Honda ranks highest in sales satisfaction in Vietnam

Honda ranks highest in sales satisfaction in Vietnam for the second consecutive year, according to the J.D. Power Asia Pacific after a 2010 Vietnam Sales Satisfaction Index Study released on October 1.

The study examines seven sectors that contribute to overall customer satisfaction with the purchase experience. In order of importance, they are delivery process, delivery timing, sales initiation, paperwork, salesperson, dealer facility, and deal.

Sales Satisfaction Index performance is reported as an index score based on a 1,000-point scale, where a higher overall Sales Satisfaction Index score indicates greater satisfaction with the new-vehicle sales and deliver process. Overall sales satisfaction averages 841 in 2010, an improvement of 15 points from 2009.

Among the six brands included in the study, Honda ranks highest in customer satisfaction with new-vehicle sales for a second consecutive year, achieving a score of 871. Honda performs particularly well in the sales initiation, dealer facility, salesperson, paperwork, delivery timing, and delivery process factors.

Meanwhile, Toyota with a score of 858 ranks second, followed by Hyundai with 847, Ford with 832, Kia (827), and GM Daewoo (800).

"The ability of leadership personnel to provide comprehensive explanation at or after delivery, such as the recommended maintenance schedule, warranty coverage, safety features and how to operate each feature, has a considerable impact on customer satisfaction," said Rajeev Nair, senior manager of J.D. Power Asia Pacific in Singapore.

"This is especially important for new vehicle owners. A sizable proportion of owners, 65%, indicate they are the first-time new-vehicle buyers," he noted in a statement.

Also according to the study, "there was a surge in vehicle sales during the final months of 2009, as customers rushed to buy vehicles before registration fees increased on January 1, 2010."

The 2010 Vietnam Sales Satisfaction Index Study is based on responses from 793 new-vehicle owners who purchased their vehicles between October 2009 and June 2010. The study was fielded between May and July 2010.

Despite higher ranking, Honda still trails Toyota Motor Vietnam in sales.

In August, Toyota Motor Vietnam sold more than 2,440 units, down from the more than 2,950 units a year ago, while Honda Vietnam sales slumped 37% to nearly 230 units, according to the Vietnam Automobile Manufacturers Association (VAMA).

August sales of locally assembled automobiles in the country fell 18% year-on-year to about 8,670 and were down 700 units compared with a month earlier,

In the January-August period, VAMA members sold nearly 68,390 units, down 1% year-on-year. Toyota alone sold more than 18,980 units in the first eight months.