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Report on China’s automobile consumer word of mouth index in November 2020 From China Automobile Circulation Association

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The following is the Report on China’s automobile consumer word of mouth index in November 2020 From China Automobile Circulation Association recommended by recordtrend.com. And this article belongs to the classification: Automobile industry, Consumer research.

On December 2, 2020, 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 November 2020 (hereinafter referred to as the report). According to the report, China’s automobile consumers’ word-of-mouth index for after-sales service in November was 92.76 points, down 0.59 points month on month. The year-on-year decline was still 2.64 points.

The reason for the decline is that consumers’ satisfaction with the five dimensions of automobile after-sales service has declined. Among them, the maintenance time and maintenance quality decreased the most, 1.15 points and 0.84 points respectively. The prices of service consultants, service facilities and maintenance decreased slightly by 0.59, 0.1 and 0.41 respectively.

In November, the sample of “automobile after-sales service word-of-mouth index” covered 22666 effective feedback samples from 242 cities, 57 automobile brands and 280 dealers.

Consumers’ satisfaction with maintenance time and maintenance quality decreased significantly

According to the report, the maintenance time score in November was 85.24 points, down 1.15 points month on month. It means that in November, consumers’ satisfaction with the repair time of 4S shops decreased significantly.

Specifically, in November, except for the satisfaction of “whether to deliver the car at the appointed time”, the satisfaction of other indicators showed a downward trend, among which “are you invited to the store this time?” The biggest decrease was 2.05 points.

At the same time, cadA cloud data gathering also explored whether consumers have the habit of making an appointment. The results show that 9.73% of the consumers have no habit of making an appointment. After further exploring the consumers who have no habit of making an appointment, it is found that 62.5% of the consumers think that the appointment is too troublesome. It is suggested that 4S stores should cultivate the habit of booking in order to better sort out the service process and reduce the waiting time of consumers.

At the same time, cadA cloud data aggregation also makes a deep exploration on the acceptance of consumers’ waiting time. The results show that after entering the reception area, nearly 70% of consumers can accept the waiting time within 5 minutes. However, 47.68% of consumers could not wait more than 10 minutes if they could not deliver the car on time. It means that the 4S store may lose a large number of customers whether it is less than 5 minutes for reception or more than 10 minutes for delivery.

Consistent with the maintenance time, consumers’ satisfaction with the maintenance quality also decreased significantly in November. The score of this dimension was 85.24 points, with a month on month decrease of 0.84 points.

Specifically, consumers’ satisfaction with all aspects of maintenance quality showed a downward trend compared with that in October. Among them, the satisfaction degree of service notification at the time of delivery of the 4S shop dropped by 2.58 points month on month. Similarly, consumers’ satisfaction with solving vehicle maintenance problems at one time decreased significantly, with a month on month decrease of 0.84 points.

According to the investigation of service notification at the time of vehicle delivery by cadA cloud data aggregation, it is found that the satisfaction of customers with the delivery service of 4S stores has decreased significantly, with the score of 75.75 points on this link, and a decrease of 2.58 points on a month on month basis. It is worth noting that in the delivery process, the satisfaction of consumers to the service consultant asking for the disposal methods of surplus materials and core parts decreased by 3.81% and 3.89% respectively.

According to the survey of cadA cloud data aggregation, 53.91% of consumers think that the most important thing for 4S shops to improve in terms of maintenance quality is to “solve vehicle maintenance problems once and for all”. 46.4% of consumers will choose to leave the shop if the same problem is repeatedly repaired.

Consumers’ satisfaction with service consultants, maintenance prices and service facilities decreased slightly

In November, consumers’ satisfaction with service consultants also showed a slight decline trend, with a score of 95.05 points on this dimension, and a decrease of 0.59 points on a month on month basis. Among them, the consumer satisfaction degree of docking vehicle inspection decreased the most, and the score of this link decreased by 2.34 points month on month.

Similarly, in November, consumers’ satisfaction with the maintenance price also decreased, with the score of 97.30 points for this link, down 0.41 points month on month. Among them, the consumer’s “multiple choices of whether to provide accessories in the store” dropped the most, with a month on month decrease of 1.69 points.

In November, maintenance facilities also failed to “survive”, with the score of 98.37, down 0.1 point month on month. Among them, whether or not someone guides the parking process, the decline rate is the highest, with a month on month decrease of 0.4 points.

The gap of word-of-mouth index between the north and the south is widening

According to the report, the word-of-mouth index of after-sales service in North and South China in November were 92.78 and 94.26, respectively, with a difference of 1.48 points. The gap was 0.81 points higher than that of the previous month. The gap between consumers’ satisfaction with automobile after-sales service is widening between the north and the south.

Consumers in the fifth tier cities are most satisfied with after-sales service

The report also shows that among all tier cities, consumers in the fifth tier cities have the highest satisfaction with after-sales service, with a word-of-mouth index of 94.58 points, which is significantly higher than that of last month, with a month on month increase of 1.05 points.

There are differences in the satisfaction of consumers with after-sales service in different gender, age and vehicle age

According to the report, consumers’ satisfaction with after-sales service varies with gender, age and age. From the perspective of gender, male consumers’ word-of-mouth index of automobile after-sales service is 0.39 points higher than that of women; from the perspective of age, consumers under 20 years old have the lowest satisfaction with automobile after-sales service, while those over 60 years old have the highest satisfaction; from the perspective of vehicle age, consumers under 1 year old have the lowest satisfaction with automobile after-sales service, and those with 2-3 years of age have the highest satisfaction.

13 auto brands selected in November

According to the after-sales service consumer word-of-mouth index in November 2020, the luxury brand group scored 92.82 points, down 0.63 points month on month; the joint venture brand group scored 93.09 points, down 0.29 points month on month; the independent brand group scored 91.00 points, down 1.88 points month on month.

According to the report, a total of 13 automobile brands were selected by consumers in November, and the number of such brands increased by 2 compared with that in October.

Luxury brand group. According to the report, 14 luxury brands will be covered in November 2020. Among them, there are 7 brands that meet the screening criteria, and 5 of them are luxury brand group, which are Jaguar, Lexus, Bentley, Mercedes Benz and BMW.

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 November, consumers’ scores on the five dimensions of after-sales service of luxury brand group decreased month on month, among which repair time decreased the most by 1.12 points, followed by maintenance quality by 0.99 points. The proportion of consumers who complained about the quality of maintenance increased from 40.01% to 1.58% month on month.

Joint venture brand group. According to the report, there are 20 joint venture brands covered in November 2020, among which 13 brands meet the screening criteria, while 6 joint venture brand groups, namely Beijing Hyundai, Kia, Dongfeng Honda, FAW Toyota, Chevrolet and GAC Toyota, have become the most popular automobile brands in October 2020. Among them, Chevrolet became a new word-of-mouth preferred brand in November.

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 November, the after-sales service word-of-mouth index of the joint venture brand group was 93.09 points, down 0.29 points month on month. The score of the five dimensions of after-sales service decreased in an all-round way, and the dimension of maintenance time decreased the most, which was 0.57. The proportion of consumers who complained about the quality of repair and maintenance decreased compared with the previous month, accounting for 37.50% and 1.67% respectively.

Independent brand group. According to the report, there are 23 independent brands covered in November 2020, among which 2 brands meet the screening criteria, while there are 2 brands in the self owned brand group, namely, bidi and Lingke, which have become the most popular automobile brand for China’s after-sales service quality in November 2020. Among them, Lingke is a new word-of-mouth preferred brand this month.

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.

Compared with the month before, the score of after-sales service decreased by 11.00. The scores of five dimensions of after-sales service decreased on a month on month basis, of which the maintenance quality dimension decreased the most (3.52 points), followed by the maintenance time (3.48 points). The proportion of consumers who complained about the quality of repair and maintenance increased significantly compared with the previous month, accounting for 48.31% and 9.11% respectively.

Read more: China Automobile Circulation Association: August 2020 China automobile consumer word of mouth index report cloud number gather: October 2020 China automobile consumer word of mouth index report China Automobile Circulation Association: September 2020 China automobile consumer word of mouth index report China Automobile Circulation Association: February 2020 China automobile consumer word of mouth index monthly report China Automobile Circulation Association: April 2020 monthly report of China’s imported automobile market China Automobile Circulation Association: in the first quarter of 2020, 57 luxury brand authorized 4S stores and 41 offline 4S stores. China Automobile Circulation Association: in March 2020, domestic narrow passenger car market sales reached 1.045 million Year on year decrease of 40.4% in Cada cloud number: monthly report of China automobile consumer word of mouth index in May 2020 J.D Power: research shows that more than 40% of potential automobile consumers have lost their cadA cloud number gathering: China automobile consumer word of mouth index in January 2020 automobile house: analysis report on the change trend of Chinese automobile consumers’ attention in the first half of 2013 15 China auto consumer insight report (download attached)

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