Japan Sales Satisfaction Index Study

December 2002

TOKYO—Volkswagen ranks highest in satisfying automotive customers with the sales and delivery process in Japan, according to the J.D. Power Asia Pacific 2002 Sales Satisfaction Index (SSI) StudySM released today. The Japan SSI is the first independent, customer-based syndicated study measuring sales satisfaction at automotive dealerships to be publicly released in Japan.

"J.D. Power Asia Pacific is proud to announce this first-ever independent sales satisfaction study in Japan," said James D. Power IV, chairman of J.D. Power Asia Pacific. "As dealers are the first point of contact with customers, manufacturers and importers must fully comprehend the present state of customer expectations and satisfaction for sales activities at their respective dealerships. In addition, increasing customer satisfaction has become highly critical in this period of stagnant vehicle sales and maturation of the Japan automobile market. This study will be conducted annually, since the results will not only benefit manufacturers and importers, but will also be useful to consumers."

The study employs a new research methodology, and the Sales Satisfaction Index has been set at 100. In this way, 2002 represents the benchmark year for the study. In future years, manufacturers and importers can track their SSI performance over time as compared to the industry average and to competitive makes.

The study identifies four factors that drive satisfaction with the sales process at automotive dealerships (in order of importance): salesperson (50 percent), facility and staff demeanor (34 percent), finance and insurance process (13 percent), and delivery (3 percent).

Among the seven makes included in the 2002 rankings, three outperform the industry average. Volkswagen ranks highest, with an overall SSI score of 109, followed by Honda and Nissan, which are tied at 102.

Volkswagen performs particularly well in two of the most important factors—salesperson and facility and staff demeanor. Honda meets or exceeds the industry average in all four factors, while Nissan performs well in the salesperson factor, which has the highest weight on overall satisfaction with dealer sales.

The 2002 Sales Satisfaction Index Study is a consumer-driven measure of sales satisfaction based on evaluations by owners at three to five months of vehicle ownership. The study includes responses from 3,096 vehicle owners covering nine makes. The fieldwork for the study was conducted in July and August 2002.

J.D. Power Asia Pacific, established in 1990, conducts customer satisfaction research and provides consulting services in the automotive, information technology and finance industries. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at www.jdpower.co.jp Media e-mail contact: tando@jdpower.co.jp or mkawano@jdpower.co.jp