June 23, 2004

By: Travis Bose
Website: http://www.1st-in-cars.com

A new model of customer satisfaction measurement for overall tire performance

MRF ranks highest in customer satisfaction for the third consecutive year in the J.D. Power Asia Pacific 2004 India Original Tire Customer Satisfaction StudySM released today.

The study, in its fourth year, examines customer satisfaction with original tires at 12 to 18 months of ownership. More than 1,500 owners of 28 different vehicle models participated in the 2004 study, which was fielded from June to August 2003.

A new model of customer satisfaction measurement was deployed for 2004. Overall tire performance is assessed on 20 attributes, grouped into five pre-defined factors: ride, handling, traction, durability and appearance. Unlike past years, the study now deals only with radial tires, as nearly all the new passenger vehicles sold in India are now fitted with radial tires.

MRF receives the highest ratings in the study in four of the five factors determining overall satisfaction with tires: appearance, durability, traction, and handling. Bridgestone, JK Tyre and Goodyear follow MRF in the rankings, respectively.

MRF’s continued success is based on its ability to consistently deliver on those factors that are most important to its customers, said Mohit Arora, India country manager, J.D. Power Asia Pacific. As a result, nearly one-fourth of MRF’s customers rate their tires as outstanding.

More than 40 percent of all new-vehicle buyers indicate that tire-related features were among the considerations influencing the vehicle purchase decision. The study also reveals that more than one-fifth of all new-vehicle buyers choose the brand of tires on their new vehicles.

These findings suggest that although tire choice is often the prerogative of vehicle manufacturers, it is important that manufacturers understand the needs and concerns of the new-vehicle buyers related to original tires to ensure that customer expectations are being met, said Arora.

The occurrence of a single tire-related problem leads to a significant drop in satisfaction and intention to repurchase the same tire make. Among owners who experienced a problem, damage from puncture was the most reported problem for the tire industry.

Nine out of 10 MRF owners did not report a single problem with their tires, said Arora. It is one of the reasons why MRF owners continue to register the highest loyalty and advocacy rates in the industry.

About The Author:

Travis Bose is a successful author and regular contributor to http://www.1st-in-cars.com.  Making that car wish list come true with auto parts, stereos and accessories plus financing tips.