Highly satisfifi ed with Nissan, Isuzu and Honda

AN increasing number of vehicle buyers are relying on online sources, such as manufacturers’/third-party websites and dealers’ social media pages, for information on vehicle specifications and dealership offers.

This was the finding by the J.D. Power 2018 Malaysia Sales Satisfaction Index (Mass Market) Study released this month.

The study finds that 59% of buyers primarily research online for information such as the price of the vehicle and its features and specifications.

These buyers are also more likely to contact the dealership prior to visiting it to cross-check the online information than those who did not research online (78% vs 59%, respectively).

Out of the car brands those buyers approached, Nissan ranks highest in sales satisfaction with a score of 812. Isuzu ranks second with 797, and Honda third with 795.

The following are additional key findings of the study: Engaging buyers with digital devices improves satisfaction:

Satisfaction is higher among buyers who experienced sales consultants using digital devices (71%) – such as tablets, smartphones and touchscreen monitors/ kiosks – than among those who did not experience the same (796 vs 753, respectively, on a 1,000-point scale).

Thorough explanation of vehicle features enhances the customer experience:

Buyers expect a thorough explanation of features such as Bluetooth, navigation and communication systems when the vehicle is delivered and are more satisfied when dealership staff do so, compared with those who do not receive such explanations (812 vs 764, respectively).

Additionally, 48% of buyers indicate they received follow-up explanations of features, with satisfaction higher among these buyers than among those who did not receive the same (809 vs 761, respectively).

Overall satisfaction is higher when the sales consultant has the autonomy to agree to the terms of the deal, compared to when the consultant requires permission from their supervisor (793 vs 774, respectively).

Closing the deal:

Additionally, more than twice the number of buyers who used the internet also compared prices from different dealerships, compared with those who did not research online (57% vs 26%, respectively).

“Car buyers in Malaysia, especially younger buyers, are increasingly concerned about the cost of owning a vehicle and are turning to online channels to aid in their research on the best available deals,” said Muhammad Asyraf Mustafar, J.D. Power country head of Malaysia.

“Brands that can offer a competitive pricing model through flexible financing options, better fuel economy, customised maintenance packages and higher residual values are likely to attract more customers.

“Similarly, it is important that brands can match their product offerings with their customers’ purchase reasons.”

At the mass market level, financial considerations are cited as the most influential reasons for purchasing a vehicle (46%), with these considerations affecting the purchase decision of buyers who are 29 years and younger more than those who are 45 years and older (57% vs 35%, respectively).

Furthermore, younger buyers are less style-driven than older buyers (14% vs 25%, respectively) when purchasing their vehicle.

The 2018 Malaysia Sales Satisfaction Index (Mass Market) Study is a comprehensive analysis of the newvehicle purchase and delivery experience.

The latest study was based on responses from 2,477 new-vehicle owners who purchased their vehicle between September 2017 and May 2018 and was fielded between March and August 2018.

Now in its 16th year, the study has been entirely redesigned and now examines six factors that contribute to overall customer satisfaction with their new-vehicle purchase experience in the mass market segment.

In order of importance, those factors are dealer sales consultant (26%); dealership facility (25%); delivery process (19%); working out the deal (14%); paperwork completion (14%); and dealership website (2%).