For a car brand that isn’t actively publicizing its products as other mainstream manufacturers, Kia, distributed locally by Columbian Autocar Corporation, ranked the highest of all car brands in the J.D. Power 2018 Philippines Sales Satisfaction Index Study.
Among the 10 brands ranked in this year’s study, Kia tops the list across all factors with an overall score of 842 out of a maximum of 1,000. Suzuki ranks second with a score of 831 and Toyota ranks third with a score of 826. Overall, the average sales satisfaction index score for the automotive industry is 820.
As is the case in recently-published 2018 J.D. Power Philippines Customer Service Index Study, Mazda isn’t included in the 2018 study “due to small sample size.”
As for the other findings gleaned from the study, it seems younger car buyers aged 29 years old and below “are seeking a more engaging and seamless convergence between their online and offline vehicle-shopping experience.”
According to the study, this particular age group is active both online and offline when researching their vehicle purchase. When searching for a vehicle, nearly 60 percent of shoppers 29 years and younger use the internet vs. 43 percent of those 30 years and older. Additionally, 80 percent of younger buyers compare prices from different dealerships online against 68 percent of older buyers. When interacting with the dealer, 63 percent of younger buyers contact a dealership directly to schedule an appointment while only 54 percent of older buyers would do the same. At the dealership, 28 percent of younger buyers engage with a staff member with deep product knowledge, such as product specialists, compared with 20 percent of older buyers. In addition, 81 percent of younger buyers take a test drive vs. 80 percent of older buyers.
“The use of such digital tools as virtual and augmented reality demonstrations, ‘live’ consultations and videos of car-driving experiences are likely to provide a more engaging purchase journey, while equipping sales consultants with deep product knowledge, encouraging interaction with product specialists and offering test drives are likely to enhance the in-store experience,” said Sigfred M. Doloroso, Country Manager, Philippines, J.D. Power. “When deciding on their next vehicle, younger buyers are not just looking online, so it is crucial for manufacturers to redefine both their digital and traditional strategy if they want to improve the customer experience.”
The 2018 Philippines Sales Satisfaction Index Study is a comprehensive analysis of the new-vehicle purchase and delivery experience. The study is based on responses from 2,072 new-vehicle owners who purchased their vehicle between August 2017 and May 2018 and was fielded between February and July 2018.
Now in its 18th year, the study has been entirely redesigned and now examines six factors–including dealer website–that contribute to overall customer satisfaction with the new-vehicle purchase experience. In order of importance, these are sales consultant; dealer facility; delivery process; paperwork completion; working out the deal; and dealer website. The study now also includes the Net Promoter Score (NPS), which measures customers’ likelihood to recommend both their vehicle make and model on a 0-10 scale.
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