Hino Ranks Highest in Customer Satisfaction with Light-Duty Commercial Trucks
TOKYO: 6 March 2015 — As sales of light-duty trucks have increased, so has the wait time for the delivery of a vehicle and the percentage of customers who wait for after-sales service, negatively impacting customer satisfaction with dealerships, according to the J.D. Power Asia Pacific 2014 Japan Light-Duty Truck Ownership Satisfaction StudySM released today.
The study, now in its ninth year, measures overall satisfaction with light-duty truck manufacturers and their authorized dealers among commercial fleet owners, including managers of truck freight companies. Satisfaction is determined by examining four key factors (in order of importance): service (52%), sales (23%), vehicle (13%) and cost (12%). Overall satisfaction scores are calculated based on customer evaluations of 62 attributes. Satisfaction is calculated on a 1,000-point scale. Overall satisfaction averages 629 points in 2014, a slight 1-point increase from 2013.
The incidence of customers indicating that it took three months or longer for their truck to be delivered has increased by 10 percentage points from 2013 (17% vs. 7%, respectively). When delivery takes three months or longer, overall customer satisfaction (622) and sales satisfaction (620) fall below industry average by 7 points and 9 points, respectively.
The percentage of customers who indicate they had to wait before receiving after-sales service has increased to 28 percent, a 3 percentage point increase from 2013. Among customers having to wait for after-sales service, overall satisfaction (605) and service satisfaction (614) decline by 38 points and 42 points, respectively, compared with when customers do not have to wait.
“There is a negative impact on satisfaction when customers have to wait for several months or longer for the delivery of their light-duty truck, and then wait for after-sales service,” said Taku Kimoto, executive director of the automotive division at J.D. Power Asia Pacific, Tokyo. “Dealerships face a significant challenge to meet the growing demand for light-duty trucks and they need to focus on improving the truck delivery time and reducing wait time at the dealership for after-sales service. Meeting customer expectations may help improve satisfaction with sales and service at the dealership and increase overall loyalty toward the dealership.”
- Among highly satisfied customers (overall satisfaction scores of 800 or higher), 54 percent say they “definitely would” repurchase from the same manufacturer and 62 percent say they “definitely would” use the same dealership for after-sales service compared with 23 percent and 24 percent, respectively, of those with lower satisfaction (700 to 799) who say the same. This finding suggests a correlation between overall customer satisfaction and loyalty.”
- Among the four factors examined in the study, satisfaction has improved year over year in vehicle (639) by 4 points and in cost (572) by 1 point, while satisfaction in service (640) and sales (629) has decreased by 2 points and 1 point, respectively.
- The percentage of customers who received a recall notification during the past year has increased by 7 percentage points to 35 percent year over year. The gap in overall satisfaction between customers who have received a recall notification (628) and those who have not (632) is only 4 points.
Overall Satisfaction Rankings
Among the five brands included in the study, Hino ranks highest with an overall score of 640. Hino performs particularly well in the service, sales, and vehicle factors. Following Hino in the rankings is Toyota with score of 635.
The 2014 Japan Light-Duty Truck Ownership Satisfaction Study is based on 3,135 responses from 2,056 light-duty truck owners. Each fleet owner evaluated up to two manufacturers. The study was fielded in October and November 2014.
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