849.
The 2014 Vietnam SSI Study is based on responses from 1,173 new-vehicle owners who purchased their vehicle between October 2013 and July 2014. The study was conducted between May and July 2014 and measured new-vehicle owner satisfaction with the sales and delivery experience from authorized dealers in Vietnam. “As in other countries, reputation has a significant influence on the selection of a dealership among new-vehicle buyers in Vietnam,” said Mr. Pean. “Satisfying buyers helps build loyalty and advocacy, and positive word-of-mouth is essential to customer acquisition.”