The luxury brand shoppers that were most satisfied with their showroom experience are those bought Jaguars, according to the J.D. Power US Sales Satisfaction Index.
Cadillac took second place while Mercedes brand ranked third. Lincoln displayed the greatest improvement from 2009, jumping from sixth to fourth in 2010.When it comes to mass-market brands, Mini buyers were the most satisfied.
The results of this 2010 study come from the responses of 25,244 new-vehicle buyers who purchased or leased their vehicles in May. This study was fielded between August and October.
Following Mini to take second place is Mercury while GMC ranked third in the mass-market segment ratings. The Hyundai brand improved the most compared to the 2009 study. It jumped 9 ranks to finish seventh. After moving up seven spots, the Chrysler brand now ranks eighth.
According to Osborn, the main sign that a vehicle buyer is satisfied with the purchase experience is generally based on how the deal was worked out. Osborn noted that though there are buyers who remember the experience fondly, there have been complaints especially when it comes to negotiating the purchase of a new car.
Retailers need to understand that the process has to be efficient as well as collaborative, considering that the overall satisfaction in completing the deal makes for 33% of what is known as the index weight, Osborn added. In the 2010 U.S. Sales Satisfaction Study, four factors were used to determine overall customer satisfaction when buying a new vehicle.
In order of importance, these are: satisfaction of working out the deal, the salesperson, the delivery process, and facility of the dealership. The results were based on the responses of 25,244 buyers who bought or leased vehicles in May of 2010.