April 4, 2013: MRF has topped the J D Power Asia Pacific 2013 India Original Equipment Tyre Customer Satisfaction Index (TCSI) Study. The Chennai-based tyre major has ranked highest in the study for the fourth consecutive year.
As per the findings of the latest study, satisfaction with OE tyres — those selected by the automaker and sold with new vehicles — continues to increase in India year over year.
The TCSI study, now in its 13th year, measures satisfaction among OE tyre owners during the first 12 to 24 months of ownership across four factors (listed in order of importance): appearance, durability, traction/handling, and ride.
In 2013, overall satisfaction with original tyres averages 834 points (on a 1,000-point scale), an increase of 7 points from 2012. Among the four factors, satisfaction is highest for appearance of tyres (836). Conversely, satisfaction with durability of OE tyres is lowest (831).
MRF ranks highest in overall customer satisfaction for a fourth consecutive year, with a score of 840 points. JK Tyres ranks second with 839 points, while Bridgestone, which improves the most among tyre companies included in the study, ranks third with a score of 836, a 26-point increase year over year.
“Perception of high quality and reliability, aided by a positive reputation for brand image, continues to drive high customer satisfaction with MRF tyres,” said Mohit Arora, executive director, J D Power Asia Pacific Singapore.
The percentage of customers reporting problems with their OE tyres in 2013 remains consistent with the 2012 study at 12 percent. Again this year, customers experiencing a tyre-related problem prefer to have their tyres repaired at an authorised retail outlet. More than a one-half (52%) of customers experiencing any problem with their tyres had them repaired at an authorised tyre retail outlet, a 14 percent increase from 2012.
“The propensity of customers to have their tyres serviced at an authorised retail outlet is a trend that we note has increased during the past two years,” said Arora. “Authorised tyre retail outlets continue to upgrade their services, in terms of processes, facilities, and type of services offered. As observed in other markets, this retail segment, if managed well, is likely to be one of the key drivers of a vibrant aftermarket in India.”
Balanced product portfolio pays off
The study also analyses the consumer-reported share of business each tyre manufacturer has with the automakers in India. The study finds that the top three ranked tyre brands are also the ones which have a balanced portfolio of engagement with automotive makes.
“Both MRF and Bridgestone continue to draw consistent share of business from automakers in India,” said Arora, “JK Tyres sees a positive trend through an increase in its share of business in 2012.”
The study also finds that tyre brands that achieve high levels of customer satisfaction benefit from higher levels of customer loyalty and advocacy. Among customers who are highly satisfied (901 points and higher), 76 percent say they “definitely would” recommend their tyres to family and friends, while 70 percent say they “definitely would” repurchase the same brand. Conversely, among highly dissatisfied customers, 31 percent say they would recommend and 27 percent say they would repurchase the same brand.
The 2013 India Original Equipment Tyre Customer Satisfaction Index Study was based on 4,568 responses from new vehicle owners who purchased their vehicle between May 2010 and August 2011. The study was fielded between May and August 2012.