2016 China Automotive Customer Satisfaction Annual Meeting and 2016 Automotive Industry Customer Satisfaction Survey Results CACSI press conference was officially released in Beijing. Since 2002, China Quality Association, the National User Committee has been organizing 15 years to carry out China Automotive Industry Customer Satisfaction Assessment (CACSI), and regularly released to the community evaluation results.
2016 CACSI is still the main car, including the city multi-purpose sports car (SUV), business travel vehicles (MPV), mini-cars, new energy vehicles and other categories, evaluation targets for the 2016 sales of 176 brand models , Involving the national 50 car manufacturers, 58 car brands. The survey covers 65 major cities in the seven market areas of North China, Northeast China, East China, Central China, South China, Southwest China and Northwest China. The survey was conducted from March 18 to August 8, 2016, and the survey was conducted by face-to-face interviews. A total of 23,408 valid samples were collected. The evaluation index system is constructed according to five dimensions, including the overall satisfaction evaluation, the performance design evaluation, the quality reliability evaluation, the post-sale service evaluation and the sales service evaluation. The survey was organized and implemented by Zhongguo Guoyou Testing Technology (Beijing) Co., Ltd.
CACSI adopts the advanced global unified standard measurement model. The stability and statistical significance of the test results are very strong, which has great guiding significance both for the users purchasing automobiles and improving the quality of production enterprises.
Main results were evaluated
1, 2016 China Automotive Industry Customer Satisfaction Index (CACSI) was 77 points (out of 100 points), down 2 points, the lowest level in nearly eight years, lower than the US Car Satisfaction Index (ACSI) 5 points. CACSI has been growing steadily since 2003 for 10 years, reaching an all-time high of 80 in 2012. Since then, CACSI index began to shock downstream.
Passenger car category, the highest car satisfaction, 78 points, SUV was 77 points, MPV was 75 points, 74 points for micro-off. Brand category, the self-brand satisfaction 75 points, 78 points joint venture brand. Joint venture brands, the German Department of 79 points, Japanese, Korean and American lines are 78 points, 77 points law.
2, the current level of automotive product and service quality has not been able to fully meet the growing needs of individual users, and user expectations there is a big gap. Evaluation data show that the user perceived quality and expected quality of the gap of 2.3 points, while the user quality of personal perception and expectations of greater disparity. To narrow this gap,
Car manufacturers on the one hand to actively respond to domestic consumer demand to the three or four lines of market development, increased number of young customers, the user network, increase in female owners and other user structure changes in the trend. On the other hand, car manufacturers should also pay attention to the first and second tier cities users, the first time to buy new car users, non-young users and women, the individual needs of users. Survey data show that the first and second tier cities user satisfaction index than the three-tier cities, low 1.2 points; first purchase of new car users satisfaction than the second car users 2.8 points lower than 24 years of age; 24-year-old customer satisfaction than The following users 0.8 points lower; female car user satisfaction than the male users 0.4 points lower.
3, China's auto market competition is characterized by the quality of the cornerstone of the brand competition, the impact of price factors continue to weaken. Quality and brand image are still the most important factors affecting satisfaction, their contribution rate of satisfaction to 88%. While the perceived value of the impact of the impact of satisfaction was declining trend. Despite the weak market demand, price promotions intensified, the perceived value of the impact of satisfaction coefficient decreased by 12% year on year. Manufacturers too much use of price promotions, is likely to weaken the brand image, and thus have a negative impact on the satisfaction increase.
4, independent brand satisfaction fell 2 points, with the joint venture brand is still a big gap. Own brand satisfaction is lower than the joint venture brand 3 points. The difference between the brand image, expected quality and perceived value of the self-owned brand and the joint-venture brand is 5.5 points, 4 points and 3.3 points, respectively, 0.6 points, 0.3 points and 0.3 points respectively compared with the previous year; Perceived quality and joint- The gap remains at last year's level, 4.1 points. Product quality, independent brand quality and reliability of the gap between the brand and the joint venture was 3.8 points, down 0.6 points, performance design satisfaction with the joint venture brand gap of 3.5 points, up 0.1 points. Service quality, after-sales service brand satisfaction, sales service satisfaction are lower than the joint venture brand 3 points.
5, the key system failure rate is high, the quality of automotive reliability satisfaction declined. In 2016, the quality reliability of the automotive industry was 76.8 points, down by 2.5 points. 100 new car failures occurred 101 times, down 6 times; failure rate of 61.9%, an increase of 0.5 percentage points. The number of new car failures in the four systems of "engine system", "driving, steering and braking", "interior" and "body appearance" is about 63% of the total failure frequency, which is increasing year by year trend. Automobile manufacturers should pay attention to quality departments to solve the above-mentioned system-prone fault. The user mentioned more faults (problems): the smell of heavy interior, fuel consumption is too high, driving tire noise, wind noise, gear not allowed / into the file difficult (manual file), the engine noise, acceleration Slow response / weakness, brake abnormal sound.
6, car manufacturers should pay attention to improve the "driving, handling and braking", "vision and driving safety", "air conditioning", "seat", "driver's seat, instrument panel and body interior" and other factors performance design level. 2016 automotive industry performance design satisfaction 76 points, down 1.9 points, the factor scores were down year on year. Automobile manufacturers should focus on improving the performance of the following elements of the design level: control and stability in bad road conditions; night driving lighting effects; can block the car outside the exhaust and pollution; air conditioning quiet when the air; seat material ; Seat shape; interior workmanship quality; driving in the overall quietness of the car.
7, "service efficiency", "service attitude", "maintenance and repair service quality" and "service facilities and the environment" is to enhance the service satisfaction of the key link. 2016 automotive industry after-sales service satisfaction 77 points, down 2 points. Domestic users want dealers to improve the service level of the following elements: service staff honest and credible, to honor their commitments; service personnel to ask in detail to clarify your needs; maintenance of materials, the quality of the new replacement parts; ) Can be a one-time fix (to solve); wait for the service, the time dominated by the degree of satisfaction. Survey data show that in the service outside the product to provide diversified and slow service levels to enhance the dual pressure, 4S shop customer churn is serious. Data show that after the warranty period the user's subjective wastage than the warranty period of 12 percentage points higher than the user. Although the automotive 4S shop in the standardization of service processes and improve a lot of work done, but the service quality of the process is not the same as the user's perceived quality. 4S shop to respond to the user's concerns, and strengthen the effective communication with the user, we should obtain the customer's trust and satisfaction as the focus. 4S stores should be based on their own resources to improve existing services, design and provide more suitable for local conditions, unique value-added services and personalized service.
8, "sales consultant", "delivery process", "service facilities and the environment" and "bargaining and signing of written documents" is to enhance the sales service satisfaction key link. 2016 automotive industry sales service satisfaction 78 points, down 2 points. Although the new car discount efforts, but the user's service experience there are still many factors of dissatisfaction. Users want the dealer to improve the service level of the following elements: the sales consultant can objectively introduce the strengths and weaknesses of the vehicle model, introduce the professionalism of the vehicle type information; after the car return visit tracking service, the vehicle should fully explain the vehicle use information, and demonstration Operation; to provide users with detailed product information; the final price paid in line with your expectations, the terms of the contract takes full account of your views. Car dealers should enhance the professionalism of service, pay attention to customer feedback and actively respond to customer expectations, strengthen customer care.
9, the user reference to the main source of information is: "Auto Show, Auto 4S shop", "Internet", "relatives and friends recommended. The referral rates of these three sources are 71.9%, 63.8% and 60.2% respectively. Among them, the "Internet" referred to the proportion increased year by year, than in 2012 increased by 16 percentage points. The proportion of traditional sources of information such as "referrals to salespeople" and "price guides" dropped by 6 percentage points and 5 percentage points, respectively, compared with 2012.
"Car performance is good", "high quality and reliability", "high safety", "good-looking models", "brand awareness" and "high comfort." The data show that users are most concerned about car selection car performance, quality, reliability and safety. "Quality reliability" from 2014 instead of "cheap" for three consecutive years to become the user car one of the six factors.
User car most valued brand feature is "practical", the reference rate of 52.6%. "Family", "fashion", "young", "economic" and "taste" and other brand features, users are more valued. Users of the "young", "sports" and other brand characteristics of the reference rate increased by 2 and 3 percentage points, while the "practical" rate decreased by 3 percentage points.
2016 users to select the car the top ten models are: Harvard H6, Sagitar, Corolla, CR-V, Sunny, Tiguan, Jetta, Bora, Fox, Sylphy.
10,2016 China's new energy automotive user satisfaction level of 75 points, an increase of 10 points. Mainly due to the popularity of new energy vehicles to private users. The satisfaction level of private users is significantly higher than that of commercial (rental) users. New energy vehicle satisfaction is lower than the fuel vehicle 2 points, its brand image, perceived quality and cost-effective scores and fuel vehicles have a large gap. Users of new energy vehicles complained to 22.6%, 8.6 percentage points higher than fuel vehicles. Battery low-temperature work efficiency, power consumption in winter fast; body assembly poor quality, interior work rough, abnormal sound; trunk space is not enough to use. The main problem of users dissatisfaction: short battery life; charging a long time, trouble; Users of the battery and interior failure (problem) mentioned more on the battery and interior reliability evaluation is also the lowest. Users of new energy vehicles to start and accelerate the performance evaluation is better than fuel vehicles. The main recommendations of users of the manufacturers are: to improve battery life and mileage; improve vehicle quality and reliability, reduce the failure rate and complaint rate, improve car safety; interior work to be refined; to strengthen the positive of new energy vehicles Publicity, enhance user confidence. Users of the Government's main recommendations are: to strengthen policy support and subsidies, so that more people can afford new energy vehicles; to strengthen the construction of charging pile facilities to increase the charging dedicated parking spaces; special funds to support technology research and innovation and upgrading; Pianbu, but also benefit the people. At present the user is most concerned about the four new energy brands BYD, Beiqi new energy, Tesla and JAC.
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