September 29, 2022, Shanghai — The world's leading consumer insight and market research institution J.D. Power | Jundi officially released the 2022 China After-sales Service Satisfaction Research SM (CSI). Research shows that in 2022, the after-sales service satisfaction score of mainstream car brands was 755 points and the luxury car brands were 768 points. The gap between the two further narrowed to 13 points.
J.D. Power China After-sales Service Satisfaction Research (CSI) has entered its 22nd year. The study evaluates the satisfaction of owners with a car ownership period of 13 to 48 months with their service experience at brand authorized dealers over the past 12 months. The car after-sales service satisfaction score is on a 1,000-point scale.
Research shows that the overall after-sales service satisfaction of China's automobile industry in 2022 was 757 points, a decrease of 2 points from 2021. Among them, the gap in after-sales service satisfaction between mainstream cars and luxury cars continues to narrow, with the gap between the two in 2020 and 2021 being 18 points and 14 points respectively, and this year the gap between the two further narrowed to 13 points. Among the various research factors, the service team has become the highest-weight factor this year, reflecting that consumers are more concerned about the soft power of personnel services in the after-sales link.
J.D. Xie Juan, general manager of the Automotive Digital Retail Consulting Division in Power China, said: "With the rise of intelligence and digital waves, the connection between car companies and consumers has extended from the past car purchase and after-sales service to the full life cycle. In the future, customer experience will be further upgraded from single-point service experience to scene-based continuous experience. The increasing experience touchpoints and extended experience paths have put higher requirements on the experience design capabilities and service execution capabilities of enterprises. The "one-one-one" model of enterprises or dealers will also be in the future. It will face greater challenges. Car companies need to go from behind the scenes to the front stage to face users, establish a systematic ‘ customer experience management ’, and form a service synergy with dealers, which will become the key to breaking the situation in the future competition. "
The following are other findings from this study:
Official brand owners' satisfaction with service value has increased the most compared with last year: in 2022, the after-sales service satisfaction score of independent brands is 753 points. Among all the satisfaction factors, independent brands have made the most progress in service value compared to last year. Thanks to dealers' more accurate cost estimates, more thorough cost explanations and more accurate and successful service promotion, the recognition of the reasonableness of charging by independent brand car owners has increased. In addition, in terms of practicality, dealers have also shown higher professionalism than in previous years in service links such as explaining faults, repairing vehicle problems at one time and giving suggestions.
reservation experience did not bring satisfaction improvements to mainstream car owners: in the two situations of reservation and no appointment, the satisfaction of mainstream car owners was 753 points and 758 points respectively, and the appointment behavior did not increase the satisfaction score. Among mainstream brands, the highest rate of hike in telephone appointments is the most common reason for giving up appointments compared with last year. For mainstream car owners who have made an appointment, waiting to enter the store is the most complaint among almost all appointment methods, and the benefits of making an appointment to car owners are not obvious.
Home pick-up and delivery services are emerging, and German brand car owners have the highest usage rate: In recent years, major brands have launched "door pick-up and delivery services", and some car owners have begun to try and experience this right. Among the luxury brands, 67% of car owners know about the "door-to-door pick-up and delivery service", but 35% of car owners have actually used it, and this service still has a lot of room for promotion. Among all brand camps, German brand owners have the highest usage rate.
Young car owners have the most satisfaction with reception and diagnosis: in 2022, young car owners (under 29 years old) have higher overall satisfaction with after-sales service, and the scores of all factors are higher than the industry average. Among them, the satisfaction of reception and diagnosis (777 points) increased the most, 20.4 points higher than the industry average; the service quality (781 points) was the factor with the highest satisfaction score. During the reception process, young car owners pay more attention to the efficiency of the pick-up process; in terms of quality, they pay more attention to the one-time repair rate and the maintenance of personal vehicle settings.
2022 China After-sales Service Satisfaction Ranking
Audi ranked first in the after-sales service satisfaction ranking of luxury car brands with 786 points, and Land Rover ranked second with 772 points.
GAC Honda ranked first in mainstream car brands with 783.
GAC Trumpchi (773 points) ranks first in China's independent brands and second in mainstream car brands. Geely (770 points) ranks second in China's independent brands and third in mainstream car brands. Chery (762 points) ranks third in China's independent brands.
J.D Power China After-sales Service Satisfaction Research (CSI) passes a comprehensive user service experience analysis and evaluation of customer satisfaction by examining six major factors, including service team (21%), service facilities (18%), reception and diagnosis (17%), service value (16%), service quality (16%) and service appointments (weight 13%). [The weight is presented in rounded form, and the actual calculation is based on the decimal places. ]
22 study is based on feedback from 37,176 owners of 47 brands who purchased new cars between December 2017 and May 2021. Data collection will be carried out in 70 major Chinese cities between January 2022 and June 2022.
GAC Honda ranked first in mainstream car brands with 783.
GAC Trumpchi (773 points) ranks first in China's independent brands and second in mainstream car brands. Geely (770 points) ranks second in China's independent brands and third in mainstream car brands. Chery (762 points) ranks third in China's independent brands.
J.D Power China After-sales Service Satisfaction Research (CSI) passes a comprehensive user service experience analysis and evaluation of customer satisfaction by examining six major factors, including service team (21%), service facilities (18%), reception and diagnosis (17%), service value (16%), service quality (16%) and service appointments (weight 13%). [The weight is presented in rounded form, and the actual calculation is based on the decimal places. ]
22 study is based on feedback from 37,176 owners of 47 brands who purchased new cars between December 2017 and May 2021. Data collection will be carried out in 70 major Chinese cities between January 2022 and June 2022.
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