Chinese carmakers need to improve quality of customer service to retain loyalty
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CHINESE carmakers are selling more cars than ever before. But Chinese drivers are not especially enjoying the experience. According to a new study from market research firm JD Power, Chinese satisfaction with the whole process of buying a new car - everything from the showroom to the salesperson - declined in the last 12 months. And those who bought local cars had the worst experiences: Only five Chinese brands made it into in the top 25 for overall sales satisfaction - in China.
That is probably not the sort of statistic that keeps Chinese leaders awake at night. But it should, given that China's manufacturing-based economy is rapidly transitioning into one largely based on services.
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