Now in its ninth year, the study analyzes new-vehicle buyer satisfaction with original equipment tyres by examining five key factors – durability, ride, traction and handling. With an overall score of 811 on a 1,000-point scale, JK Tyre performed particularly well in all factors that drive overall satisfaction.
MRF came second with 804, followed by Bridgestone (797), Apollo (784) and Goodyear (767). Overall satisfaction has declined by 10 points from 2008 to an average of 798 in 2009. Furthermore, the percentage of customers reporting a problem with their original tyres increased from 19% in 2008 to 22% in 2009.
“The occurrence of even a single problem leads to a strong negative impact on tyre satisfaction, with satisfaction averaging 70 points lower among customers who experience a tyre-related problem, compared with customers who do not,” said Mohit Arora, senior director at J.D. Power Asia Pacific, Singapore. “Problems like excessive tyre noise while driving, poor traction on wet roads and recurring flat tyres not only cause driving inconvenience, but also can be safety hazards, which intensifies the negative impact on customer satisfaction.”
The study finds a notable shift in customer tyre maintenance behaviour in 2009, compared with 2008, particularly in the type of establishment used for tyre servicing needs. There has been an increase in the proportion of customers who report using organized service providers – such as selling dealerships and tyre manufacturer stores – rather than roadside tyre servicing workshops.
“While roadside mechanics offer convenience, organized retail outlets such as vehicle dealerships tend to provide customers with enhanced service experiences and are perceived to offer better-trained technicians, service standardization and pre-determined and fair charges,” said Arora.
The study also finds that customer satisfaction with original equipment tyres has a strong impact on brand loyalty and advocacy for replacement tyres. Customers who are highly satisfied (with satisfaction levels averaging above 884) are twice as likely to recommend or repurchase their current tyre brand when buying replacement tyres, compared with customers who are less satisfied. (Tyres & Accessories/Staffordshire, U.K.)
