The study, now in its 15th year, measures overall service satisfaction among owners who took their vehicle to an authorized service centre by examining dealership performance in five factors:
- service quality (32%)
- service initiation (22%)
- vehicle pick-up (18%)
- service advisor (15%)
- service facility (13%)
So far, Toyota has managed to rank the highest in terms of overall service satisfaction among other brands with a score of 780 - performing particularly well in the service advisor and service facility factors.
Next in second place was Mitsubishi with 778 points, while Mazda took third with 776.
The study found that service advisors who efficiently meet their customers’ needs at service centres have a rather positive effect on customer satisfaction.
Overall customer service satisfaction was measured on a 1,000-point scale and saw a 10-point increase this year at 761 over last year's 751.
This improvement is apparent across all factors: service quality; service initiation; vehicle pick-up; service advisor; and service facility.
It seems satisfaction goes up when customers are provided explanations of work prior to service; had their service details and needs attended to; and were informed of their vehicle’s status.
Furthermore, those who experienced four or more amenities such as a refreshment counter, internet access and air-conditioned lounges were found to have a positive impact on satisfaction levels, which in turn boosts loyalty, especially when it comes to post-warranty service.
“It is a dealership’s responsibility—with the support of professional service advisors—to ensure exceptional service that meets customers’ expectations," said J.D. Power country head (Malaysia) Muhammad Asyraf Bin Mustafar.
The 2017 Malaysia CSI study is based on responses from 2,705 new-vehicle owners who purchased their mass market brand vehicle between February 2015 and May 2016 and took their vehicle for service to an authorized service center between August 2016 and May 2017.