Dealership Experience More Important than Price

When customers go to a dealership to buy a new vehicle, the way in which the salesperson treats them is more important than the actual price, a new study shows. The J.D. Power and Associates 2010 U.S. Sales Satisfaction Index Study found that 52% of those new car buyers surveyed said the treatment they received from the salesperson was a reason for buying the new vehicle. The study also found that 38% of buyers cite vehicle price or the deal offered as the reason for selecting their dealer.

Another factor the study looked at was the role the Internet played in the new-vehicle shopping process. The study found 79% of those surveyed said they use the Internet during the shopping process. Another finding was 24% of buyers in 2010 submitted an online request for quote to a dealer, and were, on average, more satisfied with the negotiation process and the price paid.

The 2010 U.S. Sales Satisfaction Index (SSI) Study is based on responses from 25,244 new-vehicle buyers who purchased or leased their new vehicle in May 2010. The study was fielded between August and October 2010. The study is a comprehensive analysis of the new-vehicle purchase experience. Overall customer satisfaction is measured across four factors: working out the deal (33%); salesperson (25%); delivery process (21%); and dealership facility (20%).

Click here for the full results of the J.D. Power and Associates 2010 U.S. Sales Satisfaction Index Study.