Nissan Ranks Highest for a 3rd Consecutive Year in Customer Satisfaction
Nissan ranks highest in customer satisfaction with dealer service for mini-cars in Japan, according to the J.D. Power Asia Pacific 2007 Japan Mini-Car Customer Service Index (CSI) StudySM released.
Now in its fifth year, the study identifies four factors that contribute to mini-car owner satisfaction with the dealership service department. In order of importance, they are: service representative; service facility; service costs and timing; and service quality.
Among the seven mini-car brands included in the rankings, Nissan ranks highest for a third consecutive year. Honda, Mazda and Mitsubishi tie to follow Nissan in the ranking, while Subaru also performs above the industry average.
The study finds that 36 percent of customers are enrolled in dealer service programs, which can include benefits such as complimentary vehicle service and maintenance. Additionally, customers enrolled in a service program return to the dealership where they purchased their vehicle for service much more often than those customers who are not enrolled in a service program.
“Customers enrolled in a service program tend to be more satisfied and are more likely to use the dealership after the manufacturer warranty period ends, compared with those who are not part of a service program,” said Ryutaro Nakao, senior associate of the automotive industry group at J.D. Power Asia Pacific, Tokyo. “Clearly, service programs have a constant impact and can enhance customer loyalty. However, as the number of customers using dealership services increases, the quality of service may suffer. Thus, increasing efficiency of overall service factory operations and communication between staff members will be critical to dealerships in maintaining service quality.”
The 2007 Japan Mini-Car Customer Service Index Study includes responses from 2,449 consumers who have owned their mini-cars for 13 to 18 months. The survey was conducted in July and August 2007.
