Thai consumers express increased satisfaction with after-sales service from mass-market automotive brands this year, despite a challenging sales forecast for the automotive industry, according to recent research findings.
The Service Customer Experience Index (Service CXI) has risen by eight points to an impressive 893 out of a possible 1,000, indicating an upward trend in customer satisfaction, as detailed in an extensive study.
This improvement reflects a heightened emphasis on service transparency, customer engagement, and competitive pricing.
The second annual Thailand Service CXI was informed by a survey involving 2,516 respondents from various regions who utilized car service centers. Participants purchased vehicles between October 2021 and November 2023 and had them serviced during a sluggish market period.
Despite weak purchasing power and high loan rejection rates attributed to household debt, the index indicates that satisfaction with car maintenance services has notably increased among Thai drivers.
Toyota continues to lead as the top-ranked brand, achieving a six-point increase, while Ford and Nissan improved by 11 and 23 points, respectively, thanks to their enhanced communication and cost transparency efforts.
GWM, with a score of 895 points, has established its place among the top performers by improving service accessibility and providing competitive pricing.
The study evaluated 12 automotive brands and highlighted the dominance of Japanese brands like Toyota, Honda, and Nissan in terms of service quality and customer trust.
Chinese brands, including GWM, BYD, and NETA, are quickly narrowing the gap through aggressive pricing and accessible service options, though they face challenges with parts availability and warranty clarity.
Customer satisfaction now hinges not just on traditional service aspects but also on proactive engagement and digital communication, which are vital for fostering loyalty. The survey revealed that 71% of customers who received proactive service reminders and updates were more likely to return to the same dealer.
Real-time updates through multiple communication channels have become essential, as brands excelling in multi-channel communication see a higher perceived value in their services.
ENHANCING COMPETITIVENESS
To enhance competitiveness, automotive companies should prioritize service costs, customer engagement, and warranty management. Clear pricing remains a significant concern for over 40% of customers.
Expanding proactive engagement through timely follow-ups and maintenance advice is essential for building customer trust. Clearer explanations of warranties and long-term service guarantees are critical for improving customer retention and encouraging repeat bookings.
Experts believe that the Thai automotive industry has substantial growth potential and can compete on a global scale despite recent challenges.
New investment plans, such as Mazda’s recent announcement to invest 5 billion baht in Thailand, highlight the opportunities available for automakers, as the company aims to position Thailand as a manufacturing hub for electric compact SUVs in line with the government’s vision for a regional electric vehicle center.
