Of the top 10 brands by sales volume, Honda drivers are the most satisfied with their dealership’s service (94.3%), with satisfaction levels almost 10% points above the industry average of 85.8%.
Subaru and Mazda round out the top three with 90% and 89.3% total satisfaction respectively, closely followed by Ford on 89.1%.
These results come from the Roy Morgan Single Source survey of over 50,000 interviews annually.
Norman Morris, Industry Communications Director, Roy Morgan Research, says:
“The ownership experience and related warranty coverage is becoming an increasingly important factor for auto companies trying to sell new cars. Many makes have introduced four- and five-year warranties in an attempt to woo potential buyers from competitor brands.
“However, while over two in three Hyundai owners who returned the car to the dealership for servicing were covered by a five-year warranty, the make had the lowest service satisfaction score, over 5% points below the industry average.
“Perhaps reflecting the reliability of modern vehicles, the bulk of vehicle service is routine maintenance, with other key areas being oil fluids, tyres and brakes.”
Source: Roy Morgan Single Source (Australia): All drivers had service at dealer where vehicle purchased (within last 3 months) Mar 2011 to Feb 2013 n = 2,451
Roy Morgan Research
Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
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