Many Pinoys are satisfied customers when it comes to cars, study says

By Monico D. Mekaniko

MAKATI CITY, METRO MANILA –Many Filipino buyers are satisfied customers when it comes to buying cars, a new study says.

Customer satisfaction with new vehicle sales and delivery process has increased double digit over 2011 with delivery timing going up +33 index points and salesperson support by +27 index points, as reported by global marketing information services firm J.D. Power Asia Pacific in its 2012 Philippines Sales Satisfaction Index (SSI).

Overall sales satisfaction averaged 855 in 2012, which is a 26-point improvement from 2011.

According to the report, overall new car sales customer satisfaction increased by double digits for all of the 10 brand that were part of the study. Honda ranked the highest in new vehicle sales satisfaction with 862 index points. This is followed by Hyundai with 861 points, Kia with 860 points, and Ford and Toyota tied up with 867points each.

J.D. Powers' SSI is already in its 12th year. It looks into several factors that contribute to overall customer satisfaction. These include delivery process, delivery timing, salesperson, paperwork, deal, sales initiation and dealer facility.

The scoring system is based on a 1,000 point scale, and a higher overall score indicates greater satisfaction with the new-vehicle sales and delivery process.

For the 2012 Philippines SSI Study, 1,505 new-vehicle owners were made part of the study. These were buyers who made their purchases between August 2011 and April 2012.

Among the highlights of the report include greater focus of salespersons to customers, shorter period to close a deal, increased proportion of customers who financed their purchase through loans, and higher levels of satisfaction translating to higher levels of intent to buy again and brand loyalty.

The study also indicated that the increase in loans for vehicle purchases came after the Philippines credit boom in 2012 wherein auto loans rose at approximately 17 percent year-on- year. This also represented P145 billion as of the end of March 2012.

“As the market recovers from supply issues caused by the floods in Thailand in 2011, dealers in the Philippines are putting more efforts on customer satisfaction and in meeting customer needs. This has resulted in a larger proportion of customers who are more highly satisfied with the overall purchase experience,” according to Mohit Arora, executive director at J.D. Power Asia Pacific, Singapore.

Till next time, this is Monico D. Mekaniko, Va-va-vroom!

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