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Honda
Scooters and Toyota Kirloskar rank highest in dealer satisfaction
based on the results of the inaugural NFO Automotive India Dealer
Satisfaction Study (DSS).
The
2003 DSS examines the automotive dealer's satisfaction with the
vehicle manufacturer on the following parameters : satisfaction
with product, order & delivery, pricing & margins, sales
& marketing, after-sales service & parts, warranty, sales
representatives, service representatives, training, and manufacturer
relationship. The DSS study is based on TRI*M, NFO's proprietary
stakeholder management system. The TRI*M index score provides a
measure of the relationship strength that a given manufacturer enjoys
with its dealers.
"The
industry average score of 64 reflects a relatively low level of
satisfaction and indicates that dealers are vulnerable to defections,"
said Rajeev Lochan, General Manager at NFO Automotive. "The
study reveals that there are more 'uninvolved' (neither satisfied
nor committed) dealers than 'partners' (both satisfied and committed)
in the automotive industry."
The
key to building partners is to focus on the most critical areas
that impact dealer satisfaction and commitment to the manufacturer.
They are : effectiveness of brand positioning, builds high quality
products, builds products according to customer's needs, and concern
for dealer profitability.
"It
is not surprising that dealers expect their principals to be concerned
and supportive of their profitability," adds Lochan. "However,
the study clearly reveals that dealers are more concerned about
product and branding issues that lend to long-term business sustainability."
Honda
Scooters and Toyota Kirloskar lead their respective segments with
an identical score of 102, which is significantly higher than the
second-ranked manufacturers. At this level of performance, both
these manufacturers have been able to develop strong relationships
with their dealers.
"Meeting
dealer expectations on issues related to product, branding, and
after-sales support are among the common strengths for both these
manufacturers," comments Lochan. "Consequently, Honda
Scooters and Toyota Kirloskar enjoy a high degree of commitment
from their dealers."
TVS
Motor and Hyundai rank second in the two and four-wheeler segments,
respectively. These manufacturers have also developed strong relationships
with their dealers. According to its dealers, TVS excels in the
areas of product quality and service support. In the case of Hyundai,
dealers are appreciative of the company's efforts in building and
sustaining a strong brand.
The
DSS was conducted from November 2002 through January 2003. This
study is based on responses from 966 two-and four-wheeler dealers
from over 80 leading cities in India. The DSS will be conducted
on an annual basis to provide the industry with the most up-to-date
information on dealer satisfaction in the marketplace.
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