SINGAPORE: 2 September 2013 — Customers in Indonesia are increasingly seeking a quick service experience—from the time they bring their vehicle in for service to the actual service time and to the payment and pick-up process—according to the J.D. Power Asia Pacific 2013 Indonesia Customer Service Index (CSI) StudySM released today.
Overall customer satisfaction in Indonesia averages 755 points in 2013, which is a 15-point improvement from 2012. Across the industry, satisfaction has increased year over year in all factors, particularly in service initiation (+18 points) and service advisor (+15 points). Satisfaction scores for all nameplates have also improved, compared with 2012.
Satisfaction among customers who indicate that their vehicle was serviced within an hour is 19 points higher than among those who indicate that it took four hours or more. Further, satisfaction among customers who are able to complete the documentation and payment process within five minutes is 14 points higher, on average, than among those whose documentation and payment takes 16 minutes or longer.
"Apart from the service time, customers have to also spend additional time driving through traffic, both before and after service, increasing the time involved in getting their vehicle serviced," said Rajeev Nair, director at J.D. Power Asia Pacific, Singapore. "Thus, customers appreciate their dealership's efforts to shorten the service time, informing them promptly when the vehicle is ready and facilitating a quick documentation and pick-up process once their vehicle is ready."
The study finds that satisfaction is higher among customers who are attended to as soon as they arrive at the dealership than among those who have to wait. Nearly one-third (29%) of all customers indicate they have to wait to be attended to when they arrive at the service center, with the proportion being much higher (37%) in such large cities as Jakarta.
"Attending to customers promptly upon their arrival at the dealership is an important element in managing customer expectations," said Nair. "For many customers, taking their vehicle in for service entails taking time away from other daily activities. Customers are looking to start off the service process as quickly as possible once they arrive at the service center, and they appreciate being attended to quickly."
Among the 12 nameplates included in the study, Ford ranks highest in overall customer satisfaction with a score of 772. Ford performs particularly well in service initiation, service facility, vehicle pick-up and service quality. Following Ford in the rankings is Isuzu (764), which performs particularly well in service advisor and vehicle pick-up.
"Many automakers have been making improvements, such as increasing service capacity and introducing such programs as express maintenance, which customers clearly appreciate," said Nair. "However, with the strong growth in vehicle sales during the past few years, dealerships have to consider how they can best balance operational efficiency and continue to delight their customers."
Vehicle owners who are highly satisfied with dealer service tend to have higher levels of advocacy and loyalty intentions toward their dealership and vehicle brand. Among owners who are highly satisfied with their service experience at the dealership (CSI scores averaging 791 and above), 61 percent say they "definitely would" revisit their service dealer for post-warranty service. In contrast, only 41 percent of less-satisfied owners (CSI scores averaging 724 and below) say the same. Similarly, 42 percent of highly satisfied owners say they "definitely would" recommend their make to friends and relatives, compared with just 25 percent of those who are less satisfied.
The 2013 Indonesia CSI Study is based on responses from 3,432 vehicle owners who received delivery of their new vehicle between February 2011 and May 2012 and took their vehicle for service to an authorized dealer or service center between August 2012 and May 2013. The study was fielded between February and May 2013.
No advertising or other promotional use can be made of the information in this release without the express prior written consent of J.D. Power. www.jdpower.com/corporate.
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