A few days ago, the China Consumers Association released a report on brand 4S store satisfaction evaluation.
sampled 1,343 4S stores in 15 popular cities, and added comprehensive scores on NPS (Word of Mouth), store environment, pre-sales/after-sales service, complaint handling, etc., to a certain extent express the current hot sales The service status of most of the main brands. In the service scores of multiple brands, the overall scores of independent brands are excellent, while joint-venture brands have the meaning of “no retreat” in comparison.
4S shop service consumer satisfaction ranking
ranking found that FAW's brand satisfaction performance is the best. Among them, FAW Toyota ranked first with a score of 86.5, with the highest user satisfaction. FAW-Volkswagen ranked second with a score of 85.5. Although FAW-Volkswagen Audi is in the middle of the rankings, it is generally higher than the industry average score of 82.7, which shows how FAW has built user satisfaction.
At the same time, the independent brands Changan, Chery, and Geely received high overall scores and performed well. Among them, Changan Automobile's satisfaction score is 84.2 points, ranking first among independent brands, and surpassing most joint venture brands in the overall ranking.
In recent years, with the improvement of products, independent brands have also made great progress in user satisfaction, which is indispensable for the continuous improvement of independent brands. Moreover, user satisfaction and sales are also complementary.
At present, the leading companies of independent brands such as Geely and Changan have occupied the largest domestic market of “100,000” compared with joint venture brands, and the subsequent sales growth and user satisfaction are for further gaining a foothold. The "200,000" market lays the foundation.
In addition, the survey found that consumers still have a certain word-of-mouth perception of the quality of cars. According to the sampling results, the top five are: FAW Toyota, FAW-Volkswagen, Guangqi Honda, Dongfeng Nissan and BMW Brilliance . Japanese brands accounted for more than half.
shows that Japanese brands still have a good reputation for quality in the minds of consumers. However, the gap is that Guangqi Honda, which is regarded as the top 5 in quality by consumers, fails to satisfy users as much as quality in terms of service. Its comprehensive score of 82.5 points is only at the middle or lower level in the ranking of joint venture brands, and is even lower than the average score of the survey. Compared to the enthusiasm of users, the performance seems a bit unsatisfactory.
Finally: the advancement of 's own brand has made the joint venture brand "exclusive", especially for Japanese brands under the aura of word of mouth, once the user's enthusiasm fades, it may be irreversible to make up for it with a "smile" at that time.
After all, the 80/90 new generation of young people has grown into the main force of automobile consumption, and their requirements for quality and service are getting higher and higher. This is evident from the large number of user complaints every year. In fact, this is a good thing for accelerating the maturity of automobile consumption.
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