Maruti Suzuki tops in J D Power survey for 10th year in row

India's largest car maker Maruti Suzuki India has topped the list for the tenth consecutive year for customer satisfaction in the country, a survey by global market research firm J D Power said.

In a survey, 'J D Power Asia Pacific 2009 India Customer Service Index (CSI) Study', Maruti Suzuki India (MSI) scored 824, on a scale of 1,000 points, followed by Honda Siel Cars India (HSCI) at 791 and Mahindra & Mahindra (M&M) at 757. 

"For the tenth consecutive year, MSI ranks highest in customer satisfaction with authorised dealer service in India. MSI performs particularly well in the service advisor and service facility factors," J D Power said. Only MSI and HSCI bettered the industry's average score of 785. 

The other major car makers in the top ten are Toyota (754), Mahindra-Renault (750), Tata Motors (750), Chevrolet (748), Hyundai (743), Ford (733), Fiat (727) and Skoda (722), J D Power added. 

"The leading brands differentiate themselves in the service quality and vehicle pickup factors," J D Power Asia Pacific Senior Director Mohit Arora said. 

The study measured overall satisfaction by examining five factors -- service quality, vehicle pickup, service advisor, service facility and service initiation.

J D Power also said the number of customers who changed from organised dealership service facilities to non-authorised service centre for vehicle service requirements decreased to seven per cent in 2009, from 11 per cent in 2008.

The survey attributed this to expansion of reach by the organised brands and the quality of their service networks as well as efforts by manufacturers to retain customers.

"Automotive brands and their dealerships lose revenue- earning opportunities when new vehicle owners defect to non- authorised service centres. Defection may be minimised by enhancing customer contact and engaging in relationship building activities ate dealership," Arora said.

J D Power found that 57 per cent of the customers reported that 24/7 roadside assistance is not available from their dealership or else they are not aware of such a thing. However, 64 per cent of the customers indicated their willingness to subscribe to such a service.

Both dealerships and their brands benefit by focusing on customer satisfaction.

"More than nine in 10 highly satisfied customers (with service satisfaction scores averaging above 870) say they definitely will return to the same dealership for post- warranty service," the study said.