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Japanese rivals Toyota and Honda have tied for top spot against 10 other brands in the third annual JD Power Asia Pacific Australia Customer Service Index (CSI) Study released today.

The 2012 study measures the overall satisfaction with vehicle service experience of 4300 vehicle owners who purchased a new vehicle between August 2007 and August 2012, and had their vehicle serviced at authorised service centres between August 2011 and August 2012.

Vehicle service experience satisfaction was measured on a 1000-point scale, with results based on five factors including service quality, vehicle pick-up, service advisor, service initiation and service facility.

Honda Civic Hatch

Toyota and Honda tied with the highest score of 809 points, while last year’s winner Subaru ranked third on 805 points.

Mazda, at 801, finished above this year’s 791 overall customer satisfaction average – a two-point decrease on 2011, which JD Power suggests is the result of declines in the scores for quality (down five points), service advisor (down eight points) and service facility (down six points).

Mitsubishi equalled the industry average while Kia (784), Hyundai (783), Holden (779), Ford (775), Nissan (767), and Suzuki (764) all fell below the line. Volkswagen was the worst performer with a score of 757.

J.D Power Asia Pacific 2012 Australian Customer Service Index (CSI) Study

The study found proactive communication with vehicle owners during the pre-service process had a significant impact on vehicle service experience satisfaction overall, creating a highly satisfying overall service experience.

Satisfaction increased by 105 points when vehicle owners were given estimates on service completion times, compared with those who were not, and 40 points when vehicle owners were notified by dealerships when their vehicles required services, compared with vehicle owners who were not.

JD Power Asia Pacific executive director Mohit Arora said proactive communication during pre-service helped pave the way for a highly satisfying vehicle owner experience.

“Owners prefer to be updated by the network on their service due dates, as well advised during vehicle drop-off of the time to pick up the vehicle,” Arora said.

“These simple steps help to create a positive first impression about the network’s ability to deliver a quality after-sales experience.”

Toyota Service - 2

The study also found that those vehicle owners who were highly satisfied with their dealer’s overall service performance had higher levels of loyalty and advocacy toward both the specific dealership as well as the manufacturer brand.

Among vehicle owners who were highly satisfied – gave satisfaction scores above 895 – 81 per cent said they “definitely would” revisit their service dealer for post-warranty service. This is in stark contrast to the 12 per cent of highly dissatisfied customers – satisfaction scores below 713 – who said they felt the same.

Follow-on business for brands was also influenced with 69 per cent of highly satisfied customers saying they “definitely would” recommend their make to friends and family, compared with four per cent of highly dissatisfied customers.


  • Iggy

    perfect article for VW trolls to release their toxic breath!!

    • Jober As A Sudge

      …or VW fanboys to insult everyone who dare besmirch the Volkswagen!

  • Dave W

    I’d to apologise beforehand for the following bait. I just can’t help it.

    VW last? *wink wink*

  • Golfschwein

    You’d be referring to the likes of me, Iggy, but it’s funny how others jump on this first. 

    Hey ho, can’t win ‘em all, and all that. I do doff my hat to Honda and Toyota in this instance and might conclude that there’s one solution only to being both a driving enthusiast AND a survey enthusiast on the strength of this: Accord Euro. Maybe the Toyota 86, too.

    • Zaccy16

      agreed, but i have had very positive experiences with the vw servicing, better than my experience with mazda servicing and ford servicing 

      • Golfschwein

        Most definitely, Zaccy. My Perth VW dealer offered consistently brilliant service. I rate them 10/10 for quality, attitude, friendliness, professionalism, amenity and shuttle service. The central Perth Ford mob…3/10.

        • Zaccy16

          exactly i rate vw 10/10 mazda 8/10 and ford 2/10 for the servicing quality

          • F1MotoGP

            It’s funny how you agree with Golfschwein’s comments and you like them, but when he agrees with your comments, he doesn’t like them. Just a funny observation. Anyway, a belated congratulations on your number 1 position Zaccy.

          • Zaccy16

            Thanks

          • Golfschwein

            Nobody knows motoring and industry statistics like you do, F1MotoGP. You’re brilliant at it, and always seemed to show evidence of insider knowledge. Show us some, just so we can be sure who you are.

          • F1MotoGP

            Thank you Golfschwein for the kind words. Here’s a statistic and I’m sure you’ll be able to confirm the accuracy:
            Current commenter rankings on CA:
            Number 1 Zaccy16 Score: 5123
            Number 2 Golfschwein Score: 4931
            Source: CA

          • F1MotoGP

            Also, how funny for me to speak up about you not liking Zaccy’s comment and then for you to immediately go ahead and like his comment. Must keep up appearances, right Golfschwein?

          • F1MotoGP

            I think it’s great, Guest. I, too, love reading the articles and CA and sharing my views and reading other commenters’ views about the news and issues. It’s a great community we have here. Some people just have to ruin it for the rest of us by slandering our names and reputations. I can only do what I can and speak the truth. I can’t help others spreading lies or accusing me of being a fake or lying.

          • F1MotoGP

            It’s stuff like that that ruins this wonderful community we have here. And the sad thing is that sometimes reputable commenters accuse me of lying or other ridiculous things, just because I won’t be a pawn for their own ends. I will not compromise my integrity and will not be intimidated by those who think they have sway here.

          • Phil

            It’s truly the luck of the draw, I guess. As long as I’m satisfied with the place I get my car serviced, these surveys mean nothing to me. I own a Holden, btw.

          • Golfschwein

            Take no notice of F1MotoGP, Zaccy. He’s not the real deal. It’s the same person, most likely, who’s been imitating a number of regular posters up until such time as they register their profiles, yourself included. The real F1MotoGP is too mature to harp on about liking comments, tit for tat, etc etc.

            This bloke will never register his profile, cos then he wouldn’t be able to go on as a bunch of other people, would he? :)

          • F1MotoGP

            I am F1MotoGP – I don’t register because my browser’s cookies function is malfunctioning, so it won’t let me register and/or login. Also, the fake F1MotoGP has already stolen and registered my name on Disqus – he was simply too quick and ten steps ahead of me. Anyway, I believe that the truth of my comments will speak for themselves – I only ever speak the truth – and people will judge my comments by that.

          • F1MotoGP

            FYI – I did not post that comment from the fake Golfschwein. I guess I’m not the only target of the name trolls.

          • MacMok

            You just said elsewhere in these comments “its not the brands fault its the individual dealer”, but here you’ve listed scores for the brands. You don’t see how you’ve contradicted yourself?

          • Zaccy16

            i don’t mean the brands i mean the individual dealers in geelong

        • Robin_Graves

          Free towing and a new motor and gearbox at every service?  No wonder you like them.  I’m guessing you dont go to John Hughes as they constantly try and sell my wife a throttle body clean on a diesel that doesnt have a throttle body.

  • DrPhil

    Where is BMW?

  • Hung Low

    A totally irrelvant survey and I’m no VW fanboy as most would know. Is it coincidence that the bottom rankers also have terrible aftersales and dealership service centres as well?

    • Gfdg

      What coincidence? This ranking is about aftersales and dealership service.

  • Smithy

    So what is it, a 7% difference between first and last ?
    How does it work exactly?
    Is this at all important ?

  • F1orce

    I’ve always said that Volkswagen offers terrible service for their customers.

    Profits FIRST and customers LAST

    That’s how they roll at VW

    • Zaccy16

      i have had a very positive experience actually at geelong VW much better than the other brands i have owned

      • Golfmother

        AGREED Zaccy16 , after three i feel happy with service , best bit is no issues , so no auguments , honda excellent , except when they backed my prelude into a pole at the 1000km service , agh .

        Subaru excellent , although the 15000km was always 7500km come back soon , why put it in the book 15k .

        Funny i love listening to the whiners at the service desk , cant afford the service why did you by it .

        • Miles

          It’s all about the luck of the draw, I guess. I’ve had excellent experiences with my Skoda so far, but not-so-good experiences with my previous VW and Chrysler vehicles.

          • Zaccy16

            exactly, its not the brands fault its the individual dealer

    • Igor

      You’ve always said a lot of things & you’re usually wrong.
      I’ve had only good experiences with the VW service centre down here in Tas.
      So wrong again F1…

      • AutoMoto

        Of course your single experience is representative of all VW dealers…

        • Igor

          No of course not.
          Just responding to an inaccurate generalisation, in case you didn’t notice.

  • Antmindel

    My Holden and VW servicing experiences were shocking,Honda on the other hand have been excellent.

  • Sydlocal

    The problem with this survey is that it has more to do with the individual dealer/service department than the brand itself. It must be remembered that the dealer is actually independent to the “brand”. Sure if there is enough negative comments the brand can give the dealer a nudge and risk losing the right to sell that brand, however the actual head office doesn’t have a whole lot to do with how a dealer runs thier service department etc…

    • Daniel D

      All very true Sydlocal and the sooner the brands realise they need a complete hands on approach to dealer management with enforceable standards on service and facilities, the better their scores will be. 

    • Gfdg

      Some dealers are factory owned. Those that aren’t are supposed to adhere to particular standards set by the “brand”. Customers can and do complain to head office whom should intervene in disputes.

  • VOLKSWAGENSUX

    VOLKSWAGEN WHERE THY BELONG. RIGHT AT THE BOTTOM

    VEEDUD 4 LIFE

  • Shiok86

    Please let me know of a good Honda service department in Perth. I have not been able to find one North or South of Perth. They don’t listen to you.
    I gave up on Ford in Perth so no more Fords for me.  Agreed on Central Ford in Perth. Always have to take it back to them after a service.Just using the mechanic down the road now.
    Waiting for myToyota. Hope they are better. Their salesman is no better. Always wonder how they sleep at night.

    • Chris

      I guess that says more about the whole industry, than any particular brand.

  • Bc

    My local Toyota service has been great always offered a ride home and return to pick up the car capped service price great attitude and after sales support always friendly easy 10/10 which is what I gave them
    In this survey.

  • save it for the track

    40 points for dealers contacting people to let them know their vehicle needs a service??? These are the same kind of morons who drive around with slicks on, and don’t know which end of their ToyoHolord drives their vehicle. Seriously? I always know when my vehicles need a service. But of course, I’m also capable of checking my own fluids, monitoring tyre pressures and wear, and can walk and talk at the same time. 40 points for a nonsense. I guess that is the ‘dumbed down’ soicety we live in though isn’t it? I would challenge people to make a few marks on various parts (tyres included) to see if the ‘servicing’ is actually being done. Some scores may drop….

    • Phil

      ToyoHolord? Isn’t that a bit presumptuous, especially considering Holden and Ford rated below the industry average?

    • Golfmother

      Damn right

  • The Real Wile E

    Lexus must be included in Toyota .
    If on its own Lexus would be no.1 and you pay for it.

  • wortam

    note the politically correct (or incorrect)staged toyota photo at the top of this article, the white guy in the middle with the token ethnic guy and the token good looking woman either side, if only holden and ford were as smart as toyota

  • Luke Brinsmead

    My experience with VW so far has been ok, however the service cost was a bit more than what I predicted.

  • No fears

    Surveys such as this are for the captive audience like the salmon that will jump on the hook for you, agree wortam it is so staged,more about marketing than anything of substance.
    Long term mechanic of the last 17 years has been brilliant at servicing &keeping an aged Subaru on the road.Gave me free use of a car for the week after the one & only breakdown & accepted the car at very short notice.Dealership would charge like the proverbial for use of a vehicle & the first question would be do you have booking.
    Service should be no problem for new cars yet they all fall short. A new car will come one day, could do it now but when the day comes that a NEW Outback or maybe XV sits in my Garage,will still use my mechanic.   

  • Karl Sass

    As others have already mentioned, it has a lot to do with the individual dealer. Although the rankings seem to roughly coincide with the chance of finding something wrong with the vehicle (reliability).

  • ThirdRonnie

    I think it’s interesting that even the top-ranking Honda only achieved an 81% score.

    But then, it’s the automotive industry we’re talking about here.

  • allroad2004

    Why wasn’t Audi surveyed?

  • Zaccy16

    you always have to lower the tone of these threads captain nemo

  • Phil

    Um, wild accusations much? No need to sully Captain Nemo’s name without proof.