SEOUL, South Korea – GM Korea earned the highest score among automakers in the 2013 Korean Service Quality Index study conducted by Korea Management Association Consulting.
The study assesses customer satisfaction in 11 categories: dealership environment, reception, attire and appearance of sales staff, how staff address customers, kindness, proactive attitude, ability to explain products, business knowledge, consideration for customers, and seeing off customers. It uses a mystery shopping survey method.
Association researchers visited 60 of GM Korea’s 293 Chevrolet dealerships in Seoul and five other major cities – Busan, Daegu, Daejeon, Incheon and Gwangju – between August 2012 and May 2013. GM Korea received an industry-high 96 points and the highest scores in three of the 11 categories.
The study highlighted the automaker’s differentiated services such as individual sales consultation rooms, Chevy Academy step-by-step training programs to develop sales skills, six-step vehicle explanation training to help customers better understand products, vehicle delivery service events to build customer enthusiasm, and enhanced aftersales service programs such as a 100-day event after vehicle delivery.
“Becoming number one in customer satisfaction with service is a tribute to the hard work of our dealers, agents and sales staff. It complements our number one ranking in customer satisfaction with maintenance service,” said GM Korea President and CEO Sergio Rocha. “We want all of our Chevrolet customers to have the best shopping and ownership experience in the industry.
Since Chevrolet’s introduction in Korea in 2011, GM Korea has made significant investment in service at points of customer contact through showroom enhancements and by strengthening Chevrolet’s unique customer service training programs.
On June 27, GM Korea signed an agreement for fair trade and shared growth with its sales partners, including its five domestic dealers – Samhwa Motors, Aju Motors, SS Auto, Speed Motors and Daehan Motors – and the GM Korea Automobile Dealers Association, which represent 293 agents and more than 3,000 Chevrolet sales staff. The agreement reaffirmed GM Korea’s determination to strengthen service at points of customer contact to ensure the highest level of service.
About Korea Management Association Consulting
Founded in 1989, KMAC offers management consultation based on diagnostic evaluation. In 2010, it developed the first KSQI measurement model for the automotive sales sector in Korea and has since then conducted the study once a year. The KSQI indicates how customers feel about the service quality of Korean industry. It assesses levels of service quality perceived by customers and expresses the levels as index numbers. This year, KMAC evaluated dealerships 60 times for each automaker in Korea.