NAAMSA MEDIA RELEASE : FOR IMMEDIATE RELEASE

NAAMSA AND PROACTIVE MARKETING ANNOUNCE THE PUBLICATION OF
ANNUAL CUSTOMER SATISFACTION RESEARCH RESULTS INTO VEHICLE 
PURCHASING AND SERVICING

NAAMSA, together with the Centre for Proactive Marketing Research, herewith announce that, with effect from March, 2001 the South African automotive industry has agreed to release, for public consumption, detailed results of customer satisfaction research into the performance of car and light commercial vehicle manufacturers in the areas of vehicle purchasing and vehicle service delivery by franchise dealers.

Customer satisfaction measurement is regarded as a key performance indicator for the automotive industry which now represents the first major sector in South Africa to implement, for public release, customer satisfaction benchmarking and reporting.

The research does not represent a measure of product satisfaction but reflects, on a full disclosure basis, annual customer satisfaction performance in respect of vehicle purchasing and servicing by major brand in the passenger car and light commercial vehicle markets.

NAAMSA and Proactive Marketing believe that the commitment of the automotive manufacturers in South Africa to greater transparency represents an important step in the development of the industry which will serve to enhance the integrity and image of the industry as a whole.  Specifically, the    decision

The research methodology and statistical sampling techniques used have been verified by recognised independent institutions and conform to international best practice.   The customer satisfaction research results to be published therefore represent the official, unbiased results recognised by the players in the motor industry obtained through suitable methodology and based on adequate samples.  The results of any other customer satisfaction survey will not be recognised by NAAMSA as being representative of the industry.

The results for year 2000 will be released for public consumption during the week commencing 19th March, 2001.  In future, consideration will be given to publishing customer satisfaction research results twice per annum.

NAAMSA and Proactive Marketing anticipate that the public disclosure of customer satisfaction benchmarks will be well received by consumers generally and the motoring media in South Africa in particular.

NAAMSA OFFICES :  PRETORIA  
12th  March, 2001  

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