Mechanical reliability is a big factor in automobile satisfaction, but there’s another important piece to the equation. A new study by J.D. Power and Associates attempts to measure the quality of the customer experience — particularly the buying process. Looking at everything from showroom aesthetics to the paperwork, customers ranked Jaguar number one.
Overall customer satisfaction is measured based on five factors: dealership facility; salesperson; paperwork/finance process; delivery process; and vehicle price.
Following Jaguar in the rankings are Hummer, Lexus , Cadillac and Mercedes-Benz , respectively, to round out the top five nameplates. The bottom five? Mitsubishi , Nissan , Jeep , Dodge , and Mazda . Interestingly, Toyota and Honda ranked below the industry average, while Chevrolet and Ford ranked above the median threshold.
“A poor customer experience over the phone, e-mail or at the dealership not only leads to a loss in potential sales, but also has a detrimental impact on repeat business,” said Tom Gauer, senior director of automotive retail research at J.D. Power and Associates. “Customers who are disappointed with their sales experience are nearly three times less likely to return to their dealer for vehicle service. These customers also tell an average of six people to avoid shopping at that particular dealership. Ensuring a pleasant shopping experience is absolutely critical in surviving today’s challenging auto market.”
Among customers who leave a new-vehicle dealership without making a purchase, 40 percent cite poor treatment as the primary reason. Conversely, “hassle-free” negotiation is a leading reason why buyers choose to purchase from one dealer compared with another dealer.
