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On January 6, 2022, the China Automobile After-sales Service Quality Monitoring Big Data Platform (CADA Cloud Data) released the "China Automobile Consumer Reputation Index Report for December 2021" (hereinafter referred to as the "Report"). This month's "Report" analyzes the automobile sales service reputation index and after-sales service reputation index, and releases the preferred automobile brands by consumers in terms of automobile after-sales service quality in December 2021. Automobile Sales Service Reputation Index This month's automobile sales service reputation index is 96.43 points, a slight decrease of only 0.06 points from the previous month. Consumer evaluation samples come from 71 automobile dealers in 33 cities, with a total of 1,503 samples, covering 26 automobile brands. The report first analyzes consumers' evaluation scores of overall satisfaction and satisfaction with each service link. Overall satisfaction refers to consumers' sensory evaluation of the complete sales service experience process, while the word-of-mouth index is the result of analyzing each service detail item by item. The overall satisfaction score this month was 99.30 points, down 0.12 points from the previous month. Among all aspects of sales services, consumers gave the lowest evaluation score for environmental facilities, which was 98.77 points, followed by the vehicle delivery process, which scored 99.20 points. The report explored the reasons why consumers were most dissatisfied with each service link. In the sales consultant link, 62.5% of consumers thought that the purchase advice was unreasonable (not understanding car purchase needs, excessive sales promotion, etc.); in the environment and facilities, 66.67% thought that the dealer’s appearance and store facilities (irrational layout, untidy, etc.) were the main issues; in the car purchase process, 50% of consumers thought that the car was not delivered on the agreed time; in the transaction process, 66.67% of consumers thought that the original agreed price was changed; and in the delivery process, 80% of consumers thought that the car was in poor condition (such as scratches, dirty car, etc.). In addition, the indicator "Did the sales consultant do the following work when delivering the car?" is still the weakest point in the sales service link, with a score of 94.43 points. In the specific details of vehicle delivery, the proportion of "explaining the precautions and maintenance scope of the vehicle maintenance to consumers" decreased by 1.31% month-on-month. Automobile After-Sales Service Reputation Index This month's automobile after-sales service reputation index analyzed a total of 16,877 consumer evaluation samples from 161 automobile dealers in 54 cities, covering 34 automobile brands. The automotive after-sales service reputation index this month was 94.84 points, up 0.14 points from the previous month. The scores of each dimension were compared with November, with only the service consultant dimension showing a slight decrease of 0.16 points. Judging from the annual automobile after-sales service reputation index, this month has the highest score of the year. The report continued to conduct an in-depth analysis of the service consultant dimension and found that among the detailed service indicators, except for "Did the service consultant fully record and explain the contents of the vehicle pre-inspection documents and the repair and maintenance work confirmation letter, please confirm and sign?" the indicator score increased by 0.19 points month-on-month, all of them decreased month-on-month. We continue to analyze the most needed improvements in terms of service consultants and maintenance quality from the perspective of consumers. Among them, 49.14% of consumers believe that "operation standardization" is the most needed improvement in the process of contact with service consultants; in terms of maintenance quality, 48.05% of consumers believe that "car washing quality" is the most needed improvement. At the same time, the report explored some of the consumers' service intentions. In terms of the visualization of vehicle repair and maintenance, 57.81% of consumers prefer to "view through the glass window"; and in terms of preferential services and activities launched by stores, 46.28% of consumers hope that stores will provide "free gifts" and other content. After-sales service reputation index performance of each automobile brand group And this month's preferred brand among automobile consumers Luxury brand group: This month, the luxury brand group's after-sales service reputation index is 93.28 points, an increase of 0.36 points from the previous month; among the five dimensions of after-sales service, the service consultant and repair quality dimensions had the largest month-on-month fluctuations, among which the service consultant dimension decreased by 0.5 points from the previous month, and the repair quality dimension increased by 1.19 points from the previous month. In December 2021, the consumer evaluation samples covered 8 luxury brands, of which 6 brands met the screening criteria of "Consumer Word-of-mouth Preferred Brands". The car brands that won the "China Auto After-sales Service Quality Consumer Word-of-mouth Preferred Car Brands - Luxury Brand Group" this month are: Lexus, Cadillac, Bentley and BMW. BMW brand is the new consumer word-of-mouth preferred brand this month. Joint venture brand group: This month, the after-sales service reputation index of the joint venture brand group is 95.44 points, a decrease of 0.11 points from the previous month; among the five dimensions of after-sales service, the repair price dimension has a larger decrease from the previous month, reaching 2.22 points. In December 2021, the number of joint venture brands covered by the consumer evaluation samples was 18, and a total of 9 brands met the screening criteria for "Consumer Word-of-mouth Preferred Brands". The auto brands that won the "China Auto After-sales Service Quality Consumer Word-of-mouth Preferred Auto Brands - Joint Venture Brand Group" this month were Beijing Hyundai, Dongfeng Nissan, FAW Toyota, Dongfeng Honda and Buick. Chevrolet and SAIC Volkswagen failed to continue the monthly consumer word-of-mouth preferred brands. Domestic brand group: This month, the after-sales service reputation index of the domestic brand group is 96.44 points, an increase of 0.13 points from the previous month; among the five dimensions of after-sales service, only the service consultant dimension has a slight decrease from the previous month, a decrease of 0.59 points. In December 2021, the number of domestic brands covered was 8, and there were 2 brands that met the screening criteria of "Consumer Word-of-mouth Preferred Brand". The car brand that won the "China Automobile After-sales Service Quality Consumer Word-of-mouth Preferred Car Brand - Domestic Brand Group" this month was Haval. Baojun failed to continue the monthly consumer word-of-mouth preferred brand. |
