FEATURE: M-Benz ranks highest in SSI study in China

Shanghai. August 31 (Gasgoo.com) - Mercedes-Benz ranks highest in customer satisfaction, according to the J.D. Power Asia Pacific 2007 China Sales Satisfaction Index (SSI) Study SM released today.

The SSI Study measures customer satisfaction with the new-vehicle purchase experience in the Chinese market. Index scores are based on customer experiences in six areas: delivery process; services provided by salesperson; dealer facility; deal; delivery timing; and paperwork (in order of importance). SSI performance is reported as an index based on a 1,000-point scale. A higher SSI score indicates more satisfying buying experience.
 
In brand rankings, Mercedes-Benz ranks highest for the first time, receiving a customer satisfaction score of 829 points on a 1,000-point scale. Mercedes-Benz receives particularly high ratings in five of the six key measurements, including delivery process; salesperson; dealer facility; deal and paperwork. Mercedes-Benz is followed by Dongfeng Honda, 823 points. Dongfeng Honda performs particularly well in dealer facilities, while Changan Suzuki ranks the third with improvements in all six measures.

Compared with the previous years, 76 percent of customers will choose to buy vehicles from one-brand authorized dealers, while this figure was 41 percent in 2000.

"Customers nowadays are more brand-conscious than before, so it's imperative for any brand automakers to develop a strong distribution network and establish a favorable brand image among customers," said Michael Dunne, Managing Director of China operations for J.D. Power Asia Pacific. "A satisfactory sales experience is shown to increase customer loyalty and create positive perceptions of both the brand and the dealer, while also directly increasing close ratios for retailers."

The study finds that 58 percent of automotive owners in China are using the Internet to shop for their new vehicle. This figure has more than quadrupled in the past five years. Customers using the Internet when shopping for a new vehicle usually get an average of 450 yuan ($59.6) discount than those who did not use the Internet.

Customers indicating a better-than-expected sales and delivery experience are more than three times more likely to recommend the dealer and brand compared to customers with a worse-than-expected purchase experience.

The SSI Study, now in its seventh year, is based on evaluations of more than 8,335 new vehicle owners in China after an average of two to six months of ownership. The study covers 40 brand models in 24 cities. The fieldwork for the study was conducted from February to May.