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 the largest independent Australian research company, with offices in each state of Australia, as well as in New Zealand, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has over 70 years’ experience in collecting objective, independent information on consumers.
In Australia, Roy Morgan Research is considered to be the authoritative source of information on financial behaviour, readership, voting intentions and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.
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