J.D. Power found significant disparity in satisfaction levels when examining customers’ choices of their dealer. Among customers choosing their dealer based on getting a good deal, overall satisfaction is 812, five points below the industry average.
Some 31% of Australian new-vehicle buyers choose a dealer based on receiving the best deal or the lowest price, but J.D. Power Australia says in doing so they shortchange themselves by missing out on a rewarding sales experience.
The inaugural J.D. Power Australia Sales Satisfaction Index finds that among the 12 brands ranked in the study, Mazda ranks highest with a score of 840. The survey finds Mazda performs well in all factors, particularly in the delivery process.
Mazda sales through August were up 4.8% to 78,691 units, and its 9.8% market share puts it in second place behind longtime industry leader Toyota.
Hyundai and Honda are tied at second (832), followed by Toyota in fourth (825).
The study is based on responses from 2,477 new-vehicle owners who purchased their vehicles from September 2015 through June 2016, with sales satisfaction calculated on a 1,000-point scale. The industry average was 817.
The study examines six factors that contribute to overall customer satisfaction with the new-vehicle purchase experience: salesperson (19%); deal (18%); delivery timing (17%); delivery process (17%); dealer facility (16%); and sales initiation (14%).
J.D. Power says there is significant disparity in satisfaction levels when examining how customers choose their dealers. Among customers who select their dealer based on getting a good deal, overall satisfaction is 812, which is five points below industry average.
Additionally, the study finds 20% of all customers choose a dealer based on its proximity to their home or workplace. Satisfaction among these customers is only 788.
J.D. Power Regional Vice President Mohit Arora says in contrast, satisfaction scores are higher when customers choose a dealer because they know someone there (853) or because the dealer has a good reputation (839).
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