Maruti Udyog ranks highest in J D Power''s satisfaction index

Our Corporate Bureau
17 August 2004

Mumbai: The new-vehicle market leader, Maruti Udyog, ranks highest in automotive sales satisfaction, according to the J D Power Asia Pacific 2004 India 'sales satisfaction index' (SSI) Study released today. The study, now in its fifth year, examines the satisfaction of new-vehicle buyers with the sales and delivery experience at two to six months of ownership. More than 3,600 owners representing 31 vehicle models participated in the 2004 study, which was held from March to May 2004.

A new model of customer satisfaction measurement was deployed for the 2004 study. Overall sales satisfaction was assessed on attributes grouped into six pre-defined factors: delivery process, delivery timing, sales person, dealer facility, paperwork, and the deal. "Although the basic objective of the study remains unchanged, the new sales satisfaction model provides greater granularity and a more comprehensive understanding of the entire vehicle purchase process," said Mohit Arora, India country manager at J D Power Asia Pacific. "Further, it provides an opportunity to auto manufacturers to compare and benchmark performance internationally, as the study is now similar to those being used in other markets in Southeast Asia and the United States."

Maruti Udyog has improved in the ranking by two positions compared to 2003 and posts industry-leading ratings on all six factors that contribute to the overall sales satisfaction index. "Maruti is the only brand in the Indian automotive industry to have consistently improved its ranking in the SSI over the past five years," said Arora. "Maruti dealers are the most consistent in meeting customer expectations, even with Maruti's challenge of being one of the highest-volume sellers in the industry. As a result, nearly one-third of all Maruti customers are highly satisfied with their sales experience."

Skoda and Fiat followed Maruti in the overall rankings, respectively. Both rank above the industry average for the first time in the history of the study. Skoda improved its ranking by seven positions, while Fiat by five rank positions. "While Skoda presents a dramatic turnaround in performance, Fiat continues to build on its impressive performance witnessed in 2003," said Arora. "Skoda dealers today provide the greatest number of dealer sales standards — a key method for achieving higher customer satisfaction." The study reveals that customers report higher satisfaction if the salesperson who first sold them their new vehicle also delivers it. Customers not only experience lower satisfaction but also report a higher number of problems with their selling dealer if any other dealership employee delivers their new vehicle. "Turning a customer over from the salesperson to another dealership employee for delivery in an attempt to maximise the salesperson's time is definitely counterproductive," said Arora. "One of the surest ways for a dealer to improve customer satisfaction is to allow the original salesperson to complete the entire transaction."