Sales are up but customer satisfaction when it comes to new cars took a hit this year for the first time in two years.
Overall customer satisfaction dropped 1.2 percent compared to last year according to the American Customer Satisfaction Index, a study that is based on phone and e-mail interviews with 4,078 recent new car customers that were randomly picked between April 6 and May 22 of this year. Consumers are polled about their satisfaction overall, but also on specifics such as purchase price and the dealership experience.
From 2010 to 2012, the index improved two points to a high of 84 last year. For 2013, the average drops back down a point to 83.
The authors of the study say that one of the reasons for the decline in satisfaction is how good customer service has been getting in the auto industry. ”Higher levels of customer satisfaction create greater customer expectations that automakers are then challenged to meet — let alone exceed,” the authors of the study said.
Recalls can also tarnish a vehicle’s scores, as the average score for non-recalled vehicles was 81 while vehicles that had been recalled in the last year has an average score of 84.
[Source: Automotive News]