Usage & Attitudes Study
Understanding consumer experience across sales and service touchpoints
Introduction & Methodology
Introduction
This study provides a comprehensive analysis of customer satisfaction in Vietnam’s automotive market, focusing on both sales and after-sales service experiences. The research covers key touchpoints in the customer journey to identify specific drivers of satisfaction and areas for improvement.
Objectives
- Assess overall satisfaction with vehicle purchase experience across all touchpoints
- Measure satisfaction with vehicle maintenance and repair services
- Identify pain points and expectations in the customer journey
- Evaluate loyalty drivers and barriers by brand and segment
- Compare brand performance across key metrics
- Understand the impact of emerging trends on customer experience
Fieldwork Details
- Sample size: 762 respondents.
- Demographics: M/F 22-65, owners of new vehicles within past 36 months.
- Geography: Hanoi, HCMC, Da Nang, Can Tho, Hai Phong.
- Methodology
- Quantitative F2F survey (n=762).
- In-depth interviews (n=11).
- Mystery shopping assessments (n=13 dealerships).
- Accompanied service visits (n=6).