On April 1, 2024, the China Automotive After-sales Service Quality Monitoring Big Data Platform (CADA Cloud Data Cluster) released the "March 2024 China Automotive Consumer Reputation Index Report" (hereinafter referred to as the "Report").
The report mainly analyzes the word-of-mouth index of automobile sales and service and after-sales service, briefly expounds the key factors affecting the word-of-mouth index, as well as the after-sales service word-of-mouth index of each automobile brand group, and releases the preferred auto brands of China's automobile after-sales service quality consumer word-of-mouth in March 2024.
Automobile sales and service word-of-mouth index
According to the report, in March 2024, the word-of-mouth index of automobile sales and services will be 99.09 points, an increase of 0.58 points month-on-month and a year-on-year increase of 3.47 points. This month's data covers 1,116 valid sample sizes of 20 1~5 tier cities, 47 dealers, and 22 brands.
The analysis of each detailed indicator of sales service found that except for "did the sales consultant do the following work at the time of delivery?", which increased by 7.97 points month-on-month, the other indicators were all month-on-month.
Further analysis of "how do you feel about the overall delivery process?" found that 98.90% of them thought they were satisfied (the delivery time was reasonable, the delivery was on time, there was a sense of ceremony, and the vehicle was in clean and intact condition), but 1.1% thought it was decent and needed to be improved.
In terms of key indicators, the overall satisfaction with sales and services was 99.67%, down 0.19% from the previous month, and the net recommendation rate was 99.23%, down 0.5% from the previous quarter.
Automotive after-sales service word-of-mouth index
This month's automobile after-sales service word-of-mouth index was 98.00 points, down 0.1 points month-on-month and up 2.11 points year-on-year. The consumer evaluation sample covers 12,500 evaluation samples from 44 1~5th tier cities, 105 auto dealers, and 24 brands.
Among the five dimensions of automobile after-sales service, all dimensions showed a downward trend month-on-month, of which the dimension of service facilities decreased by 0.33 points, and the dimension of service consultants decreased by 0.28 points.
Analyzing the detailed indicators of the service facility dimension, it is found that only "after you enter the store, is there a service staff who asks about the intention to enter the store and guide parking?" increased by 0.59 points month-on-month, and other indicators decreased month-on-month, among which "In the process of service, which of the following environmental facilities are you satisfied with?", decreased by 0.87 points month-on-month.
Further analysis of the indicator "Which of the following environmental facilities are you satisfied with during the service process?" found that only the satisfaction of the dining area increased by 0.92% month-on-month, while the rest of the links decreased month-on-month, and the proportion of dissatisfied with all aspects increased by 0.94%.
In terms of key indicators this month, the overall satisfaction rate of after-sales service was 96.90%, down 0.3% month-on-month, service loyalty was 98.76%, up 0.36% month-on-month, net recommendation was 98.57%, up 0.36% month-on-month, and in the subjective evaluation of consumers, the proportion of service facilities that needed to be improved increased by 0.8% month-on-month, while other dimensions decreased month-on-month.
The after-sales service word-of-mouth index of each automobile brand group and the preferred brand of consumer word-of-mouth this month
The report released the after-sales service reputation index of the luxury brand group, the joint venture brand group and the independent brand group, and at the same time, according to the consumer evaluation results, the monthly consumer word-of-mouth preferred brands were screened.
In the luxury category, Lexus and Bentley were selected, in the joint venture category, Dongfeng Honda, Beijing Hyundai and Buick were selected, and in the independent category, BYD was selected.
The details are as follows:
In the luxury brand group, the after-sales service word-of-mouth index was 97.29 points, down 0.21 points month-on-month, and in the five dimensions of after-sales service, the maintenance time dimension increased by 0.57 points month-on-month, and the service consultant dimension decreased by 0.58 points month-on-month.
According to the report, this month's consumer evaluation sample covers 6 luxury brands, and a total of 5 brands meet the conditions for screening "consumer reputation preferred brands", and Lexus and Bentley won the "March 2024 China Auto After-sales Service Quality Consumer Reputation Preferred Car Brand - Luxury Brand Group".
In the joint venture brand group, the after-sales service word-of-mouth index was 98.38 points, down 0.11 points month-on-month, and in the five dimensions of after-sales service, all dimensions decreased month-on-month, of which the maintenance time dimension decreased by 0.23 points.
According to the report, this month's consumer evaluation sample covers 12 joint venture brands, and a total of 6 brands meet the conditions for screening "consumer reputation preferred brands", and the car brands that won the "March 2024 China Automobile After-sales Service Quality Consumer Reputation Preferred Automobile Brand - Joint Venture Brand Group" are: Dongfeng Honda, Beijing Hyundai and Buick.
Self-owned brand group: the after-sales service word-of-mouth index was 98.89 points, an increase of 0.02 points month-on-month, and among the five dimensions of after-sales service, the maintenance price dimension increased by 0.58 points, and the maintenance quality dimension decreased by 0.31 points month-on-month.
According to the report, this month's consumer evaluation sample covers 6 independent brands, and 1 brand meets the conditions for screening "consumer reputation preferred brand", and the car brand that won the "March 2024 China Automobile After-sales Service Quality Consumer Reputation Preferred Automobile Brand - Independent Brand Group" is: BYD.
Attached: Introduction to China's automobile consumer word-of-mouth index
China Automotive After-sales Service Quality Monitoring Big Data Platform (CADA Cloud Data Cluster)
Founded in 2015, it was officially put into use in 2017 and upgraded to a 360° insight system for automotive consumers in 2019, which will deeply study the user experience of the whole life cycle of consumers, such as car selection, car purchase, car use, and replacement, and provide real-time consumer experience evaluation data for the industry and consumers.
At the same time, the platform also relies on the Internet+ mode, from data collection, calculation, to the output of the final analysis results, all of which are automatically completed by the closed-loop system. It effectively integrates the disadvantages of the traditional research model, realizes the user's independent participation in answering questions, tens of millions of annual sample sizes, real-time monitoring, avoids human operation, and greatly improves the authenticity and accuracy of data.
China Automotive Consumer Reputation Index (ACMI)
The Auto Customer Mouth Index (ACMI) is a reference value for the whole industry to provide consumers with the experience of each link in the whole life cycle, such as car selection, car purchase, car use, and replacement.
The index is released by the China Automobile Dealers Association (CAT) to guide the construction of China's automotive after-sales service quality monitoring big data platform (CADA cloud data cluster). Through the 360° insight system of automobile consumers, the platform collects massive consumer experience data, uses scientific computing models, truly reflects consumer experience results, and monitors industry service quality in real time.
The China Auto Consumer Reputation Index (ACMI) is composed of multiple indices such as "Auto Sales and Service Word-of-Mouth Index", "Auto After-sales Service Word-of-Mouth Index" and "Auto Finance Consumer Word-of-Mouth Index".
The China Automotive Consumer Reputation Index (ACMI) is based on the China Automotive After-sales Service Quality Monitoring Big Data Platform (CADA Cloud Data Cluster), which has five major features: a national automotive industry data service platform, a book prepared by the industry competent department, the largest consumer experience data source in China, an Internet + model, and a national standard.
China's auto after-sales service quality, consumer reputation, monthly preferred car brand
The monthly preferred auto brand of China's automobile after-sales service quality consumer reputation is based on the evaluation of in-store services by consumers who come to the store to receive services in the current month through the "China Automobile After-sales Service Quality Monitoring Big Data Platform (CADA Cloud Data Aggregation)", and is based on the "monthly auto after-sales service consumer word-of-mouth index" of each brand group generated by the automatic analysis of the system.
Automobile brands participating in the selection of "China's Automotive After-sales Service Quality Consumer Reputation Monthly Preferred Automobile Brands" must meet the following conditions:
1. The sample collection of a single brand shall not be less than three areas;
2. The monthly sample size of a single brand is not less than 100;
3. The five-dimensional sample size of after-sales service is balanced.