Mazda one of the best brands for after-sale satisfaction ratio
Japanese automaker received 799 score out of 1,000 points and was rated better than most of the brands.
Mazda is one of the top automobile brands whose customers enjoy the highest satisfaction rate for dealer services among the mass market brands across the UAE, according to JD Power survey released on Monday.
Data disclosed that the Japanese automaker received 799 score out of 1,000 points and was rated better than most of the brands in the mass automobile market segment. Mazda also surpassed the mass market average score of 785 points.
JD Power survey of after-sale satisfaction revealed that Mazda was rated higher than Toyota, Volkswagen, Ford, Honda, Kia, Suzuki, Mitsubishi, Hyundai, Renault, Jeep, Chevrolet and Dodge. GMC and Nissan were rated first and second in the survey.
Categorised into four sections, the survey rates companies as “among the best”, “better than most”, “about average”, and “the rest”.
Two automobile brands were categorised among the best while two were rated better than most. Three were ranked average and eight were put in the fourth category.
Axel Dreyer, CEO, Galadari Automobiles Company Ltd, said as the sole Mazda distributor in UAE, the company is proud of this great result. “This is a testimonial of our great team efforts in focusing on processes, training and implementing new technologies that are enhancing customer experience at all stages of the car ownership life cycle. For example, Galadari Automobiles was the first distributor in the Middle East that has implemented a 360 VR experience even for the workshop and service reception. So that the customer can get familiar with our facility without visiting and also make a service booking,” said Dreyer.
Another contributing factor, according to Dreyer, is also the outstanding Japanese quality of Mazda cars. “Galadari will not stop here and we are working on many projects to lift service quality and customer experience to another level,” he added.
“The feedback of its customers is the ultimate report card for any service brand. Galadari Automobiles have always striven to create long-term relations with its customers, and these ratings are the fruit of the efforts of the entire team at GAL. I congratulate the team and encourage them to keep aiming higher”, said Mohamed Yahya Kazi Meeran, Group CEO, Galadari Brothers, the parent company of Galadari Automobiles.
The JD Power 2019 UAE Customer Service Index Study is based on responses from 3,877 owners who purchased their new vehicle between December 2013 and May 2019 and took their vehicle to an authorised dealership service centre between December 2017 and May 2019. The study was fielded from December 2018 through May 2019 in all Emirates across the UAE.
The study found vehicle owners who are satisfied with their after-sales experience are more than twice as likely to purchase a new vehicle from the dealership that serviced their vehicle.
It said 67 per cent of mass-market customers who are satisfied – scoring 878 or above on a 1,000-point scale – indicated that they “definitely will” buy a new vehicle in the future from the dealership that serviced their vehicle. In contrast, only 23 per cent of mass-market customers who are disappointed – 699 or below – with the service they received, would repurchase at the same dealership.
“With low overall sentiments continuing in the market, it is important for brands to appreciate their existing customers’ business,” said Shantanu Majumdar, regional director of the Automotive Practice at JD Power. “After-sales customers who are less satisfied with their service experience are extremely likely to consider other brands when they are in the market again for a new vehicle.”
“In the UAE, word-of-mouth plays an important role in influencing purchase decisions,” said Brian Walters, managing director, Skelmore Automotive Consulting, Dubai.
“Dealerships that can manage their service reputation and equip their service advisors with appropriate skills and technology, stand a better chance of retaining their existing customers,” he said.
In the luxury category, Cadillac topped followed by Porsche, Land Rover, Infiniti, BMW, Audi, Lexus, Mercedes-Benz, Volvo and Jaguar.