Michelin ranks highest in customer satisfaction with original equipment tyres, scoring 827 points out of a possible 1,000 points, according to the J.D. Power Asia Pacific 2003 Taiwan Original Tyre Customer Satisfaction Index (TCSI) Study released today.
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The inaugural study measures customer satisfaction with tyres equipped on new vehicles at the time of purchase. More than 900 new-vehicle owners in Taiwan were surveyed at 12 to 18 months of vehicle ownership. Overall tyre performance is assessed on 19 attributes, grouped into five factors. In order of importance, these five factors are: durability (29 percent); appearance (29 percent); traction (16 percent); ride (16 percent); and handling (10 percent).
Michelin’s top ranking is driven by industry-leading scores in four out of the five factors: ride, handling, traction and durability. Goodyear follows Michelin in the ranking with a TCSI score of 810, with industry-leading scores on appearance. Cheng Shin/Maxxis scores 770 points, seven points above the industry average overall and above average in all factors except appearance. Also measured in the study are Bridgestone and Nankang/Sonar, which perform below the industry average.
“Although customers may not be able to choose the tyre brands fitted on their new vehicles, it is important for tyre manufacturers to enhance brand loyalty by providing excellent customer satisfaction with the original tyres,” said Jill See, Taiwan country manager at the J.D. Power Asia Pacific Singapore office. “Tyre brands with high customer satisfaction are rewarded with higher levels of loyalty and advocacy.”
Nearly one-half of Michelin owners (46 percent) report that they definitely would repurchase Michelin tyres when they replace their original tyres—far surpassing the industry average of 29 percent.
About one-third (35 percent) of consumers surveyed indicate they definitely or probably would not repurchase the same brand of tyres again. The most frequently reported reasons for not repurchasing the brand again are that customers want tyres with better brand reputation and tyres that are less noisy.
According to the study, among customers reporting TSCI scores above 860 points (top 25 percent of TCSI scores), 42 percent indicate they definitely will repurchase the same brand tyres and 23 percent definitely will recommend the tyre brand. In contrast, among customers reporting TCSI scores below 690 points (bottom 25 percent of TCSI scores), only 12 percent indicate they definitely will repurchase the same tyre brand, and only 1 percent will recommend the tyre brand.
