China News Service, December 1, According to the website of the China Consumers Association, on November 30, the China Consumers Association released the "Work Report on Customer Satisfaction Evaluation of 20 Brand Automobile 4S Store Services."

The evaluation report shows that the overall service satisfaction score of automobile 4S stores is 82.7 points, and the overall performance is good; the overall difference in service satisfaction of 4S stores of different car series is not big, with the highest score of German department and the lowest score of legal department.

The service satisfaction of 23 auto manufacturers' 4S stores is ranked according to their scores. FAW Toyota ranks first, and Dongfeng Peugeot ranks last.

  From March to June 2020, the China Consumers Association selected 20 car brands (involving 23 car manufacturers) of car 4S stores in 15 cities across the country to conduct service consumer satisfaction evaluation.

Specific auto brands and manufacturers include, German brands (4): Audi, BMW, Mercedes-Benz, Volkswagen; French brands (1): Peugeot; domestic independent brands (8): Baojun, BYD, Changan, Haval, Geely , Chery, Roewe, Wuling; Korean brands (1): Hyundai; American brands (3): Buick, Ford, Chevrolet; Japanese brands (3): Honda, Toyota, Nissan.

Among them, the Volkswagen brand investigated SAIC Volkswagen and FAW-Volkswagen respectively, the Honda brand investigated Dongfeng Honda and Guangqi Honda, and the Toyota brand specifically evaluated GAC Toyota and FAW Toyota.

  This survey actually obtained 6268 valid samples, of which 3118 were online survey samples and 3150 were offline survey samples.

The sample size source involves 1343 4S stores in 15 cities including Beijing, Shanghai, Chengdu, Xi'an, and Wenzhou.

  The main contents of the survey include service satisfaction evaluation of automobile 4S stores and NPS (Net Promoter Score, that is, the percentage of recommenders in the survey minus the percentage of critics), car quality, and consumer rights protection. aspect.

Judging from the survey results, the overall satisfaction score of the automobile 4S shop service was 82.7 points, and the overall performance was good.

In terms of service satisfaction scores in the main links of 4S stores, 4S stores have a sales service satisfaction score of 84.4 points, ranking first; 4S stores’ after-sales service satisfaction scores are 83.5 points, ranking second; 4S stores’ equipment and facilities satisfaction scores are 83.3 points , Ranking third; 4S shop complaint handling satisfaction score of 69.2 points, the lowest score ranking.

The evaluation data shows that the comprehensive score of consumer satisfaction with car quality is 84.0 points, which is generally at a good level; the NPS net recommendation value of the national car 4S store service is 28.0%, indicating that consumers are generally loyal to the 4S store service and the industry is facing development. Certain pressure.

  The survey also found that there are differences in the service satisfaction of car 4S stores in different cities, showing the characteristics of "high in the north and low in the south"; in terms of scores, the service satisfaction of 4S stores of different car series has little difference. The lowest; from the surveyed 20 car brands, Changan Automobile 4S store service satisfaction ranks the highest with 84.2 points, and Peugeot Automobile 4S store service satisfaction ranks bottom with 80.2 points.

  From this survey, the NPS net recommendation value for new energy vehicles is 30.1%, which is higher than the 27.9% of fuel vehicles, which shows that consumers are relatively recognized for new energy vehicles.

The survey shows that this evaluation reflects that the overall performance of consumer satisfaction with automobile 4S store services is good. The efforts made by fuel vehicle 4S stores and new energy vehicle 4S stores can be recognized by consumers; but at the same time, consumers’ There are dissatisfaction with issues such as information disclosure and binding service fees in the link. For example, 95% of consumers buy insurance at automobile 4S shops. Some consumers’ awareness of automobile consumption policies needs to be improved. Compared with facilities, equipment, sales In terms of service and after-sales service, 4S stores of various brands have greater room for improvement in complaint handling, and the problems of “difficulty in obtaining evidence” and “difficulty in identification” in consumer complaints and rights protection also need to be resolved.

  The car quality satisfaction score is 84.0 points, which is generally at a good level.

From the perspective of car manufacturers, consumers believe that the top five car quality rankings are: FAW Toyota, FAW-Volkswagen, Guangqi Honda, Dongfeng Nissan and BMW Brilliance.

From the perspective of car grades, consumers with an expenditure level of 300,000 to 500,000 yuan have higher car quality satisfaction scores.

Over 20% of consumers believe that actual consumption in 4S stores is higher than expected. Nearly 40% of consumers believe that 4S stores have a high standard of working hours, and 70% of consumers believe that 4S store services are "highly expensive".

In terms of service standard SOP (Standard Operating Procedure), the old part display SOP performed the worst, with 17.3% of consumers encountering the old part not showing the situation; the interior and exterior clean performance was better when the vehicle was delivered, only 4.6 % Of consumers think that the inside and outside of the vehicle is not clean when it is delivered.

In addition, the proportion of the maintenance content and estimated cost that were not notified before the maintenance, and the additional items were not notified in advance was less than 10%.

Consumers encounter problems in the process of using the car. In the communication with 4S stores, low response timeliness and low efficiency in solving the "double low" phenomenon are the main problems in 4S stores.

Complaints caused by forced consumption have the greatest impact on overall satisfaction.

  Failure problems have a significant impact on car quality satisfaction.

The survey results show that the occurrence of transmission, noise/abnormal noise, front and rear axles, braking systems and clutches have a greater negative impact on car quality satisfaction.

The time to the first failure has a great influence on car quality satisfaction.

More than 60% of consumers have not experienced a car quality failure, more than 10% of the time of the first failure occurred within 1 year of purchase, 12.3% of the time that occurred within 1 to 2 years of purchase, and occurred during purchase 2. The proportion of more than 1 year is 13.6%.

  In response to the relevant issues found in this investigation, the China Consumers Association made recommendations from four aspects: First, it is recommended that relevant regulatory agencies improve the relevant laws, regulations and service standards in the field of automobile production, sales and service as soon as possible, and continue to carry out orderly rectification actions in the automobile consumer market. , To properly resolve and prevent all kinds of consumer conflicts and disputes; the second is to call on business operators to focus on consumers, continue to optimize their own services, and make improvements in terms of "people" and "things", "hardware" and "software", and make improvements to consumers Work hard on "perception" and "experience", and strengthen self-discipline and self-examination for "advantages" and "shortcomings"; third, it is recommended to strengthen supervision of new energy vehicle sales, and optimize the subsidy policy, sales price, insurance policy, etc.; Fourth, all parties should increase the protection of consumer rights and consumer education, carry out corresponding education and guidance work for operators and consumers, and work together to create a good automobile consumption environment and consumer experience.

  In the next step, the China Consumers Association will continue to pay attention to the automobile consumer market, advise relevant departments on the weaknesses and shortcomings of automobile 4S stores found in the survey, and cooperate with relevant industry associations to carry out automobile consumer market service initiatives to further eliminate consumption. Obstacles to effectively enhance consumer satisfaction and sense of acquisition.