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
–
Recognises the
legitimate needs of consumers for information on the performance of South
African vehicle manufacturers in the areas of sales and service delivery;
Brings South Africa into line with customer satisfaction reporting standards
applicable in sophisticated international automotive markets;
Is intended to enhance consumer welfare by providing access to key information which could influence purchasing decisions.
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.
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