According to the findings of the 2006 four-wheeler Total Customer Satisfaction study released by leading market information provider, TNS, an international market research firm, Maruti and Honda rank highest in multiple segments owing to higher satisfaction with their overall brand experience.
The 2006 four-wheeler Total Customer Satisfaction (TCS) study conducted by TNS specialist division, TNS Automotive, is the largest syndicated automotive study in India, representing the responses of more than 7,500 new car buyers.
Key areas
This comprehensive study covers over 50 models with customer evaluations taken in the key areas of sales satisfaction, product quality, vehicle performance and design, after-sales service, brand image, and cost-of-ownership.
Index score
The TCS index score provides a measure of satisfaction and loyalty a given model enjoys with its customers.
"Maruti's older models such as 800, Zen, and Esteem continue to lead their segments for total customer satisfaction owing to an enhanced ownership experience," said Pradeep Saxena, senior vice-president of TNS Automotive.
"Maruti continues to maintain high levels of market share and customer commitment by delivering on its promise of peace-of-mind for the new car buyer," Mr. Pradeep Saxena said.
Rankings
Rankings for the TCS study are done at the vehicle segment-level to provide comparisons among similar groups of vehicles.
The models ranking highest in their respective segments for total customer satisfaction are Maruti 800 in "Entry Compact", Maruti Zen in "Premium Compact", Maruti Suzuki Swift in "Upper Premium Compact", Tata Indica Diesel in "Small Car - Diesel", Maruti Esteem Petrol in "Entry Midsize", Honda City in "Midsize", Skoda Octavia in "Premium Midsize", Ford Fiesta Diesel in "Midsize Car - Diesel", Honda Accord in "Entry Luxury", Toyota Innova in "SUV/ MPV", and Honda CRV in "Premium SUV". Tata Indica Diesel continues to top the small car diesel segment.
Indica owners were satisfied most with the brand Image of Tata and the sales experience followed by performance and design.
Delighted
They were delighted by the fact that the sales process went through without anyone putting excessive pressure on them for buying.
It was supported by the Tata brand image of a financially solid company with market leadership.
Ford Fiesta Diesel, a new entrant in the Midsize Car - Diesel segment, ranks the highest overall in this segment and across all satisfaction parameters.
Response
Customer response to Fiesta has been strong with average monthly sales of 2,000 cars.
Customers were especially delighted with the sales experience where they appreciated the dealership atmosphere and the range of financing options available.
In terms of product, their delight emanates from the overall exterior styling.
They also believe that Ford makes exciting cars they are proud to own.
Single point
In the premium midsize segment, Skoda Octavia pips the new Honda Civic by a single point with a strong performance across all satisfaction measures.
Civic owners were extremely satisfied with all aspects of their ownership experience except for their sales experience, where the lack of post purchase contact was a key contributor to their dissatisfaction.
Common strength
Despite losing out to Octavia in the premium midsize segment, Honda leads in three other segments with City, Accord, and CR-V. A common strength for all Honda models is the industry leading satisfaction with Honda's brand image.
"This example clearly shows the growing importance of brand image in creating a satisfying ownership experience," Mr. Pradeep Saxena said.
The 2006 four-wheeler Total Customer Satisfaction (TCS) study conducted by TNS specialist division, TNS Automotive, is the largest syndicated automotive study in India, representing the responses of more than 7,500 new car buyers.
Key areas
This comprehensive study covers over 50 models with customer evaluations taken in the key areas of sales satisfaction, product quality, vehicle performance and design, after-sales service, brand image, and cost-of-ownership.
Index score
The TCS index score provides a measure of satisfaction and loyalty a given model enjoys with its customers.
"Maruti's older models such as 800, Zen, and Esteem continue to lead their segments for total customer satisfaction owing to an enhanced ownership experience," said Pradeep Saxena, senior vice-president of TNS Automotive.
"Maruti continues to maintain high levels of market share and customer commitment by delivering on its promise of peace-of-mind for the new car buyer," Mr. Pradeep Saxena said.
Rankings
Rankings for the TCS study are done at the vehicle segment-level to provide comparisons among similar groups of vehicles.
The models ranking highest in their respective segments for total customer satisfaction are Maruti 800 in "Entry Compact", Maruti Zen in "Premium Compact", Maruti Suzuki Swift in "Upper Premium Compact", Tata Indica Diesel in "Small Car - Diesel", Maruti Esteem Petrol in "Entry Midsize", Honda City in "Midsize", Skoda Octavia in "Premium Midsize", Ford Fiesta Diesel in "Midsize Car - Diesel", Honda Accord in "Entry Luxury", Toyota Innova in "SUV/ MPV", and Honda CRV in "Premium SUV". Tata Indica Diesel continues to top the small car diesel segment.
Indica owners were satisfied most with the brand Image of Tata and the sales experience followed by performance and design.
Delighted
They were delighted by the fact that the sales process went through without anyone putting excessive pressure on them for buying.
It was supported by the Tata brand image of a financially solid company with market leadership.
Ford Fiesta Diesel, a new entrant in the Midsize Car - Diesel segment, ranks the highest overall in this segment and across all satisfaction parameters.
Response
Customer response to Fiesta has been strong with average monthly sales of 2,000 cars.
Customers were especially delighted with the sales experience where they appreciated the dealership atmosphere and the range of financing options available.
In terms of product, their delight emanates from the overall exterior styling.
They also believe that Ford makes exciting cars they are proud to own.
Single point
In the premium midsize segment, Skoda Octavia pips the new Honda Civic by a single point with a strong performance across all satisfaction measures.
Civic owners were extremely satisfied with all aspects of their ownership experience except for their sales experience, where the lack of post purchase contact was a key contributor to their dissatisfaction.
Common strength
Despite losing out to Octavia in the premium midsize segment, Honda leads in three other segments with City, Accord, and CR-V. A common strength for all Honda models is the industry leading satisfaction with Honda's brand image.
"This example clearly shows the growing importance of brand image in creating a satisfying ownership experience," Mr. Pradeep Saxena said.
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