Report on China’s automobile consumers’ word of mouth index in October 2020 From Cloud number gathering

0 3 8 minutes read

RecordTrend.com is a website that focuses on future technologies, markets and user trends. We are responsible for collecting the latest research data, authority data, industry research and analysis reports. We are committed to becoming a data and report sharing platform for professionals and decision makers. We look forward to working with you to record the development trends of today’s economy, technology, industrial chain and business model.Welcome to follow, comment and bookmark us, and hope to share the future with you, and look forward to your success with our help.

The following is the Report on China’s automobile consumers’ word of mouth index in October 2020 From Cloud number gathering recommended by recordtrend.com. And this article belongs to the classification: Automobile industry, Consumer research.

China’s automobile after-sales service quality monitoring big data platform (cadA cloud data gathering) released the report on China’s automobile consumer word of mouth index in October 2020 (hereinafter referred to as the report). According to the report, the after-sales service word-of-mouth index rose slightly in October, with a score of 93.35 points and a month on month increase of 0.53 points. The year-on-year decline was still 1.92 points.

It is worth noting that consumers’ satisfaction with the five dimensions of after-sales service in October has increased compared with the previous month. Among them, the satisfaction of maintenance quality and maintenance time was significantly improved, with a month on month increase of 0.89 points and 0.8 points respectively.

In October, the sample of “automobile after-sales service word-of-mouth index” covered 20594 effective feedback samples from 182 cities, 40 automobile brands and 222 dealers.

Consumers’ satisfaction with maintenance quality and maintenance time was significantly improved

According to the report, the maintenance quality score in October was 88.22 points, up 0.89 points month on month. It shows that the consumers’ satisfaction with the maintenance quality of 4S shops has increased significantly in October.

Specifically, consumers’ scores on the one-time solution of vehicle repair and maintenance problems by 4S stores, the visibility of the repair and maintenance process, the service notification at the time of delivery, whether the service settings at the time of delivery are consistent with those at the time of admission, the cleanliness of vehicles at the time of delivery, and the scores of complaints about repair and maintenance have been improved. Among them, the score of complaints about maintenance is the most obvious, The score was 61.05, 2.54 higher than that in September.

Although the service notification at the time of delivery has been improved, it is still the weak point of consumers’ experience, and the score of consumers on this link is 78.33. However, consumers’ satisfaction with the 4S shop’s notification of the warranty period was the largest, which was 1.61%.

At the same time, cadA cloud data aggregation also explored the links that need to be improved in the dimension of maintenance quality. The results showed that more than half of the consumers thought that the one-time solution to vehicle problems needed to be improved, and more than 30% of the consumers thought that the car washing quality needed to be improved.

The report also showed that consumers’ satisfaction with the maintenance time in October was also significantly improved, with a score of 86.39 points for this link, with a month on month increase of 0.8 points. Although it is still the weakest point of the consumer experience, this dimension continued to achieve a month on month rise in September and October after achieving a month on month increase of 0.6 points in August, with an increase of 1.91 points in September and 0.8 points in October.

Specifically, consumers’ satisfaction with each index of maintenance time dimension increased month on month in October. Among them, “do you need to wait after entering the reception area” increased by 1.7 points month on month.

CadA cloud data gathering also explored whether consumers have the habit of making an appointment before entering the store. The survey found that 92.17% of the consumers said they had the habit of making an appointment.

Furthermore, 64.58% of the consumers who didn’t have the habit of booking found that 64.58% of them thought that “making an appointment is too troublesome”. In addition, they said that they didn’t want to make an appointment because they “didn’t like to be restricted” and “it’s the same without making an appointment”, accounting for 23.20% and 12.23% respectively.

Consumers are still “sensitive” to key indicators

In October, the word-of-mouth index of China’s automobile consumers also analyzed the three key indicators in the process of after-sales service: “if the same problem occurs repeated repair”, “if there is no additional item, how much more than the estimated price, you will change the store” and “if you can’t deliver the car on time, you can accept the exceeding estimated delivery time”.

According to the report, 44.93% of consumers will consider changing stores when the same problem is repaired repeatedly, which is 3.04% lower than that in September; if there is no additional item, if the price is less than 10% of the estimated price, 45.13% of the consumers will consider replacing the store, a decrease of 3.94% compared with September; if the delivery time is less than 10 minutes, 45.42% of consumers will consider leaving the store, down 1.44% compared with September. From these “key indicators”, consumers are still “sensitive”, but “sensitivity” has declined.

Looking at the quality of automobile after sale service from the consumer group score

According to the report, the word-of-mouth index of after-sales service in southern and Northern China in October were 93.30 and 93.87, respectively, with a difference of 0.67. The gap between consumers’ satisfaction with automobile after-sales service in the north and the South continued to narrow.

The report also shows that among all tier cities, consumers in first tier cities have the highest satisfaction with after-sales service, with a word-of-mouth index of 93.99, followed by fifth tier cities with a word-of-mouth index of 93.53. Consumer word of mouth index of fourth tier cities was the lowest, with 92.66 points.

It is worth noting that although the overall satisfaction of consumers to all tier cities has been adjusted, the after-sales service satisfaction of consumers from first tier to fifth tier cities is improving, among which, the fourth tier cities are the most obvious, with a month on month increase of 1.39 points.

The report also shows that female consumers’ satisfaction with the quality of after-sales service is slightly lower than that of men; consumers under 20 years old and less than 1 year old have low satisfaction with after-sales service; consumers aged 46-50 and 2-3 years have higher satisfaction with after-sales service.

11 automobile brands become the preferred brands of consumer reputation in October

According to the after-sales service consumer word-of-mouth index of various automobile brand groups in October 2020, the score of luxury brand group was 93.45 points, which was 0.15 points higher than that of September; the score of joint venture brand group was 93.38 points, with a month on month increase of 0.82 points; the score of independent brand group was 92.88 points, with a month on month decrease of 0.03 points.

According to the report, 11 automobile brands became the best automobile brands in October, and the number of the best brands for word of mouth decreased by 1 compared with that in September.

Luxury brand group. According to the report, 10 luxury brands will be covered in October 2020. Among them, there are 6 brands that meet the screening conditions, and 5 brands become the best automobile brand of China’s after-sales service quality in October 2020, namely Lexus, Jaguar, Bentley, BMW and Mercedes Benz. Among them, BMW and Mercedes Benz became the newly added WOM preferred brands this month, while Cadillac failed to continue to win the title of WOM preferred brand in October.

Special note: this month, the monitoring results of automobile brands whose sample size is greater than 100 will also be published by cadA cloud data gathering. Due to different monitoring areas and sample sizes, this data is not used as the basis for ranking. It aims to help car companies of various brands to conduct comparative analysis of customer satisfaction and truly and objectively understand the results of consumer experience.

In October, the service facilities, maintenance price and maintenance time of luxury brand group increased slightly, among which the maintenance price dimension was the most obvious, with a month on month increase of 1.16 points, and the maintenance time score was 86.00 points, which was 0.36 points higher than that in September, slightly improved. It is worth noting that the consumer complaint rate in October increased by 3.54% month on month.

Joint venture brand group. According to the report, there are 17 joint venture brands covered in October 2020, among which 14 brands meet the screening criteria, while 7 joint venture brand groups, namely Beijing Hyundai, Dongfeng Honda, Kia, GAC Toyota and FAW Toyota, are the most popular automobile brands in October 2020. Among them, Kia became a new word-of-mouth preferred brand in October. Unfortunately, in September, GAC Mitsubishi and Chang’an Mazda were not able to continue to be word-of-mouth preferred automobile brands in October.

It is worth mentioning that in October, consumers’ satisfaction with the five dimensions of after-sales service of the joint venture brand group increased to varying degrees. Among them, consumers’ satisfaction with the maintenance quality and maintenance time increased significantly, which were 1.75 and 1.11 respectively. This month, the complaint rate of the joint venture brand group also decreased significantly, with a month on month decrease of 5.27%.

Independent brand group. According to the report, there are 13 independent brands covered in October 2020, of which 2 brands meet the screening criteria, while BYD is the only brand in the group of independent brands that has become the most popular automobile brand for China’s after-sales service quality in October 2020. Haver, the most popular car brand in September, failed to continue to be the preferred car brand in October.

It is worth noting that consumers’ satisfaction with service consultants and service facilities in the independent brand group has declined month on month. Among them, the satisfaction of service consultants decreased most significantly, with a month on month decrease of 0.76 points. The satisfaction of maintenance quality, maintenance time and maintenance price was improved month on month. The dimension of maintenance price was the most obvious, with a month on month increase of 0.91 points.

It is worth mentioning that in the maintenance quality dimension of the independent brand group, the proportion of “have you ever complained about the maintenance quality” decreased by 3.84% month on month compared with September.

Attachment: introduction to China’s automobile consumer word of mouth index China Automobile Circulation Association & understand car Emperor: insight report of China automobile consumers in 2019 (attached download) J.D Power: research shows that more than 40% of potential automobile consumers have lost before entering the store. China Automobile Circulation Association: monthly report on China’s automobile consumer word of mouth index in February 2020 iResearch: regional differences in market demand of China’s potential passenger car consumers Deloitte Consulting: 2019 global automobile consumer survey report automobile house: Analysis on the change trend of Chinese automobile consumers’ attention in the first half of 2013 Report Roland Berger: 2015 insight report of China’s automobile consumers (attached download) emarketer: safety driving attracts attention of automobile consumers; e-media & MEC: Research on China’s automobile consumption and consumers’ online habits Down 40.4% year on year

If you want to get the full report, you can contact us by leaving us the comment. If you think the information here might be helpful to others, please actively share it. If you want others to see your attitude towards this report, please actively comment and discuss it. Please stay tuned to us, we will keep updating as much as possible to record future development trends.