According to the 2023 China Sales and Service Satisfaction Research Report released by J.D. Power (Jundi), a consumer insights and market research organization, on the 20th, consumers of fuel vehicles are becoming more and more decisive in making car purchase decisions. The target model is less entangled in the purchase process, reflecting that Chinese auto consumers have moved forward in their car purchase decisions and are more clear about their own car purchase demands.
This research report focuses on evaluating the overall satisfaction of new owners of fuel vehicles with a vehicle ownership period of 2 to 6 months on the car purchase experience. Sales service satisfaction is composed of customer satisfaction of car buyers and satisfaction of defeated customers. Defeated customers refer to consumers who have seriously considered a certain brand but finally bought other brands. According to the research, 73% of fuel car consumers who have already thought about the model/brand they want to buy before buying a car and finally bought this model/brand are as high as 5.3 percentage points compared with 2022, and the speed of such consumers entering the store , and the transaction speed are significantly faster, the number of brands considered is the least, the number of visits to dealerships is the least, and they are more decisive in purchasing decisions and behaviors. They are the "resolute group" among the car buyers. The study also found that the "resolute" consumers of fuel vehicles pay more attention to the basic performance characteristics of the vehicle, including safety, power, handling, etc., and they pay less attention to the price during the car purchase process.
The study also found that the advantages of luxury brands in sales and service satisfaction will further expand: in 2023, the sales and service satisfaction of luxury brands and mainstream brands will be 765 points and 752 points respectively, and the leading edge of luxury brands will expand from 9 points in 2022 to 13 points. Among the satisfaction scores of various car purchase factors, the two brand camps performed best in the communication before entering the store and the car delivery process, while the experience satisfaction of test driving and test driving declined.
At the same time, the service satisfaction of new energy vehicles is better than that of fuel vehicles: Among the defeated customers who did not make a deal in the end, the service satisfaction score of new energy vehicles was 738 points, which was 23 points higher than that of fuel vehicles. Test ride and test drive lead the most in these two items, which are 36 points and 39 points higher than fuel vehicles respectively.
In addition, the satisfaction of car buyers in third- and fourth-tier cities is lower than that in first- and second-tier cities: the customer satisfaction score of car buyers in third- and fourth-tier cities is 749 points, compared with 774 points in first- and second-tier cities, 25 points behind.
In the J.D. Power2023 China Sales Service Satisfaction Research Sales Service Satisfaction Research, the car purchase customer index includes online experience, communication before entering the store, reception at the store, car viewing in the store, test drive, transaction process and car delivery process. Factors; the defeated customer index includes six factors: online experience, communication before entering the store, reception at the store, viewing cars in the store, test drive and bargaining experience. The calculation of sales service satisfaction adopts a 1000-point system. Data collection was carried out in 81 major Chinese cities between December 2022 and May 2023.
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