Chinese carmakers need to improve quality of customer service to retain loyalty

Beijing

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 …