|AUTO SEARCH PHILIPPINES
|J.D. Power Asia Pacific Reports:
Honda and Mitsubishi Rank Highest in a Tie in Philippines Customer Service Satisfaction Study
SINGAPORE: 29 June 2009 —Honda and Mitsubishi rank highest in a tie in customer satisfaction with authorized
dealer after-sales service, according to the J.D. Power Asia Pacific 2009 Philippines Customer Service Index (CSI)
StudySM released today.
The study, now in its ninth year and redesigned for 2009, measures customer satisfaction with authorized dealer after-
sales service in the Philippines by examining five key factors: service quality; vehicle pickup; service initiation; service
advisor; and service facility. Customer service performance is reported as an index score based on a 1,000-point scale.
Among the 11 manufacturers included in the study, Honda and Mitsubishi rank highest in a tie, each receiving a score of
814. Honda performs particularly well in the vehicle pickup, service initiation, service advisor and service facility factors.
Mitsubishi performs particularly well in service quality, which has the greatest impact on overall customer service
satisfaction. Nissan ranks third with a score of 810, followed by Kia, Mazda and Toyota, respectively. The six vehicle
makes round out the manufacturers performing above the industry average.
The study finds that consistent implementation of standard operating procedures have a direct impact on overall
satisfaction. The study identifies 22 dealer practices that enhance the service experience for customers. These
procedures can range from the comfort level of the service facility, convenience of operating hours and after-sales
service, to the sales advisor’s overall competency in dealing with customers.
The study also reveals that customer satisfaction levels are high when dealers perform at least 19 of the 22 service
standard procedures. Satisfaction scores fall below average for manufacturers whose dealerships failed to meet 19
In addition, satisfaction is lowest among customers whose dealer performed 14 or fewer standards. These customers have
an average index score of 677, which is 125 points below the industry average. Conversely, among customers receiving at
least 21 standards, the average score is 832—30 points above the industry average. In 2009, only 30 percent of
customers report that their dealer performed at least 21 standards during their past service visit.
“The low percentage of customers receiving at least 21 standards is clear evidence that dealers have much room for
improvement,” said Taku Kimoto, general manager for the Philippines at J.D. Power Asia Pacific, Singapore. “Maintaining a
high rate of implementation for these standards is the key to delighting customers.”
Additionally, the standard operating procedures that have the most considerable differences in performance by
manufacturer are related to communication. These include contacting customers after service is performed; informing
customers when the vehicle is ready for pickup; and notifying customers about routine maintenance needs. Among the
lowest-ranking manufacturers, these three procedures all have low implementation rates.
“The customer service experience is not limited to customer visits for routine maintenance,” said Kimoto. “Proactively
staying in touch with customers is a great opportunity for dealers to make a lasting impression and to sustain customer
The study also finds that customers who are highly satisfied (satisfaction scores average 872 or higher) have the highest
levels of advocacy and loyalty to both the vehicle brand and dealer. Nearly 70 percent of customers who report that they
are highly satisfied with their dealer’s service performance say they “definitely will” revisit the dealer for post-warranty
service, compared with the industry average of 51 percent. Additionally, 60 percent of highly satisfied customers say they
“definitely will” purchase their next vehicle from the service dealer, compared with the industry average of only 44 percent.
The 2009 Philippines Customer Service Index (CSI) Study measures the overall satisfaction of vehicle owners who visited
an authorized dealer/service center for maintenance and repair work during the first 12 to 24 months of ownership. The
study is based on responses from 1,604 new-vehicle owners who purchased their vehicles between January 2007 and
March 2008 and took their vehicle for service to an authorized dealer or service center between July 2008 and March
2009. The study was fielded between January 2009 and March 2009.
About J.D. Power Asia Pacific
J.D. Power Asia Pacific has offices in Tokyo, Singapore, Beijing, Shanghai and Bangkok that conduct customer satisfaction research and
provide performance analytics services in the automotive, information technology and finance industries. Together, the five offices bring the
language of customer satisfaction to consumers and businesses in China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan and
Thailand. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at www.jdpower.com. Media e-
mail contact: firstname.lastname@example.org or Joey Brillantes at Fleishman-Hillard at 892-7838.
About J.D. Power and Associates
Headquartered in Westlake Village, Calif., J.D. Power and Associates is a global marketing information services company operating in key
business sectors including market research, forecasting, performance improvement, Web intelligence and customer satisfaction. The
company’s quality and satisfaction measurements are based on responses from millions of consumers annually. J.D. Power and
Associates is a business unit of The McGraw-Hill Companies.
About The McGraw-Hill Companies
Founded in 1888, The McGraw-Hill Companies (NYSE: MHP) is a leading global information services provider meeting worldwide needs in
the financial services, education and business information markets through leading brands such as Standard & Poor's, McGraw-Hill
Education, BusinessWeek and J.D. Power and Associates. The Corporation has more than 280 offices in 40 countries. Sales in 2008 were
$6.4 billion. Additional information is available at www.mcgraw-hill.com.
Media Relations Contacts:
Joey Brillantes: Fleishman-Hillard Manila – Tel.: 892-7838; Mobile 0917-2472491; email@example.com
Taku Kimoto; General Manager; J.D. Power Asia Pacific; 08-Shenton Way, #44-02/03/04; Singapore, 068811; Phone +65-67338980;
John Tews; Director, Media Relations; J.D. Power and Associates; 5435 Corporate Drive, Suite 300; Troy, MI, 48098 U.S.A.; 001 248-312-
No advertising or other promotional use can be made of the information in this release without the express
prior written consent of J.D. Power and Associates. http://www.jdpower.com/corporate
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|J.D. Power Asia Pacific June 2009 Report -
Customer Satisfaction Study in the Phils