INDONESIA: BMW tops customer satisfaction survey
BMW ranked highest in customer satisfaction with the new vehicle sales and delivery process, according to the JD Power Asia Pacific 2005 Indonesia Sales Satisfaction study.
Now in its fifth year, the Indonesia SSI Study was based on evaluations from 2,595 new-vehicle owners surveyed at two to six months of ownership. Overall satisfaction was measured based on performance in six factors covering the different aspects of the sales experience.
The industry average of 737 (out of a possible 1,000 points) remained stable for the second year in a row, recording a decline of a single index point over 2004.
BMW received an overall satisfaction score of 770 - up 21 points from 2004 - and led competitive makes on all six factors.
Ford recorded 751 points to rank second overall. It received strong ratings from customers in the salesperson, paperwork and dealer facility factors. Nissan came in a close third, registering 748 points.
The study found that the mean time for new vehicle delivery has increased from 18.3 days to 30 days, while the proportion of customers reporting that the vehicle was delivered at the promised time declined from 87% in 2004 to 78% in 2005.
The study found that waiting to be greeted at the dealership had a negative impact on satisfaction. For about one in four customers who waited to be greeted, the SSI score dropped 15 points below the industry average.
The study monitored the implementation rate of sales standards as an additional measure of dealer performance.
More than half of all BMW customers reported receiving all 25 standards measured in the study, the highest among all makes.
The study established that high levels of loyalty and advocacy are strongly related with sales satisfaction performance. Greater satisfaction with the sales process engendered greater loyalty, which in turn positively impacted business outcomes. Customers with the highest levels of satisfaction (SSI scores above 770 points) were almost three times as likely to recommend their sales dealer and about twice as likely to service at the sales dealer as compared to customers who were relatively dissatisfied (SSI score below 706).