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Younger Indian customers more demanding during car service, J.D. Power finds

October 26, 2018, 09:02 AM IST by Santosh Nair
Younger Indian customers more demanding during car service, J.D. Power finds

> More than half (58 percent) of customers added that the service advisor used a tablet during the service initiation process. Satisfaction among these customers is higher than among those who did not experience the same. 

> Satisfaction is higher among customers who accept their service advisor’s recommendation for additional service work to be performed than among those who do not accept the recommendations.

> During the past five years, the proportion of customers waiting at the dealership during the entire service experience has grown to 31 percent in 2018 from 21 percent in 2014. This increase is a result of the faster service turnaround time, with 55 percent of customers who choose to wait at the dealership saying they received their vehicle back within three hours.

As per J.D. Power 2018 India Customer Service Index (Mass Market), customers who are 30 years and younger expect a higher quality service experience when their vehicle is being serviced. The study is based on responses from 9,045 new vehicle owners who purchased their vehicle between March 2015 and August 2017. 

But, why is this is so important? Experts say that this is significant since the automotive industry in India is continuing to experience an influx of younger customers. In fact, 28 percent of customers who visit dealerships for service are now aged 30 years or younger.

The key service process encompasses several aspects, such as a thorough multi-point inspection around the vehicle, listening and repeating all customer requests, review and explanation of the work pre- and post-service, and regular vehicle status updates. Satisfaction with the entire service process is lower among these younger customers than among those who are older than 30 years.

“India’s population is expected to be among the youngest in the world by 2020,” said Kaustav Roy, Regional Director at J.D. Power. “This shift in demographics will likely further attract more customers in this age group to dealerships, so it is imperative to understand the needs of this set of customers in terms of convenience, speed and transparency. Dealers will then be in a better position to meet the expectations of this demographic by providing a superior service experience and, in turn, enhancing customer loyalty.”


Tags:J.D. Power
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