JK Tyre ranks highest in customer satisfaction with original equipment tires in India, according to the J D Power Asia Pacific 2009 India Original Equipment Tire Customer Satisfaction Index (TCSI) StudySM released on April 29, 2009.
Now in its ninth year, the study analyzes new-vehicle buyer satisfaction with original equipment tires by examining five key factors. In order of importance, they are: appearance, durability, ride, traction and handling.
With an overall score of 811 on a 1,000-point scale, JK Tyre performs particularly well in all factors that drive overall satisfaction. MRF follows in the rankings with 804 points.
“JK Tyre not only ranks highest, but also posts the greatest improvement since 2008 among the brands included in the study,” said Mohit Arora, senior director at J D Power Asia Pacific, Singapore.
Overall satisfaction has declined by 10 points from 2008 to an average of 798 in 2009. Furthermore, the percentage of customers reporting a problem with their original tires has increased from 19 per cent in 2008 to 22 per cent in 2009.
“The occurrence of even a single problem leads to a strong negative impact on tire satisfaction, with satisfaction averaging 70 points lower among customers who experience a tire-related problem, compared with customers who do not,” said Arora. “Problems like excessive tire noise while driving, poor traction on wet roads and recurring flat tires not only cause driving inconvenience, but also can be safety hazards, which intensifies the negative impact on customer satisfaction.”
The study finds a notable shift in customer tire maintenance behavior in 2009, compared with 2008, particularly in the type of establishment used for tire servicing needs. There has been an increase in the proportion of customers who report using organized service providers—such as selling dealerships and tire manufacturer stores—rather than roadside tire servicing workshops.
“While roadside mechanics offer convenience, organized retail outlets such as vehicle dealerships tend to provide customers with enhanced service experiences and are perceived to offer better-trained technicians, service standardization and pre-determined and fair charges,” said Arora.
The study also finds that customer satisfaction with original equipment tires has a strong impact on brand loyalty and advocacy for replacement tires. Customers who are highly satisfied (with satisfaction levels averaging above 884) are twice as likely to recommend or repurchase their current tire brand when buying replacement tires, compared with customers who are less satisfied.
“Increased consumer awareness and aggressive marketing by tire manufacturers has raised customer expectations in recent years and has placed the onus on tire manufacturers to improve quality and provide enhanced product experiences to maintain levels of customer advocacy,” said Arora.
The 2009 Original Equipment Tire Customer Satisfaction Index Study is based on responses from 3,363 newvehicle owners surveyed between 12 and 18 months of ownership. The study was fielded between May and August 2008.
Now in its ninth year, the study analyzes new-vehicle buyer satisfaction with original equipment tires by examining five key factors. In order of importance, they are: appearance, durability, ride, traction and handling.
With an overall score of 811 on a 1,000-point scale, JK Tyre performs particularly well in all factors that drive overall satisfaction. MRF follows in the rankings with 804 points.
“JK Tyre not only ranks highest, but also posts the greatest improvement since 2008 among the brands included in the study,” said Mohit Arora, senior director at J D Power Asia Pacific, Singapore.
Overall satisfaction has declined by 10 points from 2008 to an average of 798 in 2009. Furthermore, the percentage of customers reporting a problem with their original tires has increased from 19 per cent in 2008 to 22 per cent in 2009.
“The occurrence of even a single problem leads to a strong negative impact on tire satisfaction, with satisfaction averaging 70 points lower among customers who experience a tire-related problem, compared with customers who do not,” said Arora. “Problems like excessive tire noise while driving, poor traction on wet roads and recurring flat tires not only cause driving inconvenience, but also can be safety hazards, which intensifies the negative impact on customer satisfaction.”
The study finds a notable shift in customer tire maintenance behavior in 2009, compared with 2008, particularly in the type of establishment used for tire servicing needs. There has been an increase in the proportion of customers who report using organized service providers—such as selling dealerships and tire manufacturer stores—rather than roadside tire servicing workshops.
“While roadside mechanics offer convenience, organized retail outlets such as vehicle dealerships tend to provide customers with enhanced service experiences and are perceived to offer better-trained technicians, service standardization and pre-determined and fair charges,” said Arora.
The study also finds that customer satisfaction with original equipment tires has a strong impact on brand loyalty and advocacy for replacement tires. Customers who are highly satisfied (with satisfaction levels averaging above 884) are twice as likely to recommend or repurchase their current tire brand when buying replacement tires, compared with customers who are less satisfied.
“Increased consumer awareness and aggressive marketing by tire manufacturers has raised customer expectations in recent years and has placed the onus on tire manufacturers to improve quality and provide enhanced product experiences to maintain levels of customer advocacy,” said Arora.
The 2009 Original Equipment Tire Customer Satisfaction Index Study is based on responses from 3,363 newvehicle owners surveyed between 12 and 18 months of ownership. The study was fielded between May and August 2008.
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