The results of the service evaluation survey of China Consumers Association's 4S store were released. No wonder these brands sell well.

There are many factors that affect the sales of a car brand, such as price, word of mouth, configuration, quality, and some intangible factors, such as 4S stores. Going to a 4S shop is not necessarily about buying a car. After all, it is a service point integrating sales, spare parts, after-sales service and information feedback. In the process of using the car, our contact with 4S stores is much more frequent than we thought.

Will 4S stores play a negative role in stimulating the sales of automobile brands? The answer is yes. First of all, if there are many 4S stores and the radiation range is wide, it means that the later maintenance is convenient and quick, which can impress many consumers. Moreover, services, facilities and complaint handling also affect consumers' car buying experience, which in turn affects brand sales.

From March to June, China Consumers Association selected 20 automobile brands (including 23 automobile manufacturers) in 15 cities nationwide, and conducted a satisfaction survey on the supporting services of 4S stores, involving 1343 4S stores, with a sample of 6268, covering German, American, Korean, Japanese, legal and domestic cars.

1-20 ranks as: Changan, Volkswagen, Chery, Geely, Toyota, Wuling, Nissan, BMW, Audi, Buick, Honda, Mercedes-Benz, Hyundai, Roewe, Ford, BYD, Chevrolet, Haval, Baojun and Peugeot.

It is not difficult to see from the survey results of China Consumers Association that the overall satisfaction score is 82.7, and the scores of 1 1 brands are higher than or equal to this standard. Chang 'an ranked first in the highest score, followed by Volkswagen and Chery. Changan and Volkswagen are still expected, and Chery's surprise list is also quite surprising. It can also be seen that Chery brand consumers are more sticky, and the comments and word-of-mouth of the owners are better. Geely, Toyota, Wuling, Nissan, BMW, Audi, Buick and Honda are all in the "passing" range, with little difference in overall satisfaction, all of which are better than or equal to the average score of this survey. It is not difficult to find that the sales performance of these brands is not bad.

Mercedes-Benz, Hyundai, Roewe, Ford, BYD, Chevrolet, Haval, Baojun and Peugeot are the nine brands with below-average scores, among which Peugeot scored 80.2 points at the bottom of the comprehensive score. It is also quite unexpected that Mercedes-Benz failed to make the list. BMW and Audi are still relatively high in the BBA, while Mercedes-Benz is slightly inferior.

Looking at the specific breakdown scores, Peugeot scored the highest in sales and service, followed by Audi and Toyota. In terms of after-sales service, Volkswagen scored the highest, followed by Changan and Nissan. In complaint handling, Wuling scored the highest, 8 1.7, and the average score of this sample was only 69.2. Wuling handled the customer's complaints well to get such a high evaluation. Followed by Peugeot, and then BYD.

Legend: The list of manufacturers who are satisfied with the overall quality of 4S stores released by China Consumers Association.

Many people may not understand when they see this. It seems that Peugeot does not lag behind in the decomposition score. Complaint handling and sales services can be ranked in the top three. Why did it become the brand with the lowest overall satisfaction? The most important thing is that its NPS value is low, and the main value of NPS is the recommended net value. That is to say, in the survey, the percentage recommended to relatives and friends after buying a car is subtracted from the percentage of critics to get the NPS value seen in the above figure. Geely scored the highest in this segment, followed by Volkswagen, followed by Chang 'an, and the net recommended value accounted for more than 30%.

The average of this survey is 28%. Wuling, Buick, Honda, Mercedes-Benz, Roewe, Ford, BYD, Chevrolet, Haval and Baojun all failed, and Peugeot scored the lowest, only 14.3%. Customer stickiness is quite poor, and consumers' loyalty to the brand is very low. No wonder low sales always "soup can't save lives". On the other hand, it is not difficult to understand why people sell well by comparing the scores of Volkswagen and brands such as Geely, Changan and Toyota.

This article comes from car home, the author of the car manufacturer, and does not represent car home's position.