Veröffentlicht am 29.06.2016
Mazda bleibt erste Wahl in Sachen Kundenzufriedenheit: Mit dem zweiten Platz unter den Volumenmarken und dem dritten Platz in der Gesamtwertung hat es die japanische Marke bei der J. D. Power Kundenzufriedenheitsstudie 2016 (Customer Service Index CSI) erneut auf das Podium geschafft. Ermittelt wurde die Service-Zufriedenheit der Mazda Kunden mit ihrem Mazda Vertragspartner. Dabei erreichte Mazda einen Indexwert von 765 und liegt damit deutlich über dem Durchschnitt der Volumenmarken von 732.
Die Zufriedenheit mit dem Service in Autohaus und Werkstatt ist eine wichtige Voraussetzung für anhaltende Kundenloyalität. Der Studie zufolge wollen 82 Prozent aller Kunden, die nach eigenen Angaben von ihrer Werkstatt „begeistert“ sind, definitiv dorthin zurückkehren, um kostenpflichtige Dienstleistungen in Anspruch zu nehmen. Fast drei Viertel der begeisterten Service-Kunden wollen ihr nächstes Fahrzeug beim gleichen Händler kaufen oder leasen; nimmt hingegen die Service-Zufriedenheit ab, sinkt auch die Kaufloyalität.
„Wir freuen uns sehr über das hervorragende Abschneiden von Mazda im CSI-Index von J.D. Power“, erklärt Bernhard Kaplan, Geschäftsführer der Mazda Motors Deutschland GmbH. „Wir arbeiten gemeinsam mit unseren Händlern in Deutschland mit hohem Engagement daran, die Service-Qualität im Handel weiter zu steigern und die Zufriedenheit unserer Kunden zu erhöhen. Diese Arbeit trägt Früchte, wie die neue Studie eindrucksvoll bestätigt.“
Für die Kundenzufriedenheitsstudie, die in diesem Jahr zum zweiten Mal für den deutschen Markt durchgeführt wurde, hat J.D. Power 9.874 Online-Befragungen ausgewertet. Teilgenommen haben Fahrzeughalter, deren Autos zwischen Februar 2013 und April 2015 neu zugelassen wurden. Sie wurden zu ihren Erfahrungen in den Bereichen Servicequalität, Vereinbarung von Serviceterminen, Serviceberater, Fahrzeugabholung und Serviceeinrichtung befragt.
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