Above charts supplied by JD Power & Associates. Included in the study but not ranked due to small sample size are BMW, Chevrolet, Ford, Inokom, Mercedes-Benz, Mitsubishi and Suzuki

Toyota ranked highest in customer satisfaction at authorized service centres in Malaysia for the first time since the inception of the study, according to the recently-released J.D. Power Asia Pacific 2008 Malaysia Customer Satisfaction Index (CSI) Study.

Now in its sixth year, the study measures the satisfaction of vehicle owners who visit authorized service centres for maintenance or repair work between 12 and 18 months of ownership. Overall satisfaction is based on seven factors. In order of importance they are: service quality; problems experienced; user-friendly service; in-service experience; service advisor; service initiation; and service delivery.

Achieving a CSI score of 767 on a 1,000-point scale, Toyota ranked highest with considerable improvements in service quality since the 2007 study and received particularly high ratings in the areas of in-service experience; problems experienced; service quality; service advisor user-friendly service; and service delivery.

Honda and Nissan followed Toyota in the ranking with scores of 755 and 746, respectively. Overall satisfaction across the industry has reached a record-high level in 2008, averaging 739—up 11 points from 2007. While satisfaction for both national and non-national segments had increased since 2007, improvements made within the national segment—which includes Inokom, Naza, Perodua and Proton brands—still lagged behind improvements made by brands in the non-national segment.

The study found that customer expectations for service standards have increased compared with previous years. Among the 24 service standards measured, at least 18 must be delivered to the customer to achieve satisfaction scores that are higher than industry average—up from 16 measures in 2007. Brands in the non-national segment, in particular, made slightly more improvements in terms of implementing service standards compared with brands in the national segment.

The study also found that 97% of vehicles taken to the dealer for service were serviced within the same day. Among customers whose service was completed within one day, nearly 60% had service completed within two hours. The average satisfaction score among customers whose vehicle was serviced within two hours was 9 points higher than the industry average. However, overall satisfaction dropped 13 points below the industry average when customers had to wait longer than two hours.

“Customer expectations in the Malaysian market are definitely rising, and manufacturers and dealers must try to understand and meet these changing needs, while at the same time seeking new and innovative ways to please their customers,” said Taku Kimoto, GM of J.D. Power Asia Pacific, Singapore. “As competition intensifies, implementing more service standards and providing efficient vehicle servicing can help manufacturers and dealers differentiate themselves in the marketplace.”

Customers who have a very pleasant experience at a service centre will most likely come back again even after the warranty period is over

Among customers who say they were “delighted” with the service experience, 80% intend to revisit their authorized dealer for maintenance and repair work even after the warranty period ends. In comparison, less than 50% of customers who report they were “disappointed” with service at the dealership say they would revisit their authorized dealer post-warranty.

“The optimal time for vehicle manufacturers and dealers to make an impression on their customers is during the warranty period, which is when customers are most likely to visit authorized dealerships,” said Mr. Kimoto. “Every encounter with the dealership counts, and in the long run, offering a highly satisfying experience has a definite impact on the manufacturer’s and dealer’s bottom line.”

The 2008 Malaysia Customer Satisfaction Index Study was based on evaluations gathered between February and May 2008 from more than 2,700 new-vehicle owners who purchased their vehicles between August 2006 and May 2007.

The CSI Study is one of three consumer-based studies that J.D. Power Asia Pacific conducts annually in Malaysia. The 2008 Malaysia Sales Satisfaction Index (SSI) Study, which measures customer satisfaction with new-vehicle sales process, is scheduled to be released in August 2008 and the 2008 Malaysia Initial Quality Study, which measures problems experienced by new-vehicle owners, is scheduled to be released in September 2008.

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Click here to read last year's CSI survey