2:07 pm, April 6, 2017
The NFDA Consumer Attitude Survey for spring 2017 has been published, revealing a series of trends and new findings surrounding consumer behaviour in the car franchised sector.
The results are statistically significant, with a confidence level of more than 99 per cent, according to market research agency Public Knowledge. The survey showed that more than 50 per cent of consumers use the internet to research franchises and illustrated the need for more to be done in the UK to raise awareness of internet bookings.
When it comes to customer experience in dealerships, 46 per cent of respondents said customer lounges are very important or important to them. Overall, the level of franchise satisfaction in the UK is still high.
There were also trends that showed how customers felt the best description of convenience is the availability of appointments at times that suit them.
According to the survey, the top five reasons why people select the franchise dealerships they do are because they are car specialists, trustworthy, knowledgeable, offer a high quality of service and specialise at a specific type of work.
This is the third edition of the survey conducted by Public Knowledge. The poll covers 1,000 people across the UK via a short online questionnaire.
Sue Robinson, director of the NFDA, said the findings would ‘continue to help dealers target specific areas to improve customer experience at dealerships’.
She added: ‘The survey covers a number of issues within car servicing including: consumer research on the internet, convenience, consumer experience at the dealership, general perception of franchised dealers, as well as importance of low emissions and safety.
‘Positively, franchised dealers continue to stand out for reputation, professionalism and knowledge. Consumers also believe franchised dealers are the safest option to get their car serviced. Nevertheless, there is still room for improvement in some areas.
‘With the data provided, our members can address the specific issues that have arisen. The NFDA Consumer Attitude Survey will run twice annually to demonstrate clear trends that will provide valuable insights for franchised dealers.’
The NFDA Consumer Attitude Survey looks at a number of different topics within the industry, including how consumers use the internet, the dealership experience and the perception of franchised dealers.
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